This document discusses issues related to animal agriculture and the efforts of animal rights groups to influence public opinion and policy. It provides background on key organizations like HSUS and PETA, and their strategies which include emotional appeals, distortions of facts, and using religion to further their cause of reducing or eliminating animal agriculture. The document advocates educating the public about modern farming practices and the benefits of technologies like GMOs to increasing food production sustainably. It also encourages farmers to engage with their communities to share their perspectives.

1. The Meat of the Matter
Common Sense is not so Common
Don Nikodim
Executive Director, MO Pork Association

2. A Brewing Storm !

3. Animal Rights
Animal Welfare
Social
Engineering
Environmentalist
Vegetarianism

4. Vegetarian
Old Native American term
for
Poor Hunter

6. HSUS / Pacelle
• Fear
• Emotion
• Stalin – “Useful Idiots”
• “Voice of Reason” Strategy
‒ Attack the weakest opponents
‒ Animal Law
Schools & Universities
‒ Ballot initiatives
‒ Legislation
‒ Extortion
‒ Religion

7. Who is HSUS?
• The TRUTH about HSUS
‒ HSUS is a international factory-fundraising nonprofit
organization preying on the public’s emotional
attachment to companion animals
‒ HSUS is not soliciting $19/month for your local animal
shelter
‒ PETA in a suit

8. Humane Society of the United States (HSUS)
• Category Spending: IRS Form 990, Humane Watch
‒ Total revenue (2012): $125.7 million
‒ Net assets (2012): $230 million
‒ Investments/securities (2012) - $177.7 million
‒ Fundraising expenses (2012): $44.2 million
‒ Salaries/benefits (2012): $44.5 million (35%)
‒ Pension contributions (2014): $4 million
‒ Lobbying expenses (2014): $4.1 million
‒ Grants to pet shelters: ~1% of the total budget

10. What is the HSUS Agenda?
• “My goal is the abolition of all animal agriculture.”
– John “JP” Goodwin, HSUS Grassroots Coordinator
• “Our goal is to get sport hunting in the same
category as cock fighting and dog fighting.”
– Wayne Pacelle, HSUS President
• “The life of an ant and that of a child should be
granted equal consideration.”
– Michael W. Fox, HSUS Senior Scholar
• “We have no problem with the extinction of
domestic animals.”
– Wayne Pacelle, HSUS President

11. HSUS Leaders in Their Own Words
• “I don't want to see another cat or dog born.”
CEO, Wayne Pacelle, Bloodties 1994
• “PETA has really done so much in a short time
to...promote animal rights.”
CEO, Wayne Pacelle, Vegetarian Times, October 1989
• “If we could shut down all sport hunting in a
moment, we would.”
CEO, Wayne Pacelle, Associated Press, December 1991
• “My goal is the abolition of all animal agriculture.”
HSUS Director of Animal Cruelty Policy, John “J.P.” Goodwin

12. “There’s no rational basis for saying that a human
being has special rights. A rat is a pig is a dog is a
boy. They’re all animals.”
— Ingrid Newkirk
“There is no hidden agenda. Our goal is total animal
liberation.”
— Ingrid Newkirk
“We don't want "sustainable" animal agriculture. We
want it abolished.”
— Ingrid Newkirk
PETA

13. More Notable Quotes
• We are not superior. There are no clear
distinctions between us and animals. --
Michael W. Fox, Vice President, The Humane
Society
• It is time we demand an end to the misguided
and abusive concept of animal ownership. The
first step on this long, but just, road would be
ending the concept of pet ownership. -- Elliot
Katz, President, In Defense of Animals

14. Key Animal Rights Enablers
• Cultural Elite
• Financially Blessed
• Scientific Illiterate
• Useful Idiots – Blind Followers

15. • Compassion
• Emotion
• Higher Status for Animals - $60 B
• Their Science – Pseudo / junk
• Social Media
• Meat Free or less meat diets
• Anti – Technology - 1950’s Ag
• Control Over Others
Common Threads

16. "I think some students would become full-fledged
animal rights activists," Barker said. "Some will become
lawyers and doctors who will always be interested in
animal rights.”
Bob Barker Donates $1 Million For Animal
Rights Program at Drury University

17. Disney / Bambi
Syndrome
2014 Americans Spent on Pets
Food ---$22.62 Billion
Vet Care ---$15.25 Billion
Supplies/OTC Medicine--$13.72 Billion
Grooming/Boarding --$4.73 Billion
Live Animal Purchase -- $2.19 Billion
– Total –
$58,510,000,000
◦ Source: American Pet Products Assoc.
◦ Over 80% of people sleep with a furry animal

18. Missouri − 2010
• Proposition B
• Missouri is a ballot initiative state
• HSUS sponsored signature campaign
• Prop B is approved for November 2 ballot
• Called the “Puppy Mill Act”

20. www.MoFarmersCare.com
@moFarmerscare on twitter
www.facebook.com/mofarmerscare

21. United Producers, Inc.
AMEC
MO-Ag
MO Dairy Association
MO Dairy
Growth Assoc.
MO Egg Council
MOFED
MO Pet
Breeder’s Assoc.
MVMA
MO Sheep Producers
Missouri Farmer Today
MO Livestock Marketing
Assoc.
MO Association of Meat
Processors
Who is Missouri Farmers Care?
40+ organizations working to protect Missouri Ag

22. Missouri Farmers Care
• The Mission
‒ Promote the continued growth of Missouri
agriculture and rural communities through
coordinated communication, education and
advocacy.
• The Vision
‒ All Missourians will understand the truth about
modern agriculture, food production and farm
life and their connection to Missouri’s food
security, economy and social well-being.

23. The Task
• To build an educational and action-oriented
foundation to protect Missouri agriculture.
• To understand the threats to ag and how to inform
others.
• To learn how to garner support from our friends,
families, and communities.
• To tackle radical animal-rights organizations like
HSUS and PETA.
• To connect with fellow ag-supporters.

25. MFC Fundraising Efforts
• Ag Groups stepped up - $$$
‒ If hadn’t outspent foes 2 to 1, would have
lost the election
• Began fundraising efforts for A-1 before
issue made it to the ballot box
• Essentially no corporate ‘Big Ag’ donors
aided MFC efforts with significant $

26. We Need Allies!
• Forest Lucas – Protect the Harvest
‒ Prop B: Generous contributions in last 3 weeks
‒ Amendment 1: Took on the ‘hard’ attack
 Allowed MFC to use contrasting softer
image
‒ PTH support allowed MFC to match HSUS’
last minute spending surge
• Conservation/Hunting/Sporting Groups

27. Amendment 1 Passes by 2,500 Votes!

28. HSUS Strategic Positioning
• That farmers and ranchers:
‒ Don’t care about their animals.
‒ Are deliberately cruel to their animals.
• “More regulations will cure whatever ails the
animal ag industry, whether perceived or real.”
• In their promotion of a world w/o animals or meat,
diets w/o animal products are healthier and more
environmentally sensitive.
• Massachusetts ballot initiative: money spent to
ban most bacon and eggs from supermarkets

29. The Press
• Underestimated mainstream press’ hostility
toward A-1 & agriculture in general
• Needed to engage traditional press early & often
‒ Early on press saw no need for A-1
• Efforts with press may be an uphill battle
‒ Animal Rights threat to ag must be
communicated so the press is either on our
side or neutral

30. HSUS Game Changer?
• It’s not necessarily about publicity or the ‘big hit’
• Science/evidence: ‘cherry picked’ to make the case;
• Ultimate argument: ‘what you are doing is wrong’.
• Concerted effort over time to build sense of
inevitable momentum, reaching moral tipping point.
• Positioning things: telling the public what to think,
making animal welfare concerns ‘front of mind’.
• “Using Christianity to forward the cause of animals”
- Christine Gutleban
• Watch how the media handles this (enables it?)

31. Inch by Inch: Religion’s Role
• 2011 meeting between Wayne Pacelle and
faith leaders
• Engage Christians to mandate a “biblical,
moral/ethical care for animals”
• The Goal? Evangelical leaders sign a
statement to develop consensus among
Christians on the need for human
responsibility towards animals
• End game? Use of religion to marginalize
animal agriculture

32. Amendment 1 Really Taught Us:
• Every vote counted
‒ Every street corner conversation
‒ Every radio program
‒ Every email and social media post
‒ Every civic group meeting
‒ Carried by 2,500 votes
 Out of 1 million votes cast

33. “It ain’t that people don’t
know –
It’s that much of what
people know ain’t so”
Mark Twain

34. You’re The Expert, not HSUS
Federal
Governmental
Agencies, 17%
StateGovernmental
Agencies, 13%
University Scientists
/ Researchers, 4%
United Egg
Producers (UEP), 1%
U.S. Poultry & Egg
Assoc., 4%
National Pork
Prodcers Council
(NPPC), 1%
National
Cattleman's Beef
Assoc. (NCBA), 3%
National Milk
Producers
Federation (NMPF),
2%The Humane
Society of the U.S.
(HSUS), 21%
People for the
EthicalTreatment of
Animals (PETA),
13%
Other, 21%
More than 1/3
of consumers
use the HSUS
and PETA as
their main
source of
information on
animal welfare
issues.

35. Summary Points
• Ballot issue language- key
• HSUS will find ways to put a farmer face on an
anti-farmer message
• AR’s: distort the facts, confuse the issue, lie
• Active online presence multiplies messages
• Getting farmer/rancher buy-in:
‒ Willing to be face/voice of the campaign?
• People won’t buy what you do
‒ They buy why you do it.
• AR’s can be beat if we stand together

36. Lessons Learned from the Battles
• It’s an endless war.
‒ Work remains to be done.
‒ Need to help other states with or without
ballot initiatives
• Reaching urban/suburban audiences
‒ Who are the influencers?

37. Battles Arise in New Sites
• Oklahoma’s Right to Farm (State Question
777) – on 11/8/16 ballot
• Oklahomans have been watching bills
‒ Restricting livestock production and
handling methods
‒ Banning the production of GMO crops
‒ Increasing the oversight of agriculture
‒ Oklahoma: 650k people are food insecure
Bill is a right to protect consumer choice

38. What Can Ag People do?
• Make a difference in your community
• Opportunity comes from the most unusual
sources
• Engage early and don’t go it alone
Walk the Walk, Talk the Talk…Daily

39. Be Engaged Beyond Your
Business & Your Borders
• Don’t wait-
‒ Someone else will tell your story
‒ It may not be one you like!
‒ Chamber of Commerce and Civic Clubs
‒ Engage legislators and state officials
• Work with other state groups

40. New Tools in Our Toolbox

41. HSUS
EXTORTION

42. • McDonalds
• Burger King
• Hardee’s
• Wendy’s
• Cracker Barrel
• Wolfgang Puck
• A host of food service suppliers
• Smithfield, Cargill, Hormel
New Strategy - Extortion

43. “Common sense ain’t
so common”
Will Rogers
Voltaire (1694-1778)

44. www.MoFarmersCare.com
@moFarmerscare on twitter
www.facebook.com/mofarmerscare

46. Plant scientists take a desired attribute (insect
resistance, herbicide resistance, disease
resistance, etc.), trait or gene, from an
organism and specifically place it in another
plant with a goal of reducing damage to crops
and reducing the amount of pesticides used.
WHAT IS A GMO?

47. EVERYTHING
IS A GMO!
• Since mankind first cultivated plants and domesticated
animals for food, the focus has been on altering genetics
• Early efforts were a slow arduous process that could be
best described as hit and miss.
• Today we use proven technology to make calculated
progress with a great degree of certainty and expedience
• Bottom line, we’re able to feed more people while using
less resources than ever before
`

49. Examples
of AGMO?
`
• Evidence suggests that
cultivated corn arose through
crossings, perhaps first with
gamagrass to yield teosinte and
then possibly with back-
crossing of teosinte to
primitive maize to produce
modern races
• There are numerous theories
as to the ancestors of modern
corn and many scientific
articles and books have been
written on the subject
• Corn is perhaps the most
completely domesticated of all
field crops. Its perpetuation for
centuries has depended wholly
on the care of man. It could not
have existed as a wild plant in
its present form.
The Origin of Corn

50. Examples
of AGMO?
`
Broccoli is a GMO
• Broccoli is a result of careful breeding of cultivated leafy cole crops in
the northern Mediterranean starting in about the 6th century BC.
Papaya is a GMO
• Genetically enhanced varieties saved the Papaya in Hawaii
Ruby Red Grapefruit is a GMO
• Developed by irradiating Grapefruit seeds
The list goes on - - - - -

51. SO, WHAT
IS AGMO?
GMO’S help farmers:
• Prevent crop disease
• Control insects
• Manage weeds
• Change nutritional profile

52. SO, WHAT
IS AGMO?
Use of pesticides
continues to trend
downward.

53. SO, WHAT
IS AGMO?

54. SO, WHAT
IS AGMO?
From 1980 to 2010, the use of the key
crop inputs of nitrogen, phosphorus and
potassium have been cut in half, per
bushel of corn grown. This represents an
87.5 percent increase in production with
4 percent fewer nutrients.

55. SO, WHAT
IS AGMO?
In 2009, biotechnology helped farmers
reduce CO2 emissions by 39 billion
pounds. That’s the same as removing
7.8 million cars from the road
for the entire year.

56. SO, WHAT
IS AGMO?
GMO foods are nutritionally and
chemically identical to food grown from
non-biotech crops. And GMO foods are
still exhaustively assessed for safety by
groups like the FDA and the USDA.

57. THEY HAVE A
CLEARAGENDA.
Here’s what they are saying:
“We are going to force them to label this food. If we have it
labeled, then we can organize people not to buy it.”
Andrew Kimbrell, Executive Director, Center for Food Safety

58. CONFUSED ABOUT YOUR FOOD?
YOU’RE NOTALONE.
They’re wrong.
A comprehensive review
found no difference in the
health benefits of organic
and conventional food.

59. CONFUSED ABOUT YOUR FOOD?
YOU’RE NOTALONE.
Wrong again.
98% of the 2.2 million farms
in the U.S. are family farms.

60. CONFUSED ABOUT YOUR FOOD?
YOU’RE NOTALONE.
Way wrong.
Organic food is produced without using most conventional
pesticides. However, there are more than 50 synthetic
pesticides that may be used in organic crop production if
other substances fail to control the target pest.

61. CONFUSED ABOUT YOUR FOOD?
YOU’RE NOTALONE.
Today 312 million people are fed by
2 million farmers.
If we used 1950s agriculture today, we could not feed
California, Texas, Illinois, Ohio, Florida, Michigan, or New York.

63. TRUTH:
Animal antibiotics make our food supply
safer and people healthier. Antibiotics
are a critical tool to prevent, control and
treat disease in animals.

65. TRUTH:
One 8-ounce serving of cabbage contains
5,411 nanograms of estrogen, over 1,000
times more estrogen than in the same
size steak from a steer given a growth
promoting hormone implant.

66. TRUTH:
Without productivity-enhancing technologies in beef
production, U.S. farmers and ranchers would need to
raise 10 million more cattle and harvest 3 million
more to produce the same amount of beef currently
available. This would take an additional 81 million
tons of feed, 17 million acres of land and 138 billion
gallons of water.

67. The Truth:
Hunger kills more people worldwide
than all forms of cancer combined.

68. 78%
360k
31%
13%
16lbs
In 2011, researchers from the University of
California Davis studied two groups of cattle in a
feedlot setting. One group utilized modern
technology while the other did not. The first
group generated 31 percent less greenhouse
gas emissions than those without hormone
implants or feed additives.
In 1959, it took eight pigs—including breeding
stock—to produce 1,000 pounds of pork. Today, it
takes just five pigs. And hog farmers today use 78
percent less land and 41 percent less water
than they did 50 years ago.
In the 1940s, a chicken required
approximately 16 pounds of feed to
achieve a four-pound weight.
Today, that amount of feed has been
cut in half, without the use of growth
hormones or steroids.
If all the finishing pigs in the U.S. were fed
ractopamine, a feed additive that promotes lean
meat growth, at 4.9 grams/ton, the reduction in
emissions would be equivalent to removing
360,000 cars off the road for a year.
A Washington State University study
found that since 1977 livestock production
advances have resulted in 13
percent more beef with 13 percent
fewer animals. It also found
that modern beef production requires
20 percent less feed.

69. www.MoFarmersCare.com
@moFarmerscare on twitter
www.facebook.com/mofarmerscare

71. WE HAVE
THE FACTS.
“The National Academies, the American Medical
Association, the World Health Organization, the Royal
Society and the European Commission...all agree that
there’s no evidence that it’s dangerous to eat genetically
modified foods.”
The Washington Post, Tamar Haspel, October 15, 2013

72. WE HAVE
THE FACTS.
“The prospect of helping to feed the starving and improve
the lives of people across the planet should not be nipped
because of the self-indulgent fretting of first-world activists.
As with any field, there’s room for reasonable caution and
study using real science. But there is nothing reasonable
about anti-GMO fundamentalism.
Washington Post Editorial Board, June 1, 2014

73. 39
48
103
181
0
20
40
60
80
100
120
140
160
180
200
1902 1959 1980 2014
Bu/Ac
Bushels per Acre
MISSOURI CORN YIELDS

74. TRUTH:
According to EPA data, all of agriculture
contributes 7 percent of America’s
greenhouse gas emissions, while
livestock production accounts for just
3 percent.

75. By the year
2050 the global
population will
be 9 billion.
We will need 70%
more food and 70%
of that food will
have to come from
efficiency-
enhancing
technology.
HUNGER.
AN EPIDEMIC:

76. Hunger isn’t
just a problem
in third world
countries.
In San Diego, 1 in 4
kids get their only
decent meal at
school. In Kansas
City, it’s 1 in 5. In
Boston, 1 in 8.
In Columbia,
1 in ___ kids get
their only decent
meal at school.
HUNGER.
AN EPIDEMIC:

77. Every day,
nearly 25,000
people die from
starvation and
malnutrition.
That’s like 130
Boeing 727 jets
filled with people
falling out of the sky
every day.
HUNGER.
AN EPIDEMIC:

78. Agriculture is
becoming more
efficient.
The carbon footprint
of a gallon of milk
has decreased by
63% since 1944.
One cow produces
as much milk today
as five cows did in
1944.
HUNGER.
AN EPIDEMIC: