Are your friends and family flocking to the theater to see the latest Matrix release? There’s a new Matrix-like movie clip you probably don’t want them to see, but if you’re interested in the long-term viability of agriculture – you need to take a look at “Meatrix.” It’s a hard-to-swallow lesson on how animal rights and environmentalists can appeal so effectively to consumers.

My work in giving a voice to the people who feed the world demands continual research on the latest smear campaign against agriculture. Each week brings a new shock. The shock-of-the-month is the online movie, "Meatrix" by Farm Sanctuary, complete with a talking cow and flying pig showing "how agribusinesses have corrupted farming today" in a Matrix -like theme. You have to see this clip to believe it!

It’s a classic example of how agriculturists have been pitted against each other in an attempt to divide our industry. I don’t care what role or stance you have in the agrifood business (family vs. corporate, young vs. old, animal vs. grain) – the fact is that our industry has no long-term viability if we don’t speak out. Why do you HAVE to take the time to champion agriculture? Consider the impact of this piece on a person who doesn't know the facts about our industry. If I hadn't been on the farm my entire life, I'd be convinced that animals were suffering at the hands of farmers. Let's break down why it is so effective:

• "Draws attention and piques curiosity because of the connection to "what's cool"

• Message is short and concise, with clear target audience

• Draws upon emotions of past and present, with imagery of 'grandpa's family farm' and now suffering animals

• Hits hot buttons of consumers; note the lack of facts and consistent pull in viewer's heartstrings

• Includes sensory stimulators for sight, sound, smell, and taste

• Call for action at the end empowers viewer and gives next steps to take with involved groups

No - I don't like it, but it's the reality our industry must face today. This movie probably increased your blood pressure if you're in ag or know anything about what happens on the family farm - which still comprises over 95% of all farming. Face it, this is a reality check - activists ARE influencing the minds of consumers and diminishing their respect for agriculture.

What are you going to do about it? It doesn't take millions of dollars or hours; you can be just as effective by using some of the same tactics above! Give me a call if you want help developing a plan of action to speak out for our industry or see my website, www.mpk.info, for tools to help your case. Rather than getting mad, let's learn from our distracters!

A professional speaker and consultant, Michele empowers agrifood organizations to develop solutions for a changing marketplace. E-mail newsletter@mpk.info newsletter@mpk.info to receive her free monthly "Connections" e-newsletter filled with lively commentary on agriculture, selling, and grassroots marketing. for more information.