If we allow internal divisions to persist, the only outcome is an erosion of trust — from within and from the public.
The agriculture industry is a diverse and essential part of our society, feeding millions and contributing to local and global economies. Within this vast sector, there are countless ways to approach farming — from small, family-run operations to expansive commercial farms — each with its unique strengths and challenges. Yet, an unsettling trend has emerged where different segments within agriculture turn against one another, spreading misinformation and eroding trust in the industry as a whole.
This in-fighting not only damages relationships among farmers but also weakens public confidence in the industry.
One common example is the rhetoric often heard at farmer’s markets or through certain direct-to-consumer marketing efforts. It’s not unusual for small, local farms to frame themselves as more ethical or sustainable in comparison to larger agricultural operations. Marketing messages from the farms — or (as is too often the case) activist organizations working on behalf of those growers — might claim that “big ag” farms are corporate giants that don’t care about animal welfare, misuse antibiotics and hormones, or recklessly spray pesticides on genetically modified crops.
While such statements may help some farms carve out a niche, they often rely on misleading or outright false information.
This type of narrative is not just unfair — it’s harmful. Some of the largest farms are among the most heavily regulated, adhering to strict guidelines that ensure food safety, environmental protection, and animal welfare. These farms often have to meet extensive certification and inspection requirements that smaller farms may not face to the same extent. Yet misconceptions persist, fueled by marketing tactics that prioritize sales over the truth.
When small farms position themselves as superior by discrediting larger operations, they contribute to a cycle of mistrust that impacts everyone in agriculture, regardless of size or approach.
The issue extends beyond marketing. It permeates how farmers engage with one another, particularly on social media and other platforms. A personal experience comes to mind that illustrates the importance of support over division: A friend once texted me a picture, which I shared on my social media page. There was no watermark or logo, and I was unaware of its original source. I later found out that the photo belonged to someone else when I was publicly accused of stealing it. The accusation spiraled into harsh criticism, with people quick to judge and label me negatively. Yet, this situation could have been resolved easily — a simple direct message asking for credit or requesting that I take the post down would have sufficed.
Instead, the incident became an example of how quickly people within the agricultural community can turn on one another. The experience was painful and disheartening, not because I was called out for a genuine mistake, but because of the way it was handled. The entire ordeal left me questioning why, in an industry that already faces enough external challenges, we are so quick to criticize instead of support.
Farmers make up just 1 percent of the North American population. Every farmer — regardless of the scale of their operation — is vital to the industry’s sustainability and success. What works for one farm may not work for another, and that’s OK. Each farming model contributes in its own way, and we need to acknowledge and respect those differences. Instead of focusing on perceived hierarchies or marketing strategies that tear others down, the industry must prioritize unity and collective growth.
Supporting one another means being mindful of the language we use and the messages we promote. It means reaching out privately to resolve misunderstandings and sharing knowledge that uplifts rather than divides. It means understanding that each farmer’s path — whether large-scale or small — is shaped by unique circumstances, resources, and goals. By standing together, the agricultural community can build a stronger, more trustworthy industry that benefits everyone, from producer to consumer.
If we allow internal divisions to persist, the only outcome is an erosion of trust — from within and from the public. But when we choose collaboration over competition, mutual respect over judgment, and truth over marketing myths, we create an industry that thrives on integrity and shared success. It’s time we recognize that every farmer, big or small, plays a crucial role and deserves our support.
Michelle Miller, the Farm Babe, is a farmer, public speaker, and writer who has worked for years with row crops, beef cattle, and sheep. She believes education is key in bridging the gap between farmers and consumers.
