April 2020 - 4

EDITOR'S LETTER
Address fear with the facts
Growers understand the impact of crop
protection materials they are using to achieve
efficient production goals.
The end users of the produce being grown
by a small percentage of the population
likely don't have an understanding of the ins
and outs of these products, but they believe
their concerns are valid.
New research shows the online
conversation around pesticides is expected
to explode by 212% over the next two years,
even though consumers aren't sure what
pesticides are. New findings from The Center
for Food Integrity (CFI) illustrate the confusion
and growing concern around crop protection
products and the lesson for agriculture that definitions don't matter.
The study, which analyzed millions of U.S. consumer interactions
online in real time to understand motivations, values, fears
and maturity of trends, shows that often consumers talk about
pesticides, fungicides, herbicides and insecticides as part of the same
conversation. The research suggests that these types of products are
viewed as part of the same category.
Gary Pullano
Managing Editor
They're also talking about two topics: the harm and toxicity for
human consumption and alternative farming practices that reduce the
need for pesticides, specifically GMOs and organic farming.
" Understandably, it's frustrating when the public doesn't
understand the ins and outs of producing food. But it's not realistic
to expect them to, " said Terry Fleck, CFI executive director. " And
while the industry can get caught up in trying to 'educate' consumers
about science, the fact that consumers can't differentiate between a
pesticide and fungicide doesn't really matter. "
Currently, 20.5 million U.S. consumers are engaging online in the
conversation about pesticides, according to the study, a number
projected to grow to 63.9 million over the next two years.
" Clearly the predicted increase in the discussion reflects a real and
meaningful level of concern, one that has nothing to do with science
or definitions, " said Fleck.
At the heart of the issue is consumer concern about food safety, the
environment and " big ag, " said Fleck. As CFI's past trust research has
shown, there's a fear the agriculture industry will put profit ahead
of principle. Fleck said consumers are simply putting pesticides in the
bucket of " bad industrial chemicals " - any chemical used on food that
should be avoided at all cost. He compares it to the GMO issue.
" Rightly so, consumers are concerned about how their food is
grown. In the end, they want safe, wholesome, affordable food that
is grown in a way that protects people, animals and the planet. "
Instead of pointing consumers to a dictionary, Fleck
recommends that those involved in growing food engage in
conversations that authentically and transparently speak to the
topics consumers value most.
Demonstrate how agriculture cares for the environment and is
reducing the use of crop protection products. Engage on the topic of
food safety and how the industry is continually striving to produce
food more responsibly every day.
Use analogies consumers can relate to like the use of bug spray in
homes to control spiders or products used on lawns that control weeds.
" Farmers do the same thing, but with much more precision, " he
said. " Explain the advances that allow farmers to precisely map fields
so they can apply exactly what's needed, where it's needed, when it's
needed. "
The survey details a consumer who is leery of " corporate
collusion, " believes society can overcome human limitations through
technological innovations and doesn't want to be a silent bystander.
" With the advancements being made and the values that underlie
every decision, agriculture is in a perfect position to communicate in
a way that breaks down the 'big is bad' stereotype, highlights new
technology helping the industry make great strides and empowers
consumers to feel good about - not fear - what's happening on
today's farms, " said Fleck.
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Produce supply chain guidelines shared
Ed Treacy, vice president, supply chain and
sustainability for Produce Marketing Association
sent out the following information on March 24
to assist produce supply chain members amid the
ongoing coronavirus crisis.
Bobalu Berries donates berries to local schools
Inspired by their staff's commitment, Oxnard,
California-based Bobalu Berries' partners Bobby
Jones and RC Jones reached out to local school
districts offering donations of fresh strawberries
to school children and their families picking up
lunches in the community.
Michigan State Extension answers common
questions from growers
Both large and small fresh produce growers
have lots of questions about how novel
coronavirus, the virus that causes the
infectious disease COVID-19, will affect how
they do business in the near term.
New dates set for International Strawberry
Symposium in Italy
Given the SARS-CoV-2 emergency, the ninth
edition of the International Strawberry
Symposium, initially planned for May 2020,
will take place in Rimini on May 1-5, 2021.
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THEY SAID IT
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able to stay in business or not. "
- DAWN DRAKE, MICHIGAN PROCESSING APPLE GROWERS
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April 2020

Table of Contents for the Digital Edition of April 2020
