Change your words, change consumer perception

In 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.

Leah Dorman, DVM (Philbro Animal Health)
Leah Dorman, DVM (Philbro Animal Health)

In 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 be understanding of attitudes, build a trust between you and the person, and explain what your own story is.

It is also important that farmers and/or ranchers listen to understand rather than listen to respond. 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, shared 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.

Page 1 of 1576
Next Page