Working to safeguard the future of animal agriculture

Communicate early with brands, lawmakers, consumers, advises expert

By Lilian Schaer for Livestock Research Innovation Corporation

The livestock industry does a good job talking about the benefits of animal agriculture to its own people, but to make a difference, the conversation has to go beyond those limits.

So says Hannah Thomson-Weeman, President and CEO of the U.S.-based Animal Agriculture Alliance, a not-for-profit organization with a mandate not unlike those of a couple of Ontario-based organizations. Similar to LRIC, they address research and innovation in the livestock sector, and like Farm & Food Care Ontario, they work to build public trust in the food supply. 

“We have a big job to do communicating about animal agriculture and safeguarding the future of animal agriculture by bridging the gap between the farm and food communities,” Thomson-Weeman said in a presentation to the Livestock Research Innovation Corporation (LRIC) annual symposium in Elora on June 1. “Right now, much of that gap is being filled by a version of animal agriculture that we would agree isn’t reality.” 

Funded by its approximately 400 members, sponsors and donors, the organization focuses its work in three key areas: bringing the industry together to speak with a united voice, reaching outside of its membership to engage with the non-farming public, and monitoring animal activist activities. 

Founded in 1987 to focus on animal welfare-related issues, the Animal Ag Alliance today also focuses much of its time communicating about sustainability and the nutritional value of meat, eggs and dairy. And since they have neither the budget nor the staff to reach everyone, they concentrate on influencing the influencers, she noted. Restaurant, retail and food service brands, dietitians and media currently top their list. 

“You have to start from a place of understanding to communicate in a way that resonates with them. Consumers and influencers are hungry to learn more but some of the loudest voices they are hearing are activists,” she said, adding that animal rights activism is big business in the United States, with the top 30 groups recording a combined annual income of $650 million USD. 

“They’re tapping into interest in welfare combined with a lack of knowledge to push for things that aren’t science-based,” she said. “If activists can get a household brand to adopt a policy, it’s faster and easier than getting legislation passed in all 50 states. It’s a way to start the ball rolling to drive up costs and decrease efficiency for farmers.”

Social media campaigns and going after shareholders can be impactful. Another popular tactic is ballot initiatives, where the public is asked to vote on things like agricultural production practices. 

Proposition 12 in California is the most prominent example. It bans poultry cages, sow stalls and individual housing for veal calves in California agriculture, but also in any product sold in the state. With California consuming 13% of American’s pork production, it’s a law that will have impact on farmers across the country, she added. 

So, what can the livestock industry do? Communicate and connect proactively ahead of time to build trust and understanding with the public, from friends and neighbours to legislators and the general public. Find a shared value over which to start a conversation, like healthy, affordable food, for example. 

“Respect differing opinions and acknowledge that emotions and concerns are valid, but know when to walk away from a conversation,” she advised. “Put a human face to agriculture; people trust people and the science doesn’t matter until you’ve built that personal connection.” 

At the same time, avoid technical jargon or industry-specific terms that people outside of agriculture don’t understand. Don’t be negative about other sectors of agriculture or differing production methods, and don’t speculate if you don’t know the answer to a question. 

“We believe in radical transparency, so we need to talk about what we’re doing, but remember not to show or discuss sensitive topics without proper context,” she added. “Screenshots are forever.” 

This article is provided by Livestock Research Innovation Corporation as part of its ongoing efforts to report on research, innovation and issues affecting the Canadian livestock industry.  It was originally published in the June 20, 2023 issue of Ontario Farmer.