DCRC webinar focuses building consumer trust

DCRC webinar focuses on building consumer trust

The June 13 Dairy Cattle Reproduction Council (DCRC) webinar features “Earning Consumer Trust in Modern Dairy Practices.” Scheduled for 2 p.m. Central time, Amy te Plate-Church, The Center for Food Integrity (CFI) director of account management, will provide consumer insights on modern farming practices and building trust.

Despite the growing science knowledge gap among consumers, te Plate-Church is optimistic about the dairy industry because consumers trust farmers. However, they don’t trust and understand the complexities of some practices used on today’s dairy farms. Thus, it’s important for farmers (and allied industry) to share their stories, she said.

Rather than conveying facts and figures with consumers, te Plate-Church says it more effective to share values. For example, find a value that you both share, such as having safe food. Then, explain how you produce and market milk that is nutritious and safe for consumers.

CFI research shows that consumers trust values more than facts. “Shared values are three to five times more important in building trust than sharing facts or demonstrating technical skills and/or expertise,” said te Plate-Church. “Think of Theodore Roosevelt’s quote. ‘No one cares how much you know until they know how much you care’.”

During the webinar, te Plate-Church will help participants gain better communication skills through a three-step engagement process. First, listen – without judgement. Second, ask questions to invite dialogue. And third, share your perspective through values.

Despite consumers’ desire for shared values, te Plate-Church warns agricultural advocates to not abandon science and facts. Her advice? Lead discussions with shared values to build trust and then provide data to validate practices related to preserving the environment, sustainability, protecting animal health, improving food safety, reducing food waste, producing healthier food and improving food affordability.

To register for this webinar, go here and follow the prompts. As the webinar approaches, you will receive an e-mail with information on how to log in to participate. If you are a DCRC member and cannot attend the live program, you may access the webinar at dcrcouncil.org.

For more information about DCRC’s webinars, e-mail Natalia Martinez-Patino, DCRC Education Committee chair, at: [email protected] or e-mail DCRC at: [email protected]


The Dairy Cattle Reproduction Council is focused on bringing together all sectors of the dairy industry – producers, consultants, academia and allied industry professionals – for improved reproductive performance. DCRC provides an unprecedented opportunity for all groups to work together to take dairy cattle reproduction to the next level.

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