New 'religion' puts values before facts
By MARK KLAUS,Feedstuffs Foodlink, March 31, 2011
Much of what is written in columns like this often seems to be a response to what many of us in agriculture feel are irrational or misinformed consumers.
However, I have had many conversations with very well-informed consumers who have received all of the information we could possibly hope to convey to them yet are still highly critical of most of the practices animal agriculture uses.
Many of them are highly intelligent people who are able to spout off information to counter any explanation I could give them in regards to the "how and why" of what we do in animal agriculture.
Yet, in the end, these discussions always seem to progress to ethical and moral reasons for why we should not be involved in the production of animal protein using modern systems and technology.
Plain and simple, many of the ideas and thoughts expressed are along very similar lines to religion, with little scientific or rational reasoning behind them.
To me, three ideals are most commonly involved when the debate moves to ethical and moral grounds, and a person may hold one or more in high regard:
1. Animal rights/veganism. Folks embracing this ideal do not believe an animal should be used for human benefit. They range from people who have pets to those who feel that any "unnatural" domesticated animal should never be born.
Some will claim that they choose to eat a vegan diet for health reasons; however, upon further discussion, they will generally express the core belief that any animal use is wrong. It just may be a complete waste of time to express to these folks the benefits of including animal products in the diet.
2. The "food movement." People who take this ideal to heart probably are the most easily influenced group. These individuals combine a splash of animal rights belief with environmental extremism and like to fall back on food safety and nutrition issues as well.
Although they often consume animal products, the influence of other groups leads to their belief that any technology is inherently bad. As with the first group, any facts or information that show how technologies improve the lives of animals as well as reduce the environmental footprint most often fall on deaf ears.
3. Environmental extremists. Feeling that modern agriculture, in all forms, has contributed to every environmental problem on Earth is the core belief of people who fall into this group. As with the others, any attempt to point out how modern practices protect and conserve the environment is ignored.
The point I want to make is this: People who fall into any or all three of those groups feel a spiritual connection with these ideals.
Often, these ideals are tied into conventional religion. Most religions promote treating animals as well as the environment kindly, but the people who influence believers are frequently the reason these beliefs become radical.
Essentially, what many of us in animal agriculture are attempting to do is stop the spread of these influential messages when they are filled with misinformation or outright lies.
We must first understand that people who are already "under the influence" are not "crazy" or unintelligent; they simply have transferred these feelings into part of their spirituality. Rational discussions using science and facts just do not penetrate their thought processes on these issues.
This is when it becomes important to put a face on what we do in animal agriculture. We need to show those who can be influenced that we share a spiritual connection with the animals and environment in our care and that harming them is not something we are able to ethically or morally do either. Connecting with others in that way will then open the door for us to present the facts and science behind what we do in modern agriculture.
I feel that we also must do a better job of highlighting how the influential messengers benefit from these "movements."
Bookshelves are expanding with "food movement" titles, many authored by first-time novelists who recognize this as a hot topic du jour. Speaking engagements also provide a revenue stream for these movement leaders.
Most alarming to me, however, is just how involved even some within agriculture are becoming in these movements. "Celebrity farmer" is the new descriptor for those who often use misinformation to help market their products. Unethical marketing should not be tolerated.
Understand that many are trying to indoctrinate a belief upon others for personal gain.
At the very least, we need to stand in front of these influencers at state capitols and in Washington, D.C.
Becoming influential spokespeople for agriculture is the best tool we can use to help stop the spread of negative effects from this new "religion."
