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Food industry needs better consumer communication, says expert

Vance said consumers do not understand modern agriculture

Words "have consequences" and the food industry needs to improve its communication with consumers to increase understanding of modern production, delegates to the International Production and Processing Expo were told.

Andy Vance, communications specialist with the Penton Farm Progress Livestock Group, told the industry in Atlanta: "Consumers are now more passionate about food than they ever were before.

They love farmers, but do not understand modern agriculture. We are responsible to a significant degree to how consumers see the food industry, and words have consequences."

A key area for improvement was public understanding of how and why animals were bred and housed, Vance said.

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