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The eyes of the storms brought them through our most productive agricultural land. Hurricanes Charley, Frances, Ivan and Jeanne did their best to put Florida’s farmers and ranchers out of business. Generations of hard work were nearly wiped from the face of the earth by their fury. But the same dedication that built Florida’s farming heritage will also be the catalyst for rebuilding this proud industry. I know that the men and women of Florida agriculture are up to the challenge. We’re used to dealing with challenges and we will be back. Producing 280 different commodities that include everything from the high profile industries of nursery crops, citrus, vegetables, dairy, horses and cattle to the smaller, lower profile industries like clams/shellfish, tropical fish, sod, wildflowers, hogs, honeybees and timber, we are one of the most agriculturally diversified states in the nation. Florida ranks ninth in the nation in terms of agricultural production. That equates to $6.9 billion in cash receipts for our producers and an overall impact of $62 billion on the state’s economy as a whole when you factor in the jobs and businesses that depend upon a vibrant agricultural sector. The Florida Department of Agriculture and Consumer Services estimated that agricultural damage exceeded $2 billion from the storms. Without the federal disaster assistance President Bush and our congressional delegation provided, many of you would face an uncertain future that could have jeopardized your long-term viability. Immediately after the hurricanes, we began to receive inquiries from our retail partners and consumers across North America wondering when, or even if, Florida agricultural products would be available this year. I decided that it was important that we do something to address the concerns that were being expressed by those who have come to depend on the high quality products Florida produces every year and to deliver a strong and comforting message to Florida residents. We wanted them to know that they can depend on Florida farmers, that we will have winter crops and that they will be up to our normal high standards of quality. You and I know that while Florida’s farmers are down we are by no means out, and we are already coming back strong. That is the “carry home” message we are promoting through a statewide campaign that we implemented in October. In addition to producing a television public service announcement that began airing throughout the state in late October, we are also echoing this positive agricultural message on bumper stickers, farm signs and giant truck decals. We all know that rebuilding and replanting will take time. In the meantime, it is imperative that we let our customers know that while we may be delayed in bringing our goods to market, the safe and wholesome Florida products they count on will be back soon. We need to protect Florida’s good reputation and valuable markets around the world. The “Coming Back Strong” theme coupled with the department’s upcoming spring promotional campaign called “Florida Agriculture: Storming Across North America” will provide great assurances for the 9,000 retailers who are participating in the spring event that there will be plenty of products available in 2005. We’ve invested 15 years in building the “Fresh from Florida” name throughout the United States and abroad, and we want that brand to remain visible during this period of renewal. Florida simply will not be blown out of the business of farming. We’ll be back on grocery shelves as soon as humanly possible. We want consumers to know that they can help in rebuilding the Sunshine State by searching out the colorful sun and waves logo when shopping for produce and, if they do not see it, to ask the produce manager of their retailer to make it available. Consumers have always counted on us and now we are doing something to ensure we can count on them to look for the “Fresh from Florida” label. If you would like to receive more information about the campaigns or would like copies of the promotional materials, they can be obtained from the Department of Agriculture and Consumer Services, Division of Marketing and Development in Tallahassee. Copies may be requested from Mr. Walt Land at (850) 487-8000 or via e-mail at landw@doacs.state.fl.us. Thank you for your perseverance and support during these trying times. With your help, Florida agriculture will come back stronger than ever. (Charles H. Bronson has served as Florida commissioner of agriculture since May 2001. He is only the 10th person to serve in the position.) |
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| The 2004 election was an example of American democracy at its best, as voters turned out in record numbers to elect candidates and play their part in the political process. Rural Americans, in particular, took the time to make their votes count. The election results provide continuity and an opportunity for progress on key agricultural issues, such as energy policy, death tax repeal, common sense regulations and environmental policy – all matters that are near the top of Farm Bureau’s priority list. Unfortunately, America’s farmers and ranchers also lost a few loyal friends during this election cycle, but we will focus on building strong relationships with their successors. Farm Bureau will continue to reach out on a bipartisan basis to assemble a strong pro-agricultural agenda for the 109th Congress. We look forward to continuing our cooperative work with the Bush administration on a national agricultural agenda that supports farm and ranch families. We will continue to support the president in his pursuit of policies that: lessen the tax load on farmers; create new opportunities to sell our products abroad; and recognize the positive roles of farmers and ranchers in conserving our natural resources. Also notable is the fact that farmers and ranchers in three California counties – Butte, Humboldt and San Luis Obispo – succeeded in defeating anti-biotechnology referenda. Because of their work, agricultural biotechnology continues to have a bright future as a tool to help farmers grow better, safer products for consumers. All farmers and ranchers owe the farmers in those three California counties a debt of gratitude for protecting biotechnology as a valuable agricultural tool. (Comments provided by American Farm Bureau Federation President Bob Stallman following the 2004 election.) |
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| While it’s certainly easy to agree with AFBF President Bob Stallman’s comments printed above, is there anyone out there who is going to miss the giant dumpsters-full of radio and television ads broadcast in the weeks leading up to the November election? And how about those annoying new disclaimers that those purchasing the ads were required to include. “I’m George W. Bush and I approved this message.” Really? If you watch television and/or listen to the radio, you probably started tuning out the commercials somewhere in early- to mid-October. After that, it was only the pundits and political junkies who gave a hoot what messages were being broadcast. The only other function these commercials served was to make a candidate’s or proposition’s supporters feel comforted because their guy or their issue was being promoted. It’s somewhat akin to that good feeling that envelopes supporters when their candidate has more signs than the other guy. But let’s not get started on signs. The other thing that is disturbing about all those commercials is that the portrayal of facts in one is often 180 degrees removed from how facts are portrayed in another. There’s simply no nice way to say this. Many of our leaders and would-be leaders were lying to us on a regular basis. “I’m John Kerry and I approved this message.” Really? The good news is that we can now get back to hearing about the easy way to cook a rotisserie chicken where you simply “set it and forget it.” (I’m Ed Albanesi and I approved this message.) |
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Marketing to Japan |
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CONTACT WEBMASTER
 Florida Farm Bureau Federation P.O. Box 147030 Gainesville, FL 32614-7030 Phone: (352) 378-1321 |
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