Newly-formed U.S. Farmers & Ranchers Alliance will work to boost consumer trust in today’s food production. A campaign to roll out this summer will educate consumers on the benefits of today’s agriculture practices and technologies. More than 20 organizations, including the U.S. Poultry & Egg Association, formed the U.S. Farmers & Ranchers Alliance (USFRA). The formation of USFRA is unprecedented in that virtually all aspects of production agriculture have come together to work toward a common goal. Representatives from the poultry, beef, pork, soybean, corn, wheat, sugar, produce, sheep, rice, peanut and other commodity industries recognized the common “knowledge” thread that connects those involved in today’s production agriculture. That thread is that it is today’s technology that is feeding the world, and we need to enhance confidence in that technology if we are going to continue doing so. 