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by Scott McClure on 2.23.2010 in Company News, Strategic Planning 0

Even with dots of snow stubbornly clinging to the lawn outside, the generally warmer temps and falling liquid rather than frozen precipitation today reminds me that another more pleasant season approaches. As someone who has worked with agriculture for almost 30 years, it’s a time of building excitement and anticipation. The slate from the previous season is wiped clean and new opportunities and challenges loom. What the season holds, no one knows. And that’s part of the allure.

There will be unexpected challenges and opportunities, highs and lows. Throughout it all, the American farmer will do what he does better than anyone, produce a crop that not only feeds his family and community, but helps keep this country strong and much of the world fed. It’s truly an honor to work in this industry, to share their passion and to provide support for their efforts.

The industry partners with whom Brighton works share a common commitment to the American farmer. Their products help fuel increases in productivity, improve livelihoods and set the stage for a future of abundant food and fiber. In addition, their services like the Farmers’ Forecast (www.weather.com/farming) provide farmers with the tools and information necessary to successfully navigate through a demanding season.

It’s particularly interesting to watch the development and implementation of agricultural technology in today’s dynamic farming environment. One challenge we face as marketing communicators is to better understand that technology adoption; particularly how, when, and where the farmer wants to receive information key to his decision-making. One example is the Cotton Community at www.cottoncommunity.com – a site that encourages interaction between farmers in search of knowledge and experience that can best be gleaned from others who have faced similar opportunities.

Ronald Reagan once said, “Information is the oxygen of the modern age.” I believe that statement holds particularly true for agriculture and the farmer audiences we serve today. Understanding and meeting this need effectively for our clients remains our goal.

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