Editor’s Note: The following essay by Tim Wightman, sustainable farmer and President of the Farm to Consumer Foundation is a response to the Dodge Superbowl Commercial “God Made a Farmer” that was seen by millions this past weekend. I have included the commercial here for you to view prior to reading Mr. Wightman’s eloquent, insightful and moving words.
Are you a sustainable farmer? How did you react to the “God Made a Farmer” commercial? Please share your thoughts in the comments section.
God may have made a farmer ….
I came of age on the Great Plains of this continent spanning from Texas to North Dakota seated in the cab of a combine consuming endless square circles of wheat for 4 summers. I met, worked with and for many farm families during those years. We regularly worked 16 to 18 hour days, sometimes for as long as 103 days in a row. Three times a day on AM radio, the words of Paul Harvey rang clear and true, reinforcing the work ethic those of us in the fields came to acknowledge as sacred.
Mr. Harvey told me John Wayne had passed on along with many other stories and legends of hard work and sacrifice that seemed to be the path of every American who had succeeded in this land and the selfless contribution that was the ingredient to success. I had heard the same mythology from my grandfather and his peers cutting trees and pulling stumps and calves and nursing food and forage from the land where only the wild had existed before.
So in 1979 I headed west not knowing if I had graduated early from high school to earn my place in the agricultural community through the many hours and sacrifice I was told was part of the job.
7 months prior Mr. Harvey gave that speech that served as the basis for the Dodge Super Bowl ad to the attendees of the Future Farmers of America National Convention. Little did the attendees know that the Earl Butz expansion model of cheap money to farmers was at full bore and by 1981 the planned consolidation of that policy would hit the agricultural community harder than anything Mother Nature could ever have thrown at them.
Farm Aid was launched in 1985 to pick up the pieces and I was left with the task of finding work in a rapidly disappearing calling. It seemed all my effort was lost to a fading memory of a proud history now blamed for doing itself in. It wasn’t until 1994 that I heard of a new movement in agriculture. They called it sustainable, community supported and organic but the movement was so new, it had just barely gotten off the ground.
As we sit and watch this commercial heralding the fact that “God made a Farmer”, it is important to remember that it was Big Ag and its lobbying in Washington that broke that same farmer’s back.
This ad perpetuates the myth that rugged individualism and the competition it creates was and is the way forward. Perpetuation of the delusion that the products grown are of no value at the farm gate, that the farmers who grew them are lucky to get anything for them, and that “off farm jobs” are normal.
In this finite wisdom we now have a collapsing health care system and soils near the end of their ability to provide for us. This is all part of Big Ag’s “bargain” – a chemically altered microbial system that has been so compromised that the tragic end result is too much to face so no one mentions it save for the occasional whisper.
The visuals of the Dodge “God made a Farmer” commercial is what we have always wanted to believe, told we should believe. I find myself having lived long enough to call 1978 long ago and words from that time stir memories and passion today. I even found myself being reminded of the myths and desire to be that rugged individual that was up and at it before much of the country hit snooze. By the end of the commercial, a sickening feeling of being sold a lie and persuaded to believe it set in, and how the reality of today’s farming community is so far from Mr. Harvey’s words of 1978.
There are those who still want to feed us, but to do so alone as a rugged individual is no longer an option. It is not that they all want new Dodge pickups, it is the fact that all should be eating in the land of plenty and no one should be scared of their food.
The commercial conveniently glosses over the fact that three-quarters of those farmers in the commercial operate at a loss for the food industry. Yes, they are their own boss but it is not fair to burden others for the sake of ourselves.
I ask that we do not take these myths, these manufactured perceptions perpetuated in the commercial to our farmer or farmers market this week. Thank them for thinking and growing out of the box. Yes, they work hard but no longer need to stand alone.
It is this generation of local farmers that will put the face of agriculture back to its rightful place in our society. Every dollar you spend directly with a local farmer is another dollar less that will be used against all of us.
I fell for the hype of serving a corporate food system with duty, honor and 100 hour weeks and very nearly ruined my health in doing so. I am now reminded of all the John Henrys I have known over the years, desperately trying to stay ahead of the system. I am reminded of the migrant workers who’s names we will never know still working the 100 hour standard. I am reminded of all the farm sons and daughters who are not on the land. God may have made a farmer, but Big Ag broke his back, broke the spirit of his wife and damned near turned our futures to dust.
The point the video makes is outstanding. We have a tendency to forget where our ultimate survival comes from, namely the farmer who grows the food that we need to keep us going daily. Even now he is under attack by people who want to add chemicals to his crops even though they insist they are not toxic. Where does the farmer go now to purchase unblemished seeds for his next year’s crop? He is under considerable pressure to purchase seed with added chemicals which add toxins to the crop. What of cross pollination of the crops when bees are poisoned? What of birds when they eat these new seeds? What of the people, when it becomes impossible to avoid those chemicals?
I felt as I watched the video, a profound feeling of sadness that an era was passing away. Yet also I felt hope that the way of the present agricultural vision might intercept the path it is on, and bring hope to those farmers who can be encouraged that they can, once again, continue to serve the great land and its people.
The corporate food system is /was driven by consumers who want cheap food. It wasn’t forced on anyone. As for government programs, opt out…no one is forced to participate. I think this person sounds bitter. Having said that, my husband (who grew up on a family farm) and I have a jersey herdshare operation, providing fresh (raw) milk, grassfed beef, and eggs from free-range chickens. There is no need to villify any group…consumer awareness and desire will drive the market to provide what the consumer wants.
If you pay taxes you can’t opt out of the government grain subsidies. That is where funding for these subsidies come from.
Cathy
As for your comment on “consumers wanted cheap food” consumers were not the driving force for the call of cheap food, The early food industry wanted cheap raw materials, and aligned with industry of all aspects of our society to break the growing cooperation of unions and farmers around 1945.
Lower the cost paid to farmers for their products, force the sons and daughters off the land into the cities to create an excess in the labor pool which reduced wages to ready the country for the new concept of a consumer economy and the result of that implementation of expediential growth, we had the first Farm Bill in 1948 which implemented a system of subsidies rather than parity which was our countries original economic growth model.
Farmers did sit on school and town boards back then and had a conservative concept of don’t buy it unless you need it. This did not sit well with the new consumer driven economic theory proponents of the Chicago School.
The first Farm Bill was the first action for the funneling of money up to a few, The easy credit policy (1974) of Earl Butz was the second which was in play when Paul Harvey was giving the speech in the Dodge add, NAFTA (circa 1995) was the third effort on further consolidation of farms into fewer hands and implement the first phase on Mexico farmers (representative of our first Farm Bill) that the forced the farmers to move north to US based border factories and supply cheap labor.
Resource scarcity is holding off the fourth consolidation and thank goodness we have a local food movement gaining momentum.
So the mythology portrayed in the Dodge ad goes back way before 1978 and has a sinister back story that must be understood if we are to make significant change in our food system and economies.
Your implication that everyone should have and wants cheap food is repetition of that very mythology that was and still is promoted and got us into this current food system where corporate food companies make all the money and we are left with very expensive health care, poor health and little choice in what we eat.
Sincerely
Tim Wightman
Tim has it backwards here regarding the first farm bill. It helped farmers fight against corporate exploitation from the buyers of farm commodities like wheat, rice, corn and cotton. It did a great job. It’s the reduction (1953-1995) and elimination (1996-2013) of those programs that has been the growing problem. Subsidies cover up a small part of that, but the big benefits have been the cheaper and cheaper prices that Agribusiness buyers have had to pay. Read Wenonah Hauter’s new book Foodopoly on this history, chapter 1. (or click my name)
Ok, gotta tell you…from someone who really doesn’t know anything about the ins and outs of being a farmer, what I got from that commercial was 1.) Farmers work hard. 2.) Not just anyone can do that job – hence why GOD created that special kind of people to do just that 3.)People who do chose this path in life deserve a lot of respect.
Apparently from all the uproar, I missed something huge. I thought it was a nice, nostalgic commercial that made me grateful to farmers, their families and the food I get….and I do try and eat mostly whole foods.
Exactly.
Same here
me too! it reminded me of how lucky i am to have small farms nearby, and how hard they work.
That’s what I got out of the commercial too.
A sustainable small family farmer who totally agrees with you…
The corporate food system is one of the worst things that has ever been done. I support sustainable farmers as much as I can, and buy directly from the farmer whenever possible.
This article makes a great point.
I think Tim Wightman has among the most sustainable approaches around and by quite a long shot. For those who don’t know him, Tim is involved in the nutrient dense farming community. While mainstream organic farming may more sustainable for the environment, it is far less sustainable for our health. Our foods have been declining in nutrition because of soil depletion and Tim has played a role in turning this ugly trend around. Weston Price observed the relationship between soil depletion physical degeneration. We need a lot more people like Tim to have truly nutrient dense food because a tiny a portion of the farms in this country do nutrient dense farming and a portion of them are successful.
1978 was the year before I graduated high school. Few of the farms in our area at the time still exist. I am so sad when back home to see so few of these family farms left. It just seems like yesterday when nearly everyone I knew lived on one.
When our family saw the commercial the next day, we applauded because we saw the America we used to have and still want to have. We saw honest, hard working men, women and children who have their priorities straight! We saw people taking care of God’s creatures – animals and people – and who know Who it is who created them. In a time of our country when Christians are the minority and our forefather’s values are being undermined and done away with, it was refreshing and encouraging to hear a commercial on national TV that acknowledged God and showed the type of work ethic America was founded on.
I agree that Big Ag ruined the farming system in America, but I just don’t see that in this commercial. Instead, I saw a company who had the guts to show a picture of a church (a Christian church no doubt) and use the name of God reverently. Those items are becoming rare nowadays in our culture.
Our family has been on both sides of the fence on farming. For over 40+ years, we lived in the cities and consumed…never caring where our food came from. For the past 4 years, we have lived on the farm trying to become self-sustainable, learn and grow our own food, and extra for those around us who aren’t so fortunate. We feel very blessed to be on the farm. And yes, we could identify with most in that commercial…even in our short 4 years of experience.
Thank you for speaking up. Having grown up in the 60’s and 70’s in the wheat fields of Washington State, I saw the same thing you did.
yah me too. and they were saying grace at the table too.
I agree. I saw it as a tribute to ALL farmers, which is very refreshing.
I agree with you Sherri. I am the 5th generation and my children are the sixth generation to grow up on a farm, work hard, learn a work ethic and care for God’s creatures. We teach our children to love God, the land and animals and respect their elders and others. May we all be blessed to continue to reap what we sow and go to bed each night tired and sore knowing were are living the right way NOT the easy way.
Can you direct me to where they use God’s name? (Jehovah). I missed that! Thanks.
While I am not a sustainable farmer, I try to support them every chance that I can. This is what I thought when I saw the video. Too bad Dodge is owned by GM (Government Motors) the same ones that want to destroy the farmer b/c Big Ag is lining the gov’t pockets to keep their policies in play.
Time to say no to Big Ag and the people they pay off… and that includes General Motors.
“Too bad Dodge is owned by GM ( Government Motors )” Yes it would be if they were.
Dodge is owned.by / part of Chrysler Motors, and paid off the loan Chrysler got… Partially with the help of a third party. Chrysler has had record profits since. Makes a great truck, and some of their cars ain’t bad either. <
I was raised on a Farm, both my Grandparents were farmers. Dad's Parents were very advanced farmers, and with 4 Sons farmed an atrocious amount of land. Was mechanized early, came out of the depression quite well despite trying to feed many less fortunate including down to seed and animals. Mom's parents never had the first motorized device, and used horses up until his death. Neither of them ever drove. But they did quite well and left the 6 daughters a nice bounty. The only Son was taken WWII. All of them lived well beyond 80. I remember the times Grandpa taught me to hunt, and track…..
US cattle herd is the smallest it has been in 60 years.
http://www.newser.com/story/162102/us-cattle-herd-smallest-in-six-decades.html
I agree with Mr. Wightman’s response. It is outlined perfectly in Pollan’s “The Omnivore’s Dilemma.” I know where he is coming from. I am purposely teaching my children to shop at the farmer’s market and locally.
On the other hand, I am the fourth generation to live on our family farm; my children are the fifth. We grow a lot of our food and raise our own beef. I grew up on the farm and my father is still a farmer AND drives a Ram to boot! He always liked to listen to Paul Harvey on the radio at lunch time. When I saw this commercial, I thought of the small local farmers like my dad and uncles. It reminded me of being little and riding on the tractor planting tobacco, shucking corn and shelling beans and peas.
I think the commercial was meant for farmers large and small scale. A person who is aware of the plight of the large scale farmer will look at the commercial and may come to the same conclusion as Mr. Wightman. For me, I saw five generations of my family in this commercial, especially my father.
I am glad you posted this response. It raises awareness for the local, sustainable farm movement. Thank you for all that you do!
Farm subsidies are “legalized plunder”, one of the ways we are losing our freedoms in this country.
Here’s one of my favorite quotes from Ezra T. Benson about farm subsidies and legalized plunder:
“Students of history know that no government in the history of mankind has ever created any wealth. People who work create wealth. James R. Evans, in his inspiring book, ‘The Glorious Quest’ gives this simple illustration of legalized plunder:
‘Assume, for example, that we were farmers, and that we received a letter from the government telling us that we were going to get a thousand dollars this year for plowed up acreage. But rather than the normal method of collection, we were to take this letter and collect $69.71 from Bill Brown, at such and such an address, and $82.47 from Henry Jones, $59.80 from a Bill Smith, and so on down the line; that these men would make up our farm subsidy. “Neither you nor I, nor would 99 percent of the farmers, walk up and ring a man’s doorbell, hold out a hand and say, ‘Give me what you’ve earned even though I have not.’ We simply wouldn’t do it because we would be facing directly the violation of a moral law, ‘Thou shalt not steal.’ In short, we would be held accountable for our actions.”
The free creative energy of this choice nation “created more than 50% of all the world’s products and possessions in the short span of 160 years. The only imperfection in the system is the imperfection in man himself.” The last paragraph in this remarkable Evans book – which I commend to all – reads:
‘No historian of the future will ever be able to prove that the ideas of individual liberty practiced in the United States of America were a failure. He may be able to prove that we were not yet worthy of them. The choice is ours.’ ”
-Ezra Taft Benson, former Secretary of Agriculture, from his book “The Proper Role of Government”
Something we should all know as fact. Thanks for the post.
There were no farm commodity subsidies during the Benson adminstration (ie. Eisenhower 1952-60). Benson himself strongly supported the real but hidden “legalized plunder” against farmers, the lowering of fair price standards. It is well known and supported by abundant econometric data that farm commodities “lack price responsiveness” on “both the supply and the demand sides.” Deregulated “free” markets don’t work. The result has been the US, the world’s dominant agricultural exporter, losing money on farm exports for decades. It’s anti business, anti-farmer, anti-rural regions, and anti-American. Meanwhile, as Benson and the others lowered our price standards more and more, OPEC balanced supply and demand and raised it’s prices dramatically.