The livestock business has faced some tremendously trying times with the continued closure of the borders around the world. Unfortunately, it doesn’t look like BSE is going be an issue that disappears from the spotlight any time soon.

While politics have played an unfair role in agriculture over the last couple of years, I’d encourage you to consider other key influencers in the future success of our business. Long-term, consumer understanding of the modern agriculture system will be as crucial as re-opening the borders. Studies have shown that consumers don’t understand the science and technology of agriculture, so it’s safe to assume they don’t really understand BSE or other diseases.

How are you going to create a greater understanding of what’s happening in your part of the agrifood chain? Animal welfare is another significant challenge for many aspects of the meat business. Radical activist groups are regularly citing examples about how chickens are raised in inhumane conditions, cattle are mishandled in slaughter and that diseases run rampant in processing plants.

Unless forced into public limelight, agriculturists typical response is to do nothing. I understand this is our inherent nature, but it is time to change. Opinion Research Corporation recently showed that 56-percent of Americans believe an industry is guilty if “no response” is the only answer is given. What does that mean for our bottom line we don’t respond to accusations and false science?

We don’t need to pander to activist stunts, but we do need to determine how we can be more proactive. One of the first steps in doing that is to know who’s behind the “hogwash” that’s being distributed about our industry. I’d encourage you to take a look at a few of the resources I use in my agricultural advocacy work so you can be informed on both sides of the issue as you speak out for agriculture!

• http://www.junkscience.com gives the story behind studies in the headlines. “If it’s in the newspaper, it is probably junk science.”

• http://www.activistcash.com is a great source for background information on activist groups. “Despite their innocent-sounding names, many of these organizations are financial Goliaths…”

• http://www.meetyourmeat.com is a gross video featuring Alec Baldwin’s voiceover filled with unlikely examples of farm animal cruelty. “Once you see for yourself the routine cruelty involved in raising animals for food…”

• http://www.goveg.com/feat/chewonthis/ is another graphic “hip” video featuring reasons to become a vegetarian. “Because the grain used to feed animals could be used to feed hungry people.”

• http://www.consumersunion.org/campaigns/notinmyfood/about.html is a special project from the trusted non-profit, Consumer Reports. “Do you think we have the safest food supply in the world? Well, think again.”

• http://www.sierraclub.org/factoryfarms/factsheets/ features rap sheets from Sierra Club on factory farms. “Groundwater is frequently contaminated by factory farm pollution…”

If you’re concerned about this type of rhetoric damaging agriculture’s reputation, I’d invite you to go to http://www.michelepaynknoper.com/AGadvocacy.html This page is my running list of references on ag advocacy, including studies and links to topics that impact relations from the consumer plate and farm gate.

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.