From the President:
Illinois Farm Families (IFF) The Year of the Farmer campaign!
IFF consumer attitudes research indicates 74 percent of Illinois consumers would speak favorably about Illinois farmers and their farming practices. But when asked to estimate how many farms in Illinois were family-owned vs. corporate-owned, these respondents guessed that only 47 percent of Illinois farms are family-owned. We know that figure is much higher – 96 percent.
In that same research, respondents who believed there are more family-owned (vs. corporate-owned) farms in Illinois were more likely to place a higher level of trust in farmers and what they do.
An IFF campaign intends to bring the faces of Illinois farm families to Illinoisans through television advertising, radio, and streaming services.
This campaign, dubbed “We are the 96,” focuses on the singular message that 96 percent of Illinois farms are family-owned. TV advertisements will kick off on the biggest advertising day of the year – Super Bowl Sunday, and advertising efforts will continue through June with five different TV spots to be seen across the state of Illinois.
Watch this video to learn more about the campaign. https://youtu.be/i-Vq_IfzpKE.
The Illinois Farm Families (IFF) coalition is comprised of the Illinois Beef Association, Illinois Corn Marketing Board, Illinois Farm Bureau, Illinois Pork Producers Association, Illinois Soybean Association, and Midwest Dairy Association.