Expanding the Show Ring - A Culture of Care

by Brenda Schoepp

The Power of Inclusion

Inclusion is a powerful word. It speaks to the acceptance of the presence of someone or something in our lives. Being inclusive takes grace and composure and it also brings to the table a wide diversity of thought. An inclusive culture is one which embraces difference and unifies it to one common purpose.

Perhaps you have never thought of the show ring in this context but it is a powerful stage for inclusive alignment and action between what you do as a cattle person and what society craves for in a connection. We are in a unique historical time and place as studies by the Canadian Centre for Food Integrity show that consumers clearly love and trust their farmers.

Getting a bath at the Royal Winter Fair, Toronto.

Image by Show Champions

Transcending Care & Compassion

Dr. Temple Grandin has repeatedly reminded us that what we see as ordinary or even mundane can be an experience for someone else. In our everyday lives on our farms and ranches, we are deeply in tune with the needs and wants of those entrusted to our care such as companion and food animals. This includes show cattle.

This intimacy is profoundly special. The love for animals is often the emotional breaking point when things go wrong. We can hide and confide in them, play with them, profit from them and enjoy their presence as a contributor to our emotional and economic health. And we are wounded deeply when we lose them. It is a pity that this caring and compassion is not seen in a way that transcends from one culture – the culture of the pen to another culture, that of the urban observer.

Why is this important? The overload of information to the consumer does not allow for investigative time. They hear emotional appeals perhaps to drop meat consumption or to increase eating it, both of which come from independent and very biased camps. To some the farmer and rancher are seen as the villains in the degradation of the environment and that scares folks. They want to believe in their future, as we do, and in particular a green one. From another source may be the message that animals are routinely abused or that their life needs are not met. This is not true but may produce the emotions of anger or fear. And yet another message may come from the position that beef is good and cattle owners do care!

There is strong scientific evidence that human and animal welfare are deeply ingrained. How we treat our cattle often is a reflection of how we interact with our family and staff. Equally so, a high level of respect for ourselves and for the people in our lives is often reflected in our care for cattle and other animals. If we consider Maslow’s hierarchy of needs we can see how tightly interwoven our needs and those needs of the cattle that we care for are. At the base of Maslow’s pyramid are the basic needs: food, water, shelter, warmth and rest, then safety, security and the freedom from fear. These are universal between humans and animals. But so is the need to belong and it is safe to say that we accept our food and companion animals as part of our universal family.

The Royal Agricultural Winter Fair in Toronto is a perfect storm of country meets city.

Image by Show Champions

This inclusive family can expand to include those folks outside of our circle. How we bring them to the table may take a different approach than what we have used in the past.

Not Interested in Science

In the past we have supported the argument for cattle and for beef with science but Dr. Candace Croney, Purdue’s Director of the Center for Animal Welfare Science makes it clear that folks don’t want to know and don’t care about heavy science or the most recent studies. You have to, she reminds us, show how you are leading change and get that out in an honest and positive message.

Where does the show ring fit into this dialogue regarding a culture of inclusiveness? Consider the following points:

▶ ▶ There is usually public present and they are curious

▶ ▶ It is a clean and controlled environment

▶ ▶ The cattle are calm and in their element

▶ ▶ The people involved are dressed to impress

▶▶ There is youth and women involved

▶ ▶ There are opportune times to comment on what is happening in the ring and why

▶ ▶ It is a positive social media opportunity

The groundwork to connect with the consumer is already there. What is missing is the connective tissue between societal groups.

When #fluffycow made the social media world in 2013 there was huge public engagement. In regard to the discussion, Amanda Radke in BEEF Daily wrote: “I’ve long said that fairs area great platform for beef producers to interact with consumers, as it’s a public display of animal care and welfare”.

If so then what is the rest of the story and how should it be told? Should pictures be used for conveying your message? Researchers in Europe say: yes and husbandry is particularly important in messaging. Add green fields and caring families along with a brief message about your care. Coming back to a media sensation with science would be mute often because folks simply cannot relate to the science and it does not address how they feel.

Who is your Ambassador? It is fair to say that unless a member of the public has a program in hand and some background knowledge there are many instances where they must to walk into the show area to see what is happening. Once inside, there is nothing to guide them or ignite an interest. Going back to our check list above, this is the ideal venue to bring a consumer onside. Does it have to include a discussion on eating beef? Likely not, it is best to stick with what is happening in the “now”.

An opportunity waits in each breed and class for adults and youth to be ambassadors. They could be welcoming folks as they drift in and explain what is happening and why. The ambassador could share something about their family values, the characteristics of cattle in general and also ask questions about the visitor’s background and interest.

This balanced conversation leads to interesting stories.

Will it work? I asked men and woman who are active in this showing and in industry to comment. Their responses fell into five categories: 1. I’m not interested. I am here to show cattle. 2. This idea of an ambassador has merit. 3. OK, but I am concerned on who would train for and organize this. 4. I would rather have the public on my farm so they get the whole picture. 5. The show ring does not project the production end, particularly in club calves, so we are not sure this is the story we should be telling.

It is fair to surmise that fragmentation within the industry needs to be mended before adopting a strategy as the vision and the message would have to be consistent. It would be critical that the public felt both informed and welcome.

On the positive side was the repeated reference to family and family is something that most folks desire or can relate to. The key may be in the message of the strong family connection to cattle.

The Calgary Stampede attracts thousands of urban consumers who have the opportunity to interact with livestock and their handlers.

Image by Show Champions

Why a culture of care? The commercial industry is tasked with selling beef and advertising to consumers and the seed stock industry undisputedly has a grasp on the best in genetics in the world. You may be asking: why would we care?

Both the Canadian and American Centers for Food Integrity found that consumers are focused on the humane treatment of animals and specifically wanting to be assured of outstanding animal care. They want their food to be safe and that there be a focus on environmental stewardship. Trust, both associations remind us, comes from transparency. We care because consumers want more engagement in the food system. Most important here is to be aware that consumers are not a subset of our public, they are the whole of it. A more intimate conversation and the controlled and hushed atmosphere of the show ring is the ideal setting to take the approach of universal inclusion.

Why do we care? Caring about the welfare of our cattle and caring about our fellowman takes some transparency and leaves us a little vulnerable. That is offset by shared values and the benefits of inclusion.When we consider what the show ring has to offer and the needs of the public we see an alignment in values and these values are authentically and visibly on display.

The attraction to the show ring spreads well beyond its walls and its ribbons.There is a societal curiously and desire to be part of the story. Inviting folks in and making it easy for them to understand,providing a connective link and genuinely engaging with them while letting our excellence show are all part of creating a culture of care.