Big Ag is on the defensive, and women are coming to the rescue. Citing Michael Pollan and Food, Inc. as two particularly large blemishes to overcome, large-scale agriculture commodity and marketing associations hired the PR firm Osborn & Barr (a regular for Monsanto) in search of a better image. They unveiled their approach in November: a woman-to-woman marketing campaign targeting urban and suburban women. Knowing that women control most household spending, Osborn & Barr is betting on farm women as messengers that offer a more palatable face for industrial agriculture, and who offer a relationship that is difficult to turn down. Amy Nuccio of Osborn & Barr commented, "Consumers don't want a slogan, they don't want an ad campaign. They want a real relationship, which led us to this strategy of woman-to-woman." They’ll have to be careful, though, because it turns out women oft dig past the hype when it comes to the health of our children. Witness a recent attempt to woo moms, Corn Syrup Lobby Courts Mommybloggers, Gets Spanked.