Thoughts on the USFRA's "Food Dialogues" campaign?

I came across this gem of a site today: Food Dialogues, a campaign by the U.S. Farmers and Ranchers Alliance. The purpose of the newly formed group:
U.S. Farmers & Ranchers Alliance (USFRA) is a newly formed alliance consisting of a wide range of prominent farmer- and rancher-led organizations and agricultural partners. This marks the first time agricultural groups at the national, regional and state levels have collaborated to lead the dialogue and answer Americans’ questions about how we raise our food – while being stewards of the environment, responsibly caring for our animals and maintaining strong businesses and communities.
Word choice, well-crafted videos and marketing is so interesting. Check out one such video - "Soy Farming Documentary" from a father and son farming team, who grow soy and corn (Note: Funding for the following video comes from the Checkoff program):

Or this expanded conversation with growers, ranchers, farmers and a consumer:


The site's purpose is to start a sort of dialogue about where our food comes from - but how far can this questioning go? I would be interested to see if patient, open-minded, level-headed discussion can occur if criticisms of the current model of agriculture arise. To me, it's just another form of farm- and green-washing, another technique to perpetuate the myth that big ag works. It's a first step in opening up conversations, but it's not telling the whole story. What might be more interesting to the consumer? Let's see the CEOs and heads of major big ag corporations address these questions.

I have the utmost respect for farmers, ranchers and growers in this country. They are incredibly intelligent, highly skilled individuals who are doing an enormous service to our country and they have respect for the land, animals and overall health for the environment. My problem is with the food system: Monocultures and large-scale farming can't continue at its current pace or methods. Big ag says we need to keep up with food demand, but how long can we continue to plant, harvest and reap the benefits of such large operations with hazardous chemical applications - no matter who "smartly" they're applied - and vast land use?

Thoughts on Food Dialogues? How would you get the conversation started? What questions do you have or want addressed by the USFRA?