Food Transparency and When Storytelling Can Backfire

Storytelling can shape consumer perception, but it may also have an underappreciated downside. When journalist Amy Wu was invited by Iowa Select Farms to tour their pork production operations, she noted that taking a consumer into a farm to show "food transparency" is a good idea in principle, but it doesn’t change the fact that the animal will eventually die. Her conclusion is an educational one for marketers: “Showing hard-working farm workers is a great way to establish that rapport. Showing the crowded living quarters of pigs is not.” Read the full story on The Guardian > Love non-obvious stories? Get my weekly newsletter with stories like this one along with a short but useful analysis of why it matters ... all delivered directly to your inbox every Thursday morning!

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