When the U.S. Farmers and Ranchers Alliance was formed in November 2010, organizers knew that the task ahead would be daunting.

After all, this was the first time ever that all of agriculture would come together under one banner to increase its share of voice in the food conversation arena.

“This is a historic joining together of farm organizations,” said American Farm Bureau Federation President Bob Stallman, when the formation of USFRA was announced. “We are committed to developing a well-funded, long-term, coordinated campaign to increase consumer trust in agricultural producers and the food system.”

Stallman, who serves as chairman of USFRA, would be the first to tell you that USFRA faces skeptics who doubt that all sectors of agriculture with disparate interests can work together in a united effort.

But as USFRA approaches its first anniversary, it is proving the skeptics wrong. USFRA is financially strong and the current membership of 49 organizations, representing groups as diverse as egg farmers and rice producers, is united in the goal to engage in a dialogue about the value of modern food production.

The public conversation with consumers and food decision makers has begun. On Sept. 22, USFRA held “The Food Dialogues” a connected, town-hall-style meeting at four locations across the country — Washington, D.C., New York City, Fair Oaks Farms in Indiana and at the University of California-Davis. The live event was also viewed online by consumers and farmers alike and was quite the buzz on social media platforms such as Twitter.