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Agrimarketing : October 2009
Publisher/Editorial Director ____________________________________________ Lynn Henderson (LynnH@AgriMarketing.com) ph: 636/728-1428 , ext. 2001 Managing Editor ____________________________________________ Audrey Evans (AudreyE@AgriMarketing.com) ph: 636/728-1428 , ext. 2003 EDITORIAL ____________________________________________ NAMA Liaison Editor Jenny Pickett (firstname.lastname@example.org) AM Editorial Advisory Board: Mike Borel, The Context Network Tim Brackman, National Corn Growern Assn Erika Brandt, AgCareers.com Jim Farrell, Farmers National Company Russ Green, CLAAS Jerry Harrington, Pioneer Hi-Bred Laura Henke, Charleston|Orwig Tommy Jones, John Deere Crop Insurance Laura Mayfield, McCormick Company Pat Morrow, BASF Steve Rhea, Rhea & Kaiser Brad Schu, Land O’Lakes/Purina Mills Angie Skochdopole, AdFarm Bob Wilhelm, AdFarm CIRCULATION _________________________________________________ Send subscription inquiries and address changes to: P.O . Box 16123 St. Louis, MO 63105 PRODUCTION _________________________________________________ Design/Layout Audrey Evans Design for NAMA News Jennifer Pickett ADVERTISING SALES ____________________________________________ Advertising Sales and Customer Service Manager Judith Knoll (JudyK@AgriMarketing.com) ph: 636/728-1428 , ext. 2002 Agri Marketing is sent to qualified executives employed by corporate agribusinesses and their communication agencies, farm media, trade associations and others providing services to North American agriculture. is published by: Henderson Communications L.L .C. 1422 Elbridge Payne Road, #250 Chesterfield, MO 63017 Phone: 636/728-1428 FAX: 636/777-4178 E-mail: email@example.com NEEDING A NEW TERM Environmentalists, animal activists, grocers, movie producers, the general press and others have been aggressively striking out at “conventional” agricultural production practices. They have several recent “successes” on their books, including the passage of Proposition 2 in California which impacts animal husbandry, similar legislation being voted on several states, the banning of certain GMO crops, Wal-Mart’s sustainability requirements for its suppliers, the misleading cover article in a recent issue of TIME magazine. Even the White House’s garden is organic. Today, less than 2% of the population are farmers/ranchers, and beyond the estimated 20% that are employed by the ag/food industry, the rest have little appreciation for what it takes to create that meal featuring a juicy steak, fresh salad, nutritious vegetables and refreshing beverage. Simple math shows the ag/food industry can be outshouted — and outvoted — every time. Unfortunately, the messages the public is receiving about “conventional” agricultural practices are mostly negative, courtesy of the industry’s critics. In an effort to be proactive, several organizations in the ag industry have developed and are delivering excellent and exciting programs. See page 24. There have been a number of polls showing that consumers trust and respect farmers. So, we have an audience that believes in the industry. Now we need to keep them informed about the good work of our industry. Let’s start with something easy, like changing the tag “conventional” to the term “modern.” After all, 95% of the nation’s food is being produced with modern technologies such as biotechnology, water use management, advanced nutrition ingredients, livestock care products, plus many others. All have been approved after exhaustive, scientifically-based testing by the USDA, EPA, FDA and other publically-funded agencies. Modern has a nice ring to it. It conjures up images of safety, advanced, tested and successful. If you have a better term, let me know at LynnH@AgriMarketing.com and I’ll help you spread the word. AM 6 Agri Marketing I October 2009 THIS MONTH IN Agri Marketing Five Years Ago (2004) • Bayer CropScience acquires the remaining 50% of Gustafson from Crompton Corp. and establishes a seed treatment business unit. • Successful Farming and RFD-TV announce an alliance to produce and distribute the new “Living the Country Life” TV program. • Steve Sweitzer joins Woodruff Communications as its Chief Creative Officer and the marketing communications agency is renamed WoodruffSweitzer. Ten Years Ago (1999) • The Majestic Group changes its name to 5MetaCom. • Terra Distribution is acquired by Cenex/Land O’Lakes Agronomy. The unit is named Agro Distribution. • The National Peanut Board is formed to administer the funds generated by the recently passed peanut checkoff program. Twenty Years Ago (1989) • Boatman’s Bank takes possession of The Aragon Co., St. Louis, shutting down it’s ten divisions including Kenrick Advertising. • ICI Ag Products makes the following appointments: James Hudson, VP Sls/Mktg; James Wissmiller, Dir Mktg; George Thornton, GM Admn/Finance; Donald Martin, Dir Business Strategy; Dick Foell, Mgr Industry Affairs; William Buetke, Business Mgr/Corn Herbicides and Davis Walton, Business Mgr/Soil Insecticides. AM Daily news and updates about the Agricultural Industry can be obtained by going to: www.AgriMarketing.com. For a free subscription to Agri Marketing Weekly e-newsletter, go to www.AgriMarketing.com. Lynn Henderson Publisher FOR OPENERS 06 For Openers:04 For Openers 10/1/09 4:10 PM Page 6
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