Lump of coal

Commentary by Mike McMorris, LRIC CEO, December 2021

Those who are underserving might find a lump of coal in their stocking Christmas morning. Coal has clearly had a bad name for a long time, even more so now considering our climate change challenge. So it was a bit of a shock for Time Magazine to run the headline “Cows are the New Coal”.

Really? Let’s do a head-to-head comparison.

Most readers of the Time headline will read no further; they will not look at cows and coal critically against one another. And therein lies the danger of a catchy headline.

A year ago, I asked in this space if it was time for an Ontario Livestock Manifesto. I am now convinced that it is and continue to work with all organizations in the sector to make it a reality.

I want to wish you a Merry Christmas and best wishes for the new year… hopefully the year that the livestock sector (industry, academia and government) formalizes a new, collaborative approach to ensuring that we have many more great years ahead.

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