I had the opportunity to catch up with U.S. Farmers and Ranchers Alliance (USFRA) chairwoman Nancy Kavazanjian during the Commodity Classic to find out about their Research & Food Industry Workshop which was held just prior to Classic.
“We’ve been doing research because to talk the talk we need to know what the consumers want to know, the messages that resonate,” said Kavazanjian. “We asked the rest of the industry – the Pepsicos, Frito-Lays, Coscos – to come together so we could share our research and learn from them.”
Kavazanjian says other groups shared their consumer research, such as the Center for Food Integrity, National Cattlemen’s Beef Association and the dairy industry. “We see this as a great area to continue collaboration,” she said.
Listen to my interview with Nancy here: [wpaudio url=”http://www.zimmcomm.biz/usfra/classic-usfra-nancy.MP3″ text=”Interview with Nancy Kavazanjian, USFRA chair”]