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If we are not all paying attention to what the consumer wants, then we are focused inappropriately, the US undersecretary for trade and foreign agricultural affairs, Ted McKinney, has said.
Speaking to the Irish Farmers Journal at the 2018 Agricultural Science Association conference, McKinney said that the consumer reigns.
Consumer understanding
“There are far fewer consumers tied to the farm where they see and understand how food is produced. That’s a phenomena happening around the world.
“We’ve all got to double down – we’ve to make sure that we are reaching out, soliciting opinion, informing [consumers],” he said.
McKinney said that he thinks some groups do a great job representing the consumer, but other groups are doing the opposite.
“Some of the most strident activist groups would say they represent consumers but I don’t think they do. I think they’re taking us backward.”
Crossroads
“We are at a crossroads in our capability to use science to deliver solutions to the world. The issue is I don’t think we can stay ahead [with new technologies] and keep up with the consumer.
“Innovation has been the secret sauce that has provided us with the protein for a growing world. If we had no adapted technology where would we have been? We have to stay focused on innovation and with it, informing, embracing and interacting with the consumer.”
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