The Family Behind the Farm: Race and the Affective Geographies of Manitoba Pork Production

As increasing toxicity of Manitoba lakes garners public concern, the environmental impacts of pork producers have come under scrutiny. In this context, the Manitoba Pork Council launched The Family Behind the Farm, a series of advertisements and testimonials featuring pork producers and their families. We examine how this campaign operates affectively to distance the family farm from industrial pork production. Building upon geographical literature theorizing the relationship between race and affect, we argue that the campaign mobilizes pride in the family farm through heteronormative and racialized affects of intimacy, tradition, and intergenerational continuity. In the process, not only is pork production made innocent, but the family farm, and rural Manitoba itself, is reproduced as a white, heteronormative space with an innocent past and secure future. By analyzing this specific case, the paper demonstrates the role of the heteronormative family in reproducing affective geographies of whiteness.