Setting the Table

SETTING THE TABLE

BY KELLY VISSER

PHOTOS BY JOSEPH L. MURPHY

IOWA FOOD AND FAMILY PROJECT ACTIVITIES WHET CONSUMER APPETITES FOR EXPLORING AGRICULTURE

Food is universal; it’s comforting and inspiring. Just the idea of burgers sizzling on the grill or a bowl full of mom’s homemade chicken noodle soup are enough to stir up treasured memories.

Most importantly, food is a tasty way to build common ground between consumers and farmers.

The Iowa Food & Family Project (Iowa FFP), an agricultural awareness initiative involving the Iowa Soybean Association and nearly 30 partners, builds consumer confidence in modern farming by starting the conversation with food. The initiative interacts with nearly 120,000, foodminded fans each month.

Bonnie Raso, an executive assistant at EMC Insurance from Des Moines, picks up a handful of feed during a stop at Ben and Nick Albright’s feedlot in Lytton during Expedition Farm Country. The stop included insights on modern beef production, hormone use and mixing feed rations.

In partnership with the state's commodity groups, agribusinesses, retailers, restaurants and health organizations, Iowa FFP sets the table for consumer engagement by sharing family-friendly recipes, nutrition information and cooking tips for Iowa-raised protein products.

Once the conversation is started — through social media, email newsletters, print magazines, community events or in-person farm tours – Iowa FFP offers deeper perspectives on modern agriculture. These consumer conversations often center around headlines in the news, ranging from the latest in trade and water quality to livestock comfort and misleading food label claims.

During Food U in July, consumers discussed farm-to-table connections and learned tips for cooking pork at the Des Moines Social Club.

In July, Iowa FFP hosted a Food U tour for 28 curious consumers. The day-long event included a cooking class with Iowa Pork Producers Association, followed by a virtual tour of a modern pig barn and discussion on the role of soybeans in pork production.

“THERE ARE SO MANY ‘AH-HA’ MOMENTS WHEN WE VISIT FARMERS AND SEE FIRSTHAND HOW FOOD IS GROWN AND RAISED. I’VE ATTENDED A FEW IOWA FOOD & FAMILY PROJECT EVENTS AND EACH ONE HELPS ME MAKE INFORMED DECISIONS VERSUS TRENDY DECISIONS AT THE GROCERY STORE.”

—Julies Kohles, school social worker from Johnston

Throughout the summer, Iowa FFP hosted livestock-focused farm visits to Rose Acre Farms in Guthrie Center with the Iowa Egg Council; Rowe Ranch in Lorimor and Ben and Nick Albright’s beef farm in Lytton with the Iowa Beef Industry Council; Jones Family Dairy in Spencer with Midwest Dairy; and Jonathan Wetter’s pig farm in Rinard with IPPA.

Photo: Jeff Frank welcomed 40 consumers to his soybean and corn farm in Auburn during Expedition Farm Country. The visit included discussion around precision agriculture, current challenges and the role of soybeans in livestock feed.

To learn more about Iowa FFP, visit iowafoodandfamily.com. Contact Kelly Visser at kvisser@iasoybeans.com.