I have spent most of my career attempting to understand what consumers want from production agriculture.  I’ve also worked to foster dialogue among individuals holding differing perspectives on matters such as production methods, animal welfare and other contentious topics. As an economist, I’ve come to loathe common phrases used in discussions regarding costs and benefits of production agriculture and food systems. The first of which is, “No offense, but…,” and the worst of which is, “With all due respect…”

It doesn’t matter what follows those three little words – “No offense, but…” It instantly puts the receiver on edge. Why not just go ahead and admit, “I’m gearing up to unleash some offensiveness, but let’s pretend I’m being polite by giving you this heads-up that nobody asked for.” Isn’t it delightful how you’re not only dishing out the offense but also proudly broadcasting that you’re fully aware of it?

Fundamentally, you’ve just shifted the burden of your statement to the recipient. If they feel offended by your statement, it’s on them. Probably not the best strategy if your intention is to make the recipient of your words actually want to communicate with you. Rest assured, “No offense, but…” isn’t the only statement of this kind that gets under my skin:

  • Appears harmless, but conceals a sting -> No offense, but…
  • A similar sentiment for the less subtle -> Don’t be offended, but…
  • My personal favorite, master of mixed signals -> With all due respect…

“With all due respect” is very seldom followed with respect in my experience. Its mere utterance raises suspicion, as one might argue that if genuine respect were present, there’d be no need to announce it. What typically follows is a total lack of respect, implying that no respect was due at all. Ouch.

Words Matter and Mind Your Manners

Whether you think some folks are overly sensitive or find my letter addressing the topic of offense itself offensive, one fact remains: words matter. Connotation matters, too. In production agriculture and food industries, substantial resources are invested in comprehending the consumer’s perspective, whether they choose to buy our products or not. If we truly want to understand what others think or feel, we should refrain from shutting down two-way communication with our opening statement.

“With all due respect, you haven’t got a clue about what it takes to get food from farm to fork.” “No offense, but that is not how the food system works.” The heart of matter may be true — most people not directly engaged in a particular production system lack comprehensive knowledge about it. But are those little introductory phrases truly necessary? Rarely so. Do they facilitate the free flow of ideas, thoughts and beliefs? Almost certainly not. A simple cost-benefit analysis would determine that the cost of such phrases is reasonably high, and the benefit in most settings is near zero. Expecting someone whom you’ve just offended to engage in meaningful dialogue is unrealistic. So, if you’re genuinely on the hunt for productive conversations, rather than one-sided soapbox speeches, just a little reminder: words matter, and don’t forget your manners.

ConsumerCorner.2023.Letter.20