I realize this is a whole new concept to most, but science and technology — not emotions — are the path to the future of feeding the world. Emotions, plus a buck, will not even get you a coffee in most gas stations around the nation today.

First off, you could fit all of the Americans who don’t raise food and actually care about feeding the rest of the world into a Yugo. (Do they still make those things?)

Only those in the farming population truly care about feeding the world because we want to use it as a justification for implementing the latest in technology to produce more food with fewer resources. News flash: Consumers only care about what affects their family.

I recently had a great radio discussion with Melissa Reed whose family operates Hildebrand Farms Dairy in Kansas. Five years ago they built a bottling plant at the dairy and have been direct marketing milk to consumers.

Our discussion was about what has happened in the past 6 months regarding public perception of GMO feeds. Overwhelmingly, the consumer is asking if the cows they milk eat GMO feeds. Yes, they do, because they understand the value of scientific progress.

The family dairy reached its tipping point when they not only lost some of their customers, but they also lost one of their retail outlets.

I have been quick to say “we simply need to educate the consumer to the right way, and not cave to their misconceptions about the science and technology.” It now seems easy for me to say, sitting here on the sidelines where I sell all of my farm commodities through normal distribution channels.

I believe it is time we lead a global discussion about the best approach for the future of feeding and caring for the planet. Where the discussion is now, we are simply playing defense in our marketing and trying to buy a little more time in the minds of the consumers.

When a consumer asks you the question, “Can you get me a chicken wing without killing the chicken?” how will you respond?