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Illinois Farm Bureau refreshes brand, unveils new tagline

Turns to ‘Farm. Family. Food.’ to spread message

Published: Saturday, June 29, 2013 7:00 a.m. CST

BLOOMINGTON, ILL. — The Illinois Farm Bureau last week 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 for what it stands.

“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 year-long 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.

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 non-profit, membership organization directed by farmers who join through their county Farm Bureau.

IFB has a total membership of more than 400,000 and a voting membership of more than 82,000. IFB represents three out of four Illinois farmers.

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