1. Protecting Your ReputationHow the Rules Have Changed Re-defining Agriculture to Build Consumer Trust Charlie Arnot Charlie.Arnot@CMABuildsTrust.com

2. Freedom to Operate Earning and Maintaining the Social License (Sapp/CMA) Freedom to Operate

3. Social License

4. Social License Definition: The privilege of operating with minimal formalized restrictions (legislation, regulation, or market requirements) based on maintaining public trust by doing what’s right. Public Trust: A belief that activities are consistent with social expectations and the values of the community and other stakeholders.

6. Values

7. Expectations

9. Legislation

10. Litigation

11. ComplianceTipping Point Single triggering event Cumulative impact

12. Earning and Maintaining the Social License (Sapp/CMA) Social License Freedom to Operate

13. Trust Earning and Maintaining the Social License (Sapp/CMA) Trust Social License Freedom to Operate

14. Earning and Maintaining the Social License (Sapp/CMA) Confidence Trust Value Similarity Social License Competence Freedom to Operate Influential Others Trust research was published in December, 2009 – Journal of Rural Sociology

15. What drives Consumer Trust? Skills Shared Values Shared values are 3-5X more important in building trust than demonstrating competence Trust research was published in December, 2009 – Journal of Rural Sociology

16. What Does It Mean? “They don’t care how much you know until they know how much you care!” - Theodore Roosevelt

18. Questions of Values and Ethics Kohlberg’s Moral Hierarchy Universal ethical principle orientation We have an ethical obligation to our employees, our animals, the environment, our customers and our communities Post Conventional Principle driven Social contract orientation The “law & order” orientation We comply with all environmental and employment laws and regulations Conventional Societal expectations The “good boy / nice girl” orientation Personal rewards orientation We take care of our land and animals because that’s when we get the best ROI Pre-Conventional Direct impact on me Punishment-Obedience

19. Questions of Values and Ethics Kohlberg’s Moral Hierarchy Universal ethical principle orientation NGO’s Post Conventional Principle driven Social contract orientation The “law & order” orientation Conventional Societal expectations The “good boy / nice girl” orientation Personal rewards orientation Business Pre-Conventional Direct impact on me Punishment-Obedience

21. Demand

22. Cost Control

23. Productivity

25. Repeatable

26. Measurable

28. Responsibility

29. Respect

30. Fairness

31. TruthValue Similarity Feelings Belief

32. Consumer Perception The public senses change in the way food is produced but does not understand Lack of understanding creates opportunity for activists and detractors The food system must engage in value based communication that is ethically grounded, scientifically verified and economically viable to build trust in today’s systems

34. Science: That’s why we use the latest technology on the farm to keep our animals comfortable, protected from disease, predators and the elements, and fed a well-balanced diet for optimal health.

36. Science: The environmental systems we use on our farm are based on research conducted at land grant universities across the country and I make sure I’m up to date by taking advantage of the latest training and certification programs.

38. Thank You to the 2009 Consumer Trust Research Sponsors

39. CFI Annual Consumer Trust Survey Qualitative research in 2009 study “What will cause consumers to grant more social license?” Eight consumer focus groups April 2: Des Moines, IA April 7: Syracuse, NY April 8: Nashville, TN April 13: Fresno, CA

41. "Give me safe food, and I will trust you to give me safe food. I will trust you (farmers) until you do something to break that trust.“ – Connie, Nashville focus group

42. “They could let us know more about what they do… I’ve never been on a farm, I don’t know what they do.” – Judy, Des Moines group

43. Trust farmers but aren’t sure contemporary production is still farming.

44. "Large producers are about the money and rushing production with antibiotics… Small farmers are concerned about their name…“ – Consuela, Nashville focus group

46. The contemporary food system is not perceived as being consistent with the understanding or values of consumers or with the positive attributes historically assigned to farmers.

48. Animal Rights Groups Leveraging the gap between public perception and today’s farms

50. Main stream messages – Not PETA

51. Confused with local animal shelters

52. New structure allows for more lobbying, more litigation

53. Pacelle’s goal – create a “National Rifle Association of the animal rights movement.”Wayne Pacelle, CEO HSUS

54. Animal Rights Groups Pick Up Momentum Post-hurricane New Orleans forced to leave pets behind Pet food recall after cats and dogs were poisoned Michael Vick’s dog fighting conviction Hallmark-Westland video and record breaking re-call

55. Mainstream Appeal “Having witnessed the suffering of factory-farmed animals, first-hand, has increased my resolve to make my life a living struggle for animal liberation.” “Do we want to support killing and misery by buying a meal that was produced from animal exploitation; or do we want to choose a vegan meal?” “We intend to build bridges. We need to reach out to try to gain support for animal protection wherever we can, no matter from which side of the political spectrum.” Paul Shapiro, COK, 2002 Paul Shapiro, HSUS, 2007

56. Mainstream Appeal “We're not telling people to become vegetarians – we're urging them to exhibit greater decency.” Wayne Pacelle 11-28-08, Sacramento Bee

57. Driving a Wedge You are here Antagonists are there Antagonists Reasonable majority is here

58. Lawyers targeting pig, dairy farmsAttorneys seek justice for neighbors allegedly injured by large operations BY SETH SLABAUGH • MUNCIE STAR PRESS • DECEMBER 26, 2009 Blogger Cirera57 “You do know what a CAFO is right? They are not farmers.”

60. Treatment is Inconsistent with Values or Expectations of Consumers

63. Nov. 07 – Tyson Chicken Plant, Alabama

64. Feb. 08 – Hallmark/Westland Beef Packing

65. Sept. 08 – MowMar Hog Farm, Iowa (Hormel supplier)

66. Nov. 08 – Aviagen-owned turkey farm, West Virginia

67. Sept. 09 – Dietz Dairy Farm, Pennsylvania (Land O’ Lakes contractor)

68. Sept. 09 – Hy-Line International Hatchery in Iowa

69. Nov. 09 – Hatfield hog farm, Pennsylvania

70. Nov. 09 – Bushway Veal Packing Plant, Vermont

71. Jan. 10 – Willet Dairy, New York (ABC’s Nightline)

73. Regulation vs. Market Pressure “We attack the weakest link in the company’s value chain,” Kert Davies, Director of Research, Greenpeace “We can dance with you or dance on you” “Discovering brands was like discovering gunpowder.” -

74. NGO’s Can Accomplish What Government Cannot

75. NGO’s Can Accomplish What Government Cannot

76. NGO’s Can Accomplish What Government Cannot

77. NGO’s Can Accomplish What Government Cannot

78. NGO’s Can Accomplish What Government Cannot

79. Top Five US Retailers Now Sell More Than Half of All Food and the Top Ten Companies Sell More Than 75% Number Corporate/ Franchise Stores Sales In$Billions Company Ranking Source: Super Market News.com

80. Global Brands McDonald’s has 30,000 local restaurants serving 50 million people each day in 119 countries. Wal-Mart has 1.8 million associates in 6,500 stores in 15 countries serving 176 million customers each week.

81. Brands as Agents of Change “We live in a time when people are losing confidence in the ability of government to solve problems,” said Lee Scott. “But at Wal-Mart, we don’t see the sidelines that politicians see, and we do not wait for someone else to solve problems that might hurt our business or affect our customers in a negative way.” Lee Scott, January 23, 2008 Source: Kansas City Star, January 23, 2008

82. Brands as Agents of Change “Our customers want products that make them feel good about their purchases,” he said. “They want to walk into our stores and be confident that the products on our shelves are safe and they are durable. They also want products that are made in a way that is consistent with their own personal values.” Lee Scott, January 23, 2008 Source: Kansas City Star, January 23, 2008

83. 2009 Goals Business/NGO Partnerships “We thought we could sit in Bentonville, take care of customers, take care of associates – and the world would leave us alone. It doesn’t work that way anymore.”

84. The Future of Food Issues Management “There is a thin line between public, private and NGO management of the food system. Consolidation creates huge opportunity but also huge responsibility. We need to create managers where and how the public, private and NGO communities work together to manage the food system.” - Goldberg at IAMA Conference June, 2010 Ray Goldberg – Founded the agribusiness program at Harvard, authored, co-authored and or edited 23 books and over 110 articles on positioning firms and institutions in the global value added food system, has served on over 40 Boards of Directors of major agribusiness firms, farm cooperatives, and technology firms.

85. Times Have Changed “It is not the strongest species that survive, nor the most intelligent, but the ones who are most responsive to change.” - Charles Darwin

87. Failure will result in revocation of our social license and freedom to operate.

88. Environment

89. Animal health

90. Production/processing practices