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L 1 M I T E ID
6 THE RURAL VOICE
Keith Roulston
What's the messenger selling?
Change is inevitable. There, it's
been said. But what have I to gain by
convincing you of that?
Every time we turn around these
days we're all being told change is
inevitable. No
wonder. So many
of us depend on
convincing
people they must
change.
Start with
journalists, for
instance. If there
were no change,
we'd be out of a
job. It's our job
to tell you about
change. If some
new product
comes on the
market, we're
there writing stories to tell you about
it and why you should be using it.
Moreover, since most publishing
revenue comes from advertising, we
live through the ability of advertisers
to convince you to change the
product you're buying now and buy
their product instead.
Thousands of people are
employed creating change. There are
researchers out there who are creating
new products. If you can't be con-
vinced you need those products, the
researchers soon won't be working.
We have futurists writing books
and articles to convince us they know
how we can deal with, and profit
from, the change that is inevitably
coming at us. We have business
advisors who make more money than
many of their clients by telling
businessmen how to adapt to change,
and by doing so, the businessmen are
creating change themselves.
Millions of people profit hand-
somely from promoting the concept
that change is inevitable. As people
working close to the land, farmers
know that change is inevitable. No
matter how much you might want
things to stay the same they don't.
Trees are either growing and chang-
ing or dying. Through water and
wind erosion the very earth is chang-
ing places. We are all getting older
and, as the influences on us change,
are changing the way we think.
But it doesn't mean we can't
question each change and the motives
of those who are promoting that
change. Playwright Dan Needles says
he likes being around farmers
because they are highly sensitive to
the B.S. quotient and have a healthy
skepticism. If farmers sometimes
seem maddeningly slow to accept
change perhaps it's because they've
seen so many changes that have been
promoted that were mistakes
(remember whcn the government
paid farmers to tear out fence -rows
while it's now paying farmers to
plant trees again?)
That slowness to accept change
can be dangerous if farmers think
they can buck world-wide trends, or
it can be the saviour of a farm
operation (how many "backward"
farmers who refused to jump on the
expansion bandwagon in the 1970s
saw their "progressive" neighbours
bite the dust?)
Farmer skepticism can be mad-
dening to those who want change to
come faster. Listen to the counter
attack against those opposed to the
introduction of BST, for instance.
They're called anti -science, anti -
progress, people akin to those who
maintained the world was flat even
after it had been shown to be round.
But many farmers and consumers
continue to ask if this is a product
that's really needed or if we're just
being snowballed into accepting
change for the sake of company
profits.
In the long run, of course, BST
supporters don't have to convince
everybody that this change is
inevitable. They don't even have to
convince a majority of dairy farmers.
They just have to convince a signif-
icant enough minority that they must
get on the bandwagon, then the reluc-
tant majority will be dragged along.
Change likely will be inevitable
because people keep buying the
argument that it is. Solidarity is
difficult to forge among any group,
and particularly among farmers.
Somebody always wants to be tirst.0
Keith Roulston is editor and
publisher of The Rural Voice as well
as being a playwright. Ile lives near
Blyth, ON.