By MEGGIE I. FOSTER
Assistant Editor

INDIANAPOLIS, Ind. — As one of the hottest issues in the animal agriculture industry in recent years, it seems animal activism and the well-being of livestock is on the minds of millions of consumers these days.

To tackle this ever-evolving trend, members and industry friends of the National Institute of Animal Agriculture (NIAA) met for its annual conference in Indianapolis last week, with a predominant focus on animal care and well-being.

During the general session on April 1, Charlie Arnot, CEO for the Center of Integrity and Wes Jamison, professor of public relations at the University of Florida, discussed the growing divide between agriculture and non-agriculture and its impact on the animal activism movement across the globe.

Jamison pointed to the continuing transition of pets such as dogs, cats and horses as becoming “part of the family,” and said consumers are having a difficult time distinguishing between the animal on their plate and the animal by their side.

“’Houston, we have a problem,’” he said. “What in the world does pet ownership have to do with you raising animals for food?”
With nearly 12 years of faculty experience researching animal rights and welfare issues, Jamison detailed four specific reasons why more consumers are easing toward joining the animals rights groups such as People for the Ethical Treatment of Animals or the Humane Society of the United States, which boasts an estimated 10 million members.

The first of the four factors is urbanization. Jamison explained more animals are living inside the home every day, such as potbellied pigs.

“What happens when people move to the city, the barnyard moves too,” he said. “You view that animal (pointing to a photo of a baby pig) as a unit of production or a pork chop, and they view it as part of their family.”

Secondly, anthropomorphism indicates that consumers are projecting human qualities in their pets – dressing them up in human clothes and taking them trick-or-treating. Third, the factor of evolution contributes significantly to the vitality of the animal rights movement.

“In 1854, Darwin came up with the theory of evolution,” he noted. “So we went from a culture thinking we were unique, to a culture that says we’re scientifically very similar to animals. So animals are living inside the home as part of the family, then we find out we’re a lot like them.”

Finally, Jamison explained the fourth and final factor: Equality.
“Well, if they are like us, then we should give them their rightful political rights,” he joked. “No, wrong – these are pork chops, people.”

Following a question of, “Where do we go from here?” Jamison said “animal agriculture has been ashamed too long. We’ve continued to sanitize agriculture for consumers, we need to show them that it’s okay to slaughter a cow or pig and quit hiding it.

“Allow the processors and food retailers to help you or it’s over,” he warned. “You better own this or you’re going to see livestock production going offshore.”

Social changes

Food and agriculture industry expert Arnot said one of the biggest factors or reasons why we are seeing such a social change in our food system is we’ve switched from an agrarian model to an industrial model, where brands are now replacing regulatory and legislative bodies as agents of social change.

He highlighted several examples from 2007: such as the Jan. 25 Smithfield announcement that it was phasing out gestation stalls; on Feb. 23, Dean Foods said it would not accept milk from cloned cows or the offspring of clones; on March 28, Burger King announced it would begin sourcing more pork and eggs from suppliers who do not use stalls or cages; and on Aug. 1, Kroger announced it was moving to certified rBST-free milk in all stores.
“Global brands are now the ones establishing policies that impact livestock production practices in increasing numbers and frequencies,” Arnot warned.

He said the top 10 food retailers sell nearly 75 percent of the food supply, “so activists know exactly who to target with their campaigns.”

In addition to Arnot and Jamison, USDA Secretary Ed Schaefer fielded questions on National Animal ID and the recent Prospective Planting report, seeming to skirt questions about the recent beef recall in California. Additionally, radio host and famed cowboy writer Trent Loos addressed attendees during the evening banquet on April 1.

“Trent Loos is a sixth-generation animal food provider who travels the country meeting with farmers and ranchers,” said Jerome Geiger, chair of the NIAA annual meeting planning committee. “Trent’s unique style – complete with black cowboy hat and handlebar mustache – balances industry information that all in the animal agriculture needed to hear.”

For more information or to review annual meeting proceedings, visit www.animalagriculture.org

This farm news was published in the April 9, 2008 issue of the Farm World, serving Indiana, Ohio, Illinois, Kentucky, Michigan and Tennessee.