Sustainability Presents a 'Wicked Question' to Beef Producers
OSU animal scientist explains why sustainability is so hard to define for stakeholders in the beef value chain.
BILOXI, Miss. (June 10, 2015) — The challenge presented by an increasing world population and increasing worldwide demand for beef raises the question of the beef industry’s ability to meet the demand sustainably. Sara Place, associate professor of animal science at Oklahoma State University, offered input on the “wicked problem” of ag sustainability at the 2015 Beef Improvement Federation (BIF) Annual Convention in Biloxi, Miss., June 9-12.
The beef industry faces a few challenges going forward, Sara Place explained. The average age of beef producers and barriers to young producers entering the beef industry, public perceptions of intensive management systems and public misinformation all affect the beef industry’s ability to be sustainable.
A wicked question has no clear solution and represents a series of complex interrelated problems, Place explained. Sustainability is a balance between economic, environmental and social issues depending on available resources.
“All of these people are stakeholders within the beef value chain, and so that is why this is such a challenge,” Place said. “People come at this from definitionally different angles.”
The beef industry faces a few challenges going forward, Place explained. The average age of beef producers and barriers to young producers entering the beef industry, public perceptions of intensive management systems and public misinformation all affect the beef industry’s ability to be sustainable.
“Climate variability and those challenges that we always deal with in agriculture, obviously always present a challenge for this idea of always improving our sustainability,” Place said. “The other major challenge, which was alluded to earlier in the session, is the average age of the producer in the United States.”
Perception of the industry is a problem producers need to notice. Place said 100% of the U.S. population consumes food; only 2% produce food. Producers cannot simply ignore the concerns of the majority.
Cow-calf production strategies have a better perception to the general public, which is a great advantage for the beef industry, Place explained. Misinformation about production practices as a whole is a problem for producers.
The public has different values than producers, which leads to a lack of trust, Place noted.
“It is really much more complicated than an ‘educate the public’ issue,” she said. “It has to be two-way communication, and that means listening on both sides — which is challenging — and respectful dialogue.”
A need has been identified to revitalize the infrastructure of animal science-based research, Place said. Sustainability is not just an education issue; it is a communications issue.
“Sustainability is about continuous improvement,” Place said. “All systems can be sustainable; it is just about getting better in all of those areas, whatever fits your operation.”
The 2015 BIF Annual Convention was hosted by Mississippi State University and the Mississippi Extension Service June 9-12 at the Beau Rivage Casino and Hotel in Biloxi. The Angus Journal and LiveAuctions.tv provide comprehensive online coverage of the event at www.BIFconference.com. Visit the Newsroom for summaries, proceedings, PowerPoints and audio of the sessions; the Awards page for announcements of award winners; and the Photos page for photo galleries of the tour stops.
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