The US Farmers and Ranchers Alliance has decided to shift tactics from bunker mode to PR blitz, probably because they know Bittman and others are shifting the discourse, much as other front groups might try to intervene. The resulting Food Dialogues are trying to harness social media and to fight back against Meatless Mondays and other gradualist flexitarian programs. (If ever I’ve seen a sign that things like Meatless Mondays – or even meatless weekdays, for the more committed – are powerful policy tools, this kind of backlash would be it.)
The image above is from a study conducted by the USFRA, and I think this post by Civil Eats does a good job deconstructing it. Especially this: “While I believe the majority of our nation’s ranchers and farmers are respectful stewards of the land with the public’s best interest at heart—they’re working hard to reduce their environmental impact and address pesticide, artificial hormone, and antibiotics overuse—the USFRA clearly is not representing them. Instead, a look at the Alliance affiliates reveals that it is made up of, and funded by, the biggest players in the food industry, including those who profit most from toxic agricultural chemicals, polluting farming and food processing practices, and concerning animal welfare policies. No wonder, then, that that limiting protections from toxic pesticides and pushing back against antibiotic regulation are just two of the current policy priorities of USFRA affiliates.”
This response from La Vida Locavore is slightly more activist, but this passage gets at a core problem here: “Farmers, no matter how they actually farm, say they CARE about the environment and animal welfare. Which adds up to roughly nothing in reality, since the question does not ask what the farmers actually DO on their farms. But the last question is a loaded question.” Since environmental stewardship and good animal treatment are perceived as unmitigated goods by the public at large, only an idiot would say otherwise. Calling the Congo a “democratic republic” comes to mind — everyone wants the cachet of democracy, so they use the keywords and void them of meaning in the process.
All of which is unfortunate, because a real food dialogue would be a wonderful thing. Yes, Pollan et al can be disconnected from the concerns of the average producer and/or consumer, but to turn around and say that Monsanto has the answer? This Habermasian says thanks, but no.
(It should also be a red flag that this ‘dialogue’ is funded mostly by the checkoff programs, a.k.a. the people who try to figure out how put more cheese on pizza. Thanks to the schizophrenic mandate of the USDA, this is a program where following image, from the Onion‘s “World’s Fattest Town Makes, Consumes World’s Largest Mozzarella Stick”, would be right at home.)