"Sign, sign
Everywhere a sign
Blockin' out the scenery
Breakin' my mind
Do this, don't do that
Can't you read the sign?"

The Five Man Electrical Band’s song “Signs” climbed the Billboard Top 100 Chart, reaching No. 3 in 1971. Unfortunately, the song’s composer, bandmate Les Emmerson, died in 2021 of COVID at the age of 77. Maybe he didn’t read nor heed the COVID prevention signs.

Recently, we all have seen a lot of “signs” to obey or abuse. We have scientists telling us to get the COVID vaccinations to lessen our chances of contracting COVID or at least reducing its virulence. We have “constitutionalists” saying, “No,” as they won’t let anyone defile their bodies with such vaccinations nor abide by any mandate to wear prophylactic face masks. They bellow that it is their constitutionally imbued right of freedom to do what they want to and for their bodies. Sadly, such selfish actions dramatically increase their chances of becoming infected, needlessly filling up ICU beds as well as unknowingly infecting others.

My question for these “constitutionalists” is, what signs do they observe and obey? Facetiously, I ask, what about traffic signs or restroom signs? Are these an affront to their “rights,” too?

Until later, enough about these “constitutionalists” as I know how my interpretations of their actions and/or inactions can invoke incendiary responses. I would rather discuss with you our reactions to the “signs” that surround our particular sphere of influence — meat and poultry.

Within our industry, there are signs that we must obey and most revolve around plant and product safety. We may interpret them differently, but for our longevity, safety must be preserved and its “signs” or rules must be obeyed as there are dire consequences for not doing so.

But, what about marketing “signs” for our industry? We have rules here as well, mandated by government, trade groups and consumer communications efficacy to be used as guideposts for meat and poultry companies’ zealous marketing departments. It is my belief that any food marketing, ours included, should be guided by the three “signs” of what’s right, fair and honest.

Right — If it is right it is probably truthful. And, the truth is so much easier to use because we don’t have to remember all the fictions we may have told. In our meat and poultry marketing efforts, we are all striving to develop a bond of trust with both overt and latent customers. It has been said that facts beget truth and truth begets trust. In any marketing message, we must start with facts to begin to build that bond of trust.
Fair — Fairness is a slippery slope, both for those climbing or descending. But, in our hearts we know what is fair and what isn’t. At least we think we know what’s fair — for us. Some may feel that fairness is in the eye of the beholder, but to be fair, it isn’t. The best fairness measure is, paraphrasing a Biblical standard, “to treat others the way you want to be treated.” Now that’s fair!
Honest – Because it is open to so many interpretations, honesty is the toughest one with which each of us must grapple in both our personal and professional lives. We could use our judicial system to determine honesty, but we cannot judicially arbitrate all decisions of rectitude in our everyday life and work. Instead, I believe that deep within us we each know what is honest and what isn’t. Maybe meat marketing has earned an unfair “dishonest” reputation what with vegan vigilantes decrying meat’s alleged harmful health effects, or animal activists attempting to shame us, or medical publications proffering a piercing “lancet” to meat consumption, or even government gurus threatening to break up meat’s supposed “monopolies” while paradoxically offering tranches of money to help expand capacity at the smaller and less efficient meat processing companies.

Our choices and subsequent personal and professional actions are guided by our internal moral compasses reminding us of what is right, fair and honest. Such actions have consequences. Many of the signs at which we may currently chafe have a purpose beyond us as individuals. For this greater good, and irrespective of the personal consequences, I believe we are compelled to obey them.

“Signs” — The Five Man Electrical Band

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