The U.S. Farmers & Ranchers Alliance® (USFRA) recently introduced a new communications concept, called SMART Farm, aimed at bridging the gap between the acceptance of innovation that’s a part of consumers’ everyday lives with the science and technology happening on today’s farms and ranches.
“Science and technology are embraced by consumers in all aspects of their lives,” said Brad Greenway, USFRA chairman and South Dakota crop and pig farmer. “We want to demonstrate that farmers and ranchers are using similar technology to produce food in a way that is good for the soil, air, habitat and water on and around our farms and ranches—without compromise on cost, quality or taste.”
Today’s SMART Farms use data and technology to help farmers and ranchers become more efficient, nimble and more equipped to protect the planet’s resources while growing food.
“Media, influencers and consumers all understand the notion of ‘smart’ as a descriptor for the innovation and technology that helps improve their lives—the smartphone, the smart home, the smart classroom,” said Randy Krotz, USFRA chief executive officer. “Just like every other forward-thinking industry, American agriculture is employing science and technology to help build an ever-improving version of the American farm.”
In the coming year, USFRA will incorporate programs and activities, such as 360 videos, infographics, events, speaking opportunities and more, to demonstrate SMART Farming practices.