South Dakota Secretary of Agriculture Bill Even says that defending modern agricultural practices by saying that farmers are trying to feed the world's growing population isn't good enough.
Agriculture needs a new message, he says.
"Our true goal is sustainable, environmentally sound production on an ever-increasing scale by family farmers who raise a safe, wholesome, affordable, sensually appealing product that consumers want to buy and are guiltless about consuming," he says.
To reach this end, American agriculture must continue to become more efficient, while paying greater heed to the sustainable production techniques modern consumers demand. The future of our industry depends on it.
Read Even's full argument at: www.state.sd.us/doa/secretary/news/NFTS/NFTS05.pdf