Building Trust in Animal Agriculture

Trust is not something you buy. It is something you earn every day. In this episode of Unplucked, host Andy Vance talks with Kim McConnell, founder of AdFarm and a lifelong advocate for agriculture, about how the animal agriculture community can close the widening distance between producers and consumers. The conversation starts with first principles. Be transparent about how food is raised, show the benefits in plain language, and tell real stories that people remember. Kim explains why short, clear messages paired with strong visuals work better than long fact sheets, how to choose the right channel for each audience, and why credibility grows when the industry leads with values and invites questions rather than waiting for a crisis to shape the narrative.

 

From there, they dig into collaboration. Kim shares lessons from cross-sector initiatives that put everyone at the same table with a shared purpose, and why good leadership, a clear mission, and steady momentum are the difference between meetings and progress. He offers practical steps any organization can adopt, from agreeing on simple outcome statements to using quick, positive proof points that show improvement on welfare, sustainability, and community impact. The episode also looks ahead at the next generation, with a case for investing in youth leadership programs that teach both technical skills and communication, so young people can step into the role of trusted ambassadors for food and farming.

This episode is a playbook for scientists, veterinarians, and producers who want to speak with confidence to people outside the industry. Start with why the work matters, translate complex ideas into benefits that feel relevant, and measure success not by how much you say but by how well it lands. If you are ready to build trust that lasts, this conversation shows how to move from good intentions to daily habits that change minds.

 

CREDITS

Host - Andy Vance Producer - Lyndsey Johnson Audio Editor & Engineer - Michael Lunt

 

LEGAL

The information provided in this episode of Unplucked is for informational and educational purposes only and should not be considered professional advice. While we discuss scientific research, public health, and industry practices, this podcast does not substitute for advice from qualified industry and scientific professionals. The views expressed in this episode are solely those of the host and guests and do not necessarily reflect the official opinions of The Poultry Science Association, their respective affiliates, or employees.