2012 Research Webinars

2012 Research Webinars

Connecting with Consumers through Values Orientation
(1 – 2 p.m. CST, November, 2)

CFI’s latest research shows there may be greater acceptance of scientific evidence if it is presented within the context of consumers’ values-orientation. Our new study shows how effective messages result in double-digit increases in positive attitudes toward GM crops, antibiotic use in meat animals, and indoor food animal production.

CFI believes the next step in understanding consumer trust in the food system is to understand and measure consumer values-orientation toward specific practices in agriculture and food production.

When the public questions today’s food production methods, there have been times when the agriculture sector has substituted scientific verification for ethical justification. This can lead to frustration in the food production community because science will not be definitive in generating consensus or public support for modern food production practices.

Educating Consumers on the Benefits of GM Crops and Crop Protection Products
(1 – 2 p.m. CST, November, 9)

CFI’s new study showed double-digit increases in positive attitudes toward genetically modified crops. A basic message such as “using GM seeds reduces the use of water, fuel and greenhouse gas emissions,” results in a significant increase in positive consumer attitudes, according to the new study.

Rather than trying to convince people that they should be supportive of today’s food production methods, CFI’s new approach demonstrates it’s more about helping consumers understand that technologies currently being used in modern food production are better aligned with their expectations than they may have thought.  The research data reveals things we can say to consumers that actually increase support for the kinds of production practices in place today on farms that allow us to produce more food using fewer resources. 

Educating Consumers on the Benefits of Confinement Production, Antibiotics and Using Hormones in Beef Production
(1 – 2 p.m. CST, November, 16)

CFI’s new study shows how effective message results in double-digit increases in positive attitudes toward antibiotic use in meat animals and indoor food animal production. A basic message such as “indoor housing systems protect food animals from bad weather and predators” results in a significant increase in positive consumer attitudes according to the new study.

Rather than trying to convince people that they should be supportive of today’s food production methods, CFI’s new approach demonstrates it’s more about helping consumers understand that technologies currently being used in modern food production are better aligned with their expectations than they may have thought. The research data reveals things we can say to consumers that actually increase support for the kinds of production practices in place today on farms that allow us to produce more food using fewer resources.