Coming to the country life

Welcome! Thanks for logging on and finding out more about me and the "parallel universe" I tend to inhabit, agriculture. How did I get here? Telling you that seems the natural place to start.

I'm a communicator--a talker, connector and social educator. My story has all the elements of a good summer novel: misunderstood heroes, a rescue, passion, pride and love.

I started my career in design--the only thing other than talking that I was really good at. Who knew I wouldn't love it for the rest of my life?  :)

In 1998, I was rescued-- yes, I really do believe that's the right word--from a nightmare job by my good friend Mike Danna, director of public relations for the Louisiana Farm Bureau Federation. Didn't know what it was, didn't know what they did, and for damn sure didn't know anything about agriculture. But I made the jump and wound up falling in love. Hard.  No, not with Mike, bless his heart--but with farming, ranching and a lifestyle that is at best seen as anachronistic and misunderstood, and at worst is mocked and devalued.

My first trip out to a sugarcane field in south Louisiana, about a week into the job, the producer I was to interview looked at me about two minutes after I got out of the car and said, "Darlin', you don't know anything about farming, do you?"  Busted.  Then and there I realized: there's no getting over on a farmer. They're smart people, and they've got your number, Slick.

"No sir, I don't," I said. "But I know how to tell stories, and if you'll tell me about what you do, I'll tell your story the best I know how," and that seemed to satisfy him. 

Telling those stories satisfied me, too. For 10 years until I moved to Atlanta, I worked with the farmers and ranchers of Louisiana and their families. I learned enough about agriculture to be dangerous. I also learned a tremendous amount about the people of rural communities who are very different from the folks "in town." I learned about life, death, the extraordinary dangers that come with farming and that, if you come to a producer's house for an interview, you'd better expect to sit down to a huge home-cooked meal before you go or you'll insult his wife or mama. I gained about 15 pounds my first year at Farm Bureau.

I have become a passionate advocate for the rural communities and citizens of our nation. They are some of the finest, kindest, most honorable people in the world  who, every day, do a job every one of us depends on to live. These people feed and clothe us, and provide shelter to protect our bodies. yet even today the perception of farming is negative and, if you think of farmers at all, you likely imagine an old man in overalls on a small tractor. That couldn't be further from the truth, and that's the story I make my living telling. Keep coming back and you'll learn something every time (I hope), whether it's thought-provoking, funny or weird. You might also learn more about my family or work--for me, anything and everything is up for discussion. Glad you came to visit--stop on by again soon!


Wednesday, June 4, 2008

Networking with the FFA Kids

I got an unexpected but very welcome invitation last week. My friend Blane Marable, executive director of the Georgia FFA Alumni Association, asked if I would like to join his newly-installed state board members on a trip to Merial Pharmaceuticals in Duluth GA. Heck yeah!  I'm always up for meeting new people, and getting to visit with FFA kids is always interesting.


You may have heard of FFA — once the Future Farmers of America. Sometime along the way in recent years they just changed to FFA — no farm reference. I still don't understand that but this isn't a blog about marketing... necessarily. Nevertheless, FFA turns out some of the most remarkable young adults I've ever met. Smart, focused, hard-working, accomplished and polite (yes! I know!), these are kids that colleges across the country fight over. I've got to figure out how FFA and their parents do it so I can raise my two boys to turn out similarly. However, back to the visit.

Dr. Steven Lerner is the marketing director for Merial's U.S. large animal sector. Friendly, unassuming, he was a delight at lunch, discussing his daughter's recent graduation and more. Come to find out that this plain-speaking man has about a million degrees in biology, animal science and genetics. My brain melts just thinking about it. However... he gave these high-flying FFA kids, most of whom already have specific career goals, a very plain, interesting lesson in achievement as he outlined how he came to his position at Merial. Here are his takeaways, as interpreted by me. Dr. Lerner, if I'm off-base, let me know:

1. You don't go to school to learn about your chosen profession. You go to school to learn how to learn. Learning throughout your career is what leads to advancement and, hopefully, fulfillment.

2. It's okay to wander far from the course of study you followed in school. Dr. Lerner went from research into sales into academia back to process management and then to marketing. Quite the convoluted path to success, but he smiles an awful lot for someone who took the circuitous route. It must have worked for him.  You know--it can work for you, too.

3. Having a plan is good. Being flexible is better. See item #2 for an explanation on that one. Rigidity is an opportunity crusher. Flexibility, whether it's in your personal life, business plan or career trajectory, can lead to amazing opportunities and experiences you might never have gotten otherwise.

4. Start developing a network. NOW. I don't think those FFA kids knew that they already were networking at this event with a VERY interested potential employer. Dr. Lerner was completely up front saying, "We love having you here today and hope that, when you graduate, several of you will come to work for us." You could see the switches flip in their heads as they thought, “Aaah! nettttworrrrkkiinnnnnggg! This guy could help me get a job!! I get it!”  No matter the industry, your experience or your beautiful resume, jobs and referrals depend GREATLY on who you know. If the odds aren't in your favor right now, improve them! Get out, meet some people and KEEP IN TOUCH WITH THEM! It's not hard!

5. Money isn't the goal (but it's not a bad thing, either). Doing a job you hate because it pays well is probably my No. 1 most-hated job scenario. There is no salary good enough to buy back your time, passion and integrity. Case in point: Charlie Bucket. Did you know that Peter Ostrum, who played Charlie Bucket in the REAL Willie Wonka movie (the first one, of course), only did that one film. Not for lack of opportunity, but because it didn't make him happy. He's now a large animal vet in rural New York State and is, apparently, happy as a clam. ’Nuff said.  Now, if you're doing what you love and you make a ton of money at it, more power to you. Rock on!

The funny thing about the trip to Merial wasn't just watching these novice business leaders get an education. I was surprised and pleased to know that I came away with something new that day too. First, Dr. Lerner's casual conversation with those FFA kids was like a refresher for me and a reminder to follow MY career passions. But I learned from those kids, too — about dedication, responsibility and commitment, and that “good kids”--or eight of them--abound if you look in the right places. Now I just need to find out how to get an FFA chapter started in my urban high school, even though my oldest son is 7. Hey, you can never start too early... at least that's what the FFA kids I networked with last week said.

at 1:58 PM

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