Change is hard for some of us. Especially in agriculture where we tend to be proud of the fact ‘we’ve always done it this way”. But when we resist change in such a way that we hurt or dehumanize other people, we need to stop being proud of that heritage. We need to realize we are part of the problem.
The South Dakota Cattlemen’s Association mission statement is this: Advance and protect the interests of all cattlemen by enhancing profitability through representation, promotion and information sharing. Imagine my surprise when I saw Steve Ollerich, the President of the South Dakota Cattlemen’s Association, opinion piece in their magazine. He goes on a tirade that does nothing to enhance the beef industry in any way. In fact, I wager it reenforces negative stereotypes our urban peers have about us. I am going to put a screenshot here because we need to talk about it.
When a leader of an agriculture organizations jokes about killing transgender people, and the whole industry doesn’t stop, and go, ‘NOT OK!’ we have a problem. I’m hoping by drawing attention to it, my industry can grow, learn and improve.
When jokes are funny, we all laugh. When jokes dehumanize, it’s a gateway to violence, it normalizes aggressive, and violent policing. Dehumanizing language has long been used to justify violence and destruction of minorities. I am not willing to perpetuate this.
I see the beef industry asking again and again, how we can connect with consumers. Here is our chance. Here is a glorious, wonderful chance for us to step up, in our white cowboy hats, and do some good. We need to talk about this harmful language and attitude. This isn’t about being politically correct, or call out culture, this is about treating all human beings with respect. Something we, in agriculture, demand constantly. It’s about doing the right thing. I look forward to both The South Dakota Cattlemen’s Association and the National Cattlemen’s Beef Association addressing this in a mature and professional manner we can all learn from.