On March 15, Mercy for Animals released an undercover video of a chicken processing facility. Video is one of the most powerful tools used by animal rights groups. Combined with the credibility that a national news outlet holds, this story is likely to evoke strong emotions and response by viewers. Also, consumer print outlets are likely to do follow up stories, bringing the issue front and center to millions of consumers across the U.S.
The ENGAGE Resource Center provides a platform for those in agriculture and the food industry to actively respond to issues or misinformation in the media, or online. Through this program, those in the industry serve as a “voice of reason” for situations that call for those involved in today's food system to “set the record straight” through immediate and thorough response.
Many farmers and others in food production use daily conversations and social media to communicate with their publics about their work and commitment to producing safe, nutritious food. It can though be beneficial to have specific media “hooks” and opportunities to help that story throughout the year.
Late winter and early spring calving is a great time to talk about animal welfare. Below is a values-based message that can help get you started on proactive communication about today's food system. CFI can help you tailor this information to your particular state or operation.Read Article
On February 12, 2015, a new case of bovine spongiform encephalopathy (BSE) - better known as "mad cow disease" - was confirmed. The animal infected was a beef cow in Alberta, Canada. No part of the animal's carcass entered the human food or animal feed systems. As part of the investigation, the CFIA is seeking to confirm the age of the animal, its history and how it became infected. The investigation will focus on the feed supplied to this animal during the first year of its life.Read Article