Jolley: Five Minutes With Troy Hadrick & The Attack On American Agriculture
11/27/2009 11:43AM
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About 5% of the American populace is involved in farming, leaving 95% who merely enjoy the fruits of agrarian labor without actually getting their hands dirty. A few dozen people, though, none of them even remotely engaged in agriculture, have managed to grab big headlines through attack journalism.
Maybe yellow journalism is a better term. Wikipedia describes it as “a type of journalism that downplays legitimate news in favor of eye-catching headlines that sell more newspapers. It may feature exaggerations of news events, scandal-mongering, sensationalism, or unprofessional practices by news media organizations or journalists.”
You’ve seen the effort, up close and personal in some cases. An undercover agent gains employment at some suspect animal ag organization, tapes some heinous practice and arranges a press conference weeks or months after the fact. Their intent, of course, is to take down the entire industry. One bad actor takes down the entire production in their minds; even if the cast is as large and varied as that of the original Ben-Hur.
I can’t command the ink displayed by the New York Times or Time magazine but, in an attempt to balance the scales, I called on Troy Hadrick, who with his wife, Stacy, make two of the most erudite spokespeople for the agriculture industry. I asked him some important questions and his answers, though factual, unfortunately fall into the category of ‘preaching to the choir.’ Until the major news resources in America start looking at the flip side of their well-worn story line, modern agriculture will be faced with a steep, uphill battle.
Here on Cattlenetwork, we’ll win this skirmish. About time, I say.
Q. Animal agriculture seems to be under heavy attack lately - Time magazine and the New York Times have run critical articles. Food, Inc. is a movie still making the rounds with a decidedly anti-agriculture message. Jonathon Safran Foer's book, best described as a vegan's manifesto, has just hit the stores and it's being backed by an enormous PR budget. Ellen DeGeneres gave a copy of the book to everyone in her audience after Foer appeared on her show. Even Martha Stewart allowed him some of his 15 minutes of fame on her show, and then weighed in with harsh words of hre own about animal agriculture. What's going on?
A. It seems to me that since we have had a few in the media that become wealthy and famous by scaring people about the food they eat that it has led to others jumping on that bandwagon and trying to get a piece of the pie. And it’s been fairly successful because many of our consumers don’t have any first hand knowledge of agriculture or even know a real farmer or rancher that they can turn to ask any questions. That’s why it’s important for those of us in agriculture to make ourselves available to our consumers and the media and be prepared to share the real story of what happens in food production.
Q. There are two common themes to the recent attacks. (1) Animal agriculture, especially as practiced by so called factory farms, is a brutal and unnecessary practice. (2) Modern farming practices are unsustainable and are destroying the planet. What is your response?
A. I think it needs to be pointed out that all of the practices in questions have come about as what works best for raising our food. Obviously if our livestock were suffering because of the situation we put them in, they wouldn’t perform to a level capable of keeping us in business. Not only is providing our livestock with the proper care the right thing to do, it’s also the necessary thing to do if farmers and rancher want to be profitable.
Many of the farms and ranches in this country have been in the same families for many generations. They wouldn’t have made it this far if they weren’t worried about taking care of their land and livestock. Just because it isn’t the way grandpa did it, doesn’t make it unsustainable or wrong.
Q. Let's talk about the product of modern agriculture: Food. The USDA just issued a report that said "food insecurity" in America is at its worst in decades. In the past few years, several dozen countries around the world have witnessed street rioting over the fast rising prices of staples. Do we have a problem in either producing enough food to feed the human population or transporting it to where it is needed? Can a return to the farming practices of the early twentieth century as suggested by some people; small, family farms and consuming foods that are grown locally, help solve the problem?
A. Right now, we can produce enough food for everyone to eat. Usually when we have a hunger problem in some region of the world, politics can be more to blame than agriculture. But here in this country, with unemployment higher than it’s been in quite some time, more people are having trouble affording to feed their families. This is in spite of the fact that we have the most affordable food supply in the world.
To go back to the farming methods of the early twentieth century would only compound problems. In 1940, one farmer only fed 19 people, today’s farmer feeds 155. We have to continue increasing our efficiency, not give it up.
Q. Animal rights groups have had a field day with undercover videos of animal abuse. They're using the footage as 'proof' that modern animal agriculture is a cruel practice that should be banned. You're much closer to the real truth. Sitting sensationalism aside, do American farmers and ranchers really care for their animals?
A. American farmers and ranchers have no choice but to take care of their animals. If they want their family to continue being in the business they will have to practice the very best in animal husbandry. Some of our detractors claim that the size of the operation determines the level of care. But that is absolutely wrong. Most families grow their farms so the next generation can join them, and nowhere along the way do they stop caring for their livestock. If we didn’t care, we wouldn’t be in farming and ranching.
Q. We know some of the people who are against modern agriculture; they're in the news with distressing frequency. Who are some of the people who are the best spokesmen for modern agriculture and why aren't their messages given similar widespread coverage?
A. Our best spokesmen are the very same farmers and ranchers that are growing our food. They are the boots on the ground that feed this country and that makes them the most qualified to tell our story. We aren’t rich or famous, but we are the foundation on which this country was built.
We need to keep reminding everyone of that and we need to make ourselves available to our consumers and the media to share our story whenever possible. There are everyday opportunities even in our rural communities to educate people about who we are and what we do. We have to take advantage of them.
Q. Let's weigh the coverage and its impact on attitudes and diet. With so much of the country long divorced from their agrarian roots, are we looking at a significant change in the way the public expects agriculture to deliver its products to the dinner table?
A. First of all, they should expect farmers and ranchers to provide them with a safe, abundant, affordable food supply. That’s our job and we take it seriously.
However, many of them seem to have a romantic view of what agriculture should look like and how we should accomplish our task. That’s where the misunderstandings usually begin so that’s where we need to start with teaching them about what we do and why we do it.
Almost without exception, when we have the opportunity to share our story with a consumer, they feel very comfortable with how their food is being raised. We also need to point out that we are eating the same food they are and drinking the same water. We wouldn’t want our children eating anything that wasn’t safe so we aren’t going to produce anything that won’t be safe for their children to eat.
Q. Thousands of people read Cattlenetwork. What would you like to say to them?
A: For too long, many of us in agriculture have tried to avoid having to talk with our consumers. We have to get in the mindset of seeking opportunities to do so now. They want to visit with us and feel good about what how their food is grown, so have your 30-second elevator speech ready and strike up a conversation. Today, the things we do off the farm, like promoting and educating about agriculture, can affect our ability to continue in food production just as much as the things we do on the farm.
Chuck
Jolley is a free lance writer, based in Kansas City, who covers a wide
range of ag industry topics for Cattlenetwork.com and Agnetwork.com.