WESCOTTSTRATEGICCOMMUNICATIONS

RADICAL TRANSPARENCY May 7, 2015

Perceptions On Transparency

Strategic Goals

Build relationships and goodwill with influential consumers

Increase positive messaging

Inoculate the industry from misleading attacks

Influential Online Consumers

• 12 bloggers• Parenting

community• Experienced• Tech savvy• Limited farming

experience• Combined

reach: 5.4m We included a mom who happened to be a farmer – she was seen more as a peer than an industry representative

We also included a Raleigh-based mom to serve as a co-hostess and a consultant – to understand their perspective

What makes a message persuasive?

• Peers are more credibleThe messenger

• “What people don’t do” Societal norms/ group dynamics

• Moderate fear with a constructive solutionEmotions

• Not partisan or emotionally investedThe audience

“Farm to Pork” Program

Meals

• 18 Seaboard• Southern

Smoke BBQ• Chef Rhodes

Prestage Farms

• Sow farm• Nursery• Finishing

farm

Smithfield processing

• Kill floor• “Cold side”• Sustainability

presentation

NC State lectures

• Nutrition• Chef’s

presentation

“Radical transparency” meant no details spared, no questions unanswered

Bonding

Yes, she inseminated a sow

Visit the farms, meet the farmers

Radical transparency means…

From neutral to ally

Validating third parties

They have reverence for the animal and thank it for its sacrifice. This was one of the greatest things I learned there. I wondered how they could love the animal so much while knowing where it would end up… They said that they love the animal, want it to be happy while it’s in their personal care and they thank GOD that the animal sacrifices its life to put food on our tables. Very cool.

The inevitable attack…

From: mprescott@humanesociety.orgTo:cc:Subject: Farm to Pork follow up----------------------------------------------------

Hi Farm to Pork attendees,

I hope this week is going well for you. Thanks to those of you who reached out to us after the North Carolina event – you were right to express some skepticism…

Didn’t work

Thank You