Ad Campaign Targets Senators

  • The advertisements are running in eight states whose Senators could be swing voters on the resolution. (Photo courtesy of the Architect of the Capitol)

Alaska Senator Lisa Murkowski
wants to take away the Environmental
Protection Agency’s power to
regulate greenhouse gases. She’s
introduced a resolution that would
do that. Now, a new radio ad
campaign is urging Senators to
oppose the resolution. Samara Freemark has the
story:

Transcript

Alaska Senator Lisa Murkowski
wants to take away the Environmental
Protection Agency’s power to
regulate greenhouse gases. She’s
introduced a resolution that would
do that. Now, a new radio ad
campaign is urging Senators to
oppose the resolution. Samara Freemark has the
story:

The ads call Murkowski’s resolution the “Dirty Air Act”. They’re sponsored by a coalition of environmental and faith-based advocacy groups.

Eric Sapp is with the American Values Network, which co-sponsored the ads. He says the spots are running in eight states whose Senators could be swing voters on the resolution.

“They’re moderate Democrats and Republicans who have been getting a lot of pressure to vote the wrong way on this bill. And our goal in these is to make sure the people know what’s going on, and then to let the Senators know that we will be able to stand behind them if they vote the right way.”

It’s not clear exactly when Murkowski’s resolution will move forward – especially now that a major snow storm is blanketing Washington and disrupting the Senate calendar.

For The Environment Report, I’m Samara Freemark.

Related Links

Part 2: Food Ads and Kids

  • Researchers say food advertisers convince kids they need different food than adults. (Photo courtesy of the USDA)

Lots of people are concerned
that American children are
getting fat. More than one-
third are considered overweight
or obese. And some are pointing
the finger at those who manufacture
and advertise food for kids. In
the second part of our two-part
series on food and health, Julie
Grant reports on efforts to crack
down on food marketing targeted
at children:

Transcript

Lots of people are concerned
that American children are
getting fat. More than one-
third are considered overweight
or obese. And some are pointing
the finger at those who manufacture
and advertise food for kids. In
the second part of our two-part
series on food and health, Julie
Grant reports on efforts to crack
down on food marketing targeted
at children:

Have you ever tried going to the supermarket with a five year old? They’re cuckoo for cocoa puffs, and everything else on the shelves that’s colorful with big cartoon characters – strategically placed right at kids-eye level. So, They beg. They plead. Some even just grab what they want.

It’s called parent pestering.

Marion Nestle is Professor of Public Health Nutrition at New York University and author of several books on food politics. She says food advertisers convince kids they need different food than adults. And they want kids to pester their parents.

“I hear parents tell me all the time that the kids won’t even taste things because they say they’re not supposed to be eating that. They’re supposed to be eating chicken fingers, or things that come in packages with cartoons on them.”


Nestle says marketers are just trying to sell products – they’re not worried about obesity and other health problems caused by the processed food targeted to children. She’d like to see some big changes.

“If I were food czar, I would just say, ‘you can’t advertise to children, period.’ They’re not capable of making intelligent, adult decisions about what they’re eating.”

The Federal Trade Commission agrees the ads are a contributing factor to growing problem of childhood obesity. The FTC, the Food and Drug Administration and other government agencies will recommend changes to food marketing rules to Congress later this year.


Most people in the food and advertising industries say cutting off all marketing to kids would go way too far.

Elaine Kolish is Director of the Children’s Food and Beverage Advertising Initiative. It’s part of the Better Business Bureau. She’s been working with 16 of the major U.S. food manufacturers to change what is advertised to children.

Over the past few years, she says food manufacturers have spent millions of dollars to reformulate kids products – like cereals – to make them healthier.

“Before the initiative, cereals that were advertised to children might have had as much as 16 grams of sugar per serving. Now the maximum that anyone could have is 12 grams of sugar per serving. In fact, more of the cereals have less. So that’s a big improvement right there.”

And Kolish says advertising can actually help to get kids to eat healthier. For example, the McDonalds happy meal. Instead of offering kids French fries and a soft drink, the default happy meal now includes skim milk and apples – although it includes a side of caramel dipping sauce.

“I think now because of Burger King and McDonalds, alone, there’s probably more fruit advertising than ever before…and the sales and the trend data is really good. McDonalds has sold over 100-million orders of apple dippers in the last two years. That’s a lot of apples.”

But recent surveys at the University of Arizona and at Yale show that TV and online marketing toward children is still for foods that are not healthy for children. It’s mostly for things that are high in sugar, fat and salt.

Mary Engle is Associate Director for Advertising at the FTC. She says, for the most part, food companies have been taking foods that are bad for kids and only managing to make them less unhealthy.

“Whereas the proposal that the government group came up with is to only allow the marketing of truly healthful foods to children – foods that actually make a positive contribution to a healthy diet. So it’s much more limited which kinds of foods could be marketed to kids.”

Some food makers call the government proposal extreme. But government officials say they wouldn’t ban all ads – just those that encourage kids to eat bad food.

For The Environment Report, I’m Julie Grant.

Related Links

More People, Fewer Fish

  • A little girl holds a minnow in her hands. (Photo courtesy of the US Fish and Wildlife Service)

For decades now, we’ve been pushing
the limits on how much fish we can
catch. Mark Brush has been looking
at the recent trends:

Transcript

For decades now, we’ve been pushing
the limits on how much fish we can
catch. Mark Brush has been looking
at the recent trends:

If you look at the news, you get the picture. Declining salmon runs in British Columbia. Herring season cancelled along the West Coast. And tuna populations nearing collapse.

Over-fishing and damage to the environment are big problems in the world’s oceans, but you see declining fish stocks in the nation’s freshwater bodies as well.

Bill Carlson’s family has been fishing the Great Lakes since the 1870s. They catch fish called chub. But the chub are in serious decline.

“The chub population has just taken a real plunge, but we’re not sure what we’re experiencing is just a change in their habitat.”

These fish go through boom and bust periods. But since the chub’s main food source has disappeared, some biologists think the chub will have a tough time making a comeback.

So between over-fishing and environmental damage, the only good news seems to come from areas where there are strict rules in place – giving these fish stocks a chance to bounce back.

For The Environment Report, I’m Mark Brush.

Related Links

Shrinking Salmon Populations

  • A close view of salmon eggs and developing salmon fry. (Photo courtesy of the US Fish and Wildlife Service)

A federal judge says the Obama
Administration soon has to come
up with a plan to restore endangered
salmon runs to the Pacific Northwest’s
biggest rivers. Ann Dornfeld went
gill net fishing on the Columbia
River to find out what’s at stake:

Transcript

A federal judge says the Obama
Administration soon has to come
up with a plan to restore endangered
salmon runs to the Pacific Northwest’s
biggest rivers. Ann Dornfeld went
gill net fishing on the Columbia
River to find out what’s at stake:

(sound of a boat moving through water)

Gary Soderstrom is a fourth-generation Columbia River salmon fisherman. Even though it’s his work, on a sunny summer day there are few places he’d rather be than casting a gill net on this tranquil bay near the mouth of the Columbia.

“Just being this far from the dock, it’s just a whole different world! All the nights and the days I’ve put out here, I still feel good when I get out here.” (laughs)

Soderstrom – or Suds, as he’s better known – says gillnetters today catch salmon pretty much the same way his great-great-grandfather caught them. The main difference today is motors help fishers lay out and reel in their nets.

(sound of reel squeaking as net is laid)

“See how he’s layin’ up the bank here, and then he’s gonna go across. That’ll create a trap for the fish if he leads ’em over to the beach, and they might get confused.”

The technique might not have changed much. But this river has. These days, a dozen species of salmon and steelhead on the Columbia are listed as endangered. One of the biggest factors is the hydroelectric dam system that provides most of the power to the Pacific Northwest. Those dams keep young salmon from making it to the ocean. Suds says that’s why his son won’t be a fifth generation fisherman.

“There used to be several thousand fishermen on the Columbia at one time. Now there’s a couple hundred of us that are still active. Most guys like my son and them have went and got other jobs to try and raise families on.”

Federal law requires the government to restore the endangered salmon runs. For years, fishers and environmental groups have been calling for the removal of four dams on the Snake River, a tributary of the Columbia.

But the Clinton and Bush Administrations backed other plans to restore salmon runs. Those plans ranged from spilling a small portion of water through the dams to trucking baby salmon around the dams. Federal courts rejected those plans as insufficient. Now a federal judge has told the Obama Administration it has until mid-September to come up with a plan that goes far beyond the scheme President Bush proposed last year.

Ann Dornfeld: “What do you think is the chance that they’re gonna take out the dams?”

Gary Soderstrom: “Well, about like me winnin’ the Powerball! (laughs) I mean, don’t think it’s ever gonna happen, but realistically, it’d work.”

Suds says he’d also like to see tougher restrictions put on farmers who irrigate their crops with water from the Columbia.

“Irrigation systems, a lot of them are still water hogs. I think they should be forced into using the least amount of water they can get by with.”

It’s been about 15 minutes, and it’s time to reel in the nets.

(sound of reeling in nets)

We’ve brought in one 17-pound coho.

(sound of salmon hitting the floor)

But like most of the other fish caught on the Columbia these days, it was raised in a hatchery upstream.

Suds says for years he’s been volunteering his time on advisory councils and boards throughout the state to try to restore the habitat that once brought millions of salmon down the river the natural way. But what he’d really like to do is meet with President Obama and explain the river’s history to him firsthand.

“But in my situation, being a peon fisherman, you’ll never get to talk to a guy like him. Y’know, if you could bring him out here and show him what I’ve shown you today, maybe he’d have a clearer understanding of what’s going on out here.”

Suds Soderstrom says he wants the president to make good on his promise to let science dictate his policies, rather than politics – which always seem to favor development.

“Sooner or later you’re either gonna have fish or people. And the people seem to be winning.”

The new Administration has until September 15th to propose its plan to save endangered salmon. The federal judge who’s been overseeing the process for years has made one requirement: this time, the plan has to work.

For The Environment Report, I’m Ann Dornfeld.

Related Links

Pitching Diesels as an Eco-Friendly Option

  • VW's Jetta TDI - a diesel that the EPA estimates at 40 miles per gallon (Photo by Julie Grant)

If you’re thinking about buying a cleaner, more fuel-efficient
car, you might think a hybrid is your best option. But some
automakers want people to look at an older technology when
they’re looking for green cars: the diesel engine. Julie Grant
reports:

Transcript

If you’re thinking about buying a cleaner, more fuel-efficient
car, you might think a hybrid is your best option. But some
automakers want people to look at an older technology when
they’re looking for green cars: the diesel engine. Julie Grant
reports:

Lots of automakers make diesel cars – BMW, Ford, General
Motors, Volkswagen. But they sell most of them in Europe,
not the U.S. Diesel engines have a bad rap here.

Just ask Jerry Doble; he used to drive a diesel truck.

“They’re noisy and they’re smelly and they’re hard to start in
the winter. And that’s about it, I guess.”

But Doble hasn’t seen the new diesel cars making their way
from Europe.

Mike Omotoso is an auto industry analyst with JD Power and
Associates.

He says diesel carmakers have lowered their tailpipe
emissions. They’ve put in extensive filtering systems. Plus,
the fuel, itself, is cleaner than it used to be.
Diesel used to have lots of stinky sulfur – up to 500 parts per
million – now it has only 15 parts per million.

But Omotoso says when most Americans think of clean cars,
diesels aren’t the first thing that come to mind.

“When people think of clean vehicles they think of the Prius
first, and then they think of Toyota and they think of Honda
as well. The manufacturers, especially the German
manufacturers, are having to do a job catching up to the
positive publicity of hybrids. So they have to persuade the
American public that diesels can be clean as well.”

That’s why you may have seen those Volkswagen
commercials on TV – where one neighbor has a Prius, and
the other a new Jetta TDI-diesel:

VW: “A TDI set a Guiness World Record – 58 miles per
gallon.”

Prius owner: “58 miles per gallon!”

VW: “But this baby hauls. It’s like errr…errr… What does
your Prius sound like?”

Prius owner: (sound of quietly exhaling)

VW: “Oh. That’s cool.”

There’s a couple of things going on in that commercial.
It’s pushing the diesel as a green car. It’s also trying to
dispel the image of diesels being slow and clunky. They’re
trying to push diesels as green, muscle cars.

At this Volkswagen dealership, salesman Aaron Heinlein
says these commercials are having some success.

He says the only people who used to buy diesels worked
with the railways, in construction, or on farms. But this
week, he sold a TDI Jetta to a dietician.

“She would be the customer that, if she came in four years
ago, I would have said, ‘wow, you want to look at a diesel?
Cool, I’ll show you one.’ Now it’s just, that’s the norm. It’s
the lawyer, it’s the dentist, it’s the traveling salesperson who
is in their car a lot and needs better fuel mileage that you
wouldn’t have seen four years ago.”

Diesels cars still makeup less than 1% of the market.

Americans want power and speed and that’s not how they
think about diesel engines. Things are different in Europe,
where gas is upwards of $8 per gallon and consumers are
focused on good gas mileage.

Auto industry analysts are expecting to see a jump in diesel
sales in the U.S. in the next few years.

But JD Power and Associates doesn’t expect all this
marketing to make a huge dent in American car sales.
They’re forecasting diesel car sales at 4% to 5% of the
market by 2016.

That’s when the new federal fuel standards take effect.

For The Environment Report, I’m Julie Grant.

Related Links

Eating Asian Carp

  • Dr. John Holden from Rockford, Illinois is the CEO of Heartland Processing, which aims to convert millions of tons of Asian carp into pet food, fishmeal and fish oil. (Photo by Shawn Allee)

There are rivers in the Midwest that are just flush with fish. Normally, that would be great, but these are two species of invasive Asian Carp – and they shouldn’t be there in the first place. These foreign fish breed so quickly and grow so large, they push out native fish species. There are entrepreneurs who dream of getting rid of Asian carp. Shawn Allee looks at what they’ve cooked up and whether it could do any good:

Transcript

There are rivers in the Midwest that are just flush with fish. Normally, that would be great, but these are two species of invasive Asian Carp – and they shouldn’t be there in the first place.
These foreign fish breed so quickly and grow so large, they push out native fish species. There are entrepreneurs who dream of getting rid of Asian carp.
Shawn Allee looks at what they’ve cooked up and whether it could do any good:

One businessman wants to take on Asian carp.

He’s John Holden and he started up the brand-new Heartland Processing company.
When I visit his factory in central Illinois, Holden walks me around his machines.

They transform fresh carp into fish oil and dry fishmeal. Holden says the fishmeal might make good pet food.

He’s tested it his own dog.

“He just inhaled it. You got more of that for me?”

Unfortunately, there are no carp today – and I have to settle for a dry-run demo.

John Holden is a doctor by trade, but he started his business after he watched Internet video of carp in the Illinois River.

“I went onto YouTube, and I said, this is nuts.”

“What did you see when you went onto YouTube?”

“Fish jumping like it was boiling water. The most poignant one was the department of natural resources one. All of a sudden they’re jumping out of the river, and smacking the DNR people.”

Actually, a guy from the state Department of Natural Resources is on-hand to vouch for this. He’s Chris McCloud.

“We’ve had conservation police have their teeth knocked out.”

“You’re kidding me.”

“Oh no.”

McCloud says the state wants to cut back the carp population – not out of some vendetta, but because silver and big-head Asian carp pretty much took over the Illinois river from native fish.

McCloud says the agency’s got a plan.
Commercial fishing fits into it.

“It basically says, let’s see what this can do and then determine how much processing would be needed to make a dent in a population that’s so voracious.”

Now, my question is: Will massive, commercial harvesting of carp really work? I mean, the Illinois river’s 275 miles long, and I’ve seen videos that it’s thick with Asian carp.

To get an informed opinion, I head to the Illinois Natural History Survey.

Kevin Irons works there – he tracks carp populations along the Illinois River.

“As biologists we’re very encouraged by the Heartland Processing plant and commercial fishermen that are taking the fish out. From some of the research we’ve looked at, the only way we can reduce the numbers is by commercially harvesting them”

Irons walks me through his argument.

To start, he opens a freezer.

“These are the ones that will jump out and hit ya.”

“This one’s like 2.5 feet long.”

“That’s a relatively small one. There are many that are 3-4 feet long.”

Irons says the two troublesome varieties of Asian carp are native to Russia, the Mideast and China.

They’re small in China – they’re super-sized here.

“Nowhere else in the world do we have populations like this because they’re over-fished everywhere else. People in the YangTze River rarely see them over 4-5 pounds because they’re taken soon in their life cycles.”

How big can they get here?

“The world record was taken in St. Louis – nearly a hundred pounds.”

Irons says Chinese and other ethnic food markets in the US sell Asian carp but most Americans won’t touch them.

“We might go to a restaurant and get a walleye or perch fillet – they’re boneless and they’re beautifully done. These can be just as tasty, but they have bones. My wife, if she gets a bone in her fish, she’s just about done; she doesn’t want to mess with the bones. We’re pretty spoiled.”

Irons says if most Americans won’t eat Asian carp, maybe processors like Heartland can pick up the slack by making them into pet and animal feed.

It might not eliminate carp, but Irons says it might get darn close.

If it works too well – and Heartland runs out of fish on the Illinois River – Irons says there are plenty of carp waiting for processing in the Mississippi and other rivers.

For the Environment Report, I’m Shawn Allee.

Related Links

Commercial Fishing Gets Failing Grade

  • Countries are getting bad grades because there’s a lot of over-fishing going on. (Photo by Stephen Ausmus, courtesy of the USDA)

A new study out in the journal Nature grades countries on their ocean
fishing practices. Rebecca Williams reports even the top countries are not
getting a passing grade:

Transcript

A new study out in the journal Nature grades countries on their ocean
fishing practices. Rebecca Williams reports even the top countries are not
getting a passing grade:

The US, Canada, and Norway are some of the countries doing the best job.
That means they’re fishing in a responsible way.

But they all come in at 60%. That’d be a D, maybe a D-plus.

Tony Pitcher is the main author of the study.

“Wasn’t very encouraging actually that even the top scoring countries were
not really that good. So it wasn’t anything to write home about – we were
at the top but it wasn’t a great field. At the bottom end some countries
were just disastrous. More than half the countries didn’t even pass the
40%.”

Countries are getting bad grades because there’s a lot of over-fishing going
on. There’s illegal fishing. And there’s a big problem with nets and traps
getting lost. They can snare marine mammals, birds and fish.

Tony Pitcher says it’s not always easy to know where your fish came from.
But he says you can look for a blue and white label when you’re shopping.
It’ll say Marine Stewardship Council on it.

For The Environment Report, I’m Rebecca Williams.

Related Links

Mega Fish Farms Coming to U.S. Waters?

  • A catfish farmer loading 2,000 pounds of catfish into a truck to be transported for processing. Right now, fish farming in the U.S. can only be done in inland or near shore waters. The U.S. government is deciding whether to allow fish farms in federal waters, in the zone between three and 200 miles offshore. (Photo courtesy of USDA)

The federal government is deciding whether to allow fish to be raised
in cages in the ocean. Rebecca Williams reports:

Transcript

The federal government is deciding whether to allow fish to be raised
in cages in the ocean. Rebecca Williams reports:


The U.S. imports more than 80% of all the fish we eat. About half of
those imported fish are grown on farms in huge underwater cages.


The U.S. government is deciding whether to allow these commercial fish
farms in federal waters. The first place it might happen is in the
Gulf of Mexico.


Tom McIlwain chairs the Gulf of Mexico Fishery Management Council:


“There’s biosecurity reasons for being able to produce those foodstuffs
in the US. I think we can do this in an environmentally sound manner.”


McIlwain says a number of permits would be required before anyone could
start operating an ocean fish farm. But some environmental groups are
worried about pollution from the farms.


And some fishermen who catch fish in the open ocean are worried these
fish farms could drive down the price of their catch.


For the Environment Report, I’m Rebecca Williams.

Related Links

ADS USE NATURE TO SELL SUVs

  • Car companies use our love of the great outdoors to sell some of the most gas-guzzling and polluting vehicles around. (Photo by Erin Norris)

Advertisers like to push your hot buttons. One of them is your
attraction to nature. Car companies use our love of the great outdoors
to sell some of the most gas-guzzling and polluting vehicles around.
Kyle Norris takes a look at how car ads work:

Transcript

Advertisers like to push your hot buttons. One of them is your
attraction to nature. Car companies use our love of the great outdoors
to sell some of the most gas-guzzling and polluting vehicles around.
Kyle Norris takes a look at how car ads work:


Have you ever noticed that car commercials have a lot of nature in
them? The car that’s being sold is always climbing up a boulder or
ripping through the mud. Like this commercial:


(Commerical:) “The new Jeep Liberty Renegade…”


A Native-American looking man drives over some rugged terrain when he comes
across a seal stranded on the ice.


(Commercial:) “It gives you the power to conquer nature…”


As he approached the seal and raised a harpoon over his head, you
thought he was going to hurt the seal.


(Commercial:) “…as well as the ability to protect it.” (chirping and hooting)


Instead, he plunges a hole in the ice and another seal pops out its
head to be reunited with the first. Then the commercial ends with
the sound of chirping crickets and the hoot of an owl.


But listen to that announcer one more time:


(Commercial:) “It gives you the power to conquer nature as well as the
ability to protect it.”


Over the next decade, Generation Y will be elbowing out the Baby
Boomers in the marketplace. So you’ll be seeing fewer commercials about
conquering nature and more about protecting it.


Here’s why that’s happening: according to researchers, Generation Y
cares strongly for the environment and they’re willing put their money
where their mouth is. Whereas Boomers theoretically care they’re a lot less
willing to financially back that concern.


But for everyone, nature speaks to something inside us. And advertisers
know this. Art Spinelli is the president of CNW Research:


“Well, for the most part, most consumers have an enormous response to
natural settings, whether it’s the agrarian part of just human nature
or human beings.”


He calls this response a hot button. Spinelli says advertisers use it
to sell everything from beer to cars.


“…And it plays off of a really instinctive basic attitude that a lot
of consumers have. Kind of like going on vacation to somewhere and
looking around and going, gee, I could really live here. This would be
terrific but the reality is that I have a job and it happens to be in
an urban or suburban environment and I can’t leave that to live in the
desert.”


Car salespeople will also tell you we have this nature hot button. They
say it’s all about knowing you could drive in the rugged
wilderness if you needed to. Here’s a car salesman who goes
simply by the name of Mike:


“They want to be able to know they can do it um, but it doesn’t
happen. They never do it. I think I had an Explorer once myself,
and the most off-roading – it was in the wintertime – and I think
I went on the sidewalk or something. That was the most off-roading I ever did.”


So what are people actually doing with their vehicles? Is it anything
like the commercials? Well, it’s not just about conquering mountain tops:


(Consumer 1:) “I’m driving a Toyota 4-Runner. I need something to tow my boat and I was
looking for a quality car.”


(Consumer 2:) “Part of the reason I brought a little SUV is I like to sit up high and the SUV
can really offer the height.”


(Consumer 3:) “I don’t actually go off-roading with it. I can get away for weekends and
pack a load of gear. I can tow a light trailer. It’s just a good all-around sport utility vehicle.”


(Consumer 4:) “I’ve helped friends move before and all the seats, the entire back folds down and
I can fit a whole full mattress in the back.”


So, turns out most people aren’t mud bogging on a regular basis, but it’s
important to them to have the option to mud bog. And advertisers are
hip to this desire. Car buyers can keep this fantasy alive as long as
they’re willing to fork over some serious cash for the price of the
vehicle and the cost of gas.


Car salesmen say the number one thing buyers ask them about is money, as in
how much will I have to spend. They say potential buyers never
ask them about off-roading or driving through nature, but they know that inkling is there.


For the Environment Report, I’m Kyle Norris.

Related Links

Barnyard Animal Extinctions

  • Milking Devon cattle are rare domestic breeds from an earlier day, some dating back to the 18th century. The animals hold genetic information that some people think is too valuable to lose. (Photo by Lester Graham)

When you think of endangered species, farm animals might not top the list. But some types of farm animals are in danger of going extinct.
Certain breeds of common barnyard creatures are no longer considered commercially viable, and are being allowed to die off. But as the GLRC’s Chris Lehman reports, there’s an effort to preserve some rare varieties of
livestock:

Transcript

When you think of endangered species, farm animals might not top the list. But some
types of farm animals are in danger of going extinct. Certain breeds of common barnyard
creatures are no longer considered commercially viable, and are being allowed to die off.
But as the GLRC’s Chris Lehman reports, there’s an effort to preserve some rare varieties
of livestock:


When you buy a pound of ground beef or a pack of chicken legs, you probably don’t
think about what kind of cow or chicken the meat came from. And in most stores,
you don’t have a choice. Beef is beef and chicken is chicken.


Of course, there’s many different kinds of cows and chickens, but most farmers stick with
just a handful of types. They prefer animals that are specially bred to produce more meat
in less time.


That’s all well and good if your motive is profit.


But some people think the move towards designer farm animals is risky.
Jerome Johnson is executive director of Garfield Farm Museum.


(Sound of turkeys gobbling)


Johnson says breeds like these Narragansett turkeys carry genetic traits that could be
desirable in the future. They don’t require as much food, for instance. That could be an
attractive feature as costs continue to rise:


“Some of the high-producing, high-yielding animals today, they may require a lot of
input. In other words, a lot of feed, more expense since so many things are derived from
petroleum, from the diesel fuel that powers the tractors to the production of fertilizer
and the like, and chemicals for herbicides and all… that as the cost of that goes up, it may
actually be cheaper to raise a different type of animal, that doesn’t require that much.”


Johnson also says some common poultry breeds get sick more easily. That’s part of the
risk farmers take when they choose meatier birds. Normally that might not be a problem,
but if Avian flu spreads to the US, some of the older breeds might carry genes that could
resist the disease. If those breeds disappear, that genetic information would be lost.


But some farmers choose rare livestock breeds for completely different reasons.


(Sound of baby chicks)


Scott Lehr and his family raise several varieties of pure-bred poultry, sheep, and goats on
their northern Illinois farm. These chicks are just a few weeks old…


(Sound of baby chicks)


“These are all pure-bred birds. These are birds that have been around a long time. Some
of the breeds that are in there, there’s Bantam Brown Leghorns, Bantam White Leghorns.”


Some of the poultry breeds are so rare and exotic they’re practically collector’s items.
Lehr’s son enters them in competitions. But the animals on their farm aren’t just for
showing off. Scott says they use the wool from their herd of Border Cheviot sheep for a
craft studio they opened in a nearby town:


“There’s quite a bit of demand growing for handspun wool and the rising interest in the
hand arts, if you will… knitting and spinning and weaving and those kinds of things… are
really beginning to come into, I guess, the consciousness of the American public in many
ways. It’s evolving beyond a cottage industry.”


And the wool of rare breeds like the Border Cheviot sheep is popular among people who want handspun wool.


(Sound of Johnson calling to giant pig, “Hey, buddy, how ya doin’?”)


Back at the Garfield Farm Museum, Jerome Johnson offers a handful of grass to a 700
pound Berkshire hog. This Berkshire is different from the variety of pig with the same
name that’s relatively common today. Johnson says these old-style Berkshires have a
different nose and more white hair than the modern Berkshire. They also tend to be fatter,
which used to be a more desirable trait.


The museum’s pair of old-style Berkshires are literally a dying breed. Johnson says the
boar isn’t fertile anymore:


“They were the last breeding pair that we knew of. These were once quite common but
now are quite rare. And we maybe have found a boar that is fertile that is up in
Wisconsin that was brought in from England here a couple years ago that we could try
crossing with our sow to see if we can preserve some of these genetics.”


(Sound of pigs)


Advocates of rare livestock breeds say the animals can be healthier and sometimes tastier
than the kinds raised on large commercial farms. And although you won’t find many
farm animals on the endangered species list, they could have important benefits for future
farmers.


For the GLRC, I’m Chris Lehman.

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