2/25 Afternoon

EASE Conversation with Consumers

The 2012 Professional Development Conference wrapped up this afternoon after hearing from Rodger Wasson of the U.S. Farmers and Ranchers Alliance (USFRA). Rodger shared his organization’s dedication to starting conversations with consumers and educating the consumer about where their food comes from.

ACT members were able to contribute to a group discussion about how we ourselves communicate about agriculture and start conversations with consumers. Wasson said that as agricultural communicators, we are different and that “our conversations can change opinions.”

A major component of the USFRA are the “Food Dialogues.” This venture aims to pair together farmers and ranchers with American consumers in an effort to start conversations and educate the public.

Rodger encouraged ACT members to “EASE” into conversations with consumers. By using the “EASE” method, we Engage with consumers, Acknowledge our similarities and differences, Share our story and Earn trust. This is a method we can all use when we get ready to start conversations with consumers.

We wish all the attending chapters a safe ride home and we look forward to seeing you in Albuquerque for the Agricultural Media Summit this August!

2/25 Morning

Authenticity from Social Media

In one of the breakout sessions Nathan Smith,  the field editor for the Texas Farm Bureau (TFB) Public Relations Division, spoke with ACT members about social media. Here are some of the key points from his presentation:

• Social media offers the same raw authenticity as Texas or Red Dirt music
• We in agriculture must fight fire with fire in reference to efforts done by groups like HSUS and PETA
• Social media is about “cultivating relationships”
• We need to establish relationships with farmers and ranchers to get them active in social media
• Without establishing those relationships it will be hard to move forward
• Events like Food Checkout Week have helped to start conversations
• Social media pictures speak more than static talking points like safe food or affordable food
• TFB is currently getting involved with Pinterest
• TFB’s focus is on Facebook
• Farmers and ranchers will continue to need our help in communicating their message even with the emergence of social media

Here is a video Smith shared with the group called “Is It Local?” 

2/24 Evening

All Things Prim and Proper

The second day of PDC ended with a trip to the American Wind Power Center and Museum. There, we had a Texas brisket dinner and heard from Livestock Publications Council Executive Director, Diane Johnson. Johnson discussed how to conduct ourselves during a business dinner.

From multiple place settings to manners, we learned the dos and don’ts of dining etiquette. Johnson stressed how we would be out of college soon and would be entering the “real world.” She said that we need to think about the impression we give as young professionals.

The advice we learned goes well beyond table manners. We can utilize these same principles as we interact with others and tell agriculture’s story. Often times we only have one shot to make that good impression and by utilizing Johnson’s techniques, will help us make those positive connections to further our industry.

Take a look at the pictures from the evening.

2/24 Afternoon

Viewing American Ag History

For one of the tours, ACT members were able to view a piece of Lubbock history. The American Museum of Agriculture started with Alton Brazell’s collection of antique tractors and farm equipment and has grown into something much more. The 34,000 square foot museum, which is not even open to the public yet, will serve as a look back in time for visitors. Showcasing everything from quilts to pedal tractors and fully refurbished tractors, the museum has something for everyone. The multi-stage, five-year project will serve to both educate and entertain community members of all ages.

The funding drive for the project began in 2001 when the city of Lubbock agreed to provide 25 acres of land if 1 million dollars could be raised. Learning the true power of marketing, ACT members were surprised to hear that through the capital campaign, 1.3 million dollars were raised. In addition to the exhibit building, there will be a rental space, agricultural literacy building and another exhibit area added within the next four years.

For more information on the museum and its progress, to plan a future visit or even to donate pieces, visit http://www.agriculturehistory.org/

2/24 Afternoon

Getting to Know Vino

ACT members were able to visit the Llano Estacado Winery during an afternoon of area agricultural tours at the Professional Development Conference.  Students toured the facility and learned about the winemaking process, followed by a tasting of the Llano Estacado wine for those 21 and older.

Llano Estacado was started by a Texas Tech horticulturalist, Bob Reed, on the Texas Tech campus. Eventually, the operation moved out onto the plains and continued to grow into an award winning winery.  Since the winery began in 1971, Llano Estacado has added different varietals and has grown a loyal following across the Plains.

Llano Estacado produces about 220,000 cases of wine per year of both red, white and fortified wine. The 21 and older members on the tour got to taste the chenin blanc, Viva Rosso sparkling wine, shiraz, malbec and a desert wine.

Touring the winery showed ACT members a different type of agriculture than most of us are used to. Being reminded of the different types of agriculture shows us all the different ways we can be involved with advocating for the agriculture industry and getting more people interested in agriculture.

Check out our pictures from the winery tour.

2/24 Afternoon

High Cotton

The Plains Cotton Cooperative Association (PCCA)  Mill in Littlefield, Texas is the largest facility of its kind in the country.  Here is some interesting information ACT members learned during their visit to the plant:

• 10,000 farmers are members of PCCA
• They grow cotton in Kansas, Oklahoma and Texas
• Each year the plant produces over 26 million pairs of jeans
• PCCA markets 2 to 5 million bales of cotton per year
• At the Littlefield facility 150,000 bales of cotton are used each year
• A bale of cotton weighs anywhere from 400-500 lbs. each
• Each bale of cotton receives a bar code to track it back to the farm and producer
• The bar code contains information like the acreage, location, years farming, etc.
• Largest cotton mill in the country
  

  Big Tex's jeans?

• It is a vertically integrated mill
• Blends of cotton to produce denim are based on length, maturity, color and the cleanliness of the cotton
• The plant produces 100,000 yards of denim per day
• Over 200,000 lbs. of cotton are used each day
• Each pair of jeans takes 2 lbs. of cotton to make
• Jean threads are green at first and turn blue once introduced to oxygen
• The plant singes the denim with fire to burn off excess threads

 

Check out our Facebook pictures from PCCA tour.

2/24 Morning

Texas Legend Speaks with ACT

The second day of the 2012 Professional Development Conference started off at the National Ranching Heritage Center.

Here ACT members met with one of Texas’ legends, Wyman Meinzer, the official state photographer and a Texas Tech alum.

Meinzer gave members a “glimpse of Texas” as he showed his photo project, Under One Fence: Legacy of the Waggoner Ranch. A photo documentation of the 525,000 acre Waggoner Ranch located near Vernon, Texas.

As he visually gave us a tour through the Badlands in Davis to the waters of Wichita, Meinzer shared his photography skills and knowledge of Texas history.

Check out Wyman’s video,“West Texas,” featuring his photos from the Waggoner Ranch at this link. Also friend him on Facebook to get photography tips.

For more coverage check out our pictures of the Wyman Meinzer presentation on Facebook.

2/23 Evening

Welcome to Lubbock

Most of the chapters have made it into “the Hub City” where more than 140 ACT members will be in attendance for PDC.

Students mingled at a pizza dinner tonight sponsored by the Texas Tech University’s College of Agricultural Sciences & Natural Resources.

After everyone was done chowing down members of the Texas Tech ACT chapter addressed the conference about the upcoming events over the weekend.

To conclude the night students mingled in a “speed networking” setup with rows of chairs positioned across from one another in order to have face-to-face conversations and get to know members from the various chapters across the nation.

For more coverage check out our pictures on Facebook.

2/19 Evening

What should I wear at PDC?

Already packing for PDC? Can’t decide what to wear?  To help you make those packing decisions, here is a list of suggested outfits to wear for each day:

• Thursday night – casual, “school spirit” (pizza will be provided at the hotel)
• Friday – business casual (The denim mill tour location requires closed-toed shoes)
• Friday evening – nicer casual for the dinner (you will have time to change after the tours)
• Saturday – business casual
• Saturday night – The evening is free so wear whatever you want to explore Lubbock in.

The weather can change pretty rapidly on the High Plains, so be sure to pack accordingly. Temperatures for next week appear to be around 60 degrees Fahrenheit for the high and near freezing for the low.

Be sure to bring your boots as there are a few country singers in town on Saturday night including Bleu Edmondson with opening act No Dry County at The Blue Light Live while Cody Johnson will play before headliner Kyle Park at Wild West.