USDA is committed to bringing everyone to the table—people and organizations of different background, perspectives and opinions. Hear first-hand how important diversity is to rural America. (Click to play video)
The men and women who own and operate our country’s farms and ranches are increasingly diverse. In fact, according to USDA’s 2012 Census of Agriculture, all categories of minority-operated farms increased between 2007 and 2012. The number of farms operated by Hispanics has increased by 21 percent in just five years.
My agency, USDA’s Agricultural Marketing Service (AMS), oversees all 22 industry-funded commodity research and promotion (R&P) programs. Led by industry board members appointed by the Secretary of Agriculture, these programs provide a framework for farmers and businesses to pool resources, set common goals and make collective decisions about how to best develop new markets, strengthen current markets and conduct important research and promotion activities. Read more »
Almond growers are innovative in their water savings. This orchard uses micro-irrigation, which efficiently directs water. Photo courtesy of the Almond Board.
It takes a lot of hard work to make a living out of farming, to build a thriving agricultural business and it takes ingenuity. This is especially true in rural America, where dedicated farmers and ranchers rely on each other and the communities around them to fuel innovation and create opportunity. From nutritional research to competitions that promote sustainability and continued environmental care, ag promotion programs—with oversight from USDA’s Agricultural Marketing Service (AMS)—help American farmers make long-term investments that ensure a better future for everyone.
For more than 30 years, California almond growers have pooled their resources under the Almond Board, focusing on research and techniques to make the most of precious water resources. Efficient water use and irrigation management are vital to the success of California’s Central Valley almond growers, ensuring that consumer demand for almonds can be met sustainably. State-of-the-art farming and production developments over the past two decades have helped farmers reduce the amount of water they use per pound of almonds grown by 33 percent. Key strategies have included the wide adoption of micro-irrigation as well as advances in soil assessment and monitoring. Read more »
The National Potato Board’s efforts to increase economic growth and market viability for American potato farmers have had an impact on the industry. In 2013, U.S. potato exports were a record $1.6 billion.
America’s ag promotion groups work to educate consumers, as well as research and promote our nation’s agricultural products. Whether potatoes or pork, mangos or cotton, soybeans or almonds, ag promotion groups help consumers make informed choices and learn about new products.
Although all ag promotion groups do have a similar goal and purpose – to pool their resources to increase demand and long-term economic growth for their industries – they all accomplish this in different ways, tailoring their efforts to apply strategies that work best for each commodity. Read more »
When it comes to expanding market share, increasing revenue and getting the word out about a great product or commodity, checkoff programs prove that there’s strength in numbers. Officially called research and promotion programs, checkoff programs give agricultural producers, importers and other stakeholders in the marketing chain the power to maximize resources while managing risk.
The strategy for increasing or expanding commodity markets takes more cooperation within the industry than competition between individual farms and businesses. Consumers may not know exactly which farm grows or raises their fruit, beef, cotton or lumber, but they will decide what to buy based on knowledge, quality and availability.
The consumer’s perspective that there is a general uniformity to some commodities serves as the catalyst for many individual farms and businesses to collaborate on a comprehensive, industry-wide strategy to expand markets. Promoting a commodity as a whole instead of by individual businesses means everyone in the industry benefits through increased sales, consumer awareness and higher overall demand. Read more »