Cause Matters Blog

Archive for the ‘YouTube’ Category

Candid Cameras on Factory Farms

Thursday, April 28th, 2011
Video tapes of farms

Would you want this in your family's business?

Many businesses with intellectual property don’t allow cameras; think John Deere, Ford, Google. Homes are protected from such invasions on privacy; imagine how you’d feel to discover a hidden camera in your bedroom. But what about farms? If you’re a part of animal agriculture, you need to consider how you’d look on candid camera. Ongoing videos from animal rights activists and legislation proposed to make such such actions illegal in Iowa, Minnesota and Florida have brought the issue to the forefront.  On the opposite end of the spectrum are those who believe every operation should install cameras.

The nasty videos aren’t going to stop. There are bad apples who don’t deserve to be called farmers. There are also terrible humans, who have gone through rigorous screening by a farm and signed paperwork against abuse, but still end up in the barns doing terrible things to animals. And, yes, there are groups who stage such abuse to further their cause.  We have to accept that these videos will keep coming. The question is what we do to protect both the families and animals involved.

Do farms have something to hide? The proposed legislation is certainly being viewed that way. I struggle with this; it should be  as wrong for trespassers to be video taping on a farm as it is for someone to walk in a school and film children. Both should require permission – and have legal ramifications if none is given. Likewise, any abuse that’s filmed should be turned over to the authorities – immediately.  Not waiting 3 days or 3 weeks to execute a strategic campaign to raise funds or publicity for your organization – but immediately.

Farmers aren’t hiding animal abuse, but animal agriculture isn’t pretty.  As I write this, we’ve had record-high rainfalls in the central Midwest – which means cattle are standing knee deep in mud in some locations. These same cattle graze in lush green pastures and lounge in the sunshine in summer (to the envy of this human). But it’s simply not pretty right now – no matter how much cleaning and care is given – or if it’s a “factory farm” or small operation.

Another not so pretty reality; animal agriculture practices can look terrible, even when done in the best interest of the animal. We had a cow go down on pasture last summer on a 90 degree day. Keeping this animal alive required me smacking her across the face and kneeing her chest as hard as my human weight could muster.  Before you judge me; consider the shock it takes to keep a human heart going – and then multiply that by 10. Once we had the heavy equipment ready (a necessity with downed animals) we got her off the ground by putting a metal device around her hip bones and then raised the hip lifts with a tractor so she could stand. When she was steady enough to walk, we helped her back to the barn, with urine pouring out of her and manure all over (cows don’t use bed pans).

Is this an image we want on camera? I think not. It would have looked terrible on CNN and would been incorrectly labeled as animal abuse. Yet, the cow lived and did not suffer needlessly – because two women cared enough to do some “ugly” things in the interest of animal husbandry. The same scenario is played out a hundred different ways on farms (large and small) across the country every day. Animals get hurt, need to be euthanized and do stupid things like getting their heads jammed into places they don’t belong. If you work with animals, you know this. But I’d wager 99% of the population does not know these things about farm animals firsthand. And more to the point, they won’t have any knowledge unless you help them.

property rights on farmsDoes this mean I think all farms and ranches should install cameras, upload their footage to YouTube, then tweet it and cross-populate to Facebook?  Absolutely not. I’m not a fan of putting video cameras in barns because animal agriculture isn’t pretty. And until the public is more familiar with this reality, I’m not sure they’re ready to see the scenario that I describe above – which was not on a “factory farm.” I also believe it should be a farmer’s choice on his/her own property.

I applaud those that have installed cameras, including J.S. West with chickens and Belstra with pigs – and know many more are considering it. What is recorded should remain as a farm’s choice. But the lack of desire to have “candid cameras” on farms doesn’t mean that farmers and ranchers aren’t being transparent. It simply means that farms are a place of a business, a family’s livelihood and yes – a place of privacy.

What do you think? How does agriculture bridge the gap?


Advancing Social Media for Agriculture

Thursday, September 2nd, 2010

Society has shifted in an era of  500 million Facebook users, 50 million tweets, 450 million people on mobile internet and 68 million bloggers -  whether you accept new media or not.   We’re bombarded by 13,000 marketing messages each day, now largely due to new media. Watch the Evolution of Online Agvocacy if you want to see more.  All of this social media mania is also building a fear that humans may just stop having real conversations -after all, we can just text, direct message, instant message, Facebook or email (how old school!).

Lots of Agvocacy 2.0 buzz!

Nothing could be further from the truth, based upon the energy level of a group of farmers, ranchers and agricultural folks this week at the inaugural AgChat Foundation Agvocacy 2.0 Conference. The best talent in the business spent about 24 hours together in Chicago with the unified vision of helping connect food, fuel, feed and fiber by empowering farmers to tell their story. This is the same group that’s been a part of creating 6.7 million unique impressions with a “Thank a Farmer” effort on Twitter last November, influenced a change in Pilot and YellowTail’s support of anti-ag groups, answered non-farm questions in February for three hours for 3.1 million unique impressions. Suffice it to say, farmers have embraced the opportunity to help the 98.5% of the population not on a farm or ranch.

We talked “techie” tools like Tweetreach from dairyman Ray Prock and rancher Jeff Fowle – our resident 140Conference stars, who also demonstrated Tweetdeck. Artist and DVM Kathy Swift discussed FBML for Facebook and Ohio Farmer Mike Haley taught people how to shorten & track URLs with and the value of Listorious. There was threat of an “ag nerd versus ag communications smackdown” over Google Analytics with people like Kansas  data farmer Darin Grimm, who also loves TwapperKeeper. From blogs to videos, hundreds of tools flowed from nearly 30 speakers at the Agvocacy 2.0 Conference – and even more were shared in hallways and at dinner tables.

The greatest tool demonstrated at the conference? It didn’t have anything to do with technology.  It was the people connecting on a personal level. Some of my greatest learnings:

  1. Humans connect to humans. The Agvocacy 2.0 attendees had shared thousands of conversations, but most had never met. The buzz and energy were palpable, as you can see at Agvocacy 2.0 Buzz.
  2. Being 100% present. Sometimes technology moves people farther apart, even when they’re face-to-face. We saw people engage immediately, lay their technology aside and be fully present for the experience.
  3. Idea sharing. Some businesses believe they need to keep their “intellectual property” internal or it loses value.  How is an idea really valuable until you share it with others?
  4. Laughter. People in agriculture are very serious in trying to advocate. We sometimes forget the happy hormone release associated with gut laughs. I heard a lot of those in Chicago and even invested some nocturnal time in enjoying this myself.
  5. Community propels influence: One person may be able to reach 100, but 100 people create the momentum to reach 10,000 or 100,000. I’ve seen agvocates generate amazing results through their blogs, simple Facebook posts and YouTube responses. The personal connections galvanized in Chicago are going to influence the roadmap for our business for the long-term, big picture. This isn’t about a singular idea; it’s about a shift in thinking.

How are you advancing social media to tell agriculture’s story?  It’s not about the technology, it’s about the people.


What’s not working for you in social media?

Thursday, August 12th, 2010

Does social media still give you a headache? Feeling frazzled by Facebook? Troubled by Twitter?  MPK would really love to hear  what you need to learn next about any of the social networking tools to build better connections between farm gate and consumer plate. We’re developing some virtual learning products here at Cause Matters Corp., plus there’s a great Agvocacy 2.0 Conference coming up by the AgChat Foundation. Your ideas can help others…

Where do you need the most help with social media to connect farm gate to consumer plate?

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Please pick your top three and if you have some specific thoughts about what’s needed in the agrifood community, add your comments below.  After all, it’s back-to-school time so let’s keep moving those agvocacy skills to the next level.