At a news conference introducing the USFRA founding affiliates and board participants, Stallman recalled a historic meeting that took place on October 12 in St. Louis. Twenty farmer and rancher organizations in attendance agreed to form USFRA to develop and implement a well-funded, long-term, and coordinated public trust campaign for American agriculture. 

Stallman stated the Alliance’s vision is to enhance consumer trust in today’s U.S. food production system, to maintain and enhance the freedom of U.S. farmers and ranchers to operate in a responsible manner, and to strengthen collaboration with the food production, processing and distribution systems.

According to Stallman, USFRA will focus its initial efforts on the following measurable goals:

  • Increase consumer, consumer influencer and thought leader trust and confidence in today’s agriculture.
  • Serve as a resource to food companies on the benefits of today’s agricultural production.
  • Work with leading health, environmental and dietary organizations to demonstrate the benefits of today’s agricultural production.
  • Increase the role of U.S. farmers and ranchers as the voice of animal and crop agriculture on local, state and national food issues.

“This is an exciting time for U.S. agriculture. It represents the first time all of production agriculture has come together for a common purpose,” said Stallman. “It won’t be easy. Changing consumer perceptions is a big challenge. We plan to use our strategic vision to focus our energies.”

In 2011, Stallman indicated USFRA will continue to identify any current efforts to enhance public trust in today’s agriculture already undertaken by agriculture and food industry organizations that may fit strategically within USFRA’s vision and goals. USFRA recognizes that many of these current efforts have already made strides forward, and it anticipates future successes for them.