DES MOINES, Iowa - In 2008, only about 5,000 farmers nationally supplied goods to farmers' markets. Now, that number has jumped to more than 8,100 farmers, many of whom supplement their incomes by selling produce directly to consumers.

The U.S. Department of Agriculture is promoting this week as "National Farmers Market Week." Danalle Mayer, who farms near Logan, Iowa, said farmers' markets are key to helping beginning farmers get their operation off the ground.

"For me, my farm is pretty young," she said. "It's about 3 years old, and the farmers' market has been the foundation for my business. Right now it makes up about 25 percent of my sales. So I think the farmers' market is the perfect way to promote yourself, decide what you want to grow and see what the consumers in your area are interested in buying."

In some communities in Iowa, however, Mayer said there are more farmers' markets than local farmers can supply.

"I think there is probably too many farmers' markets in certain areas. They have reached a saturation," she said. "But I think in other geographic area there are smaller communities that are still thinking they need a farmers' market in their town."

Mayer is a participant in Practical Farmers of Iowa's Savings Incentive Program, which is designed to help beginning farmers build a profitable farm by assisting them with a business plan and linking them with experienced farmers as mentors.

More information is online at practicalfarmers.org.


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By Jessica Scott-Reid for Sentient.
Broadcast version by Nadia Ramlagan for West Virginia News Service reporting for the Sentient-Public News Service Collaboration

The meat industry and its proponents worked hard in 2024 - not only to increase sales, but also to rebrand and remain relevant. While overwhelming climate science continues to point out the harmful impacts of animal agriculture, and plant-based competitors continue to challenge the status quo, meat promoters stepped up this year, crafting and perpetuating clever narratives to keep consumers hooked.

"Amidst a climate crisis driven in no small part by agriculture, there is a growing interest in healthy, sustainable food," Jennifer Molidor, senior food campaigner for the Center for Biological Diversity, tells Sentient. "The industry has responded by flooding climate conferences with lobbyists promoting meat and dairy - in full force."

And that's not all. From promoting "beneficial" regenerative meat, to criticizing "ultra processed" plants, to promoting cow fat for skin care, to manipulating data, Big Meat sidestepped accountability to keep consumers coming back in 2024.

Disinformation Trend #1: Meat Is 'Natural'

One of the more popular PR messages regarding meat in 2024 was that animal products are healthier and more "natural" compared to "ultra processed" plant-based meat alternatives.

This messaging is not new. It's years in the making, with full-page ads in The New York Times and Wall Street Journal back in 2021, and a $5 million Super Bowl commercial in 2020. Backed by the Center for Consumer Freedom (CCF), the ads vilified newly popular "fake meats" as full of "real chemicals," highlighting "scary" ingredients like methylcellulose - a generally harmless compound used in many foods.

CCF is led by former tobacco lobbyist Richard Berman, and is supported by "restaurants, food companies and thousands of individual consumers," according to its website. Forbes once described it as a front group for meat, tobacco and alcohol companies.

The narrative of "natural" meat versus "processed" plants persisted into 2024. The marketing tactic conveniently ignores the fact that 99 percent of animals raised for food in the U.S. are factory farmed in inherently unnatural conditions, and undergo much processing to become meat, dairy and eggs.

But this natural meat fantasy didn't stop at food in 2024, spreading into lifestyle content, and feeding into a growing anti-technology, off-the-grid (though often still on YouTube), homesteading, carnivore and tradwife trend. Raw milk surged in popularity in 2024, as did eating raw meat, and using cow fat for skin care.

The FDA, CDC and New York State Department of Health put out statements this year warning of the health risks of consuming raw milk, and experts have taken to the media to warn of the risks associated with the carnivore diet, and with eating uncooked meat. Dermatology experts also told Sentient that the benefits of beef fat for the skin are minimal.

Though plant-based meat alternatives vary greatly when it comes to nutritional profiles, they are generally considered healthy. In fact, a 2024 review published in the Canadian Journal of Cardiology found that risk factors for heart disease, such as LDL cholesterol and body weight, showed improvement when animal-based meats were substituted with plant-based meat alternatives.

Disinformation Trend #2: Meat Is 'Eco-Friendly'

Another pervasive meat message in 2024 was that beef - the highest-emitting meat - can somehow be good for the environment so long as raised on a farm that is regenerative, eco-friendly, carbon neutral or some other variation of such terms.

Regenerative agriculture, particularly holistic grazing, promises an alternative to our current food system that incorporates livestock in a way that can regenerate depleted soils. Such promises, however, fall short when it comes to actually curbing climate pollution.

Though regenerative agriculture aims to "bring back bovines," as described in the 2023 documentary Common Ground, this grouping of grass-fed cattle with wild ruminants like bison is not accurate - at least as far as the environment is concerned. "That's like comparing apples to oranges," Molidor told Sentient earlier this year. While there is some debate about this, bison tend to graze over further distances in ways that cause less damage to plants and waterways. Cattle, on the other hand, tend to stick close together and eat just one type of plant until it's gone.

The regenerative movement - which does offer some benefits for soil health - has also since been co-opted by the industrialized meat industry. A 2024 study by New Climate Institute found that 24 of the world's top 30 food and beverage producers, including Cargill, Danone and Fonterra, refer to regenerative agriculture in their sustainability communication.

That said, 2024 also saw a possible win in the fight against misleading claims about climate-friendly meat, with Tyson Food's Brazen Beef brand potentially no longer available for sale. After the U.S. Department of Agriculture rolled out a new "climate-friendly" beef label last year, Tyson soon rolled out its own version: Brazen Beef. Journalists and academics were quick to note serious issues with the claims on the product's label, particularly the claim (with no data in support) of a 10 percent reduction in emissions.

"In order to claim a 10 percent reduction, you need to establish scientifically a baseline that everyone agrees is the common amount that beef produces," New York University environmental scientist Matthew Hayek told Corporate Knights Magazine. "There doesn't seem to be any data that the company itself, or the government who it created that certification in conjunction with, is able to provide."

Tyson was subsequently sued in 2024 by the Environmental Working Group (EWG) for misleading consumers about its efforts to cut greenhouse gas emissions. The suit asked the Superior Court of the District of Columbia to ban Tyson from making "false or misleading marketing claims." It remains before the court.

At the time this story was published, the webpage for Brazen Meats was not functioning, and the product appeared unavailable for sale, raising questions about the future of the brand. Sentient contacted Tyson about the status of the Brazen line, but did not receive a response by email. We also called Tyson's consumer relations hotline, and were told by the representative, "I don't see anything active with that name." It also appears that a New Jersey meat packer that sold Brazen Beef no longer lists the product on its website.

Caroline Leary, chief operating officer and general counsel for EWG tells Sentient that despite the Brazen Meats webpage being down, the group "remains committed to holding Tyson accountable, by demanding transparency to ensure that consumers are not deceived by false promises of sustainability," which still exist elsewhere on its site.

Disinformation Trend #3: Meat Feeds the World

Inflation and food insecurity were also pressing issues in 2024. Meat, dairy and egg industries were there to capitalize, particularly at climate conferences held throughout the year.

At COP28 last spring for example, the Guardian reports that meat lobbyists "celebrated the cut-through of their message that industrial animal agriculture has an important role to play in addressing global hunger." It adds that U.S. Pork Board representative Jamie Burr also stated that COPs provide an opportunity for U.S. agriculture groups to show how they "feed the world."

At COP29 last month, the strategy was the same, according to a report by DeSmog. Documents produced by the industry-funded Global Meat Alliance, obtained by DeSmog, encouraged members "to stick to key comms messages, including the idea that meat is beneficial to the environment and will help to 'feed the world.'"

A spokesperson for the Global Alliance for the Future of Food told the Guardian in April that the idea that industrial agriculture is "critical to address hunger" is one of the greatest myths used by the industry to fend off criticism. Animal agriculture in fact contributes to world hunger, due to the inefficient use of arable land and resources to grow crops for animals, instead of people. Not only that, but the industry's framing around food insecurity ignores how many climate researchers limit "eat less meat" recommendations to global north populations like the U.S., who consume far more than the global average. Studies suggest that food insecurity could actually be addressed, in-part, by transitioning to a more plant-based food system. Reducing the massive amount of land needed to grow food to feed livestock could lead to more crops being fed directly to people. One study theorizes that if everyone in the U.S. went vegan, an additional 350 million people could be fed.

Disinformation Trend #4: Trustworthy Academic Research Supports Meat

The year 2024 also saw the meat sector lean even further into academia as a means to appear credible and sustainable.

As environmental scientist Jonathan Foley writes for Project Drawdown: "The livestock industry has spent enormous sums telling us fictitious stories of 'environmentally-friendly' beef," including, he notes, "documentaries, think tanks, university labs, and social media influencer campaigns touting so-called 'solutions' to beef's environmental footprint."

In 2023, the Guardian exposed The Master of Beef Advocacy, or "MBA" program, created by the National Cattlemen's Beef Association, to help meat promoters influence and educate the public on the "sustainability" of beef. That same year, the National Pork Board funded a nearly $8.5 million program with researchers from a variety of U.S. universities, to research and improve the industry's reputation by boosting public "trust" in pork factory farms. And the year prior, The New York Times exposed how the UC Davis Clear Center did not disclose just how much industry funding it received to promote the environmental friendliness of meat and dairy, under the guise of public sector science.

In 2024, the meat industry took this method of information manipulation a step further, targeting another major competitor: cultivated meat. Once again backed by Richard Berman, another "think tank" was created, the ironically named Center for the Environment and Welfare, this time under the guise of helping "consumers, companies, and stakeholders navigate issues related to sustainability and animal welfare." In 2024, the group conducted "research" and published media op-eds to thwart the progress of cultivated meat.

The Bottom Line

In 2024, the meat industry's aggressive rebranding efforts, fueled by clever messaging and industry-backed research, sought to counteract competition from more sustainable plant-based alternatives.

As the inevitable impacts of climate change - along with other issues like bird flu - usher us into 2025, "it's going to be increasingly difficult," Molidor says, "for the meat and dairy lobby to rebrand their way out of these serious environmental and human harms."


Jessica Scott-Reid wrote this article for Sentient.


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By Grace Hussain for Sentient.
Broadcast version by Mike Moen for Greater Dakota News Service reporting for the Sentient-Public News Service Collaboration

On a Wednesday summer evening on the Rosebud Reservation, members of the Siċaŋġu Nation arrange twelve tables to form a U around the parking lot of a South Dakota Boys & Girls Club. The tables at the Siċaŋġu Harvest Market are laden with homemade foods for sale — tortillas, cooked beans, pickles and fresh squeezed lemonade. The market is one of many ways the nonprofit increases access to traditional and healthful foods that also happen to come with a low climate impact. The Lakota, of which Siċaŋġu is one of seven nations, were traditionally hunters and gatherers, but today, the Siċaŋġu Co nonprofit is building on both new and old traditions to fulfill its mission.

The market is one component of the group’s food sovereignty work, which also includes cultivating mushrooms and caring for a bison herd. Siċaŋġu Co is also working on housing, education and programs that support physical and spiritual wellness. But food came first. “We started with food because it’s so universal. Not just as a need but as a grounding cultural and family force,” says Michael Prate, who spearheaded the program in its initial stages. “It’s where people come together to build relationships.”

The food inequities that Siċaŋġu Co is working to address can be traced back to the eradication of bison herds by white settlers during the 1800s. For many Lakota, bison are akin to family and play an integral part in both their physical and spiritual lives. Millions of bison used to roam these plains, but when colonizers pushed West, they slaughtered the animals en masse, both to make room for the cattle herds they brought with them and to disrupt the Lakota way of life and force them onto reservations.

Mushrooms For Health and Sustenance

At the market, Siċaŋġu Co member Frederick Fast Horse shows off the mushrooms that he has foraged and raised to passersby. According to an important story passed down in Lakota history, the Lakota were once cave dwellers, and mushrooms were key to their survival, Fast Horse tells Sentient. These critical fungi are more than just calories though, as Fast Horse believes mushrooms are part of what helped Lakota stay so healthy for centuries, until the effects of colonization, which shifted the Nation’s diet to a heavy reliance on dairy and processed meats. “Every single mushroom actually coincides and targets a specific organ inside of your body,” he tells me.

In addition to being a skilled mycologist and forager, Fast Horse is also the chef at the nonprofit’s school, where he is reintroducing culturally significant ingredients to the students. Fast Horse makes breakfast and lunch for around 70 students and staff each day. The typical fare is pretty simple, he says: dishes made of just a handful of ingredients, plus a broth and spices.

In collaboration with school leadership, Fast Horse is developing dietary guidelines that reflect more traditional foods and agricultural practices. This way of eating amounts to “living off of the land.” It means eating “all the foods that are already around us, everything that you grow and very simplistic methods of preparing food and eating it,” says Fast Horse.

The diet they’re launching at the school isn’t just culturally important, it’s also better for the students’ health, according to Fast Horse who is very critical of the modern, industrialized food system. When discussing the FDA, he says “They don’t care about your health. They’re only caring about mass production.”

A diet that leans more on mushrooms and plants also happens to be more climate-friendly than the typical U.S. diet, in which beef is consumed four times more than the global average. In the big picture of global greenhouse gas emissions, somewhere between 12 and 20 percent of all emissions comes from meat and dairy farms. While the goal of Siċaŋġu Co isn’t explicitly to eat less meat, it does aim to boost access to traditional foods. This includes both low-emissions plants and mushrooms that are locally harvested and bison raised on a very small scale, treated as “kin,” in a way that looks nothing like a factory farm.

Native-Owned Bison Are Family

Rosebud Reservation is home to the largest Native-owned bison herd with over a thousand animals roaming 28,000 acres. Bison are ruminants, like cattle, which means they too belch methane, but bison offer a variety of ecosystem benefits thanks to the way they live on the land.

While herds of cattle also graze nearby, the differences are stark. Cattle are destructive to everything, says Siċaŋġu Nation member Karen Moore. Moore, who manages the food sovereignty initiative and lives on the reservation, describes how grazing cows tend to concentrate together, sometimes feasting on a single type of plant until it’s depleted. Bison are more likely to cover more ground when they graze, eating a variety of plants, which has a gentler impact on the ecosystem.

Last year, two animals from the Nation’s herd were donated to the school. With that meat, Fast Horse says he has been able to replace 75 percent of the red meat the school would have otherwise procured.

Getting the students to eat more culturally significant foods is not without its challenges, however. If one popular student decides they don’t like a particular dish then all the other kids follow suit, says Fast Horse. He avoids the problem by trying to make foods more palatable. For example, by grinding mushrooms into small pieces. “They get the flavor, but they don’t see the actual mushroom,” he says.

Another Siċaŋġu Co member, Mayce Low Dog, teaches community cooking classes that instruct participants how to use traditional ingredients in their dishes.

The work is paying off. “It seems like more people are into trying weirder foods, not necessarily like your tomatoes and cucumbers,” says Moore. “It’s been really, really exciting to see.” Her coworkers raved about her stinging nettle pesto, made from plants she foraged.

Harvesting local plants is also a critical part of the group’s work. The Nation has “been in crisis for hundreds of years,” says Moore, but harvesting their own food is part of “getting back to being self-reliant.”

On a brisk morning during my visit, Moore and Low Dog invite me to join them to harvest local plants that they’ll dry and turn into herbal teas, both for the farmers market and a community-supported agriculture program that subsidizes food shares for some residents. The teas are a way residents can reconnect with traditional foods even if they’re not skilled foragers themselves.

Gravel crunches under the tires, as we pull off of the main road and slowly roll along the banks of a pond. Along the way, Moore and Low Dog keep their eyes peeled for useful plants for tea. For both Moore and Low Dog, foraging is a newer skill. As we walk, they consult each other about different plants, making sure they’re selecting the correct ones and that everything is ready for harvest. It’s a skill they’re intentionally learning from each other and their elders.

Moore reaches down to gather some Ceyeka, or wild mint, for the teas. She’s sure to leave behind about half of the plant, to ensure the plant continues to grow on the banks so there’s more when they come back again on a later day.

Forging Connection and Community

Victoria Contreras was introduced to the food sovereignty initiative as a high school volunteer. Now, two years later, Contreras, who manages the Siċaŋġu Harvest Market, has learned to be more intentional about incorporating Indigenous ingredients in her meals, she tells Sentient. “I’m actively looking for something that I can swap out, or a recipe that I can try,” she says, fondly recalling a stinging nettle ice cream one of her coworkers made.

In addition to expanding community knowledge of traditional ingredients, the harvest market and other programs have also brought community residents together. The market helps create new friendships and revive old connections, says Sharon LaPointe who helps her daughter, Sadie, with her stand selling flavored lemonades and homemade pickles and bread. It’s a sentiment shared by many of the vendors there that Wednesday.

Michael Prate, who helped get the group off the ground, remembers some Nation members weren’t so sure of the group in the early days. “I think people have a skepticism that things are gonna go away,” he says, “because that’s the trend,” as many programs that pop up on the reservation tend to be temporary. There are challenges, including growing crops under the harsh weather conditions in South Dakota, conditions that will become even more severe in a changing climate.

The many shifting challenges facing the Siċaŋġu Nation is why food sovereignty is so critical. “They’re here to teach us how to be food sovereign because someday food is gonna get too expensive for our people,” says Brandi Charging Eagle. “The prices of food are going up, but our wages aren’t,” adds Charging Eagle, who is part of the Siċaŋġu nonprofit, but also follows its mission in her own home, where she is teaching her children how to grow their own food.

The Siċaŋġu Nation’s nonprofit will have to stay nimble in order to survive. “There’s always going to be something else that the community is going to be weathering and adapting to,” Prate says. “That’s just reality.”


Grace Hussain wrote this article for Sentient.


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A diverse group of Southwest Wisconsin farmers are using federally funded conservation programs to help improve their farms' soil health and resiliency to extreme weather, from droughts to floods.

Joe Stapleton, farmer-leader for the Iowa County Uplands Watershed Group and owner of Stapleton Farms, a 535-acre mixed crop and livestock farm in Spring Green, said implementing practices like no-till and cover crops have made a significant difference in his crop outcomes.

"When you get the droughts, the dry times, they don't to seem to be as serious," Stapleton explained. "Because land that isn't tilled holds more water and '23 was a really dry year, and we had respectable crops."

A fourth-generation farmer, Stapleton pointed out the outcomes are very different from previous droughts. Erosion is also a big issue in hilly Southwestern Wisconsin, where soil is especially susceptible to it. Stapleton acknowledged while erosion cannot completely be prevented, it can be minimized. Conservation practices are allowing him, and other farmers, to do that while maximizing their efforts.

The Uplands Watershed Group was created by a group of farmers in the Dodgeville-Spring Green area. The group focuses on priorities like protecting soil and nutrients lost through polluted farm runoff, increasing water filtration into the soil, keeping water on farmland and decreasing the damage costs associated with heavy rainfalls. Stapleton added when there's too much rainfall -- as was the case this year -- the effects are also not as damaging.

"A lot of water got into the ground on these dry ridges and we produced more crops, whereas in a lot of years it would kind of drown them out, or it would run off," Stapleton outlined. "With no-till, it actually gets in the ground better, and I've never had better corn."

He learned his beans, on the other hand, do better in dryer seasons. However, he is finding that any year, no matter the weather, is still a good year for crops on Stapleton Farms because of the conservation practices he is implementing.


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