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
Gary Pullano
Managing Editor
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.
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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Farmers' markets offered pointers in
dealing with COVID-19
Market operators are developing
communications, preparing contingency
plans, and in some regions, beginning to
modify operations and considering closures
due to the virus.
New officers, directors nominated to serve
on United Fresh board
Ascending to chairman of the board
is Michael Muzyk, president, Baldor
Specialty Foods Inc.
Matt Roy joins Tanimura & Antle to head
CEA operations
Roy will focus on developing customer
relationships and creating new business
specific to the company's expanding line
of greenhouse-grown fresh produce
items.
George W. Bird receives MSU
Distinguished Faculty Award
George W. Bird received the 2020
Michigan State University College of
Agriculture and Natural Resources
Distinguished Faculty Award during
ANR Week in March.
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April 2020

Table of Contents for the Digital Edition of April 2020
