Farmers, ranchers urged to help public understand care

By Mitch Lies, Capital Press, December 18, 2008

LINCOLN CITY, Ore. – Educating the public about agriculture – while worthy – no longer is adequate, according to an American Farm Bureau Federation executive.

Mace Thornton, deputy director of public relations for the AFBF, on Dec. 9 told participants at the 76th Annual Oregon Farm Bureau Convention that the Bureau has started a program encouraging producers to interact with the public – particularly on the topic of animal agriculture.

“Educating the public is a worthy goal,” Thornton said, “but we need to go beyond that. Often times, the public simply does not want to be educated.

“Educating the public often is more like a one-way conversation, and nobody wants to be on the receiving end of a lecture,” he said.

AFBF started the program, “Conversations on Care,” in response to rising consumer concerns over animal agriculture.

Passage of Proposition 2 in California – which phases out the use of veal stalls, pork gestation pens and egg production crates by 2015 in California – provided further evidence the industry needs to adopt a new strategy to show it cares about its animals, Thornton said.

The program encourages a two-way conversation between producers and the public on farm and ranch practices.

“It serves up a healthy dose of education, but also seeks opinions and feedback from the public,” Thornton said. “It offers us a snapshot of what is on their minds. And it is effective because it is easier to keep someone’s attention when they are involved in the conversation with you.”

As part of the program, the Bureau encourages producers to emphasize the importance they place on animal welfare.

“If you do not tell your story about ethical animal care and the morals that drive you as farmers and ranchers, other folks are out there who are more than happy to do that for you,” he said.

Providing scientific evidence that modern production practices provide animals with safe and comfortable housing no longer is adequate, Thornton said.

“Consumers want to know you are looking after your farm animals just as carefully as you are your family,” Thornton said. “It’s up to you to tell your stories about spending cold nights in your barns with your animals, giving them the kind of care that means personal sacrifice from you.”

As part of its program, the Bureau hired Oklahoma State University to conduct a national consumer survey. In the survey, consumers said they consider animal treatment when making purchasing decisions.

Survey respondents also said they would vote for a state law requiring farmers to treat animals more humanely.

The survey results further solidified the need for the program, Thornton said, and prompted AFBF’s board of directors to put money into it.

As part of the program, the American Farm Bureau is offering classes teaching farmers and ranchers how to interact with the public.

The classes encourage producers to focus on the positive image of farmers and ranchers and provide consumers messages showing they care about their animals.

The classes also teach producers to avoid direct confrontation with animal rights organizations such as the Humane Society of the United States.

“We must focus our messages on the strengths, hopes and values of our livestock producers,” Thornton said.

“Make no mistake,” Thornton said. “This is nothing short of an epic battle for the hearts and minds of the American public on the issue of consumer trust and maintaining the social license to produce food animals for our nation.”

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Posted by Admin on July 19th, 2009 :: Filed under Consumers, Education and public awareness
Tags :: activists, animal welfare, animals, Consumers, education
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