ABSTRACT
Consumers are critical players in today's agricultural conversations. Consumers are important because they are getting involved, they are asking for change, and they are driving the demand for how companies conduct their businesses. Consumers have increasing power over what companies produce, and in turn what these companies request of agriculture. The National Resource Defense Council estimated that one-third of the entire US chicken industry already has committed to discontinuing the use of routine use of antibiotics in meat. This change is almost entirely rooted in a grass-roots movements. In addition, many people are engaging in the 'Food Movement', which encourages social and cultural change in the food system. Health is linked to food, and food is linked to agriculture. Health issues are emotional, not least the issue of obesity. This is one of the most prevalent emotional trigger issues because it not only affects a person's health but their social status as well.
