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Checkoffs
checked out March 18, 2004 - When you drive down the highway, turn pages in a magazine, or even change the channel on your T.V. you are often able to find some of your favorite celebrities showing off their milk mustache. However, times are about to change because just a few weeks ago the 3rd U.S. Circuit Court of Appeals decided that the National Dairy Promotion Board campaign of "Got Milk?" was in violation of the First Amendment rights of dairy farmers. In July, the beef industry was hit with a similar decision with their "Beef: It's what's for dinner" and last October the pork industry was slapped with the same decision on their "the other white meat campaign." These slogans have worked to position the industries in the minds of the consumers. Individuals from California to Maine know what "the other white meat is." With such a successful campaign why would there be any question of First Amendment rights? Is there more to the story than a catchy phrase? "When I flip through a magazine I look at the ads," Jo Wyatt, freshman Animal Science, said. "I look for the newest milk mustache. The slogans tell consumers what we [the industries] have to offer." The check-offs provide money for the industries to help in promotion, education, and research. Each of these areas strongly supports all individuals working in the industries. Promotion supports each of the campaigns to draw in consumers. Education works to strengthen the knowledge of the farmers and consumers, and research includes the latest production issues and getting the latest science based information to the farmers that need it most. The argument against the industry check-offs that provide the money for these campaigns is the violation of freedom of speech. Some of the farmers feel that they aren't directly feeling the pull that the check-off creates, so they shouldn't have to pay the money to the program. They don't see the program as targeting sustainable agriculture. They see it as promoting the commercial side of the industry. The beef industry is one major industry that was hit with a similar decision. Beef Board Chief Operating Officer Monte Reese released a statement explaining what the check off and the beef board is all about. "What we're about is building the demand for beef and it is the producers who pay that check-off who decide how the check off funds are invested and they have one objective in mind and that is to do the most effective job that they can building the demand for beef because that in the long run is what provides profit opportunities to the folks who raise cattle." The Beef Industry continues to work for the beef producers while the legal battle continues. The Pork Industry also is doing its part for the farmer. "Right now we are playing the waiting game to see if the Supreme Court will hear the case," Cindy Cunningham, member of the National Pork Board, said. If they do by next spring we should have a decision. If they decide not to hear the case, the check-off program will have to be terminated after 30 days because of the lower court ruling." "When a consumer goes to the supermarket they never leave with only what they have on their shopping list. If a catchy slogan will make them think about getting pork steaks or a round roast when they wouldn't have otherwise, it is worth it," Wyatt explained. Only time will tell what role
the government can play in these crucial industries. The next time you
go to the grocery store just keep a few things in mind: beef is "what's
for dinner," pork is "the other white meat," and then
ask yourself "Got Milk?"
© 2003 CAFNR Corner Post |
