Being here

A long day wearing a suit and tie at the USDA's Agricultural Outlook Forum is winding down. With 2,000 attendees, this conference is more formal than produce shows and crowded like the opening of the PMA show floor. It's like Easter Sunday without the music - and the sermon.
On second thought, Agriculture Secretary Mike Johanns delivered an uplifting message about soaring farm exports, rising biofuel demand and a more equitable farm bill.
Sessions I attended included a 90 minute plus session on "food icon labeling" - as in the healthy heart check, the U.K.'s stoplight symbol. An FDA official said consumers aren't taking time to read the 30 pieces of info on the food label and want a shortcut. Meanwhile, over 60% of food products have a nutrient claim on the front side of their packaging, even if it is a lame sugary cereal fortified with some random vitamin (my words). So the FDA is thinking about doing something..
One speaker that should be nabbed by the PMA or United is Brian Wansink, a professor of marketing at Cornell University. To get a flavor for where he is coming from, his Web site is http://www.mindlesseating.org/, subtitled "Why we eat more than we think."
He had some good, funny stuff on consumers' attitudes about eating at Subway and McDonald's. "I had a cookie, but it was a Subway cookie." Also, he said marketers of healthy food could actually increase sales by not advertising its health benefit. He also mentioned how he helped the University of Illinois cafeteria increase foods by simply renaming their menu items. Chocolate cake became "Belgium Forest Chocolate Cake" and sales soared. It didn't matter that the Black Forest isn't in Belgium, apparently.

The immigration session was also good, with Craig Regelbrugge of the American Nursery and Landscape Association carrying the banner for AgJobs. One economist on the panel said tougher U.S. enforcement measures actually contribute to increased immigration from Mexico to the U.S., because the wage gap widens and makes it more attractive. What's more, he said an improving Mexican economy also can encourage immigration, since money is one necessity of making an attempt to cross. So to decrease immigration we need an open border and chaos in Mexico - maybe not, but I'm confused. More tomorrow with the horticultural luncheon and a farm bill forum with Tom Nassif and others.