USDA Internal Handbook Advises Animal-Identification Staff to Address Farmers “at the Sixth Grade Level”
The USDA’s confidential “NAIS How-To Handbook,” intended for non-public distribution to Federal and State NAIS personnel, reveals an aggressive campaign to implement NAIS in the face of farmer opposition by strictly controlling communications, manipulating media coverage, concealing the original NAIS program documents, and discrediting opponents.
Mary Zanoni, Ph.D., J.D.
P.O. Box 501
Canton, NY 13617
315-386-3199
mlz@slic.com
March 29, 2007
A USDA “NAIS (National Animal Identification System) How-To Handbook,” most recently revised in February 2007, instructs all State and Federal NAIS staff aggressively to promote the supposedly “voluntary” premises ID program. The goal of the campaign and the How-To Handbook is to “increase . . . premises registration results” and to promote during 2007 not only “continued growth in premises registration,” but also the “adoption of animal ID and tracing.” (Handbook, p. 1; USDA’s NAIS Community Outreach bulletin, Feb. 2007, p. 1.)
The Handbook demands uniformity and strict adherence to four “key messages” that staff are to present to audiences of farmers when promoting NAIS. As described by the USDA, these “key messages” “are organized into topic categories and supported with concise sentences. They are designed for an audience reading at the sixth grade level.” (Handbook, p. 41.)
The Handbook originally was designed for a meeting in Kansas City in late October 2006, attended by a total of 132 “State ID Coordinators, Federal ID Coordinators, and members of various livestock industry associations.” (NAIS Community Outreach bulletin, Dec. 2006, p. 1.) The meeting was designed to train all NAIS personnel to adhere strictly to “a communications campaign currently being implemented at the National level.” (Handbook, p. 3.) After the original USDA mandatory NAIS plan, set forth in the Draft Strategic Plan and Draft Program Standards of April 2005, met with an unexpected level of strong opposition from farmers and animal owners, the USDA hired a public-relations firm to analyze the opposition and repackage NAIS with a more congenial-sounding message. (Presentation by Dore Mobley, USDA/APHIS information officer, at the National Institute for Animal Agriculture’s “ID Expo,” August 2006.)
The apparent upshot of the professional public-relations advice was ….