CA: We need to understand that this is a process and not an event. We won’t build consumer trust with a single strategy or tactic in a short period of time. We’ve completely revolutionized food production over the past 60 years. It wasn’t that long ago that nearly a third of our population was involved in food production. Today it is less than 1%. That’s a wonderful testament to the productivity of the American farmer. The public doesn’t understand contemporary food production and we need to commit to a long term strategy of showing who we are and what we do. We need to help the public understand that the size, scale and technology on a modern farm are different than they were 40 years ago, but the commitment of today’s farmer to do what’s right has never been stronger. It will take a long term commitment and a willingness to engage the public if we want to build trust and confidence.