A 10-Year Celebration of Food & Farming

Initiative reaches milestone in building consumer confidence in agriculture

By Kelly Visser | Photos by Joseph L. Murphy

While farmland blankets the state, farmers make up just 4% of the Iowa population. This means that 96% of Iowans are disconnected from agriculture and a growing number are at least three generations removed from the farm.

Not only are many consumers unaware of how food is grown and raised, but the disconnect can also lead to distrust in farming practices and misperceptions of today’s food system.

The Iowa Food & Family Project (Iowa FFP) invites Iowans to explore how food is grown and raised around the state and meet the farmers who make it happen, 24/7; 365 days a year. Since its founding in April 2011, the collaborative initiative has united farmers and consumers in a powerful and relevant conversation about modern agriculture.

“Instead of seeing the gap between consumers and farmers as a problem that couldn’t be solved, Iowa Soybean Association (ISA) farmer leaders wanted to take a revolutionary, long-term approach,” says Aaron Putze, senior director of information and education for ISA. “They decided that embracing consumer questions and concerns should be core to our work in agriculture.” This decision led to the creation of Iowa FFP, a proactive approach to consumer engagement that’s growing momentum a decade later.

Centered on welcoming consumer questions about modern agriculture, Iowa FFP develops programming, events and editorial that thoughtfully bring the stories of Iowa farmers and the food they produce to Iowa consumers.

It goes beyond “thank a farmer” themes to relate first on a human level, and then inspire curiosity and appreciation for the family legacies, community values, scientific advancements and environmental considerations that drive modern agriculture.

Iowa FFP is led by ISA and founding partners, including the Iowa Pork Producers Association, Iowa Beef Industry Council, Iowa Corn Growers Association, Midwest Dairy, Iowa Poultry Association, Iowa Egg Council, Iowa Turkey Federation and The Soyfoods Council. Iowa-based restaurants, retailers and health organizations also lend their support. By unifying this diverse partner network, Iowa FFP has become a premier voice for agriculture.

“We look very broadly at how to solve problems, and improving trust in modern agriculture isn’t something just one organization can do alone,” Putze says. “Coordinating across groups and marshaling resources toward a shared goal is what has made the initiative successful over the past decade.”

Each month, Iowa FFP connects with an audience of more than 135,000 opt-in fans across its social media, eNewsletter and Fresh Pickings magazine channels. The initiative also connects personally with thousands of Iowans each year through farm tours, farm-to-table meals, speaking engagements and community events.

Corinne Rowe explains rotational grazing during Food U in 2019.

From balloon sculptures to paint-by-number murals and photo booths to sand sculptures, the display at the Iowa State Fair always entertains fairgoers.

A Summer Iowa Games athlete joins in “Food & Family Fair” competitions during the 2017 Athlete Jamboree in Ames.

Expedition Farm Country invites Iowans to meet farmers and learn firsthand how food is grown and raised across the state.

Teresa Nennig holds a jar of treated soybeans during Expedition Farm Country in 2018.

Iowa FFP has proudly sponsored Iowa Sports Foundation programs since 2011, including Live Healthy Iowa and the Iowa Games.

A Food U tour at Center Grove Orchard in Cambridge.

Aaron Putze picks sweet corn for the Iowa Food Bank at Kevin and Julie Van Manen’s farm near Kellogg in 2014.

Moving the Needle

Improvements in consumer trust and agricultural awareness are tricky metrics to measure.

That’s why Iowa FFP has invested in an annual Consumer Pulse Survey. The survey, conducted since 2013, gauges Iowa grocery shoppers’ perceptions of modern agriculture and food purchasing habits. The sample, which is representative of the state’s population, is split between those connected with Iowa FFP and the general public.

“Measurement is foundational to every initiative,” says Putze. “Not only does it show the value of the investment in Iowa FFP, but it also gives us consumer insights to share with farmers.”

When asked, “Overall, how satisfied are you with Iowa agriculture?” in the most recent survey (October 2020), those connected with Iowa FFP were significantly more likely than the general public to be satisfied, 89% vs. 83%, respectively.

The research also dives into specific perceptions of farmer performance. The latest survey revealed the following feedback from Iowa grocery shoppers:

• 75% are satisfied with farmer performance in producing safe foods.

• 75% are satisfied with farmer performance of raising healthy animals with care.

• 70% gave farmers “excellent” and “good” ratings for protecting our air, soil and water, up 20% over the past four years.

Across all survey categories, those connected with Iowa FFP were significantly more likely to hold more positive perceptions of agriculture. Beyond measuring the initiative’s impact on agricultural awareness, this survey work is foundational in Iowa FFP programs, partnerships and editorial decisions.

Food U participants visit Walnut Ridge Farm in Indianola.

Dave Struthers welcomes visitors to his farm during a Food U in 2018.

Mindy Whittle volunteers at the trivia spin wheel, which always delights fairgoers.

Sandscuplture at the 2014 Iowa State Fair.

Iowa FFP’s presence at the Iowa State Fair is made possible by hundreds of passionate and loyal volunteers.

Iowa Secretary of Agriculture Mike Naig and his family leave a mark on Iowa FFP’s barn mural during the 2018 Iowa State Fair.

“Back to the Farmer” Canstruction at the 2012 Iowa State Fair.

Cristen, Halle and Barrett Clark prepare a recipe at their home in Runnells. Cristen is the creator of the popular Food & Swine blog.

Iowa FFP created three cookbooks featuring recipes from bloggers, farmers and agricultural organizations.

Kristin Porter, creator of the popular Iowa Girl Eats food blog, teamed up with Iowa FFP to explore how food is grown, raised and produced in the state in a “Join My Journey” series.

Lindsay Greiner connects with consumers during “Talkin’ Farming at the Shed” in 2012.

Randy Miller volunteers at the Iowa State Fair.

Encouraging Two-Way Conversations

No matter if it’s around a family dinner table or at the Iowa State Fair, good things happen when farmers and consumers come together.

That’s why Iowa FFP has been dedicated to fostering welcoming, two-way conversations about today’s food system.

“I have enjoyed volunteering with the Iowa Food & Family Project at events like the Iowa State Fair because it gives me a chance to talk with consumers who have questions or misconceptions about agriculture,” says Randy Miller, who raises soybeans, corn, pigs and cattle in Lacona and serves as a director on the ISA board. “It’s on farmers to share our stories and help encourage meaningful conversations with consumers.”

Beyond in-person discussions, the initiative also welcomes questions through its website and social media channels, coordinating with farmers to field requests and share perspectives.

Sharing the Story of Iowa Agriculture

Heartfelt, curious and impactful storytelling has been a cornerstone in advancing Iowa FFP’s mission. The combination of photography, videography and written content work in harmony to tell the story of Iowa agriculture to a growing audience.

“Photography is a powerful tool because it can instantly transport people to a moment and place in time,” says Joseph L. Murphy, photo editor of Fresh Pickings magazine and communications and editorial director for ISA. “I believe showcasing agriculture through photography can lead to a greater understanding and appreciation for the work going on across Iowa’s countryside.”

The initiative’s storytelling transcends the farm-to-fork connection by spotlighting restaurants, food manufacturers, nutrition insights, points of interest and niche agriculture. By offering diverse content, Iowa FFP has built a reputation for surprising and delighting readers who may not initially be seeking agricultural-related content.

“Whether it’s on the farm or in a café, the Iowa Food & Family Project showcases the fabric of Iowa,” Murphy adds. “I love that we’ve been able to explore the state to capture and share such a wide range of stories.”

Joseph L. Murphy climbs a combine to get the perfect photo during Expedition Farm Country in 2019.

Mark Jackson shares his perspectives on modern agriculture during Expedition Farm Country.

Suzanne Shirbroun (above center) shares her perspective on modern agriculture during Expedition Farm Country.

Consumers and farmers share a meal and conversation during Expedition Farm Country in 2015.

Let's Get Connected

As Iowa FFP turns the page on its first decade, an exciting chapter lies ahead.

For opportunities to be involved with upcoming programs, events and activities, subscribe to our eNewsletter. Published eight times a year, the eNewsletter is a continuous invitation to explore how food is grown and raised in the state.

To view the full spread, view this magazine in your internet browser on your phone, tablet or desktop. This story is funded by the soybean checkoff.