That’s a valuable lesson for all. It’s one that I hope Chipotle’s marketing team hears. It’s also one that I sometimes need to be reminded of as well.
Big or small. Organic or conventional. Produce, row crop or livestock. There’s room, there’s demand, there’s need for all.
The documentary didn’t shy away from the challenges farmers and ranchers face – consumer scrutiny, financial risk and capital demands, natural disasters, generational transfer, government regulation, balancing farm demands with family life and more. Among the six, some entered this industry according to a long-established plan, one had a crazy idea when she was 20-years old, one was thrust into it out of a family tragedy. Regardless, of how they arrived at their present spot, they have each chosen to make their livelihood in production agriculture because of the sense of accomplishment that comes from growing and producing food to feed the world.
From my perspective, the documentary paints a pretty accurate picture of agriculture from the perspective of young producers today.
Will it be the silver-bullet answer to every challenge we face in educating consumers, influencers, government officials and policymakers, members of the mainstream media, and anyone else who questions how and where food is produced? No. It won’t. I think we’d be foolish to think it would. But hopefully individuals “outside the family” will choose to see it, will make an effort to learn, and will then be better prepared to ask educated questions and engage in a conversation about farming and ranching in the United States. If that can be achieved, then I’d say it was worth it.
To learn more about the documentary and to find out where you can see it next month, visit www.farmlandfilm.com.