2010 Annual report and strategic plan for Arkansas Farm Bureau

a Strategic Plan for 2 0 1 1 – 2 0 1 5

feeding the

future

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feeding the future

By Randy Veach, Arkansas farm Bureau President

Table of Contents

I Feeding the Future page 3

The Beginning page 4

The Path Forward page 7

Changing Consumers page 8

Changing Technology page 11

Changing Agriculture page 13

Strategic Plan page 14

Board of Directors page 15 2

have never felt more encouraged about the future of Arkansas Farm Bureau than I do today.

That statement, no doubt, strikes many as unnecessarily bold.

But when you have felt the energy and experienced the deep thought that was poured into this organization’s Strategic Plan, it’s relatively easy to make bold statements.

The Arkansas Farm Bureau state board of directors first gathered for discussion about a revised Strategic Plan last March at the Winthrop Rockefeller Institute on Petit Jean Mountain, a striking setting for important work.

The serious undertone in the meeting room that day was felt by all involved. In fact, you could sense the passion and support for Farm Bureau from those seated around you. The theme of Feeding the Future of Arkansas Farm Bureau was cast that day.

Much work came after that initial meeting — including interviews and surveys with members, county leaders and employees, as well as an exhaustive scan of the environment surrounding the organization by a blue-ribbon committee of dedicated employees. But the cornerstone for the Strategic Plan was set that day. The board and members of the organization’s senior management team were asked two penetrating questions: ‘what are the core values of Arkansas Farm Bureau?’ and ‘how would Arkansas be different if

Farm Bureau did not exist?’

The first question hit so close to home with the board that immediate answers rolled forward: integrity, service, grassroots, God and country, ag-focused, honesty, community involvement — all part of a laundry list of more than 50 core values of the organization.

The second question — how would Arkansas be different if Farm Bureau did not exist? — caused a bit of pause. Most in the room that day had never considered an environment that did not include Farm Bureau. The answers to that particularly challenging question were somewhat somber: no organized voice for agriculture, less favorable laws and regulations, rural Arkansas would suffer, a further demise of the family farm, more governmental control over farms.

It was then that the importance of a strategic plan was

validated. Those in that group that day were united in the belief that Farm Bureau had a clear role to play in the future of our state, and to our members, and committed to defining a plan that would ensure the long-term viability of Arkansas Farm Bureau.

Those of you who have seen the “Unity of Purpose” video that was commissioned for the 75th anniversary will recall the deep connection to Arkansas Farm Bureau that was captured for posterity’s sake. The men and women featured in that documentary spoke of the lasting impact Farm Bureau had on their lives, and even on the history of our state.

Our charge is to make the next 75 years as meaningful to our state, and our members, as the past 75 years. That is no small task.

You now have the ultimate details of the plan, along with a bit more about the process behind the Strategic Plan.

As you look at the plan, know this: your state board of directors has a vision for the future of this organization. That vision uses the 76-year history of the organization as a launching point, but propels the organization well into the future as well.

I appreciate the confidence you have placed in me, and your state board of directors, to Feed the Future of Arkansas Farm Bureau. I hope you, too, are encouraged about the future of this valuable organization.

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“the “The beginning is the most important part of the work.” Plato, (BC 427-BC 347)

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pon completion of a five-year Strategic Plan that was rolled out in 2005, it was imperative that Arkansas Farm Bureau leaders include Plato’s thought in the construction of an updated Strategic Plan.

Fully aware that a journey to success begins with a single step — though cautious that a journey to nowhere also starts with the same — the organization’s first step was to empanel a blue-ribbon committee to start a thorough review of the organization’s work. This 10-member committee was comprised of staff representing each department and reflected a full range of 4

experiences within the organization.

The committee’s role — defined by Dr. Karen Ballard, director of program and staff development for the University of Arkansas Division of Agriculture’s Cooperative Extension Service — was to “scan, analyze and interpret.” In other words, the committee was to scan for data and trends that could impact the Farm Bureau family. Evaluating the external and internal factors was designed to help the organization understand its current and future roles, more clearly analyze the issues that could affect the data available and more wisely interpret all the available data. This information was designed

to identify areas of likely change while the strategic plan was being implemented. Dr. Ballard challenged the committee members to think far beyond their normal work boundaries, and to consider best (and worst) case scenarios for the organization.

The committee grouped its findings into four primary categories that reflect the bulk of their study: technology, membership, agriculture and the economy, and public opinion.

Input was compiled from online and telephone surveys, as well as individual interviews with employees, county leaders and state board members. Specific efforts were made to ensure secure the input of women and younger members in order to ensure gender and generational differences were reflected in the data. This significant

collection of data, representing a diverse set of grass-roots feedback, was invaluable in shaping the organization’s current and future role in support of its members and Arkansas agriculture.

The survey results and committee findings were provided to the Arkansas Farm Bureau state board of directors, who evaluated this information while defining the organization’s priorities.

The complete engagement of the state board was critical to the success of this process, and reflected their commitment to the ongoing success of Arkansas Farm Bureau.

The result of that six-month process is presented to the membership today as a roadmap for the activities of the organization over the next five years. These strategic priorities reflect a deep sense of caring by those involved in the process.

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ny successful organizational year is dependent on a good, well thought out, long-range plan.

Arkansas Farm Bureau Federation’s success this past year was the result of the completion of a five-year Strategic Plan. Our success in the coming years will be based on the foundation provided by a new Strategic Plan.

Lightning-fast changes in technology are challenging Farm Bureau to remain relevant to its members and its agricultural mandate, while providing consumers with the committee identified finger touch informathree major factors that farm tion on food, fiber and Bureau must address: fuel products and their origins.

1. Consumers are changing; These are exciting 2. technology is changing; times that harken back to Farm Bureau’s early days 3. Agriculture is changing. when other technological revolutions — rural electrification and telephone service — were of critical focus to the organization.

A team of Arkansas Farm Bureau employees identified the primary challenges facing our continued success during the next five years. The committee identified three factors that underpin the environment surrounding the organization: 1. Consumers are changing; 2.

Technology is changing; and 3. Agriculture is changing. Single events don’t define these changes. They’re now a fluid, ongoing process that requires constant vigilance and adjustment for us to remain in touch with our members and the general public.

At the forefront of every discussion about the future of Arkansas Farm Bureau was the membership, the almost 220,000 families who represent the purpose of the organization.

Our membership challenges us to regularly deliver on our mission statement: 1. Advocate the interests of agriculture in the public arena.

2. Disseminate information concerning the value and importance of agriculture.

3. Provide products and services, which improve the quality of life for our members.

The purpose of this Strategic Plan is to define the path forward.

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Consumers

The public’s the attitude toward farmers is mostly positive but most people don’t believe that “mainstream” farming is really farming.

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he desires of consumers are ever changing, but often in the most imperceptible ways. One day a product or business sector is without fault. The next, whether true or not, a product or business sector is fighting for its life to offset aspersions cast on it by those with different agendas attempting to influence consumer attitudes and spending.

Consumer attitudes change.

There are so many food, fuel and fiber choices now. Which foods are the healthiest choices? Is it environmentally

friendly? Bio-fuels or traditional fossil fuels? Naturalfiber clothing or man-made?

The choices and information (and misinformation) surrounding these choices is almost endless. And all relate to farming in some way.

During the past five years, animal welfare and food propaganda efforts have led to these issues now being a part of mainstream America’s conscience. Few occupations enjoy the public’s acceptance and goodwill as much as that of a farmer. Red barn, plump black and white dairy cows lazily grazing in rolling

green pastures, replete with a farmerpastures, green in overalls, replete make with up a the sunny, farmer in overalls, bucolic image make up that many the sunny, havebucolic of a farm. image Those that days ofhave many great-grandfather’s of a farm. Those farm of days are,great-grandfather’s for the most part, long gone. farm are, for However, the mostinpart, the last five long gone. years, However, others’othagendas would ers’ agendas have would youhave believe that believe you farmingthat has farming taken on a cold,taken has impersonal on a cold, toneimperand denigrate sonal toneits and ever-increasing denigrate its efficiency by using ever-increasing efficiency terms like by “factory” using terms and like “industrial,” “factory” or demonize and “industrial,” farmingorasdemonenvironmentally ize farming unfriendly as environmenand some of itsunfriendly tally livestock practices and someas inhumane. of its livestock The practices emotionally as focused propaganda inhumane.

The emotionally of such groups never focused propaganda addresses of such world

A recent study shows 85 percent of U.S. consumers have bought green products, and nearly all of them plan to continue doing so.

groups never hunger and theaddresses monumental world human suffering hunger and the monumental starvation causes. suffering starvation human causes.

Agriculture’s relevancy to a growing Agriculture’s world relevancy populationto ahas growing never been worldmore population important.never For every fed in has been mouth more importhe United tant.

For every States mouth

by Amerifed in can United the agriculture, States19bymore Ameripeople can agriculture, are fed worldwide 19 more by those efforts. people are fedThe worldwide efficien-by cies improving those efforts. The agriculture efficienduring cies improving the past century agriculture are staggering during the past in thecentury benefits are provided worldwide. staggering in the benefits However, the public’s provided worldwide. perception Howof agriculture ever, the public’s is “aperception mile wide andagriculture an inch deep” thewide sayof is “aas mile ing goes. and an inch Recent deep”success as the sayof books ing goes. andRecent films like success “Food, of Inc.,” “Fast books and films Foodlike Nation,” “Food, “King“Fast Inc.,” Corn”Food and the Nation,” “Omnivore’s “King Corn” Dilemma” and theshould “Ombe a wake-up nivore’s Dilemma” call that should not everyone be a wake-up holds call farming that not in high regard. everyone holds farming in These are not fringe high regard. works.

These These are not are fringe mainstream, big budget, works.

These money-making are mainstream, productions. big budget, money-making “In Defense of productions.

“InatDefense Food” debuted No. 1 onof the Newdebuted Food” York Times at No.hard1 on cover, non-fiction bestseller the New York Times hardlist. “Food cover, non-fiction Inc.” received bestseller an Academy list.

“FoodAward Inc.” received nomination an for Best Documentary Academy Award nomination Film.

Public for Bestopinion Documentary is fickleFilm. and easily swayed, Public opinion whether is fickle and by currentswayed, easily events or whether deliberativeby ly manipulative current events orpropaganda deliberativepieces. ly manipulative The public’s propaganda attitude toward The pieces. farmers public’s is mostly attitude positive,farmers toward but most is mostly people don’t believe positive, but most that “mainpeople stream” don’t believe farming thatis“mainreally

stream” farming farming.

We in agriculture is really are not always farming.

We in effective agriculture at shaping are not always the argument effective against at misguided shaping thethinking. argument against misguided At the same thinking. time, we in theAt agricultural the same time, community we in the need to shedcommunity agricultural our misconcepneed tions to shed about our misconceptions environmentalists or the environmentalists “green” movement. about or The“green” the “tree-hugging, movement. dopeThe smoking hippie” “tree-hugging, sandal-wearing image of an environmentalist hippie” image of an is aenvironfringe stereotypeisata best mentalist fringe and stereotype not indicative mainstream at best andof notthe indicative of consumer the mainstream who now consumer identifies themselves who now identifies as an active them-part of the green selves as an active movement part ofand the showsmovement green it through and theirshows pur- it chasing their through decisions. purchasing A recent decistudy shows sions.

A recent 85study percent shows of U.S. 85 percent consumers of U.S. have consumers bought greenbought have products, green andproducts, nearly all of them and nearly plan allto ofcontinue them plandoto ing so. The continue doing green so.movement The green is mainstream movement is mainstream and here toand stay and here to stay notand as radical not as radical as we may as wethink. may think.

As part of its new fiveyear Strategic Plan, Arkansas Farm Bureau plans to disseminate information by developing and implementing a comprehensive, consumerfocused communication strategy to address these kinds of of issues. issues.

It’sIt’s important important forfor such asuch plana to plan be to vigilantly be vigilantly aware aware of societal of societal shifts and shifts flexible and flexible to enough enough adapt to and adapt respond and respond to them while being to them while being propro-active active in telling in telling agriculture’s agriculture’s We story. story. will Wealso willdiversify diversify and increase our efforts to improve consumer support for farm and ranch issues.

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Technolog

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ew things have changed as rapidly as the recent revolution in communications technology and its various ways to disseminate information.

Leading that change is the meteoric rise of the phenomenon known as “social” media. As little as five years ago, the term itself and corresponding words like Facebook and Twitter were relatively unknown or didn’t exist at all. Now, 60 percent of Americans use it, and this form of communication and its avenues of dissemination is a driving force in the information-gathering world, providing a major tool for organizations like Arkansas Farm Bureau to establish and develop relationships with its members and potential members. Will this technology still be actively in use in five years; or already replaced by newer more provocative communications tools?

The primary delivery system for all of the newest communications tools is the Internet. Unfortunately, Arkansas’ Internet access and use statistics are close to dead last compared to the rest of the country. Nearly 30 percent of Arkansans have never used the Internet. Arkansas ranks No. 49 out of the 50 states in the number of adults online.

Of this group, 47 percent are people greater than the age of 60. However, nationwide, the use of the Internet continues to grow throughout all age groups, and Arkansas Farm Bureau wants to make sure Arkansans have the same opportunity to be a part of that growth.

Increasing affordable access to the Internet for Arkansans is important. The Internet is the foundation for a growing number of small business launches, as well as providing new opportunities to already-established businesses.

Its availability, along with a potential workforce familiar in its use, is crucial to attracting businesses to Arkansas. The Internet is also the host to an ever-increasing number of educational and training opportunities. Its use for quickly sending recordkeeping data to support agencies

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nearly 30 percent of Arkansans have never used the internet. Arkansas ranks no. 49 out of the 50 states in the number of adults online.

within the agricultural community will continue growing. Arkansas cannot afford to be at the bottom when it comes to use of the Internet.

As part of its new five-year Strategic Plan, Arkansas Farm Bureau is making availability of high-speed Internet (also known as broadband) one of its priorities for rural Arkansas. Fiftyone percent of Arkansans presently don’t have broadband service. Not only is it important to have affordable access to and a technologically savvy population for the reasons mentioned above, it’s also crucial to Farm Bureau’s agriculture advocacy efforts as we tell agriculture’s story to the public.

The Internet is crucial to reaching our members and attracting new leadership to engage them on behalf of agriculture advocacy. The Internet allows farmers to effectively influence agricultural policy from a rural Arkansas field, it helps a school teacher educating students about where their food comes from, or it helps a shopper with a “smart” phone at the local grocery store wanting to know details about food choices. It’s a powerful tool and one that is revolutionizing life, much like when the first power poles went up along rural backroads. The Internet’s accessibility, affordability and ease of use are essential to continued growth in agriculture, Arkansas’ economy and the education of our state’s people.

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In 2007, farms with more than in $100,000 in sales accounted for 16 percent of the state’s number of farms and 92 percent of the state’s production value.

s much as consumer desires and technology are changing, agricultural, itself, is also changing. The size of farms in Arkansas is changing -—and and in ways that might surprise someone not close to the business. The land base in Arkansas devoted to farming has decreased by 1.2 million acres (7 percent) during the last 30 years. However, the percentage of smaller farms in Arkansas has grown. In 1978, 60 percent of Arkansas farms were less than 180 acres. Today, 70 percent are smaller than 180 acres. However, the number of large farms (more than 1,000 acres) has increased by only 163 farms during the past 30 years.

Yet, it’s those big farms that are the driving force in providing the production value for the state’s No. 1 revenue-producing business sector. Farms with more 1than revenue $100,000 producing in sales represent only 16 percent of the state’s number of farms but produce 92 business sector. percent Large of its agricultural income. Those large-scale efficiency farms are the(those farms ones producing with enough to helpthan more feed$100,000 the world, in while the growing sales) represent numberonly of smaller 16 farms producesofproducts percent the state’s for the popular “locally of number grown” farmsmarket. but Farm Bureau’s92 produce challenge percent is of to effectively represent its agricultural the smaller income. farm growing for theBureau’s Farm local farmers’ chal- market, as well asisthe lenge to effectively large-scale efficiency farms thatthe represent ship small their product overseas, growing farm as well asfor nationally. the How important local farmer’s is farming market,to Arkansas?

Agriculture as well as theand largeagriculture-related businesses scale efficiency makefarms. up 17 percent of the state’s How important economy is and provides jobs to one farming to Arkansas? out of every six Arkansans.only Not Not isonly it the is agriculture state’s the state’s biggest biggest incomeincome producer, producer, Arkansas Arkansas is one of is one the few of the states fewwhere states average where average farm farm income income exceeds exceeds average average non-farm non-farm business business income. income.

It’s important that Arkansas Farm Bureau continue to get the message out about the importance of farming to Arkansas’ economy and the importance of farming to every to every Arkansan’s Arkansansdaily dailylife. life.

AsAspart partofofitsitsnew newfive-year five-yearStrategic StrategicPlan, Plan, Arkansas Arkansas Farm Bureau will serve as a credible and effective advocate for Arkansas agriculture, representing and enhancing the public image of farmers and ranchers. Our success will depend on recruiting, involving and preparing farmers and ranchers to actively participate in all areas of Farm Bureau.

Whether its consumers, technology or agriculture, change seems to be the major constant in all three areas. Arkansas Farm Bureau is empowered by its successes during the past year and excited with the implementation of its new five-year Strategic Plan as it takes on the challenges that lie ahead for feeding the future.

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feeding the future Arkansas farm Bureau federation’s Strategic Plan for 2011-2016 Advocacy 1. We will expand our use of technology to reach and involve our members and to attract and engage new leaders in our advocacy efforts.

2. We will utilize technology to advance our positions in the public policy arena.

3. We will serve as a credible and effective advocate for Arkansas agriculture, representing and enhancing the public image of farmers and ranchers.

4. We will diversify and increase efforts that improve consumer support for farm and ranch issues.

5. We will recruit, involve and prepare farmers and ranchers to actively participate in all areas of Farm Bureau.

1. We will develop and implement a comprehensive, unified communication strategy targeting our membership.

2. We will develop and imple-

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3. We will continually seek and utilize new technologies to deliver an effective communication program to our members and the general public.

4. We will provide education and training to equip leaders, staff and others to support the mission of the organization.

Products and Services 1. We will adopt effective technology applications to expand membership acquisition, communicate the value of membership and increase access to products and services.

2. We will work to improve availability of technology in rural areas and provide education on technology utilization.

3. We will gather data on our membership to better serve their needs.

4. We will identify and offer products and services that enhance the value of a Farm Bureau membership.

Front Row (from left): Richard Armstrong, Ozark; Allen Stewart, Mena; Tom Jones, Secretary/Treasurer, Pottsville; Rich Hillman, Vice President, Carlisle; Randy Veach, President, Manila; Ewell Welch, Executive Vice President, North Little Rock; Susan Anglin, Bentonville; Sue Billiot, Smithville.

Middle Row: Jon Carroll, Moro; Bruce Jackson, Lockesburg; Gene Pharr, Lincoln; Mike Freeze, England; Matt Simon, Conway; Todd Dutton, Star City; Johnny Loftin, El Dorado.

Back Row: Terry Dabbs, Stuttgart; Mike Sullivan, Burdette; Troy Buck, Alpine; Leo Sutterfield, Mountain View; Rusty Smith, Des Arc; Joe Christian, Jonesboro.

2010 Board

Dissemination of Information

ment a comprehensive, consumerfocused communication strategy.

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Arkansas Farm Bureau Federation www.arfb.com www.facebook.com/arkansasfarmbureau twitter.com/arfb www.youtube.com/arkansasfarmbureau