The U.S. Farmers & Ranchers Alliance (USFRA), comprised of national, regional and state agricultural groups and their partners, announced plans to lead a conversation with Americans, addressing concerns about their food, where it comes from and how it's raised.

This movement will give farmers and ranchers a voice in traditional and social media conversations about agriculture — where it doesn't exist now — as well with key influencers who are shaping the "good food/bad food" debates in popular culture. Farmers and ranchers will ask consumers about their greatest concerns with today's food production practices and share the agriculture community's dedication to continuously improving how food is raised in order to provide healthy choices for people everywhere.

"No matter the cause, a knowledge and credibility gap has formed between the American people and their food," said Bob Stallman, chairman of USFRA and president of the American Farm Bureau Federation. "Farmer- and rancher-led organizations have joined forces to create USFRA because it is vital that those closest to the farm work together and lead the conversation about raising food. Our industry is continuously changing — improving how we care for the land, our animals and our communities. Farmers and ranchers want to, and need to, do a better job of answering Americans' questions about their food. With this new movement, we are making a commitment, starting today, to listen to consumers and having vigorous two-way conversations."  

USFRA is comprised of 49 national, regional and state agricultural organizations, and this initiative marks the first time such a wide range of prominent farmer- and rancher-led groups have collaborated on such a significant effort.