The following article, authored by David B Schmidt, president and CEO of the International Food Information Council and CEO of the IFIC Foundation, is adapted from the July 2008 issue of FoodiE-News a publication of the American Farm Bureau Federation.
Today’s scenario of spiraling food and fuel costs, challenges to the supply of commodities, international trade uncertainties and a struggling economy have all formed a perfect storm for consumers. Many of us have spoken about this potential outcome and how important agriculture and the use of the best technologies would be to help future generations. This situation also presents an opportunity to communicate to an engaged public, who may have previously tuned us out.
During the recent salmonella outbreak in produce, we posted advice for consumers on ific.org. We also provided links to the US Food and Drug Administration so readers could find the latest information on the outbreak.
It’s no wonder consumers are often confused, but a large segment of the population tends to be oblivious to much of the information thrust upon them. That may be changing due to the reality of the food and fuel issues that are bringing the role of agriculture to the front and center of national policy debates. We need to recognize that this may be one of the greatest teachable moments for food and agriculture that we’ve had in decades. Our messages have never been more important, because I’m convinced more people than ever are paying attention.
Media have already focused on consumers trying to save food longer to spread their food dollar. That has given rise to concerns about how consumers will store leftovers—a clear opportunity for food safety education to an attentive audience. Greater appreciation for the food we have is an opportunity to improve the quality of our diets—and therefore our health. Technologies like agricultural biotechnology, which have been dismissed by many as unnecessary, are now getting a well-deserved second look by European authorities, the World Health Organization and others as critical tools in meeting the increasing global demands on agriculture.
So it’s time to sharpen our messages and even dust off some effective older ones, because the public is now hungry for reliable information about the safety and benefits of their food supply.
