Central MN | The American Feed Industry Association has learned that CBS News is assembling a two-part series, apparently to be reported by “CBS Evening News” anchor Katie Couric, on antimicrobial use in animal agriculture and antimicrobial resistance.
A production crew is in Iowa filming pork operations—both conventional and organic. A certified organic meat processor has been interviewed, and the National Pork Board is providing spokespersons to CBS. An investigative producer has contacted at least one of AFIA’s members looking for stock footage, also known as b-roll, of a feed mill.
If CBS News contacts your firm, please contact AFIA Communications Director Anne Keller at [email protected] for assistance in handling any news requests regarding this series.
There are both pros and cons to weigh when considering whether to participate in or assist with a request of this nature. For example, your firm or the feed industry could be portrayed in a poor light and your firm’s reputation could be damaged or your brand identity diminished. There also is a remote possibility that CBS News may mention your firm as one that did not respond to requests for comments or assistance.
If you decline to participate, you may wish to say that your facilities are proprietary and you do not wish to have any aspect of your procedures exposed to competitors in this poor economic time.
Not participating may be the safest course overall.
On the other hand, our industry has much to be proud of and assisting CBS News could help build positive relations for the future with a major new organization. Promoting a greater understanding among consumers about the vital work of the feed industry is something many people in the industry appear to feel strongly about.
As always, it is entirely your decision whether to work with CBS News or other media outlets on this and other issues. AFIA is here to provide counsel and serve as a resource as you weigh your options.
You also may refer media outlets such as CBS News and other media outlets to AFIA, regardless of whether you provide assistance.
Our sources indicate this series will be aired on or about Jan. 20, 21 and/or 22. As of this writing, AFIA does not believe that officials with the Food and Drug Administration have been contacted for comment; AFIA will urge CBS News to do so if the opportunity occurs.
For more on the technical aspects of this issue, contact Richard Sellers at [email protected].
Edited by MNRyeGrower 1/6/2010 16:07
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CBS News Prepping Two-Part Series on Antibiotic Resistance
