words that work: the wisdom of calling it "a fight"

I was glancing over blog headlines today, when my eye was caught by the headline " A Food Fight."

Like so many others, there are days when I turn off my computer disgusted by the factual mistakes and blatant lies told in the press about agriculture. Growers and producers are misunderstood. Agribusiness is much more complex than almost everyone understands. Agribusiness feeds and clothes the world. American farmers have a proud history of stewardship and sustainability. To date, however, much of the public debate has done more to confuse the general audience with polarizing language and war-like tactics - tactics clearly intended to strike terror into the hearts of the intended audience.

Therefore, I certainly applaud how the industry has been drawn together to reverse public opinion and to correct the facts about farmers, farming, and the "Food industry." What causes me concern, however, is the choice of metaphor.

The blog, which appears on AgWired, starts off:

" A FOOD FIGHT got underway today with dairy farmers and beef producers joining forces to fling facts in the face of food foes."

I have to ask if there isn't another "metaphor to live by" other than the "argument is war" metaphor, which underlies the author's opening lines. Cindy, the author, goes on to say that the purpose and main message from this food fight "is to Give Thanks for food and farmers."

I get her message. Yet the words "fight" and "give thanks for" are oddly juxtaposed.

Those of us involved in agribusiness, whether we are ranchers, producers, growers, farmers, dealers, seedsmen, equipment manufacturers, or marketing consultants, should reflect upon the power of words, ideally before they escape our lips, pens, or keyboards. We don't need a repetition of what has happened in the public debate over health care reform.

We do face a communications "opportunity", or "challenge" when it comes to the subject of food and of creating a sustainable world for future generations. A key to the success of our sustainability efforts will be our ability to come together, despite not being fully comfortable with doing so, and to collaboratively and creatively build a future. I am merely asking us to think about the metaphors we choose to help guide us to that future.