Despite years of testing, scrutiny and broad consumer use, processors in search of a marketing niche are increasingly calling into question the safety and environmental impact of many of the basic foods we consume such as milk, meat and produce.

Through questionable labeling tactics and activism, marketers have convinced some consumers to doubt the credibility and safety assurances of even the most respected food safety agencies and scientific oversight organizations. As a result, confused consumers shy away from foods produced using new technology, which in turn forces valuable management tools from the hands of farmers and ranchers.

A new producer organization, American Farmers for the Advancement and Conservation of Technology (AFACT) seeks to educate, equip and empower all participants in the food chain to understand the benefits of technology and encourage consumers to demand access to high-quality, affordable food with a minimal impact on the environment.