Max Armstrong talks consumers and food knowledge with insight from Dairy Management Inc., noting that farmers need to commit to sustainability more quickly. The key will be a rising need for transparency with 73% of consumers saying they’re willing to pay more for products that are more transparent. This is more than talking about what you do on the farm, but providing proof of what you do.

Farm Progress America is a daily look at key issues in agriculture. It is produced and presented by Max Armstrong, veteran farm broadcaster and host of This Week in Agribusiness.

Photo: Willie Vogt