Subject: Important Update regarding SHARED VALUES WORKING GROUPS and Feed the Dialogue Foundation

 Synopsis

Since Feed the Dialogue NC Foundation was founded,originally as the NC Animal Ag Coalition, we have looked for ways to address the disconnect between today’s consumers and the agricultural community.  The FTDNC partners include commodity groups, NCSU CALS, NCA&T, NCDA&CS, Farm Credits, allied organizations, agribusinesses, and others.  We have engaged in activities that bring consumers and farmers (and other food voices) together to have meaningful conversations about the food they eat and the farmers who grow it.  Together, we have organized farmer panels, influencer tours, campus events, USFRA Food Dialogue event, regional Economic Impact Forums, local public screenings of the Farmland film, and numerous social media platforms to bring consumers and farm voices together to discuss questions and concerns the public have regarding today’s agriculture.  As we have these conversations , it is important that we understand public attitudes and perceptions about agriculture.

 Consumer research groups, universities, commodity organizations, and others have studied public attitudes toward agriculture over the years.  FTDNC has worked with one such group , the Center for Food Integrity, to better understand these attitudes and how to effectively communicate with today’s consumers.  Their research has shown that communications based on “shared values” are more effective than historical fact based communications.  In 2020, NCFB launched the “Shared Values Initiative” that included the NC Chamber, commodity groups, allied partner organizations, NCDA, NCSU CALS and others.  This initiative would involve conducting NC based consumer research (with a focus on identifying shared values) and a sharing of the research with the ag community.  In 2021, the NCFB conducted 4 focus groups across the state and the NC Chamber conducted a statewide poll to gather information on consumer attitudes and perceptions toward today’s agriculture.  Later that year, the Center for Food Integrity facilitated a summit where national and recent NC based research was shared with the ag community.   Summit attendees reviewed the research and developed a list of recommendations for how to use this information to better communicate with consumers who don’t understand modern agriculture. The recommendations listed 3 main areas on which we should focus: 1) increase engagement, 2) increase transparency, and 3) build capabilities, capacities, and networks. 

 In 2022, partners in the Shared Values Initiative developed 2 working groups to implement the Summit recommendations.  Group One, led by Lynda Loveland would focus on the recommendations that identify the Food Voices (people, organizations, etc.)  Group Two, led by Laura Kilian would focus on the resources and tools needed to create transparent “shared values” based communications.   During the Summit, it was recognized that FTDNC was the logical organization that was structured to carry out the recommendations of the Summit. 

 Recent Developments

In December 2022, the Executive Director of FTDNC announced her resignation due to increased family and farm business interests.  While we will certainly miss Marlowe and her passionate voice for farmers, we wish her much success with her additional farming and business responsibilities.  The FTDNC Board has identified a highly qualified individual to serve as the new Executive Director beginning later this year. 

We are happy to announce that during the interim we are contracting with the Center for Food Integrity to develop the framework, processes and systems that will more effectively implement the 2021 Summit recommendations, and to execute strategies and tactics to increase engagement and transparency.  CFI will work Working Groups 1 and 2 to move the Shared Values Initiative recommendations further along.  We are also working with CFI on a smooth and successful transition plan for when the incoming Executive Director comes on board later this year.  Our Board is extremely excited about these additional roles for FTDNC and the arrival of our new Executive Director. 

 We will continue to keep you informed as we move forward with this important work.  As always, we thank you for your continued interest and support!

 Regards,

 Bryan Blinson, President

Feed the Dialogue NC Foundation