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By Bob Welch 

Postmodern philosophy posits the idea that no metanarratives exist. Adherents would argue that there is no overarching story of humanity; instead, they focus on specific local stories and the diversity of the human experience.

Respectfully, I must disagree. While there are many sophisticated rebuttals to this worldview, agriculture itself seems a sufficient counterpoint.

In the Garden, Adam was given dominion over the animals. Once cast out, he was given to toil by the sweat of his brow to produce his food. Man in every place and every time has followed suit: toiling in the midst of creation for sustenance.

There are distinctions, of course. Products and methods are adjusted to fit regional climates and a variety of needs. Agriculture, however, is undeniably cross-cultural and timeless. While much divides us, raising food, fiber and fuel is a unifying theme.

In the American West, cattle ranching emerged as a distinct way to take agricultural advantage of the vast grassland prairies unfit for traditional tillage. The ranch became a unique feature with its own history, cultural norms and mythos.

It’s that story-within-a-story that the National Ranching Heritage Center strives to tell. But in today’s world, one method of communication is insufficient. The leadership of the Ranching Heritage Association tells the story of ranching online, through art and at in-person events as well.

The freshest way this story is being told is through the experiential and immersive Cash Family Ranch Life Learning Center. As the physical buildings are in the construction phase, the video portions are in production.

Executive Director Jim Bret Campbell recruited me for one of the videos and it was an experience I’ll never forget. The most obvious lesson I learned is that my horse Major and I probably won’t be loading up for Hollywood anytime soon. I was impressed by how this East Coast-based crew approached their work and I hope the message we developed together is one that will have an impact on visitors to the NRHC for years to come.

My favorite part of the day, though, was the meal the cast and crew shared after the shoot. We visited about the ins and outs of beef production and I’d like to think that those of us familiar with the business advocated for it well. I’d also like to think that our message was well-received.

Whether we’re talking to Boston-based urbanites or arguing policy within the walls of our industry, I hope that we can maintain a perspective of the overarching narrative in which ranching exists and communicate it well. Recognizing the big picture gives us a more complete perspective about who we are and who others are. We can understand outsiders’ concerns with more empathy and thus, tell our story better.

I know of no other place doing this work so well as the National Ranching Heritage Center and it’s an honor to be a small part of the story. ★

This article appears in the Spring 2023 issue of the Ranch Record.  Would you like to read more stories about NRHC and ranching life? When you become a member of the Ranching Heritage Association, you’ll receive the award-winning Ranch Record magazine and more while supporting the legacy and preservation of our ranching heritage. Become a member today.