Illinois Farm Families® Program Builds Consumer Trust
The Work
Food is incredibly personal. With each bite, consumers impact their personal health, their children’s health and the long-term health of the planet. That explains why consumers today, especially young parents, are hungry for information about how their food is grown. They want to make informed choices but sifting through the barrage of “truths” can be frustrating. Recognizing farmers – those who actually grow the food – are missing as a source of information, Illinois’ commodity and farm organizations band together to bring this valuable perspective to consumers’ food and farming questions. With real farmer voices and grassroots involvement leading the way, we launch the Illinois Farm Families (IFF) program.
Approach
Consumer research helped Illinois Farm Families understand the questions and concerns shaping how consumers think about food and farming—from how food is grown and who produces it to agriculture’s environmental impact. Those insights informed a strategy focused on connecting consumers with farmers firsthand and providing credible, easy-to-access information that could address questions, build understanding and strengthen trust over time.
Creating Firsthand Connections to Farming
From “city mom” farm tours to in-person and virtual events for health professionals, Illinois Farm Families gave key audiences firsthand access to Illinois farms and farmers. These experiences provided credible information and useful resources participants could take back to their own communities and conversations.
Building Trust Through Farm Experiences
Nothing builds relationships between farmers and consumers like authentic, firsthand experiences. Illinois farmers shared not only what they do, but why they do it—creating meaningful connections and helping audiences better understand modern farming.
Answering Consumer Questions With Credible Content
When consumers have questions, the first place they look is online. IFF launches WatchUsGrow.org, sharing farmer perspectives and facts on topics parents care about like food safety, local food, organic vs. conventional farming and sustainability practices. From Farmer Friday virtual tours to blog posts, IFF amplifies website content through social media for a “bite-sized look” at how Illinois farmers are raising safe, sustainable food.
Showing How Innovation Grows Here
IFF’s Innovation Grows Here™ video series explores farmers’ proactive role in addressing environmental challenges like greenhouse gas emissions, plastic pollution and pollinator habitats. Through beautiful cinematography and first-person in-field perspectives, millions see Illinois farmers as part of the solution.
Results
Sharing the many unexpected ways Illinois corn positively impacts consumers and the Illinois economy expands its reach and sparks interest in learning more about Illinois farmers and how they grow corn.
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75M+impressions
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1000+influencer connections
