USFRA also surveyed farmers and ranchers on their perceptions of consumers’ attitudes towards food production and what they want in a dialogue with consumers. Findings indicated:

  • Three-quarters of farmers and ranchers believe that the average consumer has very little to no knowledge about food production in the United States (76%).  In fact, nearly three out of five farmers and ranchers believe consumers have an inaccurate perception of today’s agriculture (59%).
  • Farmers and ranchers want to see more of an emphasis on sustainability and the environment (42%) and transparency with consumers and customers (36%).
  • Farmers and ranchers report topics best represented to American consumers include those related to family-owned farms (34%), commitment to food safety (23%) and the education level of farmers and ranchers (20%).

To learn more about USFRA’s survey results, visit the News and Information section of