An independent mindset is a necessary trait in production agriculture.  Beware, this trait is now being tapped into by animal rights organizations to “divide and conquer.”  This technique was successfully used in Florida when the first gestation stall ban was put on the ballot; it continues today with HSUS latest video release. 

HSUS believes the beef industry should be calling out the dairy industry for these inhumane practices.  I have to ask the question; if we all raise animals for food, what makes one sector of animal agriculture more superior to another?  Rather than letting smooth-talking animal rights activists guide us - agriculture needs to work together collectively against these causes.  First, we have to have our animals in the proper condition when they’re sold - and hold those who don’t accountable.  Secondly, we (read YOU) need to put a face on animal agriculture so consumers can understand these are isolated incidents.

Be prepared; it’s gruesome and is another image against agriculture that’s being seared into the minds of consumers.  As an animal lover, I can hardly stand to watch it - but I know it’s not the norm.  Consumers don’t differentiate between farmers, ranchers, auction houses, or processors.  How do you think these images go over with a person who has never been on a farm?  I shudder to imagine how many levels the respect for agriculture has been lowered from these images.

See http://hsus.org/farm/news/ournews/dairy_cow_abuses_timeline_062508.html for the footage. “In May, an HSUS investigator worked at the Portales Livestock Auction and documented cows and calves being mistreated and tormented in order to get them to stand and walk into the auction ring. During the time covered by the investigation, New Mexico brand inspectors were present at the auctions and apparently saw much of the abuse. In advance of today’s public release, The HSUS also provided information on the investigation to the New Mexico Livestock Board and the USDA, as well as to national industry leaders.”

If you’re in animal agriculture, use this as an opportunity to discuss the issue with colleagues in a different animal sector to ensure you understand each other.  If you’re in grains or another part of ag, don’t think your extinct.  Tomorrow it will be plants with feelings (see article on this blog) or biotech poisoning the world.  It’s time for us to stand together, elbows locked, and let people know what agriculture is about.

“Try not to become a man of success but rather try to become a man of value.”  ~ Einstein

What value to you bring to the table?  Can you clearly define that value to others?  Does your part of the agrifood system provide value or are you about success? The two aren’t mutually exclusive, but be sure that value is derived from your role in agriculture. 

Are you a price taker or price maker?  The argument can be made for both sides, but I most often hear the former.  The wild markets of 2008 brings about more uncertainty.  However, the reality is that Americans still “eat cheap” as compared to counterparts.  This article from Germany tells how they were able to get the attention of their retailer.

While I’m not advocating a strike, there is an opportunity for farmers to get the attention of decision makers.   Who’s willing to take on that challenge?

German dairy farmers called off a milk-delivery boycott after the 10-day strike prompted big grocery chains to offer higher wholesale rates for milk.

The following just came in from Sustainable Table, who produced the “fun” Meatrix, a series of cartoons featuring the “terrible” practices in modern food production.”  Meatrix I focused on dismantling pork and poultry production, Meatrix II goes after ”industrial” dairies, and Meatrix II½ “exposes” meat processors. If you’re in agriculture and haven’t seen these, take a look - they are tremendously effective in the media savvy under-40 crowd. 

Note the positioning of their announcement; it’s appealing, mainstream, and, unless you know their background - not terribly threatening to agriculture.  However, if you want to look at it ethically, as they infer below, one could easily question the ethics of promoting one type of farm while condemning another. If you don’t believe groups like this should be defining which agrifood practices are sustainable, who’s a family farmer, and what’s ethical - perhaps it’s time for you to learn a bit more about their work.

New York City, May 30, 2008—Sustainable Table,the creator of the animated short film series, The Meatrix, is going on the road again, headed to this year’s Bonnaroo Music Festival in Manchester, Tennessee. Founder/Director, Diane Hatz, and Moopheus, the larger than life, trench-coat-clad cow and superhero star of The Meatrix, will bring festival goers an urgent message—“Eat locally grown, sustainably raised foods to help save the environment.”  2008 is emerging as the year of ethical eating. Local food is becoming an important part of the consumer food market as consumers want to know more about their food — where it was grown, what ingredients it contains, how it was packaged, and the footprint its production left on the earth.

“By purchasing sustainable, local foods in-season, you eliminate the environmental damage caused by shipping foods thousands of miles, your food dollar goes directly to the farmer, and your family will be able to enjoy the health benefits of eating fresh, unprocessed fruits and vegetables. Buying seasonal produce also provides an exciting opportunity to try new foods and to experiment with seasonal recipes. And it simply tastes better!” said Diane Hatz, Founder/Director of Sustainable Table.

Sustainable Table and HOMEGROWN, a campaign of Farm Aid, are teaming up to send a message of food sustainability and stewardship of the environment to people at this year’s Bonnaroo festival.  Sustainable Table believes that people can still eat sustainably when camping, whether at festivals or in the woods, as well as at summer barbecues and picnics.  The program will share sustainable campfire and grilling recipes which will be posted online at Sustainable Kitchen.

“One word expresses the pathway to greatness: voice. Those on this path find their voice and inspire others to find theirs. The rest never do.” ~ Steven Covey

Enough said.  What voice do you have for agriculture?

“Well, I feel like I got baptized in Vegan Land today.” said Oprah on her May 20 show, according to Farm Sanctuary who reports this show featured Kathy Freston, author of Quantum Wellness. Oprah announced that she has embarked on a 21-day cleanse that includes removing all animal products from her diet in her quest to be a “conscious eater.” Farm Sanctuary reports through its newsletter “This is BIG. So BIG, in fact, that we need you to show your support of Oprah’s choice to try an animal-free diet. Please join the discussion, or share your story on Oprah’s site.” There’s also a blog about Oprah’s experience.

Folks, Farm Sanctuary works hard to have mainstream appeal and the addition of celebrities makes their mission of doing away with animal agriculture a real threat. Here’s the encouragement from Farm Sanctuary to their members and readers - take note so you can learn from their tactics and respond on behalf of agriculture.

“There is no better time than the present to do your own bit of vegan activism.” according to Farm Sanctuary. “Order a stack of our Guide to Veg Living booklets today to distribute in your local community or visit VegForLife.org for recipes and information on how you can spread compassion and teach people to be “conscious eaters.”

More of the same is predicted for the Ellen Show later in May. Farm Sanctuary fans Rory Freedman, author of The Skinny Bitch (an incredibly ill-founded book that condemns nearly all of agriculture) and Freston will appear in separate episodes. Agriculture may not have a celebrity showing up on our behalf, but we do have two things in our favor - credibility and science. Will you use either of those to correct the misinformation that is being promoted through mass media?  The secret is doing so in the language of your target audience, so they feel like they’ve been “baptized in agriculture.” 

Are we in the “perfect storm” of circumstances that’s shooting off lightening bolts about the agrifood business?  Let’s take a look at conditions that are putting food production into the limelight - and not in a very kindly fashion.

• Farm Bill:  Regardless of which side of the fence you sit on payment limits, the lengthy and contentious debate about the Food, Conservation and Energy Act of 2008 (not 2007!) turned the spotlight on and the President’s lack of support has increased the wattage. 
• Food Prices:  Associated Press is calling it “the worst food inflation in 17 years”  (http://www.recordpub.com/news/article/3632191) and  prices are projected to increase more in 2008.  The grocery bill, projected to rise another 4.5% in 2008 by USDA, is keeping all food-related issues top-of-mind with consumers. 
• Energy Debate:  Have you filled up your gas tank lately?  Then you know how dear this subject is and Ethanol/Biodiesel is not being shown as the savior.  Bioenergy is either guilty of raising food prices, over-subsidized or causing environmental damage - according to our pundits.
• International Food Crisis:  It doesn’t matter that agricultural experts have pointed to the growing population as one of the most significant needs for technology to increase food production.  The cry from around the world about food shortages and high prices does not bode well for those producing the food.

Between these four issues and a several others, farmers are easily being painted as greedy and rich during a time where people are short on cash and food.  Don’t shoot the messenger; just know that people who haven’t set foot on a farm recently believe what’s in the popular press.  Work some of the following points in your conversation with influencers, neighbors, friends, colleagues, et al:

• Soaring input prices are impacting your bottom line (see http://www.illinoisagconnection.com/story-state.php?Id=236&yr=2008 for an example).
• Your decreasing percentage of the food dollar (go to blog entry from April).
• Bionergy isn’t the significant force behind increasing food prices (http://www.americanfuels.info/2008/04/texas-studies-ethanols-effect-on-food.html).
• Your role our national food security - it’s important with the scares from China in the last year.
• 2/3 of the “Farm Bill” is not for farmers, it’s for nutrition programs such as WIC.
• How technology produces more food to help more people and why you are proud of that!

Perhaps the strong winds from this perfect storm will motivate you to talk about this business.  If not, then don’t complain about the damage that’s caused by the storm!

Do animal rights activists care more about animals or their cause?  I’d suggest the latter when you look at their track record, not to mention the millions of dollars they solicit and spend (see www.activistcash.com for the scoop on budets and funding sources).

According to Feedstuffs,  Gemperle Enterprises, the egg producer that was “accused in undercover video last week of egregious animal abuse when workers were shown kicking and stomping on hens and leaving diseased and injured birds to suffer in their cages, issued a statement tonight that the video was “a staged, vicious attack” on the company.” Mercy For Animals is under investigation for staging.  For the full story click here. 

Any of us involved with animal agriculture have suspected videos to be staged, such as many shockers shown at www.petatv.com.  I’m not going to claim there aren’t a few “rotten apple” farms that abuse animals, just as it would be naive to claim that no children are abused in family homes.  The difference is that producers wait until a “fire” to speak up and defend themselves, which seemingly results in their words serving as a garden hose instead of the fire hose.  Getting out in front of the issues and putting a face on our business would serve as the proverbial fire hose!

Use the videos as a launching pad to share your part of agriculture (animals or not), explain your concern for the animal’s well-being from an ethical/moral standpoint, explain the business proposition of being an effective caretaker and that you abhor the mistreatment of animals as much as the next person.  Be cautious; don’t judge “city folks” (that’s anyone not on a farm) if they’ve been shocked and disgusted by animal rights activists antics.  After all, if you had never set foot on a farm, would you know the falsehoods behind the activists and their very strategic public relations campaigns?

PETA just had another “unveiling” with a Newsweek article outlining that these animal lovers do in fact dispose of animals.  See http://www.newsweek.com/id/134549.  In the last decade, PETA has killed more than 17,000 animals, nearly 85 percent of all those it has rescued.  I guess the message is that it’s O.K. for animals to die as long as it’s PETA killing them.  Perhaps we should send them all the malnourished horses turned out into the wild because there’s no longer a place to slaughter them in the U.S.

Help people understand that these activists care as much - if not more - for their “cause” than the animals.  Leverage agriculture’s credibility in your conversations and help unveil the animal rights activists by Including a few of these types of tidbits when talk about what you do in agriculture.

Beware…HSUS is on the hunt for more shocking footage to diminish the credibility of all of us in animal agriculture.  Most well-known amongst the general population for “fuzzy kitties and cute puppies” - the Humane Society of the United States has weighed in as a heavyweight to bring animal agriculture to its knees. 

See http://hsus.org/farm/news/ournews/downer_investigation_050708.html for the latest on downer cows and to better understand who we’re fighting. You may not like it, but take note of their public relations techniques as HSUS is masterful at hitting hot buttons of people who likely have never set foot on a farm.  We could learn a thing or two - whether you’re planting corn or managing a feedlot.  This kind of propaganda damages everyone in agriculture.

Here’s the announcement that came out this morning:

“‘The Humane Society of the United States Uncovers Abuse at Animal
Auctions’

Investigators Find Downer Cows Left to Languish and Suffer at Auctions
in Md., N.M., Pa. and Texas

The Humane Society of the United States will reveal the findings of its
next investigation on the mistreatment of farm animals. HSUS undercover
investigators documented downed cows-unable even to stand and walk-being
transported to livestock auctions, which are a critical link between
dairy farms and slaughter plants. New video will be discussed and made
available.”

And just for the record, this DOES provide an opportunity for you to communicate how you take pride in the well-being of your animals and land.  I personally believe it’s morally wrong to abuse an animal and know most who work with animals on a daily basis join me in disgust for these videos.  Don’t let the HSUS PR machine make it worse; stand up and put a face on agriculture in your local community.

As much as I believe in the merits of our agrifood system, our grocery bill has become more painful.  They want how much for those eggs and that gallon of milk?  My urban and suburban friends have asked a number of times in the last year about why food costs so much.  “It must be farmers getting rich” or “Ethanol is sure driving up the price of everything” are the typical comments.

Well, I’m not an economist, but it doesn’t take one to do the math on the food dollar.  The Economic Research Service reflects the farmer gets only $0.19 of each food dollar, meaning 81% of the costs are off the farm.  If anyone wants to explain the scale of farming these days, try this one on for size; farmers received $0.30 of the food dollar back in the 70s.  Add up the differential and you have a lot of hard working farms producing more food than they ever have for less money.

Here’s how the food dollar breaks down - it’s a great wake up call to those who don’t know what small portion goes to the farm gate.  In my experience, that’s the majority of the population - including a lot of folks in our business.  I suggest you spend a bit of time with your neighbors, elected officials and even input suppliers to be sure they understand clearly how the food dollar breaks down.  The $0.81 that goes off the farm is as follows:

• Labor: 38.5¢
• Packaging: 8¢
• Profits: 4.5¢
• Rent: 4.5¢
• Transportation: 4¢
• Advertising: 3.5¢
• Energy: 3.5¢
• Depreciation: 3.5¢
• Business taxes: 3.5¢
• Other costs: 3.0¢
• Interest: 2.5¢
• Repairs: 1.5¢

All of this can be found at http://www.ers.usda.gov/Briefing/FoodMarketingSystem/ - along with more information than you’ll likely ever need.  The U.S. is seeing a lot of economic challenges right now and it’s likely to get worse with projected food and fuel price increases.   The rising food prices may actually garner attention for agriculture if we choose to proactively position ourselves.

As for the eating versus ethanol debate, we’ll get into that next time…