The U.S. Farmers & Ranchers Alliance (USFRA) has chosen Ketchum as its primary comms agency. Ketchum will be working with Zócalo Group, its WOM and social media agency, and maslansky luntz + partners, a firm that a specialty in messaging and message development. The goal is to improve agriculture’s image and raise consumer confidence in food production processes.

The resulting campaign will launch in July.