[June 24, 2013]BLOOMINGTON -- Last week the
Illinois Farm Bureau launched an updated brand and new tagline --
"Farm. Family. Food." -- in an effort to tell both IFB members and
the general public more about who the organization represents and
what it stands for.
"While IFB is known as an advocate for agriculture, we would
like to better reflect to our members and public the full scope
of what we do," said IFB President Philip Nelson. "This newly
developed tagline helps illustrate to members and consumers
alike the important role IFB plays in everyday life. We truly
believe that through use of our new tagline, IFB embraces its
roots in agriculture, its role in sustaining farm life and
families, and its long-standing position underpinning the
business and individuals whose farms feed consumers the world
over."
The tagline was developed with input from IFB staff,
the board of directors, county Farm Bureaus and organization
members during a yearlong review of the organization's brand. In
focus group discussions, IFB members expressed that more could
be done to effectively communicate the role and importance of
Farm Bureau in today's food, fiber and fuel systems. The new
tagline is an outgrowth of those findings.
Additionally, creating a new tagline and updating the IFB
brand was an important step in communicating more effectively
with consumers, Nelson added.
"It's important for organizations like the Illinois Farm
Bureau to proactively communicate their brand to members and
other audiences," Nelson said. "Without taking an active role in
creating and managing our brand, it's easy for misconceptions to
take root. In many instances, consumers perceive that IFB is
involved in agriculture and is available only to farmers, or
don't understand its overall importance to food and Illinois
families."
The tagline and other branding elements, including a logo and
official color palette, will be used in IFB's communications and at
its many events.
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The Illinois Farm Bureau is a member of the American Farm Bureau
Federation, a national organization of farmers and ranchers. Founded
in 1916, IFB is a nonprofit, membership organization directed by
farmers who join through their county Farm Bureau. IFB has a total
membership of more than 400,000, a voting membership of more than
82,000 and represents 3 out of 4 Illinois farmers.
