The recent surge in profitability within the agriculture sector is giving farmers and ag companies a bit of room to breath. But, Monsanto says, just a bit. Michael Doane, Monsanto’s Sustainability Team Lead says that with profitability comes responsibility: a responsibility for the agricultural climate of the future. There are big questions, Michael says, that begged to be asked, and, hopefully, answered. How do we meet the growing demand? How do farmers fit into the growing needs of the recent future? What will the world look like for our children? Will it be a world, Michael asked, that has a lot of pressure on its resource base?
“We’re going to have to produce more food on the same acres between now and 2050 then we’ve produced in the last 10,000 years combined,” Michael said. “That’s pretty substantial. That’s going to get us to twice the level of annual food production in 2050 versus today.”
Michael says responding to such demands is a responsibility that must be shared throughout the ag sector. But, he says, Monsanto is eagerly doing it’s part to help.
“This conversation about sustainability kind of hit us right between the eyes,” Michael said. “We went out and started talking to a lot of people about agriculture; and what doing more with less would look like; what would be important there.”
Ultimately, Michael says, Monsanto’s goal is to make farmers more productive and, consequently, more financially successful.
“Our goal is to make every farmer we serve better off the next year than they were the previous year,” Michael said.
And, Michael says, that goal is meant to benefit farmers all over the world.
“In developing countries we think we also need to do that,” Michael said. “So, we’ve committed to helping 5 million resource-poor farmers, who are simply trying to feed their families, do that.”
But, as much as Monsanto recognizes its role in securing the future of farming and the future of feeding the world, the Michael says finding long-term, sustainable solutions will be a team effort.
“It’s going to be the ‘we’ collectively that does this,” Michael said.
You can download and listen to Michael Doane’s entire speech at the 2008 Farm Progress Show in Boone, IA here:
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At this year’s NAMA Boot Camp, attendees got to hear from a panel of producers. One of them was Hal Swaney, Platte City, MO. Hal has a very diversified family farm with corn, soybeans, cattle and burley tobacco.
I asked him what his primary sources of information are for making buying decisions. He says that he’s very “local” minded. He buys all of his products locally and consistently from the same individuals and dealers. He says almost 100% is from personal contact. He’s a big supporter of the University Extension system and does admit to going out of state to the University of Kentucky for tobacco information.
When it comes to media here’s what he says. “I don’t use the internet whatsoever.” He says he reads the local morning paper but not for ag information. He gets plenty of farm magazines but says he reads them on an “as needed” basis and he doesn’t read all of them. He rarely ever looks at direct mail pieces.
When I asked him about his mobile phone he says that he gets an in-frequent market update.
You can listen to my interview with Hal here:
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I’m seeing new media presentations on more and more programs these days and last week’s NAMA Boot Camp was no exception. Erin Holt, Media Supervisor, Martin Williams, was on the program with a presentation titled, “Cool Interactive Ideas.” So I sat down with her to learn about her ideas when it comes to using new media for her clients.
Erin talked about new media, including blogging, podcasting, social networking, widgets and video. Her theme was “being in surprising places” and “talking to your customers in a new way that’s going to be memorable for them.” Words like Twitter are dear to her heart.
I asked her for an example of how they’ve used new media for a client and she used Pfizer Animal Health, equine division. The agency developed a desktop widget for customers called the “Frame Your Horse” widget. This was for a fly control product with parameters tied to weather and location. So those information pieces were incorporated into the widget since they’re items people want on a regular basis. Essentially, the customer can download the widget, customize it with a picture of their horse and get information they want that is mixed with a product message. They’ve had about 4,000 downloads in just over 2 months.
Getting demographic data on users is a challenge with new media. Erin says they were able to collect some data and that they view this campaign as a test case. She recommends doing some up front testing with the target group to help build confidence in the campaign direction and specific new media tool.
I asked her about client acceptance of new media and she says it’s all over the board. Some clients base judgments on their own personal media use so she says it’s the job of the agency to educate them and show the value of new communication technologies. I like her way of handling the fact that new media mechanisms usually reach fewer people than traditional media. She says the numbers are smaller but the composition is higher. You’re, “talking to fewer people, but the right people.” The number one question she gets from clients is are they getting value for their investment.
The program this week ends with music from the Podsafe Music Network. Since I just attended a swine health seminar you get to listen to “Pearls and Swine” from Drunken Prayer. I hope you enjoy it and thank you for listening.
You can download and listen to the ZimmCast here: ZimmCast 183 (14 min MP3)
Or listen to this week’s ZimmCast right now:
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The ZimmCast is the official weekly podcast of AgWired which you can subscribe to using the link in our sidebar. You can also subscribe in iTunes
According to NAMA Boot Camp committee chairman, Matt Coniglio, Fastline, this year’s event has the highest attendance since it was started 5 years ago. He says there are quite a few non-members and the attendees are with a very diverse group of companies and organizations. I know I spoke with several last night who are getting their first look at NAMA.
This year’s program features a producer panel which is kind of a mainstay element of the program. It’s taking place right now and I’ll have an interview with one of them posted later.
Matt says the committee that put this program together has for the most part been the same members for a couple of years now. He says they make a great team and that it’s a real team effort putting this event together. Matt would like to see the program be a great learning experience for more than just newcomers to agricultural marketing.
You can listen to the conversation I had with Matt over coffee this morning here:
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NAMA Boot Campers got connected tonight during the opening Speed Networking session. After a few remarks it was time to get things moving. Networking with other people in agrimarketing is probably one of the greatest benefits of belonging to NAMA in my opinion. So, what we had people do was talk to each other and see how much they could learn in 3 minutes before switching to another table.
Let’s just say this was a livelier and noisier session than listening to some old agriblogger talk with a bunch of slides. If you’d like to see what it was like then here you go:
NAMA Boot Camp has started here in KC, MO. There was a sold out tour today which I didn’t get to participate in.
I’m getting ready to head down to the opening reception that we’re (ZimmComm) sponsoring. I’ll be emceeing our Networking session tonight and you can count on the fact that the participants will hear about online social networking. I’ve got some fresh numbers on the AgWired community for example. If you look at my Twitter, Facebook, LinkedIn, Flickr, YouTube, ZimmNews, AgWired Mobile, ZimmCast, AgWired RSS subs, then I can safely say that I’m connecting with almost 5,000 people each month. Now some of them are monthly and some are daily or even more often. That doesn’t count the approximately 15,000 unique monthly visitors to AgWired either!
This didn’t happen overnight and obviously there are people in the community that get different types of communication. But all in all, I dare say it’s a pretty impressive group. At least I think you are.
So, If you’d like to promote your brand to this agribusiness marketing community then let me know how we can work together to get that done.
I’ll be opening up NAMA Boot Camp this year with some remarks on social networking, followed by a little networking exercise. I expect we’ll all know each other very well before it’s over.
It looks like NAMA’s first webinar was a success. It’s now available for download in case you weren’t able to participate.
PLEASE NOTE: YOU MUST DOWNLOAD THE WEBEX PLAYER PRIOR TO DOWNLOADING THE DIRECT BRANDING WEBINAR. PLEASE VISIT HTTPS://NAMA.WEBEX.COM/CLIENT/T26L/ATRECPLY.MSI TO DOWNLOAD THE PLAYER FIRST.
You can download the webinar by visiting http://payment.nama.org/playback.htm. (If your link is not live, you may have to cut and paste the link in your web browser.)
Thank you and we hope you can join us for our upcoming Webinar, The Confluence of Social Networking and Mobile Marketing: The Value Proposition for Agribusiness, on October 9 at 1:00 p.m. (CENTRAL TIME). For all webinar information visit http://www.nama.org/programs/webinars.htm.
The first in a series of NAMA Webinars will take place next week. Make sure you get registered today.
Direct Branding: Where Message Meets Measure
August 7, 2008 ~ 1:00 p.m. (Central Time)
Barb Murphy, President of Weyforth-Haas Marketing will present Direct Branding: Where Message Meets Measure on Thursday, August 7.
Make sure your marketing strategy, or even just your next campaign, not only inspires and supports the desired belief about your brand or product, but motivates measurable response. NAMA’s first webinar will focus on how to create the right mix of message, measure and media.
The webinar, which will cost $35, will begin at 1:00 (central time) and will last for approximately one hour.
Register now for the webinar at http://payment.nama.org/webinar.htm. You will receive a confirmation email with the log in information for the webinar.
I just got in to the Four Seasons Resort in Palm Beach, FL. Here’s the scene through my windshield on the way down the Turnpike. I saw lots of cattle and some citrus. Not nearly as much citrus as I used to see coming out of Orlando though.
I miss palm trees and humidity. They think it’s humid in Missouri but . . .
Tomorrow I’ll be speaking at a lunch meeting for FFAA and the Florida NAMA chapter. I was a charter member of the Florida Chapter and am a past President. It was while I was a member down here that I got a NAMA award from Rex Parsons. For those of you who know of him, you’ll understand why I cherish that award.
If you’re used to going to the NAMA Agribusiness Forum or already have it penciled in on your calendar then make a correction. It’s now the Trends In Agriculture. To learn why and what it means I spoke with Kenna Rathai, KBR Communications this morning. The meeting will be held, November 11-12 at the Hyatt Regency Crown Center in Kansas City. The conference logo was designed by Beth Burgy and her buddies at Broadhead+CO. Why the name change? “We wanted to re-energize our fall meeting and felt that by focusing on trends in our industry, we could keep the information fresh, interesting and exciting each year,” according to Kenna Rathai, KBR Communications and chair of the Trends in Agriculture committee.
This year, Trends in Agriculture will focus on rural lifestylers, which is a significant growth market for many NAMA members. Sessions will cover some of the new research on this target audience, digging into their purchase drivers and motivations, and a panel will discuss their successes and pitfalls in marketing to rural lifestylers. There will also be speakers outside of agriculture who have faced similar challenges in shifting some of their focus to capturing a new audience in a changing marketplace. Stay tuned to the NAMA e-News for the latest information on the fall Trends in Agriculture meeting.
The program this week ends with music from the Podsafe Music Network. Since we’re talking trends, you get to listen to “Trendsetter La La La” from Love=Action. I hope you enjoy it and thank you for listening.
You can download and listen to the ZimmCast here: ZimmCast 178 (11 min MP3)
Or listen to this week’s ZimmCast right now:
Audio clip: Adobe Flash Player (version 6 or above) is required to play this audio clip. You also need to have JavaScript enabled in your browser.
The ZimmCast is the official weekly podcast of AgWired which you can subscribe to using the link in our sidebar. You can also subscribe in iTunes
I just joined the NAMA Facebook Group. It was started by Erin Koglin, Michigan State University and already has 161 members.
As she describes it, “For all those of you who are members, were members, or just support members of the National Agri-Marketing Association! Go NAMA!”
If you’re looking ahead at your travel plans then don’t forget about NAMA Boot Camp.
ZimmComm New Media/AgWired is a sponsor again this year. We’ll be sponsoring the opening reception/session on Speed Networking. Good networking skills are essential and in case you don’t know how to introduce yourself and exchange business cards, you’ll have a chance to learn how and practice. Additionally, you’ll hear about online social networking. As if you don’t already do that. Right? If not, then you’d better show up. I define speed networking as how fast your internet connection is!
A very good time was had by all who attended yesterday’s Gateway NAMA Happy Hour, including our President, Lance Burditt, Osborn & Barr.
Before things got too happy I interviewed a variety of those in attendance. Lance starts out by explaining that our chapter has been a little lax lately and this event was a way to try and get things moving again.
You can listen to all the participants here:
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This is the site of this evening’s Gateway NAMA social hour. I’m in a little early after getting reunited to my Mac. I missed this keyboard the last 2 days but he’s all cleaned up and ready to rock and roll on the agriblogging highway.
Like other NAMA chapters, Gateway, is trying to develop some new momentum and what better way than a party at a sports bar? Unfortunately, some of us have a 2 hour drive later. But that’s okay.
So I’m the first to arrive. That’s not new. But I’m not going to be the last to leave.
Country Clover is a new CD made by the National 4-H Council. It’s “Songs From Famous 4-H Alumni” featuring artists like Sugarland, Dolly Parton, Reba McEntire and many more. I got a copy when I interviewed Anarosa Garcia, Corporate Development Manager, National 4-H Council, at the recent NAMA Convention. Proceeds from the sale of the CD will benefit the activities of 4-H.
Anarosa tells us about 4-H today and how they’re continuing to have strong membership with a goal of adding about 1 million youngsters. You can hear all about the organization and Clover Country in the following video interview.
This is one in a series of interviews we conducted in partnership with AgriMarketing Magazine and exhibtors in the NAMA Connection Point.
The Iowa Chapter of NAMA is going to be busy in June with Johnston Green Days, June 19-22. Here’s some details from the Des Moines Register.
Another new event is the Farm Olympics, sponsored by the National Agrimarketing Association’s Iowa chapter. Roxi Beck, a spokeswoman for the association, said the event will feature several stations designed to help children and adults understand the link between the food on their plate and agriculture.
“We want to help connect the dots to show people where the food they find at the grocery store comes from,” Beck said. “Kids can ride a pedal tractor through an obstacle course, see how much fruit they have to press to fill a glass with juice, and dress up in overalls and other farm clothes. We’ll have a trivia contest and lots of other family-friendly activities.”
Donations will be accepted at the Farm Olympics site just behind the Bill Riley stage, and proceeds will benefit the Iowa FFA Foundation and Farm Safety 4 Just Kids, Beck said.
There’s no admission charge to the beer garden in case you were wondering.
Another one of the booths I visited at the recent NAMA Convention Connection Point was Fastline. Participating in this interview are Bill Howard, Publisher, Matt Coniglio, National Accounts Manager and Joe McWilliams, VP Sales and Marketing. Learn all about the company and publication. They’re celebrating 30 years this year!
This is one in a series of interviews we conducted in partnership with AgriMarketing Magazine and exhibtors in the NAMA Connection Point.
During the recent NAMA Convention I visited with Bob Van Voorhis, Associated Ag Publications. In the following interview with him we talk about who they are. They’re connected with Farm Bureau and Bob discusses why that relationship is special. Bob also talks about their coverage and audience using words like, “ruralpolitan.”
This is one in a series of interviews we conducted in partnership with AgriMarketing Magazine and exhibtors in the NAMA Connection Point.
The Farm Progress Show is underway and the weather is beautiful. Chuck and Laura will be contributing to the photo album this week.
Aggie Lancer
Laura McNamara interviewed Aggie-Lance creator and founder, Mark Jewell.
They talk about the new company and what Mark's trying to do which includes providing an online opportunity for companies to connect with free lancers.
The recent surge in profitability within the agriculture sector is giving farmers and ag companies a bit of room to breath. But, Monsanto says, just a bit. Michael Doane, Monsanto’s Sustainability Team Lead says that with profitability comes responsibility: a responsibility for the agricultural climate of the future. There are big questions, Michael says, that begged to be asked, and, hopefully, answered. How do we meet the growing demand? How do farmers fit into the growing needs of the recent future? What will the world look like for our children? Will it be a world, Michael asked, that has a lot of pressure on its resource base?
and 
At this year’s NAMA Boot Camp, attendees got to hear from a panel of producers. One of them was Hal Swaney, Platte City, MO. Hal has a very diversified family farm with corn, soybeans, cattle and burley tobacco. 
I’m seeing new media presentations on more and more programs these days and last week’s NAMA Boot Camp was no exception. Erin Holt, Media Supervisor, 
I asked her for an example of how they’ve used new media for a client and she used Pfizer Animal Health, equine division. The agency developed a desktop widget for customers called the 
According to NAMA Boot Camp committee chairman, Matt Coniglio, 
NAMA Boot Campers got connected tonight during the opening Speed Networking session. After a few remarks it was time to get things moving. Networking with other people in agrimarketing is probably one of the greatest benefits of belonging to NAMA in my opinion. So, what we had people do was talk to each other and see how much they could learn in 3 minutes before switching to another table.
NAMA Boot Camp has started here in KC, MO. There was a sold out tour today which I didn’t get to participate in.
It looks like NAMA’s first webinar was a success. It’s now 
I just got in to the Four Seasons Resort in Palm Beach, FL. Here’s the scene through my windshield on the way down the Turnpike. I saw lots of cattle and some citrus. Not nearly as much citrus as I used to see coming out of Orlando though.
Why the name change? “We wanted to re-energize our fall meeting and felt that by focusing on trends in our industry, we could keep the information fresh, interesting and exciting each year,” according to Kenna Rathai, KBR Communications and chair of the Trends in Agriculture committee.
I just joined the 
A very good time was had by all who attended yesterday’s 
This is 
The Iowa Chapter of NAMA is going to be busy in June with 
Laura McNamara interviewed Aggie-Lance creator and founder, Mark Jewell.
