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Alpharma animal health video contest engages ag students.

Article Excerpt
American agriculture affects every American who eats food. While a majority of those consumers simply buy their food at the store without a second thought, a growing minority is paying closer attention to the origin of the meat, cereals and produce that they consume.

Certainly the farmers and ranchers involved in producing meat, grain and dairy products have an intimate knowledge of how those animals and crops came to be fit for consumption. The challenge is to translate that knowledge and understanding to the consumers that care in a way that cuts through the clutter and misinformation delivered by those opposed to modern agriculture.

The decisions consumers make about the food they buy translates across the food chain to producers through retailers, suppliers, distributors, etc. Those decisions are beginning to regulate how producers can raise the animals and grow the crops needed to feed a growing global population. This decision process has raised concern among many in agriculture, including animal health companies.

BEING PROACTIVE

One of those companies is Alpharma Inc., Animal Health. The company decided in 2008 to take a proactive approach to educating consumers about the production activities that go into producing food. A project was started that challenged college students studying in ag-related fields to inform the public about food production. The Alpharma Student Video Contest became a way for these students to share their vast knowledge...

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