Communication and collaboration - dirty words?

The United Soybean Board (levy body) and National Corn Growers Association (part levy body, part industry association) have always had quite a bit in common. Both their products can be used for feed, fuel or fibre (via the oil content).
For years they simply got on with the day-job of representing their sectors.

A few years ago they realised that they relied on the livestock sector as a valuable market for their crops, without which sales would slump significantly.

So they talked and came up with a joint plan to promote pork, chicken and beef to the public. The aim being to stimulate growth in the sectors that depended on them for feed, so that feed sales would increase in time.
IT WORKED and they now have an ongoing positive dialogue with the livestock groups as well.
This is roughly how the US Farmers and Ranchers Alliance (USFRA) was born.
www.usfraonline.org/

Since then, the USFRA has formalised this communication and collaboration, expanding to include 34 national and state organisations including agri-business and the likes of Monsanto.

Monsanto have recently being doing their own PR exercise aimed at the public in a very professional manner. See link below.
www.monsanto.com/americasfarmers
This work will tie in with USFRA plans. Why? BECAUSE THEY TALK TO EACH OTHER. (As the saying goes: "It's not rocket science")
Here's an example of Monsanto's recent TV commercial.



On June 3rd, USFRA plan to run their new 2011-12 PR plan past the largest agri-businesses in the world to gain their support where possible.

Given the US penchant for communication and collaboration, I'm sure they'll succeed and with a $500k membership fee for agri-business clients, they are likely to raise plenty of funds to support their campaign.

This all goes to counteracting the comments of single interest lobby groups and achieving wider public support for farmers.

Now let's start talking...