Domestic Wine and Sweet Tea Vodka

ZimmCast 345Just wanting to get back to the land was a desire that led Ann and Jim Irvin to a piece of property near Charleston, SC that is now home to Irvin~House Vineyard and the Firefly Distillery. This was one of the tour stops for the Agricultural Relations Council annual meeting crew. We spent several enjoyable hours there doing some wine tasting as well as sampling some Firefly.

I visited with Ann Irvin to learn how they got this beautiful place started. Ann says she grew up on a farm and wanted to get back to that lifestyle. At first they were just interested in having a place to go and have a garden. But they found a larger piece of property and after a drive through central Florida where they stopped at a winery they got the idea to start their own winery. They grow their own grapes and have learned along the way.

Irvin~House Vineyards is the only domestic winery in Charleston, SC. We grow the grapes, harvest them, make the wine, and bottle our wines on the property.

There is nothing quite like a stroll through our vineyards and the surrounding property. A large pond stocked with fish. Walking trails. Abundant birds and wildlife scampering about. Old oak trees with Spanish Moss shading the property. This is the true character of South Carolina’s Lowcountry hertitage.

Even the grapes we grow have Southern roots. Our wines are hand-crafted from the humble muscadine grape . This sweet grape with a fruity aroma grows practically everywhere in the South. People tell us how the taste of muscadines transport them back to their childhood.

In addition to the winery, the Irvins also work with a local tea plantation to make the first ever hand-crafted sweet tea flavored vodka called Firefly.

The Firefly Distillery is located on Wadmalaw Island, South Carolina, 30 miles south of Charleston. We don’t have the bright lights of the big cities. The pace is a little slower down here. We have plantations, hundred-year-old oak trees and dirt roads. Everyone is your neighbor and folks enjoy relaxing on the front porch swing, on a lazy Sunday afternoon. It’s where you can hear the crickets chirping at night and you can still see the fireflies light up the sky. It was this wonderful environment and the special ingredients found right in our own backyard that inspired us to created handcrafted vodkas unlike those made anywhere else.

Listen to this week’s ZimmCast here: The Irvin~House Vineyard

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The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our Subscribe page.

Agricultural Public Relations Hall of Famer Lyle Orwig

During the 2012 Agricultural Relations Council Annual Meeting Lyle Orwig, CEO, Charleston|Orwig, was inducted into the inaugural Agricultural Public Relations Hall of Fame. Here’s Lyle with his award in between past ARC President, Deron Johnson (left) and current President, Mace Thornton.

I visited with Lyle about his recognition at the meeting and he says he’s very honored and humbled to be part of the inaugural presentation and especially to be inducted along with an ARC founder, Don Lerch. Lyle talks about how the communications business has changed over the years from before we had integrated marketing and how agencies have adapted. When it comes to today’s social media world he says the role of the public relations professional has not changed but how a message is delivered has.

Listen to my interview with Lyle here: Interview with Lyle Orwig

2012 ARC Annual Meeting Photo Album

An ARC History Lesson With Don Lerch & Paul Weller

ZimmCast 343At the 2012 Agricultural Relations Council Annual Meeting, the first two members of the newly established Agricultural Public Relations Hall of Fame were inducted. Pictured below are Lyle Orwig, Charleston Orwig, (left) and Don Lerch, retired, with their awards. Before the award ceremony I visited with Don Lerch, who was a founding member of ARC and Paul Weller, Agri/Washington, who was the ARC Executive Secretary once upon a time. I’ll share an interview with Lyle in a coming story post.

In my conversation with Paul and Don I learned that ARC was founded to combat the very negative publicity that agriculture was receiving after World War II. Sound familiar? Don says it was due to the impact of science and technology on farming and fear and a lack of understanding on the part of the consuming public. So ARC was formed to mount an effort to try and overcome this problem by getting positive and truthful information into the media. In fact, many of the original members were in the media.

I hope you enjoy this conversation since it will give you a really good perspective on not only the Agricultural Relations Council but where we’ve been in the fight to get a growing non-farm public to understand where their food comes from.

Listen to this week’s ZimmCast here: ARC History With Paul & Don

2012 ARC Annual Meeting Photo Album

Thanks to our ZimmCast sponsor, GROWMARK, locally owned, globally strong, for their support.

The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our Subscribe page.

2012 Golden ARC Awards Presented

The 2012 Golden ARC Awards were bigger and better this year as the number of entries increased significantly. Here’s Mace Thornton, ARC President, presenting one of the many awards won by Osborn Barr and being accepted by Keri Geffert English. I hope to add a link to the full list of award recipients shortly.

In addition to these awards I will be sharing interviews with the first inductees into the Agricultural Public Relations Hall of Fame, Lyle Orwig and Don Lerch. You can their photos along with many others from this year’s meeting in the photo album.

Post Update: You can find the complete list of winners here:

Golden ARC Award Winners (pdf)
Merit Award Winners (pdf)

2012 ARC Annual Meeting Photo Album

Posted in ARC

ARC Tours Tea Plantation

Here’s the happy farm tour group for the 2012 Agricultural Relations Council Annual Meeting. We’re touring Charleston Tea Plantation in this photo. I learned a lot about tea production today and since they have a nice gift shop, I’ve got some American made to take home with me.

I’ve got interviews to share in the coming days. We were on a bus all day and I’m hoping to get today’s photos uploaded before our awards dinner this evening. If that doesn’t work then I’ll finish up after getting back to ZimmComm World Headquarters tomorrow.

2012 ARC Annual Meeting Photo Album

Posted in ARC

ARC Elects New Officers

The Agricultural Relations Council held its business meeting this morning. New officers were elected that include:

Mace Thornton, President, Mike Opperman, First vice President, Janice Person, Second Vice President, Rebecca Colnar, Secretary/Treasurer, Deron Johnson, Immediate Past President, Erik Ness, Director, Amy Keith McDonald, Director, Daren R. Williams, Director, Keri Geffert English, Director.

Congratulations to all of them.

The organization is nearing 100 members as it continues to rebuild. If you have not become a member, please take time to fill out the membership form and send it in. The focus is agricultural public relations and I know a lot of you work in that area. Your participation and support would be greatly appreciated!

Next year’s ARC Annual Meeting will be in Austin, TX at about this same time of the year. More on that later as plans get made.

2012 ARC Annual Meeting Photo Album

Posted in ARC

Communicating The Illinois Farm Family Message

One of the members of our first panel discussion at the 2012 Agricultural Relations Council annual meeting is Carla Mudd, Illinois Farm Bureau. She is Manager of Consumer Communication with the task of educating non-farm folks about Illinois family farmers. One of the ways she’s doing that is through Illinois Farm Families, a coalition of several Illinois farm groups.

Carla says that two very successful parts of this program are Field Moms and a Mom’s Meetup. In both of these there is a real interaction with moms who have not grown up on the farm and are willing to learn more and share their experiences which might include visiting a farm.

Listen to my interview with Carla here: Interview with Carla Mudd

2012 ARC Annual Meeting Photo Album

2012 ARC Annual Meeting Underway

The 2012 Agricultural Relations Council is underway and it is one of the largest in many years. Welcoming us today is Mace Thornton, AFBF, who is serving as President of ARC this year.

We’re inside this afternoon for presentations before going on a farm tour tomorrow that includes a visit to the Clemson Research Center. Annual Golden ARC awards are tomorrow night before the meeting concludes.

2012 ARC Annual Meeting Photo Album

ARC Board Meeting

Hello from the 2012 Agricultural Relations Council Annual Meeting. The ARC board is hard at it this morning in advance of our midday welcome and first educational session. That session will be on “Building Bridges: Farm Organizations/Consumer Outreach Panel.”

I’ll be taking some photos and doing some interviews which will be posted here on AgWired so don’t despair if you couldn’t make it.

The first photos are online and I’ll be adding to them here: 2012 ARC Annual Meeting Photo Album

Posted in ARC

Previewing ARC Annual Meeting

ZimmCast 342The 2012 Annual Meeting of the Agricultural Relations Council takes place this week in Charleston, SC. I’ll be on site starting Wednesday afternoon and will bring you all the sights and sounds that I can.

To get a preview of this year’s ARC annual meeting agenda I spoke with ARC President, Mace Thornton, AFBF. Mace says more people are attending this year which marks the third year of growth for the revitalization effort that’s underway to grow ARC into the organization that it once was. The Golden ARC Awards program is also larger with more entries this year too. Mace also points to a new element of the program – the inaugural inductees to the new Agricultural Public Relations Hall of Fame. We’ll be honoring Lyle Orwig, Charleston Orwig and Don Lerch, an ARC founder. Find out more about the program in this week’s program. If you think you still want to attend it’s not too late if you get your registration done now. If you can’t make it then check AgWired or you can also follow the conference hashtag on Twitter – #ARC12.

Post Update: The official Twitter hashtag for the ARC Annual Meeting is now: #AgRC

Listen to this week’s ZimmCast here: Preview of ARC Annual Meeting

Thanks to our ZimmCast sponsor, GROWMARK, locally owned, globally strong, for their support.

The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our Subscribe page.

First Agricultural Public Relations Hall of Fame Inductees

The Agricultural Relations Council (ARC) just announced the inaugural inductees to the new Agricultural Public Relations Hall of Fame which is sponsored by ARC and AgriMarketing Magazine. They are Don Lerch, founding member of the Agricultural Relations Council, and Lyle Orwig.

The two will be honored at the ARC Annual Meeting, scheduled for March 22-23 in Charleston, SC. The induction ceremony will be Friday evening, March 23. The board of directors of the Agricultural Relations Council (ARC) approved creation of the first agricultural hall of fame for public relations to recognize individuals for lifetime achievement this past year.

“Don Lerch and Lyle Orwig epitomize what agricultural public relations is all about,” said Mace Thornton, ARC board president. “Both men have exhibited a true dedication to agriculture and to upholding the invaluable role that professional communicators play in making our industry strong. They have helped pave the way, through example, for all of use who work in ag PR.”

Lerch was one of 20+ people who met in Chicago nearly 60 years ago to discuss improving the image of American agriculture. The end result was what today is the ARC. His 66-year career involved ag customer outreach, farm broadcasting for CBS, among others, and his own PR firm in Washington, D.C.

Orwig has spent nearly four decades involved in agricultural publishing and ag communications at numerous organizations. He co-founded Charleston│Orwig in 1992, an agency that focuses on building strong voices for agricultural brands.

“We are thrilled to recognize these winners,” said Lynn Henderson, Agri Marketing magazine publisher and award sponsor. “This new award program for ag PR professionals who have distinguished themselves and promoted this profession is long overdue.”

Golden ARC Awards Deadline Extended

For those folks just getting back into the office this week after the holidays and playing the game of catch-up, the Agricultural Relations Council has some good news. The deadline for the 2011 Golden ARC awards has been extended to on or before Tuesday, Jan. 31, 2012 at 5 p.m.

The annual competition will include nearly 40 categories for agricultural public relations activities conducted in full or partially in the year 2011. Re-instituted in 2009, the Golden ARC awards program began in 1990. The contest recognizes the stellar work created by professionals in the agricultural industry.

The format and requirements for the Golden ARC awards are similar to other leading PR awards programs, based on best practices for public relations and public affairs campaigns and tactics.

Categories fall into two divisions – Campaigns and Tactics. A student category is also available. The 36 categories reflect the broad scope of public relations and public affairs activities today, including campaigns and a range of tactics, from traditional media releases to social media.

The contest is open to both ARC and non-ARC members.

The entry fee for the first entry for non-ARC members is $300 (includes a membership fee). Additional entries are $125 each. More information is available at www.GoldenARCawards.com or at the ARC website, www.agrelationscouncil.org.

ARC Public Relations Hall of Fame Nominations Open

The Agricultural Relations Council (ARC) just announced that nominations are open for the Agricultural Public Relations Hall of Fame, a new award program honoring agricultural public relations professionals who have made lifetime contributions to the industry.

The program, sponsored by the Agricultural Relations Council and Agri Marketing magazine, will recognize its first recipients at the March 2012 ARC annual meeting in Charleston, SC. Nominations will close Jan. 15, 2012.

Nominees must be current or past members of ARC to be considered. Inductees will be selected based on criteria including:

  • Years of membership in ARC
  • Service to ARC (president, board member, committee chair, etc.)
  • Professional accomplishments/achievements in ag communications
  • Awards/Recognition in service to ag communications within ARC and also outside of the organization

Three inductees will be chosen for 2012. In future years, one or two individuals will be inducted annually. Nominations will be reviewed and chosen by a committee of ARC members.

For additional questions, please call the ARC office at: 952/758-5811. Or review the nomination form on the ARC web site at: www.agrelationscouncil.org. E-mail ARC at arc@gardnerandgardnercommunications.com.

Posted in ARC

Golden ARC Awards Entry Deadline Announced

It’s time once again to get your entries in for the Golden ARC Awards, conducted by the Agricultural Relations Council. The deadline is 5 p.m. on Tuesday, January 10, 2012.

Welcome to the 2012 Golden ARC Awards Program. Since its inception in 1990, the Golden ARC Award has come to represent the pinnacle of success in agricultural public relations. Now in its third year since re-introduction, the Golden ARC prestige will undoubtedly wow clients, employers and colleagues.

The Golden ARC Awards Program consists of two divisions, the “Campaigns Division” and the “Tactics Division.” Within each division, individual categories exist. Check out the rest of the site for more information on how you can win in 2012.

Keep the ARC Annual Mtg. on your calendar. It’s scheduled for March 21-23 in North Charleston, SC.

Posted in ARC

Ag Relations Council Offering Accreditation Training

The Agricultural Relations Council (ARC) is offering an opportunity for you career agricultural public relations professionals. ARC is one of only a few organizations that is approved to offer APR accreditation through the Public Relations Society of America (PRSA). ARC member Ken Gordon of Ashland is coordinating preparation courses to help ensure your success in earning accreditation. If interested, contact him at kdgordon@ashland.com. Ken says ARC members can join him in weekly WebEx accreditation meetings.

The classes will use the APR study guide, which is downloadable from the Universal Accreditation Board website at http://www.praccreditation.org/Forms.html. Also on the website is the application form you will need to fill out once you feel you are ready to move forward with the readiness review and the exam. Participants do not need to fill out the application or pay any fees for the classes being provided by ARC.

The classes will be scheduled on Wednesdays for 10 weeks beginning Oct. 12 and ending Dec. 21, with Nov. 23 being skipped so participants can focus on Thanksgiving. After the new year, Ken will work individually with those who have completed the class and want help preparing for a local readiness review.

Posted in ARC

ARC 2012 Spring Meeting Will Be In Charleston, SC

If you’re looking at things to put on your 2012 calendar then mark down March 21-21 for the Agricultural Relations Council spring meeting. It will be held at the Hilton Garden Inn in Charleston, SC.

The annual meeting, held in February the past several years, was moved to March by the ARC board of directors at its meeting in Fort Myers in February. “The board felt moving the meeting a month forward to late March would get us beyond most of the major mid-winter ag trade shows,” said Mace Thornton, ARC board president. “We are excited about Charleston and the move to March.”

Watch for more information from ARC on the program for the meeting. If you’re interested in serving on the program committee, please contact the ARC office at (952) 758-5811 and ask for Den or Barb.

Posted in ARC

ARC Announces Agricultural Public Relations Hall of Fame

The board of directors of the Agricultural Relations Council (ARC) has approved creation of the first agricultural hall of fame for public relations to recognize individuals for lifetime achievement. Our friends at Agri Marketing magazine are the founding sponsor of the ARC Agricultural Public Relations Hall of Fame. The first awards will be presented next year to one or more deserving ag public relations professionals.

“This new hall of fame will very simply and properly recognize legends in ag public relations,” said Deron Johnson, immediate past president of the ARC board of directors and creator of the concept. “As ARC marks its 58th anniversary in 2011, it’s a perfect time to launch a formal program that honors those who have made important contributions to the execution and advancement of agricultural public relations.”

Mace Thornton, president of the board, says ARC is the right organization to found and present this award each year. “Our mission is to serve the unique needs of public relations professionals in agriculture, food, fiber and other related industries,” Thornton says. “We are eager to recognize those who came before us and paved the way for what we accomplish today for the ag industry.”

During the organization’s annual meeting in Fort Myers, Fla., in February, the ARC board began considering a re-branded recognition program that would fold the current Founders Award into a revamped award to be presented annually by the national organization. Thus, the hall of fame concept was born.

“We are thrilled to be part of this new program,” said Lynn Henderson, Agri Marketing magazine publisher and founding sponsor of the ARC Agricultural Public Relations Hall of Fame program. “This new award is long overdue and we are excited to publicize and promote this program throughout the ag communications industry.

Thornton said a committee will be formed soon to develop criteria. This announcement is another in a series of developments over the past two years that has brought the ARC back to prominence. The ARC also recognizes creative work with the Golden ARC Award Program, also recently re-instituted by the organization.

If you’d like to serve on the committee please contact ARC President Mace Thorton or ARC Executive Director Den Gardner.

Posted in ARC

Measuring the Unmeasurable

ZimmCast 293Measuring the effectiveness of social media really is possible – if know what you want to measure and what tools to use.

At the Agricultural Relations Council annual meeting in Ft. Myers last week, we had a presentation from The Center for Public Issues Education – or simply the PIE Center – which is located at the University of Florida’s Institute for Food and Agricultural Sciences (Go Gators!). The center is only a couple years old and was established with the mission “to enhance the understanding of agriculture, natural resources, and the environment by providing research-based solutions that address societal issues and raise public and policy maker awareness.” Increasingly, that has meant the use of social media, including blogs, Facebook and Twitter so they have gotten more interested in helping agricultural groups manage, monitor and measure the effectiveness of this new communications tool.

Dr. Tracy Irani (pictured) is Development Director for the PIE Center and she talked about the rapid adoption of social media and how agriculture has become part of the conversation, like it or not. She notes that social media actually has an advantage over traditional media when it comes to measurement. “We know that most of the traditional media metrics are based on the number of eyeballs or number of listeners,” she explains. “That’s where social media has an advantage because the return can be looked at on the basis of who’s in the network, who’s actively using, viewing, posting in a social media environment.” In other words, traditional media can tell you how many potential viewers or readers you might have, where social media can show how actively involved they are by retweets, comments, messages, etc.

PIE Center Media Specialist Kevin Kent got into some of the nuts and bolts of monitoring and managing social media. He gave a list of ten social media metrics to monitor, which include SM leads, engagement duration, membership increase, activity ratio, conversions, brand mentions, loyalty, virality, and blog interaction. Kevin also talked about being specific about what you want to measure, focusing more on quality than quantity and setting goals, and the use of social media Best Management Practices – like using social media with other communications tools, limiting posts to make them easier to monitor, and engaging in conversation channels.

Listen in my interview with Tracy and Kevin here: ZimmCast 294 - PIE Center

This week’s program ends with a song from Music Alley called “All You Can Tweet” by The FuMP.

Thanks to our ZimmCast sponsor, Growmark, locally owned, globally strong, for their support.

The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our Subscribe page

ARC Meeting Highlights

Warm and sunny Ft. Myers was a wonderful place to spend a few days last week for the 2011 Agricultural Relations Council annual meeting, especially since most of us were from places that have had too much cold and snow this winter. The weather was fabulous and the program was outstanding – a great combination.

The leadership of ARC is energetic and believes that public relations for agriculture is more important that ever. “Agriculture public relations is a different kind of an animal,” said Mace Thornton with the American Farm Bureau Federation, who is the new president of ARC. “This is the organization that really specializes in bringing PR people to the table in agriculture so we can talk about common challenges and discuss strategy and tactics.”

Mace says the organization is experiencing a resurgence in popularity and membership growth, after hitting a low about five years ago. ARC now has over 80 members – twice what it had about this time last year, and Mace credits the strong support of leaders like outgoing president Deron Johnson of Rhea and Kaiser. Mace and Deron are both pictured here during the Golden ARC award ceremony. That award program is also experiencing new interest after being revived last year.

We really enjoyed a great program during the meeting, starting with a panel discussion on Florida agriculture’s water and fertilizer issues. We also heard from the University of Florida’s Center for Public Issues Education on measuring the effectiveness of social media (more on that later) and from Gary Myers, former owner of Morgan and Myers, about Strategic Thinking on PR.

After a sunset dinner cruise on Thursday night, the business meeting was held Friday morning and followed by a great tour arranged by Gary Cooper of Southeast Agnet. The group visited Worden Farms, an 85-acre certified organic family farm in Southwest Florida, and Longino Ranch, a diversified citrus and cattle operation near Arcadia. There we enjoyed a Florida cracker cowboy meal of fresh venison appetizers, perfectly grilled steaks, homemade beans and can’t-get-it-anywhere-else boiled swamp cabbage. Just mmmm, mmmm GOOD!

The ranch was a great example of diversified agriculture and environmental stewardship. Not only do they produce cattle, citrus and timber on the operation, but they also maintain a preserve for endangered gopher tortoises.

Listen to my interview with Mace about the ARC meeting here: Mace Thornton Interview

2011 ARC Meeting Photo Album