By Jesse Bussard
Earlier this month in my Feedstuffs column I discussed how challenges and the new ideas people present to solve them are what fuels progress:
New ideas are hard for people to accept. Change is scary, unfamiliar and uncertain. We humans like security and, more times than not, will choose the tried-and-true method over one we are unsure of.
In certain circumstances, this reasoning holds clout, but in the overall realm of progress, it can also hold us back.
It has been said that the most damaging phrase in the language is: “It’s always been done that way.” Sadly, I find this phrase an all-too-common utterance by many in agriculture.
As luck would have it, I was proven right on agriculture’s aversion to new ideas and change by several experiences had by my good friend and California rancher, Megan Brown. Megan is a passionate woman. She loves agriculture, cattle ranching, and helping people understand her love and passion for these things. However, even more impressive than her passion, is Megan’s audacity and persistence to make a difference in the realm of things she holds dear.
Megan’s experiences have all dealt with an industry organization, the California Beef Council (CBC), that is meant to support and assist cattle ranchers like Megan and to educate the public about the various facets of beef from gate to plate. I’m not going to go into the nitty-gritty about Megan’s experiences with CBC. You can read about CBC’s apparent aversion to being transparent about beef slaughter and Megan’s attempt to extend an olive branch offering her time and effort to help this organization become better at communicating with the public on her blog, The Beef Jar.
Megan’s September 14th posting sharing her disappointment in CBC and offers to help make the organization better went on to cause some concern in her local community. The leaders of her county cattlemen’s group even went as far as to put Megan’s blog on the agenda for discussion. Like any good agvocate, Megan viewed this as an opportunity to share her vision and passion for the cattle industry and how she goes about sharing her passion with the group.
Ideally one in this situation would hope to be met with open minds and earnest conversation about ways to improve their local cattlemen’s association’s outreach efforts and those of the CBC’s. Instead, Megan was given the cold shoulder and the “that’s the way we’ve always done it” mentality won over.
Now I realize I wasn’t there and I may not know the whole story. But, I too am as passionate about the agriculture and cattle ranching as Megan and what she is going through with these industry groups, well, to put it plainly…IT PISSES ME OFF!
You see, myself and others in my generation are supposed to be the future leaders in agriculture. We are told this time and again by those currently leading these industry groups. They praise us for our efforts the majority of the time. However, in the instant that we challenge the common ‘norms and beliefs’ accepted, as in Megan’s case, we are asked to be silent, to not share this or that, to take down blog posts, to act as though certain parts of our industry do not exist.
How does this sort of action do anything to truly provide transparency about our industry to our customers? And, ultimately, how does it help to encourage my generation to continue to be involved in such industry organizations, if in the end we are just going to be shut out and unheard?
I’ve been an active member of several cattle industry groups. I helped to form the first chapter of Collegiate Cattlewomen at Penn State University during my undergrad years there. I was a member of our state cattlemen’s and cattlewomen’s groups. When I moved to Kentucky for graduate school I became an active member of NCBA’s Young Producer’s Council and even served as Public Relations chair for a time. I also joined the Kentucky Cattlemen’s Association and upon my suggestion, steps were taken to create the first ever Young Producers Council in the state.
If you can’t tell, I’m passionate about the beef community and the cattle business. I want to make a difference and I don’t plan to ever stop trying.
But the thing is, I can’t do it alone, and neither can Megan. We need the support of our current leaders. We need them to earnestly listen to us and consider with an open mind the ideas that we suggest. Just because “it’s always been done this way” doesn’t mean it always should or always will. A better way, a new idea, will come along and though it may scare the pants off of you at first, but you need to take a step back, quit hyperventilating, and LISTEN! Doing otherwise, doesn’t help any of us and only creates divides and distrust among our community.
So I’ll end this rant with a suggestion to the California Beef Council, the Butte County Cattlemen, and to any other beef industry organization out there reading this…give us, the young producers, a chance. Listen to our ideas, suggestions, and maybe sometimes even take us up on our offer. You might be surprised at what a difference we can make.
And I’ll leave you with this quote:
“All progress has resulted from people who took unpopular positions.”
~ Adlai Stevenson
Related Posts:
- The Beef Jar
- Culling sacred cows and other needed changes
- California Beef Council – Let’s Get Better Together
- Am I Really the Crazy One?
September 21, 2012 at 8:23 AM
When I was young I wondered why someone who was going to farm needed to go to college. Boy did I find out, the changes have been amazing and we haven’t seen anything yet.
September 21, 2012 at 10:21 PM
You’re right, Paul! I’m excited for what the future of agriculture holds.
September 21, 2012 at 8:49 AM
In baseball parlance: you hit a grand slam!
It may be time to retire the “old guard,” move them out to comfortable pastures, and let “The Next Generation” of agriculture’s leaders take the reins now, while there’s still time to rescue and repair American agriculture’s tainted image!
I’m serious!
September 21, 2012 at 8:51 AM
You may be right, but I still think we have much to learn from the older generation. They can serve as valuable mentors to my generation. However, they also need to listen, because there’s a lot they can learn from us as well.
September 21, 2012 at 9:10 AM
This is a double edged sword Jesse.
If a rancher calves at the right time of year they can dramatically cut costs which turns into straight profit, but where are the studies on that? Instead we are being to spend more to keep doing it the same old way. The next generation needs to pay close attention to what makes sense to the cow rather than where to pour in money to make the cow fit our plan.
The second thing is, we need to get away from the concept we are raising beef. A cow is NOT beef until the head is off, innards out and hide is off. To say we are raising beef is akin to saying that an iron mine is in the steel business. The only way to really make cattle operations sustainable is to first make our operations fit the cattle, then satisfy the packing industry. Don’t fall for their hype of your cattle being worth more because of the export value on beef. Unless you are keeping your cattle until they hit the rail, you don’t get an extra penny.
September 21, 2012 at 9:36 AM
Bob, are you sure this comment was meant for this particular post? I am thinking you commented on the wrong post and that this comment is really meant for my latest Beef Producer post here: http://bit.ly/P2QhC9 Please correct me if I am wrong…
September 21, 2012 at 11:41 AM
Actually it could fit either post Jesse). The simple fact is that we keep finding new ways to spend more money to keep doing the same thing. We need to find ways to cut outputs while at the very least, keeping inputs the same (if not increasing them. ) Sadly, if the pharmaceutical, chemical, feed and fencing companies are not getting a cut (along with the packers) the studies are not being done.
I am happy to say I am receiving cattle this afternoon to finally prove that it is possible to run cattle through a grazing program without using all of the extra fencing normally associated with these programs.
What I intend to prove with this is that
1) It is more efficient to herd cattle through a grazing plan than using extra fencing.
2) Forage is more uniformly grazed using this method
3) Cattle gain better using this method (I am looking for a 10% increase in weaning weights)
4) It is possible to graze areas which are not normally utilized by cattle
5) Quail and game animals will benefit from better habitat created by grazing in this manner.
September 21, 2012 at 10:41 PM
Bob, I hope you mean cut inputs and increase outputs. It doesn’t make sense the other way around. I totally agree with you on everything you said. We need to concentrate more on making the cow fit her environment instead of constantly trying to change the environment or buying more inputs to suit the cow. Let’s take a more holistic approach, focus on what really works with the cow.
As for your grazing program that utilizes no fencing…I have no doubt that it can be done and if anyone can do it, it will be you. I will be excited to here what kind of progress you make and I hope you’ll be documenting this all. I will likely be contacting you in the near future to learn more about these herding and grazing methods. What I’d give to see it!
Good luck with it! And keep us updated!
September 22, 2012 at 8:45 AM
Yes Jesse I did get dyslexic on the input put out put. To me input should be money put into the bank and output should be money going out of it )
We will be documenting what we are doing with this. It may take a little longer than usual to get the cattle lined out as we are starting out with cattle that are calving and that have two week old calves.
September 21, 2012 at 9:56 AM
Jesse,
I think you hit the nail on the head! It was illustrated very clearly in the Pink Slime debacle this spring. While advocates like Ryan Goodman and Mike Haley were busy trying to help People for the Truth tell their story in a positive, and productive manner to people who shop at grocery stores (everyone), the beef industry took the old fashion approach of back room meetings with grocers and government officials. That approach worked 20, 10 even 5 years ago, but in today’s instant news and “if it’s on the internet, it must be true”, world we can’t do things the way we used to. We must be Saran Wrap transparent – if we aren’t there are other people out there who will tell our story for us! Well done!
Lori Deyoe
ksgraingirl.blogspot.com
September 21, 2012 at 10:11 PM
Lori, I agree with you. The pink slime debacle was a wake-up call for us. Sadly it seems some members of our industry didn’t quite get the message. You said it right, “saran wrap transparent” is exactly what we need to be! Bear it all. The good, the bad, and the ugly. In the end, honesty will always be the best policy.
September 21, 2012 at 10:15 AM
The basic fact is this, consumers are changing with the time. They are listening to news media, accessing social media and reading blogs about the AG industry. The biggest mistake any producer, be it a small run family farm, or a large multinational, is not to change with the times also. After all, where do you want the consumer to get their information from? From people who think they know what they are talking about but have never stepped foot on a farm? Or from the people who have spent their lives working on farms trying to find better and safer ways to get food to the consumer?
September 21, 2012 at 10:45 PM
Well said. I’ve always said honesty is the best policy and I’m the type of person that will be honest with you even when what I have to say might not be the nicest thing to share. And this is exactly how we should be when we share about our farming operations. Transparency in essence is just being honest with your customers about what you do.
September 21, 2012 at 11:51 AM
I have followed Megan’s blog for sometime and understand her frustrations. It has been well documented that the demand for beef has fallen. I don’t place all the blame on the Beef Checkoff, but they are failing to do the job they are entrusted. I take comfort in knowing that there are those young persons like yourself and Megan that have the passion for the industry and are willing to stand up for Beef.
I have twenty years of life and cattle ranching on you. The twenty years of herd and ranch liquidation. I have seen a many of cattle ranchers go which has not been easy to watch. I have been involved in some social media and I know is going to sound crazy to you I don’t know how long it is going to be around. Facebook stock is not doing well at all. I don’t understand how they or Twitter makes a profit. Why invest the time in something that may not be there next month.
I know by watching my nieces and nephews that social media is apart of everyday life just like using the phone for me. While I may go a week without checking the facebook. I understand the importance of social media especially for some age groups, but I know for myself and others around my age just don’t have that connection. I’m unsure if I ever will.
Regardless of age I have seen those around the Beef industry that panic every time anything that could viewed as negative is said. Panic is not the right word, more along the lines of quick to defend. Which is one of the areas the Checkoff failed in. It does not promote but rather defends. It is ok to have different points of view. It fine to have organic and non organic, grass fed or grain fed. Is it when they stop talking about you. Your in trouble. Ill words may be spoken of you, but you still have a chance and your relevant. Can’t sharpen a knife without laying it to the stone.
September 21, 2012 at 2:12 PM
Jesse, thank you for writing this! As a young woman I know I still have a lot to learn about this industry, in fact I hope I never stop learning! But you are 100% right, they older producers need to listen as well. We can’t move forward as an industry when we can’t work together. I don’t want to work with groups that belittle me or plain don’t listen. Thank you for being my friend and offering your support. If it wasn’t for people like you I probably would have quit a long time ago.
September 21, 2012 at 3:41 PM
Speaking as a consumer I have much more confidence in the younger generation of farmers and ranchers, such as yourselves, because of your interest in your customers. You give me confidence as a consumer and make me want to be engaged and involved in American agriculture.
Kudos to both of you!
September 21, 2012 at 10:50 PM
Jim, thanks for sharing your thoughts. I don’t see social media going anywhere anytime soon. It may not always be Facebook or Twitter, it will likely evolve into new platforms, but it has become a major part of my generation and those younger than myself’s lives. I may be wrong, but that’s just how I see things. As for having ill words spoke of me…that’s nothing new. I’ve been breaking the rules and pushing the boundaries my whole life. I’ve always been a contrary pain in the rear
I say, bring it on!
September 21, 2012 at 10:13 PM
Reblogged this on The Beef Jar and commented:
My friend Jesse sums it up with this post. We need to support each other, we need to realize we all have value, we all have something to learn! Thank you for writing this Jesse, it is wonderful – and you are so right!
September 21, 2012 at 10:44 PM
Reblogged this on Across the Back Fence and commented:
For those of you who don’t subscribe, may I recommend…
September 21, 2012 at 11:47 PM
and this is why we say in agriculture that we advance one funeral at a time…