USFRA plans late summer consumer campaign

The newly-formed U.S. Farmers and Ranchers Alliance (USFRA) has selected an advertising agency and plans to launch a consumer-focused communications campaign this July.

USFRA has chosen New York City-based Ketchum to, as the alliance puts it, “strengthen the image of agriculture and enhance public trust in today’s best production practices.”

National Corn Growers Association president Bart Schott—who serves as secretary of the USFRA executive board– says support of alliance’s mission continues to grow.

“We picked up two or three more alliance members—production groups—so I think we’re up to 28 farmer production groups now on the one side of the board,” Schott says. “We have our CEO advisory team in place—and now we’ve got industry partners coming on as well, to help fund the major campaigns that we want to run later this summer.”

An earlier report on USFRA projected it would have a 20-million dollar annual budget for the next three to five years.

Most of the nation’s major agricultural and commodity groups are part of the alliance.

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