The U.S. Farmers and Ranchers Alliance was formed nearly two years ago to “enhance consumer confidence in today’s agriculture”. The big question is, have they managed to do that? The answer would be yes - slowly, but surely. The USFRA has found through research and talking to consumer influencers and opinion leaders, those people consumers turn to about food choices, that consumers still love the farmer and rancher, but they have concerns about how food is grown and raised. The four primary areas of concern that consumers have are antibiotic and hormone use in animals, ag biotechnology, the use of pesticides, and the concern about how farm and ranching methods might be affecting consumer health in the long haul. Not surprisingly, Hollywood has been a major influence when it comes to consumer misconceptions about agriculture. That’s why the USFRA has contacted the Hollywood film production community, introducing regular farmers and ranchers from across the country, so that Hollywood might turn to them as a resource, and hopefully portray agriculture more accurately in the future. Changing consumer opinion won’t happen over night, but you have to start somewhere.