Actions are better perceived and understood when they are supported with narrative, especially when conveying complex topics to employees, customers or stakeholders. Whether your company takes action to increase fleet efficiency, improve worker safety or reduce water use – storytelling matters.

Animal food industry and stakeholder input informed the Institute for Feed Education and Research's development of a message map for the Animal Food Industry Sustainability Toolkit. The message map identifies key terms and messages to consider when addressing: “WHAT” the industry “OFFERS” and “HOW” the industry “BENEFITS” stakeholders.

At the core of our messaging is the idea that:

  • Animal food is an important component of sustainability within the animal protein, equine and pet value chain.
  • The U.S. animal food industry meets the diverse needs and expectations of its stakeholders in alignment with their shared values.