August 4, 2000

Making inroads for agriculture
Urban coordinator program
proves a roaring success!

By Lana Robinson
Field Editor

Commitment to agriculture and a passion for promoting it describes the six-man team of urban agriculture coordinators assembled by Texas Farm Bureau last October as part of the Project 2000 program. Nine months down the road, these fresh-faced facilitators, whose job it is to work with county Farm Bureaus in urban areas to educate the populace about agriculture and the organization, have definitely gotten their feet wet. From all reports, the coordinators are loving the challenge and county board presidents are crowing about the results.

“I think it’s the best program Farm Bureau has ever come out with,” says Dan Sparkman, Denton County FB president. “There are so many areas where you haven’t got time to do everything that needs to be done, and you’ve got the coordinator gungho and wanting to do things. Amy (Lorance) has helped our end of it so much. She got activity going on our board now that we didn’t have before. Everyone is interested in coming to our meetings, to find out what we’re going to do next. We’ve never experienced that before in Denton County. She just steps in and fills in wherever she can, tells us what’s going on, and inspires us to do things, like the Planet Agriculture here at our county fair this month. She pushed that real hard, went out and did the contacts, and got everything lined up. We’re going to work the exhibit, but it’s something we’d have never done without her to guide us. It just shows you what can be accomplished when you have somebody with the time to put it together and walk you through it.”

Sparkman says Amy Lorance, coordinator for Denton, Tarrant and Johnson counties, is a master at getting publicity for agriculture and Farm Bureau.

“She’s also selling Farm Bureau—the organization—real good. The way things are going in agriculture, we should be losing members, but we’re gaining members right now. She emphasizes the member services, things like that, and she’s good at it,” he says.

Sparkman, who has served as board president for 16 years, says he had planned to step down this year, but he has been so encouraged by the activities made possible by having a coordinator, he plans to run for the office again.

Renewed interest and enthusiasm on the part of leaders in the counties served by the coordinators excites TFB Field Operations Director Jim Nance.

“If we can get everyone motivated and going, membership will grow. That idea is to help the strength of the organization and the counties,” says Nance. “If people were familiar with all that Farm Bureau did, they would truly consider their dues a bargain. That’s the purpose of the urban agricultural coordinators. They are movers and shakers...”

The new employees are under the direct supervision of Durwood Tucker, associate director of field services for Texas Farm Bureau. Tucker believes county leaders’ enthusiasm is directly related to the enthusiasm of the coordinators.

“They’re loving what they’re doing and it shows. The only limitation to this program is the imagination of ourselves and our county leaders. I feel like with Farm Bureau and the network we’ve got, anything our members want bad enough, it can happen. We’re seeing that, and we’re seeing a renewed pride in belonging to the Farm Bureau,” says Tucker. “I really believe we ain’t seen nothing yet.”

Nineteen counties concentrated around six urban areas are currently involved in Project 2000. The six ag program coordinators participated in an intensive, month-long orientation in October 1999 in preparation for their roles. In addition to Lorance, coordinators and their counties are: Todd Kercheval—Dallas, Collin, and Ellis; Seth Terry—Travis, Hays and Williamson; Emilee Trlica—Bexar, Comal and Kendall; Tribbie Grimm—Harris, Brazoria and Fort Bend; and Bobby Aguilar—Hidalgo, Cameron, Starr and Willacy.

“Two-thirds of our legislators represent these counties,” Tucker notes. “It’s where the population, voters and consumers are. At last count, they made up 17 percent of our membership in Farm Bureau, so that’s saying a lot for 19 counties. It is so important to reach the lawmakers from these districts. That’s why we are working on collaborative efforts between these counties, like the barbecue held for state senators and representatives in the Valley, July 20...”

Travis County FB President Dan Dierschke, whose local organization participated in the pilot urban coordinator project, agrees that interaction with legislators is vital, along with community education. In fact, he suggests the future of agriculture may very well depend on it.

“The ones who elect so many of our lawmakers have no concept of agriculture, what agriculture needs, our experiences and where food comes from. It’s critical, not just for the agriculture community involved in these 19 counties, but for the state agricultural community as a whole that some impact be made upon the urban people if we’re going to have any legislative clout,” Dierschke asserts.
“This has been a good step on the part of our organization. I think it’s a tremendously good program.”

Working with Seth Terry, the Travis County Farm Bureau board this year initiated cooperative ventures with other agencies, such as the Texas Cooperative Extension, to host a week-long activity called “The Burger Ranch” (highlighting all the commodities present in a hamburger) and several field days, as well as educational programs related to risk management and federal crop insurance programs. More activities are planned.

“Having a coordinator has solidified the board. One thing about the coordinator. It actually causes a lot more work for us. The coordinator does the nitty gritty details, but it requires an actual time investment for the board. I see that as positive. It feels so much better to be actually doing something for agriculture,” says Dierschke.

Dierschke points out that elevating the profile of agriculture and the Texas Farm Bureau in urban counties benefits rural county Farm Bureaus, as well.

“The total cost of the Project 2000 program is less than a 30-second advertising spot during the Super Bowl game. Advertising people say if you don’t advertise, you lose market-share,” he says.

Ergo, Travis County Farm Bureau in July launched its new web page, to reach the highly-wired, high-tech Austin-area populace.

“Travis County leaders felt strongly about getting this done,” says Terry, “so what I did was the leg work and research in having the fastest data lines possible. I got the quotes. We had a DSL service installed. They bought a fast machine, a digital camera, a picture-quality printer and a scanner. With the help of Gene Hall (TFB director of Information and Public Relations) and Linda Andrews (Online News editor), it will be up and running soon.”

Terry helped Hays County Farm Bureau President Jack Gary carry out his idea of a meeting between Hays, Travis, Williamson, and Blanco County FB directors and representatives of the Perdenales Electric Co-op to explore how growth in the Texas Hill Country could impact water and electrical supplies, as well as day-to-day operations of producers.

With Terry’s help, Williamson County Farm Bureau was represented for the first time this year, via a Planet Agriculture booth, at the Stiles Farm Foundation Field Day; at the Cotton Picking Festival in Taylor; and the Barnyard Days at Freeman Ranch near San Marcos.

“Lately, I’ve had to prioritize because my leaders have got so many ideas—in all my counties—that there’s things I just can’t get to. These are volunteer leaders. I want to make that time as quality as it can be,” says Terry.

Establishing close ties in order to co-sponsor activities with the Texas Agri-Women, Texas Agriculture Extension Service, and the Texas Department of Agriculture and making presentations in the region’s schools has kept Bobby Aguilar busy in the Lower Rio Grande Valley.

Charles “Chuck” Burns, Willacy County FB president, said Aguilar has great instincts and his experience as a farmer and a past county Farm Bureau president helped him hit the ground running.

“Being from down here in the Valley, Bobby also knew our needs and had all the resources. Personally, I believe it’s been a tremendous success,” says Burns. “Most importantly, Farm Bureau’s profile as an agriculture organization has been defined here.”

Among other things, Aguilar has concentrated on boosting participation in TFB youth contests. As a result, Cameron, Hidalgo, Starr, and Willacy counties will have representatives in the district competition this year.

“This spring was the first time all four counties sent out a newsletter—paid for by Dodge dealers. And we’re getting more and more involved with county fairs,” said Aguilar.

About 60 people turned out for the recent Texas Officials Appreciation Day Barbecue, including several state senators and representatives and/or staff.

“Our main concern is a million-acre feet of water Mexico has that belongs to us,” notes Burns. “That was the main topic of discussion. And it came about as a result of Bobby’s involvement.

“The fact that he’s getting our name out into the public is helping,” the Willacy County leader adds. “I think it’s going to boost our membership and get some of the folks in agriculture that we’ve missed.”

Improving the urban landscape in Brazoria, Fort Bend and Harris County is Tribbie Grimm, who has witnessed increased board participation and interest since she started.

“I’ve seen Harris County come around and do all sorts of things, including a newsletter. Advertisers (TASCO and Grainger) are paying for it. We’re trying to identify our main producers and get gate signs for them first thing,” Grimm reports.

Grimm has seen a lot of “firsts” this year—all three counties (Brazoria, Fort Bend, and Harris) participated in Food Checkout Day; Harris County held talent find and queen contests, hosted their first field day (attended by 450 fourth graders), and launched a new program to help promote FFA in schools; Fort Bend County teamed up with the Extension service for their first joint field day; Brazoria County had a display at the Galveston County Fair and is working on a booth for their nine-day county fair, which could be viewed by as many as 50,000 people.

“We’re working on a legislative tour for the fall. We’re also working on Ag in the Classroom. In Brazoria County, we’re doing day-long workshops, and Harris County, too. I’m doing a 30-minute presentation on Ag in the Classroom at an inservice day for the Cy-Fair ISD. I plan to do a lesson and show them how they can use it. My biggest thing to overcome is proving to them that it works with TAAS and TEAKS goals...We’re trying to get an inservice day in Fort Bend County.”

Whew! Aubrey Chudleigh of Hockley, Harris County FB president, calls Grimm “a real go-getter.”

“She is young and has lots of vitality. She is well known in the western part of the county, by ag leaders and county agents. That helps a lot. She has done lots of footwork and time-consuming things we haven’t had the time to do before. We have some real good programs, and we’re seeing some results,” says Chudleigh.

Spreading the Farm Bureau gospel with a missionary zeal in Collin, Dallas and Ellis counties, is an every day adventure for coordinator Todd Kercheval. He enjoys chipping away at what he calls “this umbrella of ignorance.”

“I always have an ear to the ground and my eyes open for new ways to promote county Farm Bureaus and new ways to educate about the importance of agriculture,” says Kercheval. “Some days, I look for those opportunities through the schools, the teachers, elected officials, or through people in business. Or I may see someone in a restaurant with a name badge on, and I’ll introduce myself. I look for any opportunity to open a door to be able to promote this program. I maintain contact with county presidents on a weekly basis, sometimes two or three times a week. I make all the board meetings. I’m at the beck and call of the county boards and absolutely accountable to them.”

Kercheval says he and his fellow coordinators benefitted from sitting in on the policy development debate when the Resolutions Committee met in Waco last fall.

“That really helped us to understand now, when we’re going in to try to help counties get their policies ready, what kind of language they should use,” he says.

Harvey L. Parker, Jr. of Wilmer, who is serving his first term as Dallas County Farm Bureau president, says, “I rely on Todd quite a bit to keep me informed and do the board functions. So far, he’s been very willing to do whatever needs to be done. We’re picking up speed now. I think in about another year, we will see a dramatic difference. It’s been a growing experience for both of us.”

Kercheval plans to do more public school presentations, highlighting TFB’s Congressional Insight Program and Ag in the Classroom.

In nearby Denton, Johnson, and Tarrant counties, Amy Lorance scouts daily for opportunities to promote Farm Bureau.

“I do believe the county coordinator concept is an awesome program for letting people know we’re a farm organization. In my counties, we were able to reach 7,000 elementary kids and 300 teachers with Ag in the Classroom. Tarrant County hosted a Domino’s Pizza Ranch, highlighting each commodity involved in a pizza—grains, dairy, livestock, and horticulture. They’ve never done that before...We’ve done the same thing in Denton County. Now, we’re getting ready for the North Texas State Fair, putting together educational tours, and Planet Agriculture exhibits. My name is getting circulated around the counties. I get phone calls every day from someone wanting me to do something. That makes my day,” says Lorance.

Since Lorance came on board, Johnson County Farm Bureau doubled the size of its board of directors, joined the local Chamber of Commerce, and started hosting quarterly luncheons for businesses.

“We’re trying to reach the community—not just agriculture—but to educate consumers as well,” Lorance explains. “We’re also participating in the Business Expo in Cleburne, Oct. 4—one of 60—which is something they have never done before. Then we’ve started hosting dairy meetings and beef cattle meetings with the Extension Service.”

Both Lorance and her friend, Emilee Trlica, coordinator for Bexar, Comal, and Kendall counties, suggest the fruits of their labor will be ripe in three to five years.

“When we left Waco, they told us for the first six months to a year, don’t try to change too much. You can’t push. The board is the one that makes the ultimate decisions. It’s their money and their Farm Bureau. So you make a suggestion, bring it up again, when appropriate, and plant seeds of interest,” says Trlica.

Comal County President Carlon Stapper gives Trlica a thumbs up.

“We have done some things since Emilee has gotten here that our county would never dreamed of doing without her. We did a Food Checkout Day for the first time ever. We sort of took over an existing ag fair and became a sponsor, with Emilee’s help. She coordinated and got it up and running. So that’s two things we’ve undertaken.We’re glad she’s here. She’s been in contact with the schools for us trying to get a little more interest in the Citizenship Seminar. I think we’re going to find more special projects to do. We’ve been really pleased,” he reports.

Trlica is currently working on behalf of Comal County FB to introduce “Food and Fiber for the 21st Century” curriculum in schools.

“We purchased 20 of those. Emilee is working with us and gave a presentation at a teacher inservice day. She’s made lots of contacts already,” Stapper adds.

Policy development and meeting with legislators are top priorities of the Bexar County Farm Bureau.

“Sometimes I’ve done something as simple as giving someone a ride to one of these meetings who would not otherwise have attended,” she says.

Gladys Gembler, Bexar County president, says Trlica has been a great asset to her by helping get newsletters out correctly, setting up programs, planning youth contests, recruiting Citizenship Seminar attendees, and in the promotion of Ag in the Classroom.

“I have no complaints. I’d give her 100 percent,” says Gembler.

Kendall County Farm Bureau held an essay contest in conjunction with their ag fair this year for those fourth graders that attended. First prize was a $50 savings bond. Trlica says they plan to expand on it next year.

“One other thing, Comal and Guadalupe counties have had a range camp in the past. They had to cancel it last year for lack of participation,” Trlica advises.

“This year, they asked me to come to their planning meetings. Seth (Terry) also came to those. We made it bigger, bringing in Hays and Kendall counties as co-sponsors. Seth and I both got involved. He went to the middle schools in New Braunfels and Boerne. We had so many kids wanting to attend, we had to turn some away!”

Trlica has enjoyed her role as a presenter at career fairs in San Antonio elementary and middle schools, with the Bexar County FB board’s help and approval.

“If I could have gotten out of college and written a job description, this would be it. I have a passion for helping agriculture, but I can’t be involved on a producer level. This is a way for me to make a positive influence. It’s so gratifying to see the board members get excited about the strides we are making. They’re ready to do more. When it’s dry and prices are bad and agriculture’s in trouble, meetings can get negative. I think the program is giving them hope, some positive reinforcement, that there are some things we can do,” says Trlica. “Also, Durwood has provided a lot of ideas and support to all of us. It’s wonderful to have a boss willing to give you both constructive criticism and pats on the back when you deserve it.”

Having these new employees taking care of 19 counties has also freed up TFB area field representatives to focus more on special projects, according to Jim Nance.

“I’ve seen Martin (Lefevere) and Coleburn (Davis) working with the Chamber of Commerce in Lubbock to put Ag in the Classroom in all local schools. Dale Bullock put together a meeting where leaders met with Congressman Charlie Stenholm, and a Mac Thornberry meeting, which was well attended. Pete (Gipson) put together the meetings on TMDLs in East Texas, which was really big. He and Gene Richardson both worked on that. A couple of county presidents got a private audience with Senate Minority Leader Richard Gephardt out of it. Dennis Dean has set up a teacher workshop involving three counties in the Hill Country. The field staff helped make the two regional marketing meetings—one in Victoria and one in Lubbock—very successful. Jeff Ammons just set up a water meeting with 40-something county leaders and Senators Swinford and Bivins. The field staff has helped set up statewide townhall meetings for Susan Combs (Texas agriculture commissioner)...”

Other field reps with more time to focus on their counties as a result of the new program include: Mike Barrett, Charles Benton, David Bohac, Rob Hinnant, Jason Nedbalek, Sutton Page, Don Sugarek, and Chris Weadock.