March 13, 2009

Welcome to Weekly Update, a publication of Western United Environmental Services (WUES). Our goal is to provide you with the latest information about the WDRs from the water board and how our organization can help you with your environmental challenges. All previous publications of the Weekly Update can be found in the newsletters section on our website at www.wuenvironmental.com.

CDQAP Announces Spring 2009 Workshop Schedule

These intensive 2-hour workshops are focused on 'need to know' information for the July 1 reporting deadline. You must bring your CDQAP binder with you to the class.

• Fresno County – Wednesday, March 25^th 10-12 and 1-3 at Riverdale Memorial Hall, 3085 W. Mt. Whitney, Riverdale
• Merced County – Monday, March 23^rd 10-12 at Merced County CE Classroom, 2145 W. Wardrobe Ave, Merced. Park in lot B, the gravel lot east of the building.
• San Joaquin County – Thursday, March 26^th 10-12 at Robert J. Cabral Ag Center, 2101 E. Earhart Ave, Stockton
• Stanislaus County – Tuesday, April 7^th 10-12 at Stanislaus County Ag Center, 3800 Cornucopia Way, Modesto
• Tulare County – Thursday, March 19^th 10-12 and 1-3, and Thursday, April 9^th 10-12 at the Tulare County Ag Center, 4437 Laspina St., Tulare

Industry challenged to focus its message

Charlie Arnot, President of CMA Consulting, spoke on Thursday morning at the WUD Annual Convention about “Protecting your freedom to operate.” He emphasized that the goal of all businesses is to maintain operational independence from legislative control for as long as possible in as many ways as possible. There is a constant tension between license and legislation, between creativity and control, which determines the degree of freedom we will enjoy. Organizations and institutions begin with what he terms a 'social license to operate' with minimal restrictions, which is based upon public trust. How well the organization manages that trust determines whether they continue to operate, and whether that operation is governed by license or legislation. The challenge, for the agricultural industry in particular, is to get the right message to the right people at the right time regarding what agriculture is doing and why. In this regard he urged the industry to think long-term, but act short-term.

It can be a struggle to build or maintain the public trust, even when we are committed to doing the right thing; clear, focused communication of the message is key. In order to communicate the message clearly, any group needs to consider the role of values and ethics in the decision making process. How the public perceives your message can make all the difference in the world. NGO's (non-governmental organizations) and non-profit groups are seen as functioning on the basis of principles, morals or ethical considerations, while business is seen as being focused solely on ROI and profit. This creates the perception of a credibility gap.

Animal rights groups in particular have gained momentum by being very focused on their core message. They use the process of brand identification that business first developed, and they use it very effectively. By focusing public on key cases of animal abuse or cruelty already being reported in the news, they raise both public awareness and public sympathy for their cause. This has allowed them to establish a position on the moral high ground concerning animal rights and animal safety. The success of the animal rights lobby has nothing to do with the science of the question, and everything to do with the public perception that they care. It has been said that “They don't care how much you know until they know how much you care” and this is a good example.

One problem that agriculture has had in the past is that we have allowed ourselves to become overly dependent on the scientific basis of what we do. It is important to maintain that, but our message to the public needs to be different. We must have the science to support our position, but we cannot use the science to establish our position. Agriculture needs to shift the focus of its message from a science-based justification of practices to a morals and ethics based position statement about sound decision making. Then the science can support the decision, instead of being perceived as driving it.

Success is a triangle, where economics and science rest on the foundation of ethics.

·         Economics: Can we be profitable doing it?

      Can we be more profitable doing it differently?

·         Science: Can we do it? How can we do it?

·         Ethics: Should we do it?

In order to reestablish consumer confidence in farmers and producers, the industry needs to prioritize its message: ethical standards, scientific support, and economic viability. We should never apologize for making a profit, but we must be certain to first stress the ethical and social responsibility of what we are doing.

CALENDAR OF MONTHLY MONITORING ACTIVITIES

MARCH

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