Storytelling can shape consumer perception, but it may also have an underappreciated downside. When journalist Amy Wu was invited by Iowa Select Farms to tour their pork production operations, she noted that taking a consumer into a farm to show “food transparency” is a good idea in principle, but it doesn’t change the fact that the animal will eventually die. Her conclusion is an educational one for marketers: “Showing hard-working farm workers is a great way to establish that rapport. Showing the crowded living quarters of pigs is not.”
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