Do consumers really want to know?

Originally published in Western Producer, August 2020

There’s a prevailing notion in agriculture that we must get consumer and public “approval” for modern farming practices and that we need to build “social licence” among consumers.

We have responded and invested significant resources and money into winning hearts and minds.

Lately, I have been increasingly wondering if this a strategically sound effort and a worthwhile investment. I’m not sure, for a couple reasons.

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