What’s in a name? Plenty – especially in the world of food and agriculture. Several items have crossed my desk recently all involving the name of something. In one case, it revolves around what something is; in another, it involves what something should be called; and, in the third, it is what something is called. First let’s consider what something is.

The something in this case is beef – more specifically, ground beef that goes into fast-food hamburgers. Hardee’s has filed a lawsuit against rival burger chain Jack in the Box over their advertising campaign. It seems that Jack in the Box, which makes its hamburgers out of sirloin beef, has been running ads telling consumers that sirloin beef is better than Angus beef (which Hardee’s uses) because Angus beef comes from the rear end of a cow. In the suit, filed in U.S. District Court in Santa Ana, Calif.
(where else), points out that that Angus is not a cut of beef like sirloin, but rather a breed of cow.

Most of us meat-eating Midwesterners would be aware of this obvious fact, but this ad campaign ran in southern California so ... it is probably safe to say that a majority of consumers now believe that Angus is the part of the cow that went over the fence last.

The second item deals with changing the name of the U.S.
Department of Agriculture. Over the years there have been many different proposals put forward to change the name of the U.S. Department of Agriculture. Some of those suggestions have included the Department of Food and Agriculture or the Department of Food, Agriculture and Rural Resources. When asked recently if the name of the U.S. Department of Agriculture should be changed to the Department of Rural Affairs, presidential candidate Hillary Clinton (D-N.Y.) jumped right onto it, calling it a great idea and one she would consider. U.S. Senator Clinton has obviously forgotten that the largest part of the USDA budget does not go to farm programs, or even rural development programs. No, the largest part of the USDA budget, over 50 percent, goes to fund the food stamp program and other low income food and nutrition programs. Perhaps a name like the U.S. Department of Food Giveaways, or the Department of Horribly Complex and Impossible to Understand Programs would be closer to what the agency actually does.

The third item deals with water. You would think water is pretty basic; but now there is spring water and there is “smart water.” According to the label on the bottle, Smart Water is better because it comes from the clouds. “Spring water comes from the ground and has random stuff in it plus whatever else the animals that swim in it leave behind.” The label goes on to say that Smart Water is made from distilled water that more closely matches the kind of water clouds make. They claim this improves the taste. The makers of Smart Water also enhance their water with electrolytes. At almost $2 for 33 ounces, the smart ones here are the guys who pulled off this gimmick. The people who buy this stuff need to have their heads examined, not their electrolytes.

So – no matter if it is a cut of meat, a hopelessly bloated bureaucracy, or a bottle of water – it is the name that matters.

The views and opinions expressed in this column are those of the author and not necessarily those of Farm World. Readers with questions or comments for Gary Truitt may write to him in care of this publication.