A New Code for a New Time

“We can no longer say, 'Trust us, we're farmers'," said Charlie Arnott, Center for Food Integrity, in wrapping up the Responsible Pork Symposium. The fact is, agriculture has transitioned from an agrarian to an industrial model, and consumers are uncomfortable with this. While consumers are increasingly committed to principles and want to trust that you'll do the right thing; the pork industry talks dollars and data. "Our message does not align with their questions," Arnot said.

Science is viewed as non-responsive, and may actually alienate people asking value-based questions. "Science should be used to verify, not justify practices," he said.

So, what's the new model for building trust? "A professional code with ethical principles, and it must include compassion, responsibility, respect, fairness and trust," he noted. "You must have a code of conduct." Also, to secure credibility, you need to include third-party audits.

"It starts by articulating to consumers, 'we share your value and ethics'; now, this is what we are doing and why," he said.