The+Meat+Industry...Maintaining+the+Facade


 * Gemma Bissett**
 * Student Number: N8828334**
 * Tutor: Judith Meiklejohn**

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‘The Scarecrow’ is a recently released short film and free IOS game created for the well known Chipotle- Mexican grill fast food chain. Chipotles’ mission is to produce ‘food with integrity’ and change the way the world thinks about fast food. The story begins with a melancholy scarecrow that works at ‘Crow foods’ corporation. His job is to run around fixing broken and exposed pieces of the factory farm in order to maintain the elaborate façade created by the industrial food producers. In turn this leaves consumers oblivious to factory farming processes and thus the scarecrow makes it his mission to provide healthy and ethically sound food choices to the people.
 * THE ARTEFACT**

This animation represents truths concealed in mass meat production. It pinpoints some of the negative consequences of industrial factory farming on animal welfare, public health and the environment. Mass meat production has become an important issue as it poses an adverse health outcome for both humans and animals, yet it is on the increase. According to the Australian Bureau of Statistics, "Total red meat production increased by 2% to 839,000 tonnes in the June quarter 2013 when compared to the March quarter 2013”. This figure shows no reduction in subsequent years and so it is important to educate people about this food group and reveal the truth about factory farming and all its consequences.
 * THE PUBLIC HEALTH ISSUE**

According to Currey and Hinote (2011, p. 128) the icon clearly demonstrates the “McDonaldization of society; a concept introduced by George Ritzer. According to Ritzer, McDonaldization is about Efficiency, Calculability, Predictability and Control. Society has changed over time, historically from hunter gathers to what we now know as modern agriculture, people are separated from the whole production process of factory farming. “In the early 1900s, more than one out of every three Americans lived on farms. But by the end of the century, the farm population was at a staggering two percent of the overall population” (Currey and Hinote, 2011, p.125). The amount of farming land increased exponentially yet the number of farms plummeted dramatically, this was due to adoption of a McDonaldized agriculture system.
 * LITERATURE REVIEW**

Meat consumption has radically increased over the last 50 years and consumption has doubled. To maintain and supply rapidly growing meat demands, farmers have employed new systems for raising, fattening and slaughtering animals. Industrial factory farms have implemented production and processing efficiencies which have enabled cheap meat production (Currey and Hinote, 2011). These industrial processes control all aspects of animal rearing without regard for ethical practice. McDonaldization has deemed high meat consumption as normative behaviour. Consumers value quantity over quality these days and discussion tends to be fixated on outcomes (cost, price) rather than health / environmental implications or ethical standards. People have become accustomed to buying the product in the supermarket; where it comes out all neatly packaged and sanitized. Consumers often remain ignorant about processes associated with factory farms because the practices are confronting and the industry filters unpleasant realities out.



Today the idea of green pastures and animals happily frolicking around the farmyard is a far cry from the truth. (Voiceless, 2013) More than 500 million animals suffer behind closed doors in industrial factory farms. Under Australian legislation, these animals are classified as ‘property’ and thus are sadly treated as commodities in a production line. Animals are severely confined in unnatural indoor environments with little to no space to forage, nest or in some cases even turn around. Factory farms engage in legalised animal cruelty because it is deemed practical, cheap and efficient. Young hens are debeaked, baby piglets have their teeth clipped, tails docked and genitals removed. Young calves have their horns removed, their tails docked and are also castrated; all of this happens without any pain relief.

These animals are often prone to disease and infection because of the unnatural environments in which they live. Often times they must stand or lay in their own waste, which provides an ideal breeding ground for germs and bacteria. Since 1946, farmers have frequently administered low doses of antibiotics to animals to fight disease / infection and to make the animals mature rapidly. Today up to 80% of antibiotics produced in America are used in animal agriculture. “When bacteria are continually exposed to small amounts of antibiotics they can develop immunity to them” (GRACE, 2013). This type of bacteria is known as ‘resistant bacteria’ and treatment from previously successful antibiotics becomes ineffective. When antibiotic-resistant bacteria develop in industrial factory farms, they have the potential to reach the human population through direct contact with animals and humans, the environment and food. One major way antibiotic resistant bacteria reaches the environment is through animal manure. This is because 75% of administered antibiotics are not fully digested by animals and thus pass out through the manure. There is over 1 billion tonnes of concentrated animal waste produced each year at factory farms (GRACE, 2013).

According to Silbergeld, Graham & Price (2008), manure is routinely sprayed onto fields and in this way the resistant bacteria can spread onto surfaces and ground water potentially contaminating drinking water. Researchers at John Hopkins University conducted a study and discovered that flies near broiler poultry operations carried antibiotic resistant bacteria known as enterococci and staphylococci. These flies could have carried the resistant bacteria to other areas and in turn infected whole communities. “In an ingenious study, Ojeniyi carried out an experiment in which chickens in a university-based operation were inoculated with an introduced strain of E. Coli; the poultry house workers were rapidly infected by this indicator strain” (Silbergeld, Graham & Price, 2008). This presents great concerns for public health as farmers share contact with wider communities. Resistant bacteria have reportedly been isolated in poultry and non-poultry meat products. Studies suggest that factory farmed meat is more likely to carry antibiotic resistant bacteria. For example one study showed a significantly higher manifestation of multi-drug resistant E.coli in animals that were fed antimicrobials in comparison to animals raised on organic farms (Silbergeld, Graham & Price, 2008).



In the United States alone, the National Academy of Sciences has predicted health care costs for illnesses associated with drug- resistant bacteria to reach sums of $4 billion dollars annually. The World Health Organizations Director- General (Dr. Margaret Chan) made a statement in 2011 saying that, “In the absence of urgent corrective and protective actions, the world is heading toward a post-antibiotic era, in which many common infections will no longer have a cure, once again, kill unabated.” (GRACE, 2013).

Environmental degradation is also caused by greenhouse gases produced by animal manure. Animal Agriculture (both livestock and by-products) is responsible for producing over 50% of global greenhouse gases (Sustainable table, 2010). Sustainable food production needs to be re-examined because industrial animal farming is not the most efficient use of resources. Research shows that plant-based foods have higher yields per hectare and are less damaging to the environment. According to Sustainable table (2010), “If you factor in the amount of grain needed to produce meat, a single hectare of land can produce 29 times more food in the form of vegetables than in the form of chicken meat, 73 times more than pork and 78 times more than beef.” Meat production poses a growing threat to humanity but with a dramatic decrease in rates of consumption and production we could see an increase in food security worldwide as well as remarkable improvements within the natural environment (Gossard & York, 2003).



Many groups have vested interests with regards to animal agriculture. These include farmers, vegetarian/vegan and ethically conscious consumers, big retailers (such as Coles and Woolworths) and animal advocacy groups. According to the Department of Agriculture (2009), a survey conducted by Professor Grahame Coleman of Monash University for the pig and egg industry, revealed that 60% of participants agreed that “welfare of animals is a major concern” while 71% agreed that “farm animal welfare is an important consideration”.
 * SOCIAL AND CULTURAL ANALYSIS**

Some of Australia’s largest retailers are leading the way by offering a growing supply of free range meat products. According to Department of Agriculture (2009), “free range egg sales have grown from 5.5% of the market in 2000 to 20.3% of the market in 2006.” Large fast food chains such as McDonalds Australia are also focusing their attention on animal welfare initiatives. They aim to work with their suppliers to help improve animal treatment especially in relation to pigs and laying hens (Department of Agriculture, 2009).

Australian animal welfare standards currently exempt industrial farms from some animal cruelty legislation. There seems to be a lack of political leadership, denial of practices or law enforcement with regards to mistreatment of animals in factory farms. However, consumers and retailers/wholesalers can demand reform for new animal welfare laws. As the public becomes educated they are more likely to be receptive to ethical codes within these factory farms (Department of Agriculture, 2009).

There are many animal support groups such as ‘Voiceless’ that advocate animal rights and campaign against animal cruelty. These sorts of organizations greatly impact the wider community and shed new light on information about farming conditions that consumers would otherwise not have access too. They are a great educational tool and present facts on current farming practises not only in Australia but other countries as well.

Consumers need to begin educating themselves on the way meat production takes place, meat eaters have a moral obligation to know where their food comes from. One cannot simply say, “Well, I didn’t know farm animals were treated like this, so it’s not my problem”. Moral values have changed and society is less concerned about issues of fairness or responsibility to the community. Today people look at fairness in terms of money and how cheap they can purchase that rump of steak. Whilst Industry producers and farmers aim to maximise profits, they cannot take all the blame. They are constantly competing in an arena that is governed by legislation. When consumers understand the impact of their own meat consumption, they can begin to build an altruistic community, one that shows understanding for the pain and suffering animals endure (Guo and Bender, 2013).

“The scarecrow” animation represents today’s modern animal agricultural practice, and, how many consumers are misinformed in regards to factory farming processes. The animation revealed the depressing and unnatural conditions in which livestock are kept, the antibiotics and hormones administered to animals as well as environmental issues. I felt the animation portrayed these practices realistically. The way animals were moved around on conveyor belts as if they were simply some sort of product parts, without being given any respect or dignity as living animals is upsetting. I was shocked by the living conditions and often cruel treatment of farm animals.
 * REFLECTION**

Industrialised animal farming is a growing problem, it is highly unsustainable and the government needs to look into more efficient farming systems. Australians are becoming increasingly aware of some of the abuses and farming systems in place and will demand the government implements new changes. Retailers will respond to consumer pressure and in turn retailers can influence farmers to change their ways.

I have gained knowledge from this assessment about the background processes of factory farms and can make an informed decision when grocery shopping as well as educate others about this important issue. Consumers need to be ready to act as advocates and if necessary change their diets by eating less meat and choosing free range/organic animal products. By supporting local farmers, animals can be raised with respect and live as nature intended.


 * REFERENCES**

Australian Bureau of Statistics. (2013). Livestock products; meat production, Australia. Retrieved from []

Currey, A, D., & Hinote, B, R. (2011). The Evolution of Industrial Food Production: McDonaldization and Population Health. //Scientia et Humanita, 1//, 121-135. Retrieved from []

Voiceless. (2013). Factory Farming. Retrieved from []

Grace Communications Foundation. (2013). Antibiotics. Retrieved from []

Silbergeld, E, K., Graham, J. & Price, L, B. (2008). Industrial Food Animal Production, Antimicrobial Resistance, and Human Health. //Bloomberg School of Public Health, 29//, 151-169. Doi: 10.1146/annurev.publhealth.29.020907.090904

Sustainable table. (2010). The environmental impacts of eating meat. Retrieved from []

Gossard, M, H. & York, R. (2003). Social Structural influences on meat consumption//. Human Ecology review, 10(1),// 1-9. Retrieved from []

Guo, D., & Bender, T. (2013). The Ethics of Accountability in Factory Farming. //Rutgers// //School of Arts and Sciences//. Retrieved from []

Department of Agriculture. (2009). Problems with current animal protection-sentient animals slipping through the net. Retrieved from [|http://www.daff.gov.au/animal-plant-health/welfare/aaws/aaws_international_animal_welfare_conference/problems_with_current_animal_protection_-_sentient_animals_slipping_through_t][|he_net]

Reflections

Agony to Ecstasy