Sustainability is a concept that for many in agriculture has been difficult to quantify. Forces outside of the industry use the label to promote practices and ideas that may run counter to what farmers are actually doing to help boost production. U.S. Farmers and Ranchers Alliance has rolled out a new report that aims to bring a lot of information into one place to create the Agriculture in America Sustainability Report.
According to an announcement for the report, readers will find key insights from USFRA's annual research to "identify and gain a clearer understanding of consumers' perception of sustainability in U.S. food and agriculture."
The organization has found in all its research that consumer continue to struggle to define sustainability, and that the topic is "best understood by consumers when farmers explain the tangible ways they are improving the water, soil, air and habitat on and around their farms," the organization said.
Brad Greenway, USFRA chairman, and a South Dakota crop and livestock farmer, summed it up: "Our Agriculture in America Sustainability report identifies how sustainability for various commodities is being defined to inform food companies and other influencers about misperceptions of today's agricultural practices."
The organization released the report at the Sustainable Brands Conference, in Detroit. You can download the entire report here. The gallery offers highlights of some key issues noted in the report, but is only a sample of the detail you can find in the full 44-page document, be sure to download it to learn more.