Livestock producers have to communicate with the consumer

Wednesday, August 10, 2011

Myths and biases about livestock production are rampant. Who will fill the information gap?

by RICHARD SMELSKI

The story goes that four soldiers were driving their jeep in the Vietnam War when they came upon a tree fallen across a narrow road. As they stopped, the guerillas opened fire on them. They scurried into the woods, soon realizing they would have to return to base if they were to survive.

The leader said they had two options: to fight to the end or run to the jeep, each pick up a corner, turn the jeep around and get the hell out of there. But if they opted for the latter, they had to make no mistakes. Lo and behold, they did lift and turn the jeep and survived.

Why do I tell this story? Because the livestock industry needs a common belief, and it has to be timely.

Livestock producers are not only in the business of raising livestock, but also must communicate their story to the end-consumer. For a long time, we depended on the value chain to communicate to the consumer, but with modern technologies information is easily mass-produced and read. Myths and biases about livestock production are rampant, but the consumer is seeking honest and reliable information. Who will fill the information gap?

Livestock producers and their industry partners have to take time out to communicate to the consumer. If we don't communicate on critically important issues that concern the consumer, someone else will. Fortunately, to date, farmers have one of the highest trust ratings so their input is desperately being sought.

We do roadside marketing, and the interest in farming is phenomenal. The questions at our roadside stand vary from naïve ones about chemical use and animal welfare to global warming. Any one of these questions can leave lasting impressions on the consumer. Their future buying habits can and often will depend on these answers.

Let me share some of the questions and comments I have received. A child asked where do the loaves of bread grow. Others wonder: How could anyone kill that cute little animal? Do you use those harmful chemicals that I hear about? Why don't we just eat the corn instead of putting it through livestock? Big farms are bad. Are you polluting the environment? How much is your farm worth? Can we just take pictures as these products are cheaper at the store? Why don't you hire more people? And so on. Dealing with consumers requires the patience of my wife and daughter-in-law. I prefer to farm! Unfortunately, many other farmers say the same: "I just want to farm."

But farmers need to maintain their social contract with the public, otherwise we will be getting more California laws (unscientific, dreadfully costly and unrealistic). Former U.S. Agriculture Secretary Early Butz  used to say that "if you let the public make the laws, they will make a law to shorten the gestation period of a cow." It's up to us to answer those apparently naïve consumer questions so that they form the right perceptions of our farming practices. First, we want to know the science behind the question. But even when aware of the science of gestation stalls, California banned them. So, secondly, we want to tell the "rest of the story" in farm language. Lastly, we need to reach out with modern communication technologies.

We have a global responsibility to feed the world, but a local challenge to save the environment. We cannot shirk this responsibility or pass it on to someone else. Like the soldiers on the jeep, each sector of agriculture has to grab its corner, believe in it and turn it around. BP

Former Ontario government swine specialist Richard Smelski most recently served as general manager of Ontario Swine Improvement Inc.