The alliance has been concerned with the release of videos showing the mistreatment of pigs, chickens put into battery cages to lay eggs, chicks tossed into meat grinders, close confinement of livestock, and the use of hormones and antibiotics in feed.

[4] They believe that the vast majority of people who do not live in rural areas of America are misinformed about how food is produced.

[5] On their view, non-rural people have been misled into believing that all pesticide, fertilizer, and antibiotic uses in agriculture are harmful; their aim is to show the consumer that this is not true.

[5] In 2011, its annual budget of $11,000,000 came in large part from marketing fees or checkoffs from the United States Department of Agriculture.

[8] The Chairman of the alliance's Board of Directors is Charles Bowling,[9] former president of the National Corn Growers Association.

He received a $10,000 stipend to defray the cost of spending time away from his farm and he had the opportunity to select an agricultural related charity for a $5,000 donation from the alliance.

[16] The alliance funded the making of a documentary film, Farmland, that opened in select theaters in the United States on May 1, 2014.

"[12] Robert Lawrence of Johns Hopkins University wrote in a Huffington Post blog that criticized the alliance for its stance on the use of antibiotics in animal foods in agriculture.