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Jolley: Five Minutes With Troy Hadrick & The Attack On American Agriculture

11/27/2009 11:43AM

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Jolley: Five Minutes With Troy Hadrick & The Attack On American AgricultureAbout 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.
8 Comments
PaullWestern AustraliaDecember 04, 2009 12:28
I am somewhat heartened that you northern lot are having the same trouble as we are down under. We are constantly under threat from the "tree huggers" and "animal liberationists" and of course the media love it. Our population is getting more urbanised and with it the lack of knowledge of where or how our food is produced. Together with the fact that the average price from the supermarket is around A$15/kg and the producer gets A$1.65/kg (and falling) we are losing good young farmers to other "more profitable" industries. Food rules the world, believe me, and farmers are being manipulated off their farms by ruthless governments, who plead to the joe public that THEY are doing whats best. Governments bow to big business. Just look at how they are tackling the so called global warming fiasco. Another Tax on the food producer. Sure, we are not going to get taxed directly, but in through the back door..... big time. Big business may well take over the "family farm" eventually, I just hope I am not here to see it. You'll see the demise of good clean agriculture then.
Chuck JKansasDecember 01, 2009 05:48
Diana,

Responding to your note, '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,” is offensive and elitist. So, consumers are only sucking at the teat of agriculture and don't deserve any say in how their food is produced? Excuse me?"

That's not what I said. If you buy a product, you should have some say in how it's produced.

My point is this: There are too many people who know nothing about agriculture and what it takes to bring food from the fields to the dinner table that are hazarding uninformed opinions about the process. What they are suggesting could create havoc with the production and delivery of food.

I buy a car every 4 or 5 years. I demand that it be well-built and reliable but I don't tell the factory how to build it.
TomShawnee KSDecember 01, 2009 01:11
I do not know that public opinion clearly accepts the videos as evidence of anything. Yes, some courts see them as real and they should know better. This is something that can be fixed when a judge has the courage to do what is right instead of catering to the AR interests or to a prejudged idea that somehow "we just have to be humane at all costs." There is a difference between fighting a war against cruel treatment of animals, which will cost agriculture billions, and doing positive things that promote humane treatment.

I think that the industry loses respect by indulging in "mea culpas." Metaphorically speaking it's pulling its hair out in shame over every small violation. I myself like the idea of keeping abusive practices "in check" but in real life cattle move as if they have minds of their own. They are heavy. They are awkward to handle, and sometimes a shove or an electric shock prevents a major injury. The animal rights conflict industry (thank you for mentioning that) is a hostile witness that has been caught lying before.

I am OK with the industry trying to make itself popular while presenting reality to people. The reality is that we're humane enough even when the animal is sometimes uncomfortable, stressed, inconvenienced, or even feels some pain and injury. That's my reality. People shouldn't feel guilty about that. Some hurting is necessary and maybe even beneficial.

There is also the question of who am I going to trust. I trust the industry to be humane before I trust the so-called humane authorities. I would have liked more experience working directly with animals in industry but I think that most big companies are in general far more trustworthy in any given matter than anything that has an animal rights basis and this is inherent in the animal rights philosophy, which is anti-human. Industry is one of the greater expressions of human creativity and ambition and the better it treats its workers and customers the more money it makes.
DianaIdahoDecember 01, 2009 12:30
I am sympathetic with the anger in this article regarding perceived attacks upon animal agriculture, however the first sentence “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,” is offensive and elitist. So, consumers are only sucking at the teat of agriculture and don't deserve any say in how their food is produced? Excuse me? We're in this together, folks. The people who build your pickup trucks and tractors, teach your children, plow your roads, keep your telephone working, and doctor your injuries get their hands dirty, greasy, bloody or calloused in their own life endeavors that benefit you. They make money and then buy your products. As consumers, they have every right to demand safe, wholesome meat from, if it matters to them, humanely raised livestock. You are right, consumers want cheap, plentiful food. They also want cheap, plentiful gas, clothes, and cars and everything else. I am tired of the same old canard that egregious factory farming practices are necessary to satisfy American's appetite for cheap food. There is always a price to pay. Legitimate food safety and environmental concerns are not necessarily attacks on agriculture.
A line is being drawn in the sand and to agriculture's peril it is not being drawn by agriculture. You can have 30 second elevator talks but I suggest supplementing those with large scale pro-active consumer education (I don't mean meat marketing) and research into improved agrarian and processing practices so that consumers can feel good about their choices while farmers and ranchers can make a proper living.

Chuck JKansasNovember 30, 2009 10:12
GD and Tom,
A clear trend? I hope you don't mean a trend toward animal abuse by agriculture. Undercover videos, though, look like a clear trend by animal rights activists.

And those videos, whether staged or real, do serious damage. In several cases, the courts have accepted them as real. In every case, public opinion overwhelmingly accepts them.
TomShawnee, KS.November 29, 2009 09:59
GD, I do not accept a PETA or an HSUS video as valid evidence of anything. When you read up and find out that both organizations have had a reputation for staging videos for more than twenty years, then you will understand that they are unreliable sources. Their agendas and their means make them untrustworthy. So do their criminal records. J.P. Goodwin of the HSUS was hired after spending time in jail for Animal Liberation Front activities. Alex Pacheco was one of the founding members of PETA and he has admitted to staging videos and has been arrested for possession of tools for committing arsons. People from all these groups have been involved in releasing animals from legal facilities and other kinds of property destruction.

Adversaries of a legal industry that is vitally supportive of our nation should not be allowed to gather evidence against it. If anything the USDA already grabs too much money when it finds problems and the fact that it earns money when it finds problems is corrupting. We already have an integrity problem. If we also allow known criminals to "investigate" and make a profit from their "investigations" then that is just too much.

Any industry in the real world will have faults. Most of the "sins" that industry commits is because this is the real world and not some fantasy that can't even be simulated well in software. I've been saying for quite some time that you who don't like the way that I keep my animals or who don't want me to eat meat can do what you want in the privacy of your own home but don't force your views into my home. The AR and vegan movements have become so out of control destructive against humanity that I would think that Ellen Degeneres would be ashamed to be part of it. This is at least the third time in my lifetime that they have had to be beaten back.
GDNovember 28, 2009 04:15
The thing is, we are only just know beginning to learn about why our practices aren't safe for us. You can't chalk it up as false or scare tactics because its new and excusing the ignorance of others suggests, untruthfully, that there aren't concerned experts well versed in the field that object to these practices as well.

I should also remind the writer that the poor practices exposed do represent a clear trend and while this does not suggest that the industry is entirely bad, that there are certainly issues that need to be addressed.

A clear and simple fact is that well kept happy livestock are better for us. The over use of Anti Biotic in feed and the under management in the health of the livestock has been found to have increasing health risks.

I agree with one thing though, we must approach the problem logically and with a clear head. but blowing steam about the opposition because it doesn't grove with you agenda is just as unproductive as your supposed "Fear Mongers"

-GD-
Brianupstate NYNovember 27, 2009 06:58
I'm afraid we're past the point of the 30 second elevator speech.If you run a clean and humane operation you have to willing to let the public see it.If your operation is a little iffy or you've got some questionable people handling the animals this is a head's up to get squared away.