Nice+to+'Meat'+you

=The growing disconnection between Consumers and Producers and how it affects our health=

Jess Loane n8810516 Tutor: Michelle Newcomb

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**"Samsara" -** **Dircetor Ron Frike and producer Mark Magidson**

**This video captures brilliant quality cinematography of the seemingly horrifying mass production and process of meat. It Is not a violent and gory video attempting to turn people into vegans but artistically, without words portrays how animals have become faceless, heartless organisms manufactured by robotic machinery and automated workers, vastly removed from happy green pastures and fairy tale barn yards. The underlying truths of meat production concludes with scenes showing the tail-end of the journey of meat production where people move about almost insignificantly like ants purchasing and consuming these animal products with little knowledge of where it originated.**

__**THE PUBLIC HEALTH ISSUE **__
Animals are now commodities exploited for profit and mass consumption and there is now a social and emotional detachment from the animals we eat. Many city dwellers do not consider the process of the conversion of a living animal to meat on a plate and the politics in between. A high demand has enabled companies to grow meat in factory settings as fat and fast as they can for as much money as possible, regardless of the health and environmental consequences. The video recognises how disconnected from a staple source of food western society has become. Consumers are not concerned where meat originates from, as long as it ends up on their plate and is cheap. However it is important to gain knowledge of the animal’s diet and how it was reared, processed and packaged to understand how it affects our health.


 * In supermarkets consumers are now only associated with sterilised meat in Styrofoam and plastic with no evidence that it once existed as a living organism as carcasses are not visible from behind butchery walls.**

__ **LITERATURE REVIEW ** __

There are many factors as to why meat has become so industrialised which will be investigated throughout the literature review, focusing primarily on the production of red meat.

Increase in population, wealth, consumption (WHO, 2013) and protein demand internationally (PWC, 2011) illuminates why meat is commoditised the way it is. The meat industry in Australia is yet to further expand and is only going to become more mechanized due to the expected rising demand with the 2050 population prediction of 9.2 billion people (Yates-Doerr, 2012).
 * Increased Demand**

A study done by Ilbery and Maye (2005) looks at the transformation of the beef industry through a macro-sociological analysis. Around the time of the 1940’s farmers were recognized as the natural custodians of the land and were responsible for the care and conservation of it.

The emergence of industrial large scale beef production occurred between the 1950’s to the 1960’s (Rudy, 2012) which made sustainable farming far less of a priority as efficient production and profit became a priority. These significant industrial changes occurred at this time due to demand from large scale food processors and retailers in order to supply globalising food chains (Ilbery & Maye, 2005). In Australia processing companies Cargill, Swift, Teys and Nippon meat packers now possess monopolistic power over 50% of the country’s red meat production, four of which are owned internationally (PWC, 2011).



This concentration of meat production has led to the increasing disconnection between traditional farmers and consumers. It has only been in the last decade that the industrialisation of meat has received scrutiny due to societal concerns regarding the environment, health and safety issues (Ilbery & Maye 2005).

Mark Bittman (2008) investigates the methods consumers are not aware of in cattle production. He states that 80% of beef is raised on pastures and after about 18 months (depending on weight) (Loane, T. personal communication, September 28, 2013) they are then administered through a feedlot and on an unnatural diet of corn, soybeans and grain (AFLA, 2006). Cow’s digestive systems are not designed to eat these foods, they are only supplemented these to promote weight gain at an expeditious rate (Bittman, 2008). This diet causes illness among the herd and the prevalence of E.Coli bacteria. Nonetheless Manufacturers have “cleverly” supplemented antibiotics to their feed so that the cattle can stay “healthy”. The health system is aware that excessive antibiotic exposure causes bacteria resistant strains in humans (Forge & Schacht, 2000) however what many consumers are not aware of is that the meat containing antibiotic residue is exposing society to the drugs unnecessarily. What happens when the majority of the population is resistant to antibiotics? The situation has developed a widespread public health concern, constituting why it is important to know how meat is produced.
 * Oh, so it's not all green pastures and happy cows?**

The MLA (Meat & Livestock Association) (2012) justifies that both producers and consumers need to be aware of what cattle are fed and “finished” (fed before slaughter) with and how it influences the quality of the meat. To maximise eating quality potential Grass-fed and “finished” beef is best.

However the ALFA (Australian Lot Feeders Association) (2006) states that; “Consumers in both domestic and export markets actively demand grain fed beef due to the industry's ability to consistently supply market requirements in terms of quality and quantity.”

Purely grass-fed beef does not generally produce a marketable weight particularly in dryer seasons in Australia’s variable climate where the dependence on pastures is required hence why feed-lotting is necessary (MLA, 2010).

HPGs are used in feedlots so cattle can grow faster (refer to table below) and therefore be turned off pasture earlier (MLA, 2010) which some may consider is beneficial for the environment. The use of HGPs can also result in between 35-80$ more value a head in comparison to non HGP animals (MLA, 2010).
 * Got Beef? The use of HPG's (Hormoe Growth Promotants) in Cattle **

Thus far there has been no sufficient evidence linking hormone residues in beef to affect health, however according to a study done by Cornwell university additional hormone intake for instance usage of steroids or contraceptive pill have been linked to a range of cancers and early puberty in girls (Cornell University, 2010).

Tas Loane (personal communication, September 28, 2013) grass fed beef farmer on King Island off Tasmania (which has legislated against the use of HPGs) explains that grass-fed cows are able to live in their natural habitat free to roam and graze. The environment is conserved by rotational grazing which is to move the cattle on to allow the soil and pastures to recover. The cattle consume grasses natural to their diet which makes them naturally leaner with higher protein and be high in omega 3 and 6 fatty acids thus labelling a healthier meat for the public (Organic Direct, 2013).
 * Grass-fed Beef: Better for you me and the Cow**



However no matter how organic or grass-fed an animal is it still ends up in an abattoir (Sustainable Table, 2012). This is where meat can be contaminated due to so much being processed as fast as possible. There is high risk of workers making mistakes at this speed for instance manure from the stomach contents and on the hide can easily get in to the meat and if a small amount of meat is processed through a grinder it can contaminate vast amounts of meat (Schlosser, 2002).
 * Can we trust what's on the shelves to be 100% safe?**

Eric Schlosser is concerned with the poor hygiene of abattoirs and the pathogens in which they spread to the meat. He researched the field using historical quantitative methodologies how over the last 20 years fast food companies, particularly MacDonald’s has been a large driving force of the quality of meat found in supermarkets today. He discusses how MacDonald’s originally purchased meat from over 100 producers, however consistency soon became desired for all their products which meant they stopped buying from smaller meat suppliers and now only purchase from about 5 different ones which has largely shaped the meat industry by the centralisation of meat production. When meat production was carried out in smaller companies, outbreaks of bacteria could be contained due to localised shipping, however since it is now done on such as large scale the risk of outbreaks is larger since so much meat is being processed at once and outbreaks cannot be contained so easily as the meat is being shipped a lot further away even internationally.

Sandøe and Korzen (2011) conducted a correlative qualitative research study of perceived risks by interviewing members of the public from both rural and urban areas which clarified that the majority of consumers had limited awareness and lack of knowledge of food safety in meat production. They also placed great trust in what they purchase from the supermarket to be safe. It was found that less people were concerned with environmental effects than health side effects from the irradiation of the meat and toxic undesired residues found within the meat.

Due to the increasing demand for animal products, intensive industrialised production of meat evidently has a detrimental impact on the environment (WHO, 2013) which is contributing to climate change; consequently also leading to health issues. A Canadian quantitative research study from the Institute of Environmental Sciences discovered that climate change is linked to a range of health issues such as water, airway and food borne diseases, certain cancers, mental health issues, cardiovascular disease and many more. This underlines that health and the environment need to be addressed hand in hand when regarding meat consumption.

__ **CULTURAL AND SOCIAL ANALYSIS ** __

The consumption of meat can be based around a number of dominant culture ideologies, capitalism being the most predominant. Since the 20th century industrial farming and global capitalism has shaped the food supply chain (Renton, 2013) so that mass production processes are developed in order to provide cheap food for a concentration of working class, urban populations which are dependent on the market for nutritional sustenance (Muldoon, 2010).
 * Capitalism**

Consumerism is the main influence of demand as the market is always tailoring to the customer needs which is always changing based on the improvements of processing methods, knowledge of nutrition, taste preferences and cost considerations (Smith, 1994). This is why //knowledge// is important for consumers to gain. Once we become aware of what the healthier ethically produced meat is and begin to purchase it more often, the market is then altered. This can be compared to products like eggs, where nowadays most supermarkets sell a majority of free range eggs not cage eggs due to customer awareness of the industry (Parker, 2013). Those that are not educated in the area of where food comes from are the most affected by the issues, therefore the population is not all equally affected.
 * Consumerism**

Factors as to why the industrialised production of meat will not slow down are the economic benefits. Jon Condon (2013) explains the there is an increasing globalised marketplace of Australia’s red meat exports. The meat industry can be compared to the mining industry which also has adverse impacts on the environment but the nation depends heavily on its large income therefore industrialised production is not going to diminish any time soon. Producers and consumers needs to gain a more Eco-socialist approach on the matter, considering the mass destruction to environment and our health which capitalism has instigated (Ecosocialist Horizons, 2011).
 * "Mining Boom" to "Dining Doom"**

Philosopher Val Plumwood (1993) discusses how we need to apply ecofeminism theories to meat production. This theory distinguishes how the centrality of human subject has created us to objectify everything else in nature which includes animals and that we produce animals for our own instrumental desires for meat and animal products.
 * Ecofeminism**

The killing of animals for food has become thoughtless. On the contrary of this the religious ways of Ainu Japanese raising and slaughtering of meat involves caring and nurturing the animal, domesticating it so it becomes one of them and then killing it. Once it is killed they then mourn for it then consume it however the meat is truly //sacred// (Van der Leeuw, 2003)//.// This method leans towards more zealous methods of meat production though it defines how exceptionally tactless the way we produce and eat meat has become.

Predominantly Self-sufficient dwellers, Tas and Nicky Loane (Personal communication, 2013) who hunt, catch, raise and kill the majority of what they consume explain how much they truly respect the meat on their plate when they know where it comes from. People within the community also share and trade products in which they have hunted or raised. Lifestyle approaches like this has overwhelming benefits for one’s health both physically and mentally (MacMillan, 2012). This defines that people within urbanised areas are most affected by the public health issue as it is not as easy to be able to be as self-sufficient for them.
 * Back to our Roots**

What also needs to be more endorsed are television shows like the upcoming “Paddock to Plate” which is very much so about the relationship with our meat and other foods. Matt Moran (2013), a well-respected chef says the show promotes ethical and low-carbon footprint eating. He states the obviously local eating is not as simple for those within urbanized areas however small changes can be made by visiting farmers markets and meet the people who are actually producing it.

__MY OWN THOUGHTS __
We are what we eat and what we are eating is “eating” away at our health and the planet. We have the ability to phase out caged eggs, HPG free meat, sow-stall grown pork (so far only in Coles) and many others, which establishes how through knowledge we can change the industry. We are all affected equally however it all comes down to knowledge of the issue and willingness to understand. Finding out where our meat comes from is simple with just a few clicks away on a computer or simply asking the butcher or producer.

Overall there is a huge need to close the distance between us and our meat. Farmers will deliver what the market demands. To change this system we can “Vote” what sort of meat we want to see on our supermarket shelves by increasing the demand for Grass-fed and ethically produced meat. Our values need to change. If we can afford to pay for new cars, gadgets and clothes there’s no reason as to why we cannot afford to purchase more expensive ethically grown meat, as health should be the highest financial priority of all.

We should also buy locally grown meat as much as possible to reduce “Food miles”. Not only are you helping out your local community and the environment but your health as well. We also need to eat more plants (organic and non-GMO). Plants are not farting and stomping on us to extinction.

It is time to start “giving a fork” about today and the future of the health and wellbeing of society, animals and the environment.

__**REFELCTIONS**__ [] []

__REFERENCE LIST __
ALFA. (2006). //What happens on a Cattle feedlot.// Retrieved from []

Bittman, M. (2008, May). //Mark Bittman: What’s wrong with what we eat?// [Video file) Retrieved from []

Condon, J. (2013). //'Mining boom' to 'dining boom', predicts beef exporter.// Retrieved from []

Cornell University. (2010). //Consumer Concerns about Hormones in Food// []

Ecosocialist Horizons. (2011). //What is Ecosocialism?// Retrieved from []

Forge, A., & Schacht, J. (2000). Aminoglycoside Antibiotics. //Audiology & Neuro-Otology, 5//(1), 3.

Idato, M. (2013). Moran dishes up another series: ON TV.//Sydney Morning Herald//, pp. 2.

Ilbery, B., & Maye, D. (2005). Food supply chains and sustainability: Evidence from specialist food producers in the Scottish/English borders.//Land use Policy, 22//(4), 331-344. doi:10.1016/j.landusepol.2004.06.002

MacMillan, T. (2012). //Eating globally//. London: Nature Publishing Group.

MLA. (2012) //Feeding, Finishing and Nutrition//. Retrieved from []

MLA (2012) //Meat safety & Traceability.// Retrieved from []

MLA (2010) //Using Hormone Growth Promotants to Promote Beef Production.// Retrieved from []

Muldoon, A. (2010). Animal, Vegetable, Movement? Retrieved from []

Organic Direct (2013). //Benefits of Organic Meat.// Retrieved from []

Parker, C. (2013). Voting with your fork? industrial free-range eggs and the regulatory construction of consumer choice.//Annals of the American Academy of Political and Social Science, 649//, 52.

Plumwood, V. (1993). //Feminism and the mastery of nature//. London: Routledge.

Pricewaterhousecoopers (PWC), (2011). //The Australian Beef Industry.// Retrieved from []

Renton, A. (2013). Planet Carnivore Planet Carnivore: Why cheap meat costs the earth (and how to pay the bill) Retreived from []

Roger Collier. (2010). Climate change and health.//Canadian Medical Association. Journal, 182//(9), E418.

Rudy, K. (2012). Locavores, feminism, and the question of meat.//The Journal of American Culture, 35//(1), 26-36. doi:10.1111/j.1542-734X.2011.00795.x Sandøe, P., & Korzen, S. (2011). Pure meat: Public perceptions of risk reduction strategies in meat production.//Food Policy, 36// (2), 158-165. doi:10.1016/j.foodpol.2010.10.005

Schlosser, E. (2002). //Fast food nation: What the all-american meal is doing to the world//. London: Penguin.

Smith, J., L. (1994). Atwater to the present: What have we learned about our food supply?//The Journal of Nutrition, 124//(9), 1780.

Sustainable Table (2013). //Ethical Meat Suppliers.// Retrieved from []

Van der Leeuw, J. (2003). Religion in Essence and Manifestation. In J. Carter (Ed), //Understanding Religious Sacrifice.// (pp.157)

Vimeo. (2013, September) //Samsara Food Sequence// [Video File]//.// Retrieved from []

World Health Organisation (WHO), (2013). //Availability and changes in consumption of animal products.// Retrieved from []

Yates‐Doerr, E. (2012). Meeting the demand for meat? //Anthropology Today, 28//(1), 11-15. doi:10.1111/j.1467-8322.2012.00849.x