The United Fresh Produce Association has joined with 23 other farmer- and rancher-led organizations representing nearly all sectors of agriculture to enhance consumer trust in the U.S. food production system. The formation of the U.S. Farmers and Ranchers Alliance (USFRA), announced today, marks the start of a multi-year initiative that will coordinate existing efforts and develop new programs that bolster the image of today’s agriculture, including the produce industry.

"It’s been increasingly apparent that there are several agricultural programs that have been created to address misinformation and misconceptions about agricultural practices and our food supply, said Tom Stenzel, president and CEO of United Fresh. "This new alliance will draw upon the strength of many parts of our nation’s agricultural industry and coordinate communication programs in a more focused and strategic manner."

As a charter member of the USFRA, United will help ensure that produce industry priorities are represented as the Alliance develops new initiatives. United Fresh and Western Growers Association are the only produce industry organizations within the Alliance. Organizations represented on the inaugural executive committee of the USFRA include:  American Farm Bureau Federation, National Cattlemen’s Beef Association, National Corn Growers Association, National Pork Board, United Soybean Board and United Egg Producers.

"The U.S. Farmers and Ranchers Alliance could be the broadest and strongest coalition that has ever been formed for advancing pro-agriculture industry messages," said Ray Gilmer, vice president of communications at United Fresh. "We look forward to working closely with Alliance members to develop communication programs that enhance public awareness, bolster support of industry practices and foster an environment that allows American farmers and ranchers to operate in an economical, sustainable and responsible manner."

Going forward, the alliance will implement research programs and develop campaigns that will launch in 2011. United Fresh will remain engaged and provide input on this landmark initiative at every stage. For more information contact Ray Gilmer at 202-303-3425.