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1. CFI Biotech Video Series
Participant Overview and Onboarding
Project Overview
The Center for Food Integrity is developing a five-part video series aimed at educating
consumers about a variety of topics related to biotechnology or GM crops including their safety,
nutrition, benefits to health and the environment and labeling on packaged foods. Each video in
the series will include two individuals: an expert in the food, nutrition and biotechnology field
from a respected independent institution and a consumer representative who has questions
about the given topics. The goal of the video series is to help consumers walk away with a
better overall understanding about the food we eat every day.
What Participants Can Expect
As a participant in the video series, we want to help you understand your role and prepare to
go on camera. First, there are some initial housekeeping items we would like to put in place
early in the process:
Sign a letter of agreement. We are asking all participants to sign a letter of agreement
with CFI that simply outlines the activities and expectations for your involvement.
Share all of the background materials. In addition to this document, we will send you
three other pieces for your review:
o The results of consumer focus groups that were conducted in April/May 2012
that helped us to identify the primary topics that consumers are most interested
in learning more about
o A full list of participants and topics of all of the videos in the series so you know
the other individuals involved in the project
o A few PowerPoint slides that outline the video format and style, and shows
how we will film you and use the footage for the final product
Schedule the video production and book any necessary travelneeded to connect the
expert and consumer, as well as the project management team. We will work with you
on identifying the dates that work best for all parties with the goals of completing the
videos in July and August 2012.
Identify the “shot list” and locations within the community or city where we will film
the video. We are interested in showing you as a professional and parent/everyday
person who is relatable, friendly and engaged. Ideally, we would love to capture video
of you doing what you do every day related to food such as cooking for your family,
going to the grocery store. If you are a parent, we hope you will allow us to include your
children in the video with you.

2. CFI Biotech Video Project
Participant Overview & Onboarding
Page 2
Once we have these elements in place along with a signed agreement, here are the steps we
will take leading up to production:
Take part in an initial background discussion to be held via phone.The discussion will
include:
o Introduction to the project
o Introduction to the expert or consumer participant the subject will be paired
with in the video
o Review of top consumer concerns that were heard through focus groups and a
list of questionsbased on those concerns as well as questions the participants
have. These will be used as guides, not as a script, for video content
o Ask consumers to identify questions ahead of time they would like to pose to an
expert on the given topic.
Participate in an in-person preparation session the day before production
o You will meet the expert or consumer representative in person
o We will review the content and questions the consumer will ask; content will not
be scripted ahead of time
Participatein a live video shoot at the agree-to locations and within the scope of the
identified shot list
o This could take place over the course of a few hours up to a full day of two
depending on your availability and the shots needed
Finalizing the Videos and Approvals
Approximately 1-2 weeks after production, we expect to have a rough cut of the video.
Participants will have the opportunity to view the video prior to finalization.CFI can choose to
use or not use any footage or messages captured during production. CFI is committed to ensure
the video accurately represents your views and opinions.
Distribution
The videos will be available for viewing on CFI’s consumer information website
www.BestFoodFacts.org. Additionally, we are looking at other online distribution methods that
are yet to be determined.
Compensation
CFI wants to ensure the videos are credible and that all content was obtained honestly through
respected and independent third parties. For this reason, no compensation will be made for
outright participation or to garner special opinions or messages as content for the
video.However,in full consideration for any expenses incurred, a stipend will be made available
to cover travel, accommodations and meals as needed. The participant may decline acceptance
of the available stipend.

3. CFI Biotech Video Project
Participant Overview & Onboarding
Page 3
About the Center for Food Integrity (CFI)
CFI was established in 2007 to build consumer trust and confidence in today's food system.
We are a not-for-profit organization whose members represent each segment of the food
chain, including farmers and ranchers, universities, food processors, restaurants, retailers and
food companies. We have four distinct competencies aimed at equipping people in today’s food
system with the skills and messages they need to effectively communicate with consumers on
issues of concern:
We design and develop models that fundamentally define and communicate trust.
We research and develop messages that build consumer trust.
We train and develop highly qualified messengers to deliver positive and accurate
information on today’s food system to key influencer audiences.
We lead the food system in delivering programs and messages that build consumer trust.
On behalf of our members we:
Share accurate, balanced information
Correct misinformation
Highlights best practices that build trust
Engages stakeholders to build consensus on issues that are of concern to consumers
CFI does not lobby or advocate on behalf of individual food companies or brands.
A full list of members can be found at www.foodintegrity.org
CFI manages the website www.BestFoodFacts.org that allows consumers to connect with food
system experts from the top universities and institutions in the U.S. The site offers a wealth of
experts and information on just about any topic related to food. Consumers can post questions
that will be answered by one or more of the many available experts. Experts who provide
answers and content to the site are not paid and their opinions and research results are solely
their own.
Project Team
The following individuals will be working with you on the video series project:
Video Sponsor Lead - Roxi Beck (Kansas City/Iowa City), Center for Food Integrity
Project Managers – Elizabeth Castro and Todd Hansen (Chicago), Jeff Grass and Kelly
O’Malley (St. Louis), O’Malley Hansen Communications
Video Production – David McClain, Hatfield Post Production (Chicago)