Ketchum has been chosen by the U.S. Farmers & Ranchers Alliance to be its primary communications agency.
The announcement represents the next strategic step driving the USFRA mission to strengthen the image of agriculture and enhance public trust in today’s best production practices.
The Alliance, currently composed of more than 30 of the nation’s foremost farmer- and rancher-led agricultural organizations, chose Ketchum to begin immediate development of its strategic communications plan. Ketchum is partnered with Zócalo Group, its full service word of mouth and social media agency, and maslansky luntz + partners, a research-driven communication strategy firm that specializes in language and message development.
“The USFRA decision to partner with Ketchum comes as the result of an extensive and deliberate decision-making process conducted by our Communications Advisory Committee, and the full support of the USFRA Board of Directors,” said Forrest Roberts, chairman of the USFRA Communications Advisory Committee and CEO of the National Cattlemen’s Beef Association. “A nationwide review of agencies possessing the best business acumen, agricultural expertise and creative talent led us to this significant step forward.”
With the planning process moving forward immediately, USFRA and Ketchum will create an integrated campaign to address the critical communications issues surrounding U.S. agricultural production practices and its role in providing a safe and plentiful global food supply. USFRA plans to launch the communications campaign in July 2011.