Pasture: It's what's for dinner, fo

There is nothing more satisfying this time of year than enjoying the site of a newborn calf out with her mom in lush May pastures.  It is very fitting that this is beef month where the whole industry or natural system starts.  I really dislike the connotation of industrial especially since it really starts with Mom & Pop family style beef operations dotting the Northeast landscape.  Equally important and just as beautiful in this equation of meat production is the green solar collector, water purifier and soil saver that is grass.  There is not one farm paper or magazine cover that doesn’t appreciate or tout the beauty of this phenomenal resource.  Being in the grass farming business, I certainly can concur with these pictures and have enjoyed the ongoing “Pasture to Plate” marketing campaign by the NCBA and Beef Industry Councils, on behalf of the Beef Checkoff.  As a pasture purveyor, I say it’s about time!

I was made aware of this new campaign last year by our NY Beef Industry Council representative because I chair the NYS Grazing Lands Conservation Initiative.  This meeting was in advance of last year’s highly successful sold-out Graze-a-palooza grazing event where I thought we should showcase to attendees the benefits of working with the council.  It wasn’t long into the meeting when I realized there was some division and misunderstanding from “industry” about the grazing community.  The conversation went along these lines, “ We are concerned about very vocal radical graziers that feed no grain.”  I countered with “The feedlot system is all that is talked about and it sure has its shortcomings”.  What we were bantering about was essentially the last 100 days of a finishing paradigm.  Old vs. new.  What was overlooked, but wholeheartedly agreed to was that grass is still the common denominator in the profitability picture of beef operations.  This agreement is important in these days of varying opinions about animal production methods.  Why not agree on grazing and having it as the platform?  It seems simple to me.  Cows like to eat it and consumers like to see it.  Hey that sounds like a good slogan.

The beef business has seen subtle and drastic changes over the years and will probably morph again as energy, feed costs and consumer preferences continue to drive the food system.  On the latter issue, I speak from experience that no two consumers are alike in their wants or needs on how they like their beef.  They want it convenient, fatty vs. lean, grain-fed vs. grass-finished, natural vs. organic, and everything in between.  The consumer has emotion, information, a mindset and a budget.  The consumer hardly knows their local farmers anymore, they are too busy juggling careers, kids and food choices to notice the barn lights.  Problem is, the farmers are also just as busy trying to make a living and don’t have time to bond with his neighbors.  This separation of farmer from consumer is what leads to misinformation and opportunistic marketing for those with hidden agendas that pits farmer against, at times, everyone.  What are we to do to in light of all these financial, environmental and social issues circling the beef wagon?

For me, the ball is in my court and I like having home court advantage.  Become a locavore agricultural spokesperson, get active messaging the media, tell your story through pictures, give a speech and be passionate, persistent, patient and even a pain if need be.