Egg Industry - July 2019 - 15

EggIndustry ❙ 15

Change your words,
change consumer
perception
For farmers and ranchers to have a better
relationship with consumers, their message
needs to be value-driven, not science-based.

I

n order for farmers and ranchers to gain a better
reputation with consumers, they need to do a
better job of gaining their trust by using values to
drive purchasing choices, explained Leah Dorman,
director of food integrity and consumer engagement
at Phibro Animal Health.
Dorman spoke April 16 at the "Values First - The
Building Block that Connects with Consumers" workshop, held during the Egg Industry Center Forum in
Kansas City, Missouri.
Consumers are out of touch with what producers do
and why they do it regarding animal agriculture.
She explained consumers are often turned off by
science-based facts and often see them as just another
opinion. Dorman suggested using values consumers
can relate to in order to gain their trust. It is also
important not to belittle their opinions.

What your elevator speech should be
Elevator speeches often allow a person 30 seconds
to two minutes to explain what and why they are
passionate about something. Dorman explained that
an elevator speech should include an understanding of
attitudes, building a trust between you and the person,
and explaining what your own story is.
It is also important that farmers and/or ranchers
listen to understand rather than listen to respond.
July 2019 ❙ www.WATTAgNet.com

When producers hear why consumers have made a
certain buying decision, it is important to understand
why, then again share why producers do what they do.
For example, a producer might say that although
they have heart troubles, they were pleased to see that
the Mayo Clinic still deemed egg consumption safe.
This would allow the consumer to better understand
that farmers/ranchers can resonate with them and their
desire to lead a life designed around a healthy diet.
"Trust is earned when the public believes your
activities are consistent with social expectations;
that your values are consistent with their values,"
Dorman's presentation stated. She explained that
sharing values are three to five times more powerful
in building trust than sharing facts or demonstrating
technical expertise.
Dorman referenced a quote from President
Theodore Roosevelt that said, "No one cares how
much you know until they know how much you care."
Dorman referred to this quote as an example of
how agriculture professionals should reach those
making purchasing decisions. ■

Survey offers insight into consumers'
protein purchases: www.WATTAgNet.com/
articles/37945

Fatality | BigStock.com

DEVEN KING


http://www.BigStock.com http://www.WATTAgNet.com/articles/37945 http://www.WATTAgNet.com/articles/37945 http://www.WATTAgNet.com

Egg Industry - July 2019

Table of Contents for the Digital Edition of Egg Industry - July 2019

Egg Industry - July 2019
How to properly implement poultry farm biosecurity plans
What the US poultry industry needs to know about ASF
Change your words, change consumer perception
Learn about FFAR poultry projects at the Poultry Tech Summit
Egg Industry - July 2019 - CT1
Egg Industry - July 2019 - CT2
Egg Industry - July 2019 - Egg Industry - July 2019
Egg Industry - July 2019 - Cover2
Egg Industry - July 2019 - CT3
Egg Industry - July 2019 - CT4
Egg Industry - July 2019 - 3
Egg Industry - July 2019 - 4
Egg Industry - July 2019 - 5
Egg Industry - July 2019 - How to properly implement poultry farm biosecurity plans
Egg Industry - July 2019 - 7
Egg Industry - July 2019 - 8
Egg Industry - July 2019 - 9
Egg Industry - July 2019 - 10
Egg Industry - July 2019 - What the US poultry industry needs to know about ASF
Egg Industry - July 2019 - 12
Egg Industry - July 2019 - 13
Egg Industry - July 2019 - 14
Egg Industry - July 2019 - Change your words, change consumer perception
Egg Industry - July 2019 - Learn about FFAR poultry projects at the Poultry Tech Summit
Egg Industry - July 2019 - 17
Egg Industry - July 2019 - 18
Egg Industry - July 2019 - Cover3
Egg Industry - July 2019 - Cover4
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