Building Trust: Strategies for Manitoba’s Commodity Groups
Trust in agriculture isn’t built on facts alone — it’s built on connection. Manitoba’s commodity groups are moving beyond corporate messaging by embracing real stories, expert voices, and hands-on experiences to bridge the gap between farmers and consumers.
Consumer trust in Manitoba’s agricultural sector is shifting. People don’t just want to be told their food is produced responsibly — they want to see into the process. They care about where their food comes from, how animals are treated, and what impact farming has on the environment. For today’s consumers, trust isn’t built on information alone — it comes from connection. If people can’t relate to the message or the messenger, they won’t believe it.
At the same time, misinformation is spreading faster now than ever before. The perception of agriculture is being shaped by online narratives, many of which come from people who have never set foot on a farm. But scripted messaging from commodity groups or agricultural organizations doesn’t resonate, and it isn’t enough to change perceptions. People don’t trust polished marketing materials or industry spokespeople reading rehearsed lines — they want to hear from real farmers and see behind the scenes.
This paper examines how Manitoba’s commodity groups — Dairy Farmers of Manitoba, Manitoba Pork, and Manitoba Egg Farmers — are closing the gap between farmers and consumers in a way that feels honest, personal, and relevant. These groups are focusing on real, human-centred engagement to reach consumers and promote the commodities they represent.
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