“What are the anxieties consumers have about food? How are you addressing those anxieties?” Jeff Fromm, millennial marketing expert, asked attendees at the 2015 Animal Agriculture Alliance Stakeholders Summit, which began Wednesday morning in Kansas City, Mo. The Summit, which continues through Thursday, May 7th, is themed “The Journey to Extraordinary.” Sessions are focused on exploring animal agriculture’s continuous efforts to embrace new technologies that will help feed a growing population while measuring sustainability, engage consumers in innovative ways to bridge the knowledge gap, and highlight initiatives that demonstrate agriculture’s commitment to transparency.
Fromm addressed the audience this morning about how companies and organizations can foster “brand love” among the millennial generation. “Uniqueness, meaningfulness, innovation and authenticity are the four variables impacting brand loyalty for millennials,” Fromm said. He went on to note that, to millennials, authenticity is gauged by transparency.
Other speakers echoed Fromm’s call for a focus on consumer needs, with National Geographic’s Dennis Dimick giving an in-depth look at how the organization covers agricultural issues, particularly in the 2014 “Future of Food” series. “We didn’t want to just do a series for people in agriculture,” Dimick said. “We’re trying to reach the public who are interested in food.”
Food, Dimick noted, is a crucial area of common ground that will help foster conversations about the future of agriculture. “Food is one of the key binding rituals of our civilization,” he said.
Closing out the morning sessions was a panel on sustainability, titled “Fact, Fiction, the Future – Measuring Sustainability.” Panelists included Roger Cady, global sustainability lead, Elanco, Paul Bredwell, vice president of environmental programs, U.S. Poultry and Egg Association and Brian Jones, responsible sourcing manager, Nestle North America.
To learn more about this session and other sessions taking place today during the Stakeholders Summit, please visit the Alliance website. You can also follow along with the live twitter feed at #AAA15.