The Farm Bill is the most comprehensive piece of nutrition and agriculture legislation passed by Congress at regular intervals, and has a far-reaching impact on farmers, ranchers and households across the United States. Despite the name, more than three-quarters of the legation is traditionally allocated to Supplemental Nutrition Assistance Program (SNAP) and other important nutrition initiatives, like Women, Infants and Children (WIC).

The significant impact of this legislation makes it a ‘must pass’ priority in the 118^th Congress. However, the divided legislature requires engaging with both sides of the aisle during a session when bipartisan cooperation will be especially challenging.

The Potential Impact of the 2023 Farm Bill

The 2023 Farm Bill has the potential to have a significant impact on farmers, ranchers and consumers across the country. It could expand or reduce certain subsidies, alter trade regulations or change funding and requirements for nutrition programs like the Supplemental Nutrition Assistance Program (SNAP). In more recent iterations of the legislation, there has been significantly more focus on conservation and environmental programs.

As Congress debates the 2023 Farm Bill, there are several key issues that are likely to be addressed. These include:

SNAP and Other Nutrition Programs

The Farm Bill includes SNAP, which provides financial assistance to low-income households to purchase food. The lion’s share of the Farm Bill’s funding is allocated to SNAP and other important nutrition initiatives, like WIC.

The 2023 Farm Bill is likely to address funding levels for SNAP and WIC, as well as potential changes to the programs. House Republicans are expected to concentrate their efforts on strengthening work requirements for able-bodied adults.

It’s likely that there will also be proposals to include provisions related to nutrition and health, such as incentives for healthier food choices.

Commodity Programs

The Farm Bill includes a number of commodity programs that provide financial support to farmers and ranchers. These programs are designed to help farmers and ranchers manage risk, increase their incomes and remain competitive in the global marketplace.

The legislation has a broad impact on the way food is produced, what type of food is available and who can access it. For instance, the 2018 Farm Bill reauthorization provided assistance for crops like wheat and corn that are often transformed into highly processed food products, while fruits and vegetables received very little financial assistance. The 2023 Farm Bill is likely to address ongoing levels of support for these programs, as well as potential changes to how they are administered.

Crop Insurance

Right now, the federal government’s strategy to manage agricultural threats primarily revolves around taxpayer-financed crop insurance, which is available to farmers in all 50 states. For both conventional and organic operations, this insurance allows growers to cover up to 120 distinct crops when they experience disasters or damage.

The legislation that was passed in 2014 to benefit small and new farmers included provisions to provide better access to risk mitigation strategies, a more organized structure and quicker distribution of funds. However, there is growing pressure to make even more progress with the 2023 Farm Bill to ensure more equity and accessibility.

Conservation Programs, Climate Change and Sustainability

The Farm Bill also includes a number of conservation programs that are designed to protect natural resources. These programs have been expanded in recent years, and the 2023 Farm Bill is likely to address the ongoing levels of support for these programs. The legislation is also likely to include provisions related to climate change, such as incentives for farmers and ranchers to reduce their emissions and adopt more sustainable practices.

Agricultural Trade

The Farm Bill also includes provisions related to trade. This bill reinforces U. S. agricultural export programs, export credit guarantee programs and foreign food aid programs, both emergency and non-emergency. Additionally, it addresses topics relevant to the World Trade Organization requirements, such as trade disputes and subsidy limits.

Adapting Your Communications Strategy for Success

As Congress debates the 2023 Farm Bill, those invested in the food and agricultural industry should be preparing for the potential changes (good and bad) that the legislation may bring and positioning for the most favorable outcome. This requires sustained, multistakeholder communications efforts.

The current farm bill expires at the end of September, and if both parties can’t come to an agreement before October, they will likely need to pass a short-term extension. While the Senate Committee on Agriculture, Nutrition & Forestry officially kicked off the process with field hearings in 2022, there is a long way to go—and significant gap between Democratic and Republic priorities.

Keeping tabs on the debate over the 2023 Farm Bill is the first step—invested parties should be watching the evolution of the legislation closely and aligning their communications strategy with their desired result. While keeping long-term goals in mind, it may be important to pivot tactics based on the current state of play as the bill comes together.

With the first full-scale, in-person World Economic Forum Annual Meeting since the pandemic now finished, and Davos season drawing to a close, it is clear the focus, ambitions, and content of the annual gathering are evolving at pace. Having attended on-site for the full week, as part of a client’s delegation, I can attest that nowhere was this more evident than in the composition and priorities of this year’s media attendees.

The relevance and influence of Davos have been subject to much debate across traditional and social media for several weeks now. The political press was keen to point out the no-shows from President Biden, President Xi, Prime Minister Modi, Prime Minister Sunak, and other major world leaders as a symbol of its fading influence.

In the UK, major news titles offset the perception of Davos as an elitist talking shop with the more pressing ‘real-world’ challenges facing our economy and households. But the idea that Davos’ influence is on the wane wasn’t reflected in the scale or mood on the ground, nor in the sheer volume of international media flying in and subsequent press coverage.

Indeed, as is typical, Davos dominated the political and business sections of most major outlets daily throughout the week, especially in the Western and Asian press. Predictions of the summit’s decline, at least with regards to press coverage and its ability to shape the news cycle, were premature. 

It is worth noting though, that, whilst Davos looks set to remain the date in the diary for the world’s business and political media, what they are covering, and how they are covering it, is clearly changing. Having spent much of my time in the on-site media centre, as well as working with roaming reporters throughout the week, a few themes stood out in particular:

1. Business supersedes politics

Senior politicians gave the event a miss and only one G7 leader, German Chancellor Olaf Scholz, attended in-person. But this year saw a record number of C-suite executives and business leaders amass on the Alps. Of this year’s 2,700 participants, more than 1,600 were C-suite level within the private sector, and almost half of those were estimated to be CEOs. Notably, 119 of the world’s billionaires also joined the festivities.

This sharpened focus on the role of business, and connected topics of trade and technology, was mirrored in the media presence. Davos’ main street was dominated by pavilions and branding for CNBC, Reuters, and the Wall Street Journal, by far the most visible media displays. Meanwhile political and current affairs press from BBC, CNN and Politico opted for small teams of roaming reporters rather than large, fixed locations and delegations.

2. Skip the small talk

Contrary to Davos’ overall reputation, and experience in recent years, there was very little appetite for general networking and off-the-record briefings from attending press.

Both in our media engagement prior to the week itself, and in our conversations with journalists on-site, they were after two things and two things only. First, quick, sharp, ideally exclusive, headlines, and second, commentary or quotes from senior spokespeople for wider stories they were working on.

In previous gatherings I have attended, journalists were typically receptive to offers of background briefings or introductory coffees during the summit, whether with us as PRs or our clients. However, this year there was a clear sense of urgency to cover all breaking news, and general networking simply was less of a priority.

In addition, more journalists were largely fixed to their desks in the media centre, writing their articles and churning out fast social-native content. When they were able to roam, it was always with purpose – to track down on-the-record spokespeople or conduct interviews.

3. Opinions over announcements

One piece of direct feedback consistently given by journalists throughout our Davos campaigning was that, unless we have something hugely ground-breaking and globally relevant to announce, it wouldn’t be considered ‘news’ in the context of the summit.

As ever, journalists covering the gathering both on-site and remotely were inundated with Davos-related press releases and media alerts. Several contacts admitted they ‘wouldn’t even bother trying to read through their inboxes’.

Looking at some of the major headlines from Davos – the World Trade Organization’s economic forecasting, Ukraine’s campaign for funding and arms, China’s re-opening for business – it’s easy to understand why more myopic corporate or government announcements did not cut through.

Going forward, the recommended approach would be to rely less on press releases and written materials, and instead place greater emphasis on concise media pitches and insightful spokesperson commentary.

From a media standpoint, Davos was as hectic and crowded as ever, and our first-hand impression was that the summit isn’t going anywhere any time soon. However, if the focus continues to shift away from politics and government and more toward business, finance, trade and innovation, so too must communications leads evolve their strategic messaging, the ways they engage with media and the content they offer.

Whilst the Swiss summit may still be a hub for networking and schmoozing, it is clear journalists want communicators and spokespeople to ‘get to the point’. Whether that’s by providing information that’s brand new, strengthens their stories with truly impactful commentary, or finding other ways to stand out from the general news, less is definitely more, and substance matters.

Sacramento, California is the Farm-to-Fork capital of the world, yet 58% of Sacramento kids rely on free and reduced lunch programs. Our current food system is taking a toll on our health and our kids’ health, but that’s where Food Literacy Center (FLC) and FleishmanHillard’s FH4Inclusion efforts make a difference. How? By inspiring kids to eat their vegetables.

In 2016, Amber Stott, FLC’s founder and Chief Food Genius approached FleishmanHillard’s Sacramento office with the possibility of partnering on a pro bono basis. As an office with a passion for food and a love for their city, it was a perfect match. Since then, we’ve been supporting FLC through ongoing communications support and events large and small.

FLC teaches elementary students in low-income neighborhoods fruit and veggie appreciation, cooking skills, how to read nutrition labels and the environmental impact of their food choices with a curriculum that’s fun for kids. With FleishmanHillard’s communication expertise, strategic planning and graphic design support, FLC is changing lives in the local community, and with hopes to reach the nation.

Our Sacramento team provides valuable support across FLC’s programs and initiatives. Twice a year, we promote their Kids Farmers Market to the community through the local press. In addition to promoting key moments such as Big Day of Giving and Giving Tuesday. In 2021, Amber started a podcast titled “Raising Kale” featuring conversations with movers and shakers across the food industry, including educators, chefs, farmers, food-equity advocates and community partners with whom FleishmanHillard assisted in connecting and coordinating. Most recently, our design team created a video celebrating FLC’s 10th anniversary.

In late 2021, FLC received the keys to their brand new self-titled facility that will be home to their cooking school. Previously, the nonprofit operated out of a small portable building. Now they have a 4,500 square foot space on 2.5 acres of land for their day-to-day operations. This new space can host about 30 students for cooking classes and includes a prep kitchen for staff and volunteers to prep food for after-school programs at Title 1 schools, as well as a space to host programs open to the community.

In October 2022, FLC hosted the grand opening of its new facility. For this momentous occasion, FleishmanHillard provided strategic and tactical expertise in media relations, ultimately resulting in broadcast coverage for the event and interviews with three major local news stations. Additionally, we staffed the event to assist in media coordination, event coordination and event photography.

The organization recently announced that they received major funding to construct the Food Literacy Center farm right outside of their new facility. As FLC grows, our office will continue to provide public relations expertise to highlight the positive impact of food literacy programs and underscore the importance of food and nutrition education for children in the Sacramento region. Undoubtedly, the FLC will become a place in the community where students and their families can build their skills and knowledge to live happier and healthier lives.

With the most recent CES in the rearview mirror, it’s time to start thinking about your 2024 presence. Taking lessons from the 2023 event, we’re sharing ideas on how you can stand out.

The 2023 show featured miles of booths inside and outside; while it didn’t overtly reference the COVID-19 pandemic, many of the products featured clearly had it in mind. The electric vehicles – some autonomous and some not – provided you with your own private abode for those rare instances you felt you needed to leave the home. The Smart Cities section was chock full of tools for making it easier to take creature comforts on your journeys away from crowded areas. There were portable solar panels, solid state batteries and campers that integrated with this technology so you could be more connected on longer trips. And let’s not forget Big Tech’s take in the smart home. Expecting you’ll be spending lots of time there, attendees were shown how to organize their home into zones so each would have a purpose – from work to movie time – so that you might not notice you never left.

So, how might you plan to stand out next year? First, it’s important to begin engaging with the reporters who are covering the space you’re in early. While you don’t want to give away what’s going to be on the convention floor entirely, you’re going to want to start speaking with the media around issues relevant to what you’re working on throughout the year, including other products and trends, and even allowing them to shadow the team that’s going to bring the next concept to life. Next, take stock of the foot traffic and what each location conveys about your business. One prominent company’s booth wasn’t in the convention center – it was at The Venetian, where many attendees stayed, but, more important, the startups and other entrepreneurial types were there. Then, there’s the timing. Day Zero – before the show opens – is now the main news day, but it’s crowded. If you’ve been talking to the right press and have a good spot, maybe you can go it alone? And lastly, there’s the show itself. While a lot of attention is paid to the industry folks who walk the floors, it’s important to note that there are a lot of micro influencers in and out during the show shooting video, taking photos and more. You should be sure everyone at your booth is prepped on how best to spot such potential VIPs and how to leave them with the best impression. In summary, it’s not just about what you have, it’s about how you plan to make sure it’s anticipated and even scrutinized in the days that follow. That’s where having a partner like us comes in handy.

CES is expected to be a vision of the future and while it’s not necessarily the easiest thing to do, you’ll stand out even more if you can work with your team to present a future that projects a slightly more optimistic world. And don’t be afraid to make bold predictions. Big Tech players who have peeled away from CES to create their own events are creating narratives that have us on Mars, interacting with the world while accessible on the fastest mobile devices and enhancing the experiences we want to have in parts of our home. It’s good to dream bigger.

News moves fast and at an unpredictable pace. So does life in the newsroom and how reporters work. This has significant implications for your media relations strategies. FleishmanHillard’s team of expert media trend hunters around the world are relentlessly tracking these trends through daily interaction with reporters and editors. As we emerge from a tumultuous 2022 to a new year facing a global economic slowdown, shifting dynamics between workers and companies, and waning pandemic interest, we have insights to help you navigate the newsroom this year.

Check out our Global Media Trend Hunters Report to learn how to navigate this year’s media relations trends.

Just like Millennials before them, Gen Z is one of the most continuously sought-after audiences by brands. Gen Z and Gen Alpha bring new complexities when it comes to brand engagement and their relationship to sports and media, especially compared to their predecessors. As brands in the sports space grapple with how best to engage these younger audiences, FH Sports developed actionable insights to help.

To better unpack this dynamic audience for the many brands, teams, leagues and others within the sports world that are trying to reach and engage Gen Z, FleishmanHillard’s TRUE Global Intelligence Research and Analytics practice conducted a 1,000-person survey spanning generations from Gen Z to Boomers. In this survey, we asked consumers about their relationship with sports, digging into their consumption behaviors, preferences and attitudes, all against the backdrop of an ever-evolving media landscape. These insights, coupled with FleishmanHillard’s experience in helping brands connect with key audiences with a relevant cultural context, led us to the following opportunities for sports communications and marketing professionals. 

Frame Sports as Entertainment

The younger the audience, the greater they flock to pop-entertainment content over more traditional sports storytelling. Our survey found that Gen Z views entertainment content, online or offline, at the highest percentage of all topics – 48%, compared to sports content at only 23%. This is a stark contrast to older generations like Boomers, whose sports viewership was higher at 41%, 30% for Gen X and 36% for Millennials.

While Gen Z is less invested in traditional sports content compared to pop entertainment, this dynamic provides sports communications practitioners the opportunity to build storytelling strategies that bridge sports and entertainment more closely. This approach – sports as entertainment – leans into the preferences and passion points of Gen Z, igniting greater fandom and engagement potential.

A great example of this blending of sports and pop-entertainment storytelling can be found with ESPN and MiLB, both of which partnered with Marvel on separate programs. The MiLB partnership with Marvel, “Marvel’s Defenders of the Diamond,” started in 2022 and features each MiLB club hosting at least one Marvel theme night at their ballpark involving popular Marvel Super Hero character appearances, special Marvel-themed uniforms, custom Minor League Baseball-themed comic books and entertaining Marvel-themed activities and promotions at games.

Unpack Stories of Individual Athletes

Compared to other generations, Gen Z most relates to sports through the athletes. In fact, 75% of Gen Z are fans of individual athletes, compared to 59% of Boomers, 67% of Gen X and 70% of Millennials. Research indicates the interest in individual athletes is derived from Gen Z’s appreciation for the whole athlete – on and off the field. While performance certainly contributes to their fandom, Gen Z expects more from its athletes, teams and leagues when it comes to their backgrounds, beliefs and values, character and inspiring or responsible actions. This perspective is reinforced by Gen Z’s involvement and engagement on social issues.

This evolved view of the athlete – a 360 athlete – plays out in Gen Z consumption behaviors. For example, 43% of Gen Z seeks out stories about individual athletes. For brands connecting themselves to athletes, ensuring that storytelling expands beyond performance and focuses more on the athlete’s whole self will be key. Focusing storytelling on the many dimensions of athletes – from their values, personalities and interests in fashion, sneakers, gaming and technology, not only expands the types of stories that we can tell, but also can create authentic storytelling moments for brands across verticals and at the intersection of these topics and sport. This also creates more opportunities around the types of validators, influencers and creators that can be additional voices within storytelling strategies as well.

This interest in the whole athlete is why content like Complex’s Sneaker Shopping, which features athletes, musicians and celebrities shopping and discussing sneakers, is so incredibly popular. On Complex’s YouTube Channel, an episode featuring Shaq has racked up almost 5 million views. An earlier episode featuring Cristiano Ronaldo has 35 million views!

Prioritize Streaming and Gaming Channels

As streaming platforms, new media and even decentralized social spaces rise in consumption and attract younger audiences, how we reach and engage audiences must also evolve. Our research confirmed that YouTube (40%), TikTok (40%), Instagram (24%) and streaming platforms including Netflix, Hulu, and Amazon Prime (26%), are the primary places where Gen Z is consuming overall content. However, when it comes to consuming sports, we are seeing consumption by Gen Z on Twitter (24%), TV broadcast and cable (37%), and directly on brands’ websites (15%). This shows a disconnect in where Gen Z is most consuming content and where most sports content is currently living. 

With that discrepancy, there’s a great opportunity to reset our channel approach to meet Gen Z where they are most frequently with sports content that is more tailored to their interests – athlete driven, created through the lens of entertainment and served up on highly video-driven social channels like YouTube and TikTok, and through gaming.

It will come as no surprise that gaming tops the list of activities that Gen Z participates in. According to our survey, 47% of Gen Z respondents said they participate in gaming, one of the highest activities among the cohort. Yet sports is only capturing 20% of Gen Z when it comes to attending a sporting event or trying a new sport or fitness activity. This further proves the explosion of gaming we’ve seen in the past few years and reinforces the role that gaming can play as a funnel to sports fandom – either through unique partnerships or storytelling. Interestingly, gaming also tops sports within preferred activities for Millennials and Gen X, showing the wider potential audience reach that can be achieved.

The NFL, with a median age of traditional TV viewers being 54 years old, is looking to recruit the next generation of football fans, specifically Gen Z. Among other efforts that explore non-linear content distribution options, including streaming Thursday Night Football on Amazon Prime and Wild Card SlimeCast on Nickelodeon, the NFL recently introduced NFL Quarterback Simulator, an experience within Roblox, the league’s second such collaboration with the platform (building on NFL Tycoon). NFL Quarterback Simulator allows Roblox users to play on “fantastical” football fields, where they attempt to obliterate themed targets with passes, while hoarding card packs and putting together an all-star team as they roam the field.

What’s Next

The power of sports is unrivaled in bringing fans of all ages together. The most successful strategy for engaging Gen Z must include an approach that integrates their other interest areas – like entertainment, authentic and compelling content that provides insight into the whole athlete and a mix of channels that meet Gen Z where they exist.

FH Sports is a global team of experienced communications professionals who live and breathe sports. From iconic to emerging, we shape the narrative for the world’s most transformative brands in sports – from sponsors and brands, to teams, leagues and governing bodies and events. Delivering data-driven, creative and memorable ideas that are designed to connect with avid and casual fans, we place our clients at the epicenter of the sports and culture conversation to drive their business forward.

Download the report.

For more information, please contact [email protected].

This study included 1,000 U.S. residents of age 15 to 75 from a national opt-in research panel. The survey was completed from August 2 to 9, 2022. Representation of generations includes Gen Z (n=289), Millennials (n=281), Gen X (n=249) and Boomers (n=181).

As we close out another eventful food and beverage year, shoppers, consumers and foodies await the new trends for 2023. From butter boards to baked oats, plant-based innovations to sustainability goals, it’s our role to help clients navigate the ever-changing health and wellness landscape.

How will the new guardrails for “healthy” impact brand products? What actions will come to life as a result of the White House Conference on Hunger and Nutrition? Why does this matter? Our team of FleishmanHillard registered dietitians have expertise in nutrition communications and relationships with a network of dietitians and wellness professionals who can help build your food, beverage or nutrition strategy for 2023. Below is a snapshot of notable trends in 2022 and what’s on the table for next year:

INTENTIONAL FOOD CHOICES: Health remains top-of-mind for American consumers, with just over half of Americans (52%) following a specific diet or eating pattern. The top health benefits Americans are seeking include energy and less fatigue (37%), weight loss/management (30%), digestive/gut health (29%), heart/cardiovascular health (28%), improved sleep (26%) and immune function/health (25%). In particular, plant-based foods are a reoccurring focus mentioned amongst consumer trend reports. In fact, 60% of consumers say they prefer “plant-based foods that showcase the fruit or vegetable instead of mimicking another food,” compared to 40% who prefer plant-based options that replace traditional foods like beef or milk.

What does this mean for me? Food and beverage companies should communicate their specific health- and nutrition-related benefits. And, when it comes to plant-based options, companies should consider whether it is appropriate to highlight their products as part of a plant-based diet.

RENEWED FOCUS + SCRUTINY ON NUTRITION: Health remains top of mind not only for consumers but for policy makers and the White House. During the first meeting of its kind in more than 50 years, the White House Conference on Hunger, Nutrition and Health shared a new national strategy for combating hunger, improving nutrition and physical activity, reducing diet-related disease by 2030 and focused on the twin problem of hunger and poor nutrition, which are often flip sides of the same coin.

On the same day, the Food and Drug Administration released a proposed rule for a new definition of the nutrient content claim healthy. The original claim is based on limiting nutrients of public health concern like saturated fat, cholesterol and sodium, and promoting nutrients to encourage such as certain vitamins and minerals the population fell short on during that time. Given the criteria was set almost 30 years ago, many agree with the need to update it, but whether the new criteria is the right approach is still up for debate.

What does this mean for me? Under the current administration, food and beverage companies will need to continue to make nutrition a priority and showcase how they are helping to improve the quality and accessibility of the food supply. Certain foods once deemed healthy may not be in the future, so there will be a need to determine the implications and path forward both from a product development standpoint as well as marketing.

TECHNOLOGY TO MEET CONSUMER DEMANDS: The health and wellbeing of our planet is a high and growing priority with consumers – with demands for greater transparency and accountability. The 2022 IFIC Food and Health Survey Consumer Snapshot reported that 52% of consumers believe their food and beverage purchases have an impact on the environment, 57% are concerned about food waste, specifically Gen Z, Millennials and Gen X respondents, and the 2023 Innova survey found “60% of consumers said their trust in a brand increased when the brand clearly communicated challenges the product was facing.” To meet these demands, the food and beverage industry is turning to technology to solve everything from food production efficiency and alternative ingredients to information sharing via QR codes and virtual menus.

What does this mean for me?  While many food and beverage companies develop their sustainability goals internally, new technology enables companies to tailor their efforts externally to today’s consumers. From apps to food production, technology is evolving and companies must keep up with the changes and include their audience along the way.

If you’re looking for more food and nutrition insights, need help navigating the wellness landscape or developing your food and beverage strategy, we encourage you to reach out to our team of FleishmanHillard dietitians.

Miss COP 27? Here are our six takeaways from the event and the significant impact they will have on communications as the fight for climate change continues.

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Redefining the meaning of Employee Value Proposition can be the key to success: take a look at our report to gather insights about how organizations can differentiate between Employee Value Proposition and employer brand.

The post Reevaluating Employee Value Proposition for the new era of work appeared first on United Kingdom.