Post on 02-Aug-2020
Defend and Deflect No More: Building Trust in Animal Protein
Charlie Arnot – CEO, Center for Food Integrity
Wednesday, March 4, 2020 8:00 AM– 9:00 AM
Defend and Deflect No More
Building Trust in Animal Protein
Charlie.Arnot@foodintegrity.orgwww.foodintegrity.orgwww.Bestfoodfacts.org
What are the Drivers?
Greater TransparencyLabel Confusion
Animal Well‐Being
Consuming more Plants
EnvironmentSustainability
Nutrition Diet = Health
Voting withtheir Money
Social
EmotionalRational
Consumer Needs
Competition now is for share of wallet AND share of heart, mind and voice
Missing the Strategic Pivot
From Abolitionist to Reformer
Wayne Pacelle – Rational MajorityAnimal Protection
Ingrid Newkirk – Lunatic FringeAnimal Rights
Abolitionist• Meat (and all animal protein) is murder• Animals and people are equal• Eating meat, milk and eggs is immoral• Extreme edgy tactics• Appeals to small group of like‐minded zealots• Demanding the elimination of meat, milk and
eggs was more than all but the most dedicated were willing to consider
From Abolitionist to Reformer
Ingrid Newkirk – Lunatic FringeAnimal Rights
From Abolitionist to Reformer
Reformer• We’re just like you. We care about animals
and the planet we share• We don’t want you to stop eating animal protein.
Just be more aware of the impact of industrial ag on people, animals and the planet
• Mainstream approach appeals to our friends and neighbors who share similar values
• Focus on “reasonable reforms” engages other like‐minded groups concerned about broad‐based issues like health and the environment
Wayne Pacelle – Rational MajorityAnimal Protection
• Legislative and ballot initiatives• Litigation to challenge labels, credibility of ag, modern production practices• Undercover video implying “bad actors” represent the norm• Brand pressure to drive change through the supply chain, i.e. housing,
animal health products, pain management, etc.• Partnerships with other NGOs in environment, animal welfare and health
to amplify and build credibility• Class‐action litigation to drive change through courts• Supporting alternatives to animal protein• Playing the long‐game
Comprehensive Strategies and Tactics
Answering the Wrong Question
Should? Can?
Ethical Question Science Question
1. Delay and hope it goes away2. Rely on science. If that doesn’t work, get more science,
and if that doesn’t work, repeat again3. Talk about economic impact, focusing primarily on our sector4. Attack those who attack us5. If not your sector, keep your head down and offer quiet moral
support to those under attack, but don’t get involved for fear of being next!
Historical Defensive Issues Management
What We’ve Learned about Building Trust
Trust research was published in the Journal of Rural Sociology
SOCIAL LICENSE
FREEDOM TO OPERATE
Trust Model (Sapp/Look East)
The privilege of operating with minimal formalized restrictions based on maintaining public trust
The ability to do what you do best with minimal outside interference
Social License Challenge: Public Health
Social License Challenge: Animal Welfare, Environment
Social License Challenge: Regulation/Litigation
INFLUENTIAL OTHERS
VALUE SIMILARITY
TRUST
Trust research was published in the Journal of Rural Sociology
CONFIDENCE
COMPETENCE
SOCIAL LICENSE
FREEDOM TO OPERATE
Trust Model (Sapp/Look East)
Shared values are 3‐5x more important to building trust than sharing facts or demonstrating technical skills/expertise
What Drives Consumer Trust?
Recommendations for the meat industry
Rather than criticizing meat alternatives,
help consumers understand how animal protein is a
Socially Responsible Part of a Healthy Diet
and helps me
Live My Best Life!.
Success
Emotional and social reinforcement that animal protein helps me live my best life
+
Permission to believe animal protein is an important part of a healthy and socially responsible diet
Legacy of Animal Protein in the Stories of Our Lives“Living My Best Life”
Legacy of Farmers and Other Relatable Influencers“Permission to Believe”
• Health & Nutrition‐‐ Part of a healthy diet, nutrients including protein, iron• Transparency about production practices‐‐ antibiotic use, feed, animal care certification• Impact on the environment‐‐ GHG, Carbon footprint and resource utilization• Taste including preparation‐‐ Consumer’s love the taste, but need preparation ideas
Consumer Interest and Concern Underscores What They Want to Know about Meat
Dedication to … Animal careEnvironmentTransparency
Healthy, affordable food
Connect with Consumers through Shared Values
Reality Check
Silver Bullet Warning!
Embrace the skepticism. It’s not personal, it’s a social condition.
Final Thoughts
© 2019 The Center for Food Integrity
Who you are is as important as what you know.
Final Thoughts
© 2019 The Center for Food Integrity
65% of the general public wants to know more about their food.
Be a trusted resource.
Final Thoughts
© 2019 The Center for Food Integrity
Defend and Deflect No More
Building Trust in Animal Protein
Charlie.Arnot@foodintegrity.orgwww.foodintegrity.orgwww.Bestfoodfacts.org