Has MAHA Become Mainstream?

The Make America Healthy Again movement is leaving its mark on discussions around food and agriculture. Although support for MAHA has cooled a bit as the label becomes increasingly politicized, the movement’s impact is unmistakable. In fact, recent polling shows that most Americans are not immune to MAHA’s influence as it continues to shape consumer perceptions.

From an influx of discussions around how our food is grown and processed, MAHA has left many Americans concerned about, or at least questioning, what is safe and healthy for themselves and their families. These concerns matter for agriculture as more Americans are further removed from the farm and have a harder time sorting through what’s true and not true. To be clear, there are certainly opportunities for improvements in diets and how food is produced, but the volume of misinformation has never been quite so loud. The average American doesn’t have regular, if any, opportunities to engage directly with farmers or see for themselves. Thankfully, trust in farmers and ranchers remains high. How can farmers and others in agriculture jump into the discussion, build on that trust, and address growing concerns? Is it too late?

Let’s answer the latter question first: no, it is not too late. But we do need to look at the landscape to engage thoughtfully. How we engage comes down to our spheres of influence and channels for communication. According to research by the American Farm Bureau and Morning Consult, 41% of Americans get their information about food and farming from friends and family. Trust research from Edelman shows an even higher percentage of adults leaning on friends and family when it comes to their health, with 71% citing their personal circles as their most trusted source, coming in just behind medical experts and their doctors (78%). That same poll from Edelman also shows that 70% of adults believe at least one divisive health claim popularized by the MAHA movement.

The mainstream effect of MAHA reaches agriculture most noticeably on the topic of pesticide safety. American Farm Bureau and Morning Consult research shows that 7 in 10 Americans are concerned about pesticide use in agriculture. Research from Pew shows similar levels of concern with a study that cites 69% of Americans concerned about “harmful chemicals” on farmland and 78% concerned about “harmful chemicals” in their food.

Concern does not always translate to an extreme stance, but it shouldn’t be brushed aside, either. Perceptions around the safety of chemicals in agriculture cover a broad range of views and are often rooted in a desire to better understand how food is grown and how that impacts health. When you dig further into these concerns, there is an opportunity to discuss how pesticides are used safely and how these tools even contribute to some regenerative practices.

So then, how can these concerns be tackled head on? First, by listening. Every conversation looks different, but every engagement matters and starts with the same foundation: shared values. A mom who is concerned about the cost of her grocery bill may simply be looking for reassurance that non-organic produce is safe and nutritious. All farmers can share how careful they are to use just what is needed when it comes to pesticides. They can also share how they rely on years of careful independent research and review by career scientists at the Environmental Protection Agency. On the other hand, a Gen Z shopper who is concerned about soil health and environmental impacts may find it compelling to learn about how all types of agriculture, both conventional and organic, employ regenerative practices to keep farmland healthy for generations to come.

Topics like health and affordability are natural places to find common ground. And as food inflation continues to be a top concern for consumers, affordability should not be siloed off from discussions around nutrition. A recent Associated Press poll found that 8 in 10 Americans have changed their grocery shopping habits because of rising food costs. When it comes to the wellbeing of our family and friends, no one wants to put a price tag on health. But health and affordability can go hand-in-hand. Shoppers should enter the grocery store with an understanding of how their food is grown as they look to make the best choices for their families. This is another opportunity for farmers to meaningfully enter the conversation as a trusted voice.

Cost also plays an important role on the farm, but navigating financial pressures does not mean sacrificing safety. For example, protecting crops from pests and disease is critical to getting those crops from the farm to the market to provide safe, nutritious and affordable food. This is where consumers appreciate transparent conversations, even if they disagree on certain farming practices. Research consistently shows that pairing shared values with science-backed messaging increases openness with consumers who are hungry for facts from people they trust: farmers and ranchers. 

Regardless of what is trending, farmers and ranchers can assure their friends, neighbors and communities that modern agriculture isn’t about choosing between safety and affordability. Thanks to a commitment to doing the right thing, along with innovation, strict regulation, decades of research, and careful stewardship, farmers are already prioritizing both.