If you just glanced at the title of this column, you maybe surprised as to how the next few paragraphs unfold, however there are a couple of points that I want to make, and feel are warranted after seeing some misleading/untruthful advertisements for local/freezer beef here recently.

First off, I am a big supporter of local food production and direct marketing. When done properly in some production systems there are opportunities to capitalize on demand for locally produced food, serve as a direct link for consumer education, enhance economic sustainability of the farm enterprise, among other benefits.

I have taught dozens of programs on local foods and direct marketing in the last five or so years. In each of those programs I remind participants of these two things with regards to labeling and direct marketing;

1. Do not misrepresent your product and
2. Do not misrepresent or make false statements about the product of other producers.

Recently several friends of mine have shared with me several instances of both of the above scenarios. In one such instance a freezer beef producer’s (who shall not be named) attack on beef produced by other producers and the beef industry was egregious enough to get me wound up; and I try not to get too wound up about things seen on social media. Spreading falsehoods about the wholesomeness of beef is something as an industry we should not tolerate, and I hope that you as producers feel the same.