About Farmer Goes to Market

In the past, consumers knew the farmers who grew their food. Separated then typically by only a processor, a wholesaler and a grocer, the consumer easily trusted the simple chain that delivered the food. Today, a complex web of anonymous companies and people inhabit space between the farmer and the consumer. By one estimate, for instance, it now takes 57 companies to make and deliver a can of chicken noodle soup. The result? “ Separation anxiety,” an ever-widening gulf between the consumer and the farmer -- physical, mental and emotional. And anyone sowing seeds of misinformation can find fertile ground in the strained channels of communication along today’s food-chain.

At the end of that chain, grocery retailers -- the only representative many consumers now experience face-to-face contact with -- often find themselves serving as the farmer’s proxy, suddenly responsible for fielding questions from consumers about what that farmer does with our food supply and its potential impact on their health. 

At the other distant end, farmers are left perplexed over how food is marketed and sold to consumers and why supermarkets choose the sometimes confusing product messages they communicate.

If information is not flowing freely between these two stakeholders then the whole food-chain can bear the consequence of a confused or even frightened consumer.

Farmer Goes to Market is designed to shore up this information gap, to provide direct answers to common questions, such as:

  • “Does this milk have hormones in it?
  • “Are the hormones in meat and milk causing our youth to mature faster?”
  • “What does antibiotic-free mean?”
  • “By eating fruits or vegetables am I digesting harmful pesticides?”
  • “Are there any “family farms” left?”
  • “Is biotechnology good for me?”
  • “Are modern-day agriculture practices sustainable?”
  • “Do farmers really take good care of their animals?”
  • “Is all food traceable down to the farmer who produced it?”

Click here (Adobe Acrobat format) to read more about the first Farmer Goes to Market pavilion at the N.G.A. Annual Trade Show and Supermarket Synergy Showcase Inside, where grocers met real life farmers face-to-face to ask the questions your customers ask you. Nowhere else could you see the food-chain coming together so vividly, re-connecting these two powerful food-chain stakeholders, eliminating misinformation and building a continued dialogue for earning consumer trust. 

Now we're coming to Nebraska!

Following a successful pilot program in cooperation with the Missouri Grocers Association, the successful national rollout of Farmer Goes to Market is being rolled out on a state-by-state basis, now coming to Nebraska. Don't miss the value of reading, participating and giving your farmers feedback:

  • Equip yourself to become an indispensable link in the food chain
  • Arm yourself with non-biased information to educate your customers
  • Connect with a ready, continual resource you can immediately turn to when you face future questions regarding farm issues
  • Increase your confidence to answer often quite complex inquiries over today’s food issues


Farmer Goes to Market: Real farmers. Real grocers. Real answers

Add comment

Security code


Supported by the Nebraska Corn Board

The Nebraska Corn Board, on behalf of 23,000 corn farmers in Nebraska, invests in market development, research, promotion and education of corn and value-added products. The board aims to work closely with the farmer-to-consumer food chain, to educate everyone about the role corn has in our everyday healthy lives. The Nebraska Corn Board is proud to sponsor the Farmer Goes to Market program to help bring its mission of expanding demand and value of Nebraska corn to the consumer, through the strongest touch point in that chain: the Nebraska retail grocer.

Supported by the Nebraska Farm Bureau

The farm and ranch families represented by Nebraska Farm Bureau are proud sponsors of the Farmer Goes to Market program. We take great pride in supporting Nebraska's agricultural foundation. A key part of that effort is to make sure we produce safe and affordable food. This newsletter is an important part of our effort to connect the two most important parts of the food chain -- the farmer and the grocer -- with the goal of increasing consumer awareness and information about how their food is raised in Nebraska.

In patnership with the Nebraska Grocery Industry Association

The Nebraska Grocery Industry Association was formed in 1903 by a group of Omaha grocery store owners, wholesalers and vendors to allow them to promote independent food merchants and members of the food industry, and to promote education and cooperation among its membership. NGIA continues to represent grocery store owners and operators, along with wholesalers and vendors located throughout Nebraska, by promoting their success through proactive government relations, innovative solutions and quality services. NGIA offers efficient and economical programs. NGIA also lobbies on both a state and national level, ensuring that the voice of the food industry in Nebraska is heard by our representatives.