Randy and Millennials

Randy and Millennials

David Sparks Ph.D.
David Sparks Ph.D.
The U.S. Farmers and Ranchers Alliance (USFRA), a consumer-facing organization dedicated to leading the national conversation about how food is grown and raised, announced the launch of a Foundation. I talked with USFRF CEO Randy Krotz about a certain segment of our society. "What do you say about the whole millennial movement? We have dealt with new generations for a very long time. It is not uncommon for the next generation

to come at the marketplace differently. We have seen that for decades but I am reminded of a story two years ago. I saw someone present and they were talking about all of these new things that kind of made you gasp and led to believe that it was about the millennial generation and it was really about the 60's. There is a lot of shift in consumers going on, there is transparency. There is a clear indication that local and organic is great. Young consumers tend to run in tribes. They look for information from their friends online and their social communities and I don't think there's any doubt that they are looking for more information. And it's not just millennials. It is also consumer/food connectors who are very engaged in the food movement. We have seen a dramatic increase in our research over the last five years of what consumers are looking for and the type of information they are looking for. At the same time, consumers feel better about the direction of agriculture right now, the way their food is grown and raised. Informed consumers generally benefit agriculture.

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