On Monday, November 14, 2011, the U.S. Farmers and Ranchers Alliance (USFRA), funded in part by the Beef Checkoff, launched the "Learn How Your Food is Grown and Raised" initiative through a partnership with Discovery Communications. USFRA and Discovery Communications created three, 60-second videos and one longer form piece (4-7 minutes), featuring everyday American consumers paired with farmers and ranchers from across the country. Rancher Jeff Fowle from California represented the beef community. In the videos, the farmers/ranchers and the consumers sit down to a meal and discuss where the food came from, how it was raised and how farming is evolving. The videos focus on three primary themes:
- Join the Dialogue
- Continuous Improvement
- Healthy Choices
The documentary-style videos began airing across the Discovery Communications' networks (TLC, Discovery, Discovery Science, Discovery Fit & Health, Identification Discovery, Planet Green and Animal Planet) on November 14 and will continue through December 25, 2011.
_
No comments:
Post a Comment