Dodge Paints a False Picture of American Farming
givingtable in Food Policy, Food System

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My first reaction after seeing the Dodge commercial that aired during the Super Bowl went something like this: That was a car commercial? Why wasn't it sponsored by the Organic Trade Association? What does farming have to do with selling cars? Why is Dodge making our farming industry look like a pastoral dreamland instead of what it really is?

That's probably not what Dodge wanted me to think. Dodge got everybody talking about the company and scored its best publicity since the government-funded bailout, but it painted a false picture of what farming looks like in this country. The video above really drives this point home.

Here are a few more reactions from inside the food industry.

"Dodge missed a great opportunity to provide a contemporary view of the American farm.  They were going for nostalgia and heart strings here - and they nailed it. Even so, they could have been more accurate by showing more farmworkers, more women, more minorities, and emerging young farmers..." -Farmer Jane READ MORE.

"The contradictions evident in the Dodge commercial—and in many of the reactions to it—have been ingrained in America’s farm policy since the early- to mid-1900s. This is, after all, a country in which First Lady Eleanor Roosevelt had both to request and receive permission from her husband’s USDA, which was “skeptical of amateur farmers,” before she could plant her White House garden." READ MORE.

"God may have made farmers all around the world, but man continues to make new ways to exploit them." -Huffington Post READ MORE.

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