On Thursday, Sept. 22, the U.S. Farmers & Ranchers Alliance (USFRA), a new trade association made up of some of the biggest players in the food industry — including the National Cattlemen’s Beef Association, Dupont, and Monsanto — hosted what they called “Food Dialogues” in Washington D.C., New York City, U.C. Davis, and Fair Oaks, Ind.

The USFRA describes the Food Dialogues, and their broader multimillion dollar media campaign, as an effort to amplify the voice of farmers and ranchers and help consumers know more about “how their food is grown and raised.”