Responding to Environmental Concerns

Biosystems and Agricultural Engineering, University of Minnesota, 1390 Eckles Avenue, St. Paul, MN, USA 55108

Introduction

Producers of agricultural commodities, or farmers, have for a long time prided themselves in being good stewards of the environment--the land, water, and air. Most individual farmers, including pork producers, have been able to find a balance between managing natural resources and making a profit. In the past, the public has cared very little about the care that farmers provided to the environment. Even though there is a legitimate ethical concern over the environment, up until the 1950's, only a few individuals and agencies expressed concern over protecting the environment. The public concern over environmental protection increased dramatically in the 1960's, first toward large non-agricultural industries, then to general agriculture. The government responded to these concerns with the creation of various environmental protection agencies in the late 60's and early 70's.

At the same time, society has become much more interested in the how food is produced. This stems from a concern over food safety, but also from what inputs are used during production and how the environment is affected in the process. These trends have put agriculture in general, and pork producers specifically, at odds with many environmental and special interests groups. Farmers find themselves trying to defend practices which no one questioned 10 or 20 years ago. Attacks over environmental mismanagement deeply upsets most producers who have not had to deal with controversies like this and typically have less experience in resolving disputes.

Community Relations

The National Pork Producers Council (NPPC) has a community relations module in their new environmental assurance program that does an excellent job in laying out the importance for pork producers in developing a "public relations" program (National Pork Producers Council, 1997) . Pork producers need to be aware of society's trends and shifts in public thinking so they can better understand why people are suddenly so interested in food production and environmental protection.

The module lists four factors which are driving these trends. These are consumerism, urbanization, food safety concerns, and natural resource awareness.

Consumers are taking a much more integral part in food production systems. Demands for specialty type products like organically grown meat, are beginning to affect animal and agriculture production. Reasons for this change are the increased visibility of the livestock (pork) industry due to larger-sized operations, along with media attention. More attention from activist and consumer groups, as well as development of holistic philosophies, have changed people's attitudes about pork production systems.

Urbanization has resulted in very little if any tie of the general public to production agriculture, including the pork industry. Gone are the days when some family member (uncle or aunt, grandparent, or cousin) was involved in farming so people were exposed to production technologies directly. Instead, many attitudes about agriculture are now obtained through television or the movies which are seldom accurate or realistic. Pork producers face a major challenge in educating the general public on modern production practices to affect people's attitudes concerning policies and regulations which are fair and realistic to everyone.

There is increasing concern over food safety and security as the world's population continues to grow. The world's food production and delivery systems are becoming more sophisticated and difficult for the common person to understand. Production systems are getting larger and more specialized which make them more visible. While the consuming public still wants low cost food, they are finding that industrial trends in food production conflict with their personal values of food safety and availability.

Environmentally-friendly lifestyle choices are looked at as optimum goals by many people. Conservation of natural resources and recycling of waste material are promoted for many industries including animal or pork production. Current pork production techniques are often viewed as not being very environmental friendly, thus, creating conflicts between consumers and producers.

Environmental Strategies

One of the most important strategies in responding to, or dealing with, concerns over water or air quality, is to make sure you are implementing practices which are environmentally friendly. Producers must first "walk the walk" when it comes to environmental practices, otherwise you are in an indefensible position. This means not only complying with all regulations, but where possible, exceeding the environmental standards.

Specific items to implement include the following:

Consider location and visibility when planning new or modifying existing sites, making sure set-back requirements are met or exceeded if at all possible.
Check prevailing winds and topography to assist in determining how neighbours might be affected by odours.
Consider developing a landscape plan for the production facilities and manure storage unit to prevent it from becoming an eyesore. Fences, earth berms, and plant materials can all be used to help "soften" the visual effect of production buildings to passersby and visitors.

Another strategy is to communicate the positive environmental practices which you are using to the general public. The following items should be followed to accomplish this educational goal:

Keep neighbours informed of pending changes and actions.
Conduct tours for officials, staff, and the public of new facilities to reveal to everyone your willingness to operate openly.
Communicate manure management plans to people who will be affected. Determine dates and locations that should be avoided.
Establish a complaint system. Communicate very clearly that people should contact you first before other action is taken. Make sure every complaint, no matter how small, gets a response from you.
If you are at fault, take responsibility for the actions and then take appropriate actions.

Finally, try and practice a "good neighbour" policy at all times. If you demonstrate through actions and words your respect for the environment, you are well on your way to reducing or nearly eliminating conflict over environmental concerns from neighbours and concerned citizens. It is also important to support the local community by buying from local businesses and participating in local school, church, charity, and civic programs.

Summary

Probably the best way to avoid conflicts over environmental issues is to be proactive. As with most things, it is much easier dealing with issues before they become problems. However, even the most conscientious pork producer will sooner or later have environmental conflicts occur. Utilize available technical resources to try and get the best "science" available for dealing with the problem. Use consultants for not only dealing with technical aspects, but also the social aspects. Realize that not everyone may be satisfied with the results, including yourself.

Because of societal trends and increased concern over environmental issues, pork producers must be prepared for dealing with this topic on a routine basis. Obtaining support from local producers' groups and other producers individually can be a big help in learning how to respond in a responsible manner, yet protect and be aware of your own rights as producers without flaunting them. Cooperation and communication will go a lot further than confrontation. Try and understand where other people are coming from and be ready to change if it will make a difference. Remember, actions speak louder than words.

References

National Pork Producers Council. (1997) Environmental Assurance Program. Community Relations Module, P.O. Box 10383, Des Moines, IA, USA, 50306.