Communication is key to engaging with consumers who seek more information about the food they eat, according to Kevin Folta, professor and chairman in the horticultural sciences department at the University of Florida. Folta spoke recently at the American Feed Industry Association’s Purchasing and Ingredient Suppliers Conference in Orlando, Florida.
“Consumer interest in food, and even in agriculture, is actually a very good thing for us because this gives us the opportunity to tell our story,” Folta said. But, “the people who know the industry, who are best informed, are the ones who are not speaking up, and that’s why we have a problem.”
Listen and establish trust
Folta said consumers are seeking more information about what’s in their food and where it comes from, but they don’t know who to trust. This is why, he said, those who work to produce the nation’s food need to engage with the consumer “in a correct way,” by listening, establishing trust and then leading with ethics and sharing science with them.
“It all starts with listening,” he said.
By engaging with the curious consumer, listening, asking them why they feel the way they do, showing you understand how they feel, showing your values, and showing evidence behind what you do, you can establish trust.
“Facts don’t matter until you’ve established trust,” he said. “You should be the most trusted source.”
The roadblocks that get in the way of trust include fear-based messages from activist groups and celebrities, and trust erosion from one-off studies, misinterpretation of data, and reports that have poor quality, bad design or weak statistics.
To establish trust to overcome these roadblocks, Folta highlighted some tips for engaging with concerned consumers:
- Remember your audience.
- Be empathetic to their feelings and concerns.
- Actively listen to them.
- Let others feel a sense of power and control in the situation.
- Provide intellectual charity.
- Only move to the next steps once you understand their concerns, and they know it.
Next, he said, let your priorities reflect your values, such as the environment and conservation, farmers, the needy and consumers.
Engage online
The place to apply these tools to communicate with consumers is social media, Folta said.
“Social media is where the discussion is happening,” he said, and it only takes 15 minutes per week to engage with your audience.
He offered tips for engaging with consumers online:
- Set up a dedicated email address that is only for communicating with consumers.
- Always use your real name.
- Develop a professional Facebook page that represents your business.
- Provide content, like writing a blog about your industry or experiences.
- Comment on news articles and calmly engage with those who have incorrect information.
- Share quality information on social media.
- Build your online network and get out of your bubble of people who have the same viewpoint.
- Offer to write for media outlets.
