Consumer Engagement in a Changing Environment

2009 2020+

Continue to be open and answer questions• Focus on millennials,

whose opinions are being shaped

• Ramp up social media• Engage experts to help

tell our story• Portray Illinois farmer

lifestyle/family values

Continue to focus on influencers, positioning Illinois farmers as trusted/preferred partners who are striving to provide consumers the choices they want, and doing it in a way that is good for our world

Spotlight how Illinois farmers are solving challenges/optimizing solutions via tech acceptance

What’s our next move?

Shift focus to credible influencers (e.g., RDNs/health professionals) who can multiply messages with impact• Showcase the progressive,

innovation-savvy Illinois farmer

• Continue transparently answering questions and sharing Illinois farmers’ values/lifestyle

*Includes CSR, Quality Assurance, Brand Management, Corporate Affairs, Investor Relations

What’s next? Some teaming with food companies/brands to drive change in farm practices

Publicly targeting food companies/brands to change farming practice policies

Released videos/media raised questions of how our food is grown

Advocates

“I favor brands that are not only good for me and my family, but also good for my world.”

“I want food choices so I can make the right choice for me, my family and my world.”

“OK, there are two sides to this. It’s hard to know what to believe.”

“I had no idea that’s how our food is grown. I don’t like what I see. I have questions.”

Consumers

Even more transparency and supply chain control (e.g., blockchain)

Offer more choices and proactively market on claims, backstories, certifications to position their brands

Defend brands and adopted new on-farm policies

FoodCompanies*

Farmers/Ag

Let’s be transparent/ open our doors, engage in the conversation and answer their questions• We are family farmers• We share same values • Moms farm tours • Watchusgrow.org• FAQs

Changing Priorities• What do consumers care about in 2020?• How have changes in lifestyle since COVID-19 affected what consumers care about in 2020 and beyond?

Changing Priorities• Spring 2020:Food supply chainAnimal careSustainability

How do we engage?• How can consumers help the ag industry right now? IPPA Pork Power donations – food pantries & pork industry

• What’s happening on farms right now? (Normal and adaptations to changing environment)PlantingAnimal careDon’t share images of milk dumping, euthanasia, etc. – images can

easily be stolen and used against agriculture• Virtual connection IFF Farmer Fridays (Facebook Live) IFF Facebook Live Q&A with economist Jayson Lusk

Looking Forward• This won’t last forever• IFF planning for FY21• Planning for late fall and beyond consumer engagement eventsRancher, Farmer, Fisherman showings moved from April

to fall semesterEnvironment & conservation campaign planned for fallSustainability even greater consumer focus now & moving

forward