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Agrimarketing : March 2012
Publisher/Editorial Director ____________________________________________ Lynn Henderson (LynnH@AgriMarketing.com) ph: 636/728-1428, ext. 2001 Customer Service Manager ____________________________________________ 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 Osmundson, 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 Pat Morrow, BASF Steve Rhea, Rhea + Kaiser Brad Schu, Land O'Lakes/Purina Mills Angie Skochdopole, AdFarm Bob Wilhelm, Rabo Agrifinance CIRCULATION _________________________________________________ Send subscription inquiries and address changes to: P.O. Box 16123 St. Louis, MO 63105 PRODUCTION _________________________________________________ Design/Layout Audrey Evans (AudreyE@AgriMarketing.com) Judy Henderson (JHenderson@AgriMarketing.com) Design for NAMA News Jennifer Pickett 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 SPREADING THE GOOD WORD The general public's misunderstanding and lack of knowledge about modern agricultural practices has been accelerating over the past century as those engaged in food production plummeted from half the population to its present 2%. Misled by myths from scare-mongering authors, lecturers, film producers, activists groups, general media, even farmers overpromising the benefits of organic and natural, it's no wonder our customers are confused. It is up to us to help them understand the importance of the modern ag industry and how they benefit from it. In his acceptance speech as the 2008 NAMA Agri-Marketer of the Year, Monsanto's Dave Rhylander told of an encounter he had on an airplane with a fellow passenger. When asked his profession, he said he worked for Monsanto which helps provide farmers with the tools they need to grow our food. That, he said, opened the door to a long and productive conversation with someone who knew absolutely nothing about today's agriculture. So, one-on-one is a great place to start. Another is via online and social media. The Kentucky Corn Growers Assn recently released the paper "10 Ways to Advocate For Agriculture." Here are a few of them: • Respond to misinformation. • Never shout, always be positive. • Pose questions to your friends. • Share your story. And one of the best is getting your organization involved in the U.S. Farmers & Ranchers Alliance. For more on their activities, see page 58. AM 4 Agri Marketing March 2012 THIS MONTH IN Agri Marketing Five Years Ago (2007) • Eli Lilly launches a business group focused on companion animal health. • Frank Lessiter, Founder of Lessiter Publications, becomes Chmn of the firm and Mike Lessiter is promoted to Pres. • Farm Progress Companies announces its Farm Progress Show will alternate between Boone, IA, and Decatur, IL, going forward. • Charlie O'Brien joins the Assn of Equipment Mfgrs as VP/Agricultural Services. He had been a long-term employee of John Deere Financial. Ten Years Ago (2002) • AgWeb becomes a subsidiary of Farm Journal Media (FJM). It had been owned by a group of investors including FJM. • CLAAS purchases Caterpillar's interest in the JV the two companies had to serve the American market, including the Lexion combine operation in Omaha, NE. • Tomen Agro changes its name to Arvesta, an operating unit within Arysta LifeScience. • CMF&Z, Cedar Rapids, IA, is acquired by 3i, a Chicago-based marketing communications agency. Twenty Years Ago (1992) • The U.S. holdings of Bayer, Mobay, becomes the company's agricultural division whose products include crop protection, specialty products and animal health. • Dr. Robert Fraley is promoted to VP/Technology in Monsanto's new products division. • In a study conducted by Rockwood Research about the acceptance of GMOs, (1=not at all acceptable to 10=very), farmers rated using the new technology in plant science 8.2, while non-farmers rated it 7.7. 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
January February 2012