WESCOTTSTRATEGICCOMMUNICATIONS
RADICAL TRANSPARENCY May 7, 2015
Perceptions On Transparency
Strategic Goals
Build relationships and goodwill with influential consumers
Increase positive messaging
Inoculate the industry from misleading attacks
Influential Online Consumers
• 12 bloggers• Parenting
community• Experienced• Tech savvy• Limited farming
experience• Combined
reach: 5.4m We included a mom who happened to be a farmer – she was seen more as a peer than an industry representative
We also included a Raleigh-based mom to serve as a co-hostess and a consultant – to understand their perspective
What makes a message persuasive?
• Peers are more credibleThe messenger
• “What people don’t do” Societal norms/ group dynamics
• Moderate fear with a constructive solutionEmotions
• Not partisan or emotionally investedThe audience
“Farm to Pork” Program
Meals
• 18 Seaboard• Southern
Smoke BBQ• Chef Rhodes
Prestage Farms
• Sow farm• Nursery• Finishing
farm
Smithfield processing
• Kill floor• “Cold side”• Sustainability
presentation
NC State lectures
• Nutrition• Chef’s
presentation
“Radical transparency” meant no details spared, no questions unanswered
Bonding
Yes, she inseminated a sow
Visit the farms, meet the farmers
Radical transparency means…
From neutral to ally
Validating third parties
They have reverence for the animal and thank it for its sacrifice. This was one of the greatest things I learned there. I wondered how they could love the animal so much while knowing where it would end up… They said that they love the animal, want it to be happy while it’s in their personal care and they thank GOD that the animal sacrifices its life to put food on our tables. Very cool.
The inevitable attack…
From: [email protected]:cc:Subject: Farm to Pork follow up----------------------------------------------------
Hi Farm to Pork attendees,
I hope this week is going well for you. Thanks to those of you who reached out to us after the North Carolina event – you were right to express some skepticism…
Didn’t work
Thank You