With the story of America's rural life being narrated more and more by urban dwellers, it seems time the country's agricultural community grabbed the script and told its own tale. That is what Patrick Gottsch, founder and president of RFD-TV, will tell Agricultural Business Council members as the featured speaker at the November 5 meeting at the Hyatt Regency Crown Center Hotel in Kansas City. The breakfast event coincides with the annual Leader Conference hosted by the Agriculture Future of America (AFA). Now in its 14th year, the event attracts over 500 of the nation's top college-age agricultural leaders from 30 states and 70 colleges and universities. Activities get underway at 7:15 am in the Chouteau Room. Click here for more information and to register.

Sustainability, like beauty, is in the eye of the beholder, and the definition of it "often depends on the perspective," said Sara Wyant, one of the speakers at the Agricultural Sustainability Forum hosted by the Council last month. Wyant, President of Agri-Pulse Communications, noted that Google contained almost 11 million references to sustainability, and consumers and producers needed to find common ground on what it means.

Wyant articulated what all the speakers at the Forum touched on: most farmers inherently practice sustainability - such as soil enrichment and water conservation - because the land is their future.  She pointed out the concept of sustainability had to address social, environmental and economic issues. The challenges involved satisfying food and feed demands, enhancing both the environment and quality of life and guaranteeing economic viability.

Kathleen Merrigan, Deputy Secretary of the USDA, said her agency has to be in the farmers' corner to ensure they fulfill the agricultural production demands of the country. She also mentioned it was a priority to "keep farms operating" and that the USDA was focusing on "revitalizing communities and rural economies."

Sharon Bomer Lauritsen, Executive Vice President of the Biotechnology Industry Organization, talked about biotech's role in the sustainability discussion, and suggested it should have a bigger part. With a decrease in acres available for food production, sustainability initiatives need to be based on outcomes - increased yields, lower GHG emissions, increased consumer safety and such.

Rick Tolman, CEO of the National Corn Growers Association, gave the luncheon keynote address, and emphasized how crop growers over the years have been the stewards of the land, noting that grain producers are harvesting higher yields on dramatically fewer acres.

David Darr, Vice President of Sustainability and Public Affairs for Dairy Farmers of America, told Council members that the dairy industry is one of more efficient sectors of the economy in terms of CO2.  But he said agriculture has to increase its efforts in general to promote the steps it has taken to enhance sustainability.

Marty Strauss, a partner in Kahn, Strauss and Associates, underscored Darr's point, by saying the public doesn't "realize that feeding and clothing people is hard work."  Strauss stressed that agriculture should reach out to retailers because "they are the face of sustainability."

Charlie Arnot, CEO of the Center for Food Integrity, concluded the Forum with his presentation, The Sustainable Balance of Ethics, Science and Economics.  He talked about research that indicated "confidence and shared values were more important in building trust than demonstrating competence" when it comes to influencing people. In applying this finding to the agricultural sustainability issue, he and the other speakers suggested the agriculture industry would not be successful in addressing consumers' emotion-based concerns about agriculture production simply with scientific data. The industry needs to connect with consumers on the emotional, shared-values level.

Janet Adkison, Farm Director of KMZU Radio, served as facilitator and master of ceremonies for the event which was presented by the Agricultural Business Council of Kansas City at the American Royal. Sponsors of the Forum included John Deere; the Kansas Corn Commission; Horizon Milling, a Cargill Food Affiliate; SES, Inc.; Heartland Plant Innovations; the Kansas Farm Bureau; UMB; Farm Credit; Missouri Agribusiness Assoc.; Shook, Hardy & Bacon; the Kansas Bioscience Authority; and Dairy Farmers of America.

Overland Park Veterinary Products Firm Acquires Dermo Line

Dechra Veterinary Products recently acquired Dermapet, the leading U.S. topical dermatology company located in Potomac, Maryland. The deal, reportedly valued at more than $50 million will bring Dermapet's line of all-natural dermatological products under the Dechra roof.

Based in Overland Park, Kansas, Dechra is a business unit of Dechra Pharmaceuticals, PLC, which operates in ten European countries. "We are excited to have acquired Dermapet and are extremely motivated to further strengthen our relationships with veterinary dermatologists, corporate hospitals, general practitioners and our distribution partners," says Mike Eldred, president of U.S. operations. Dechra's goal is to be recognized as a leader in the worldwide veterinary dermatology market segment, Eldred adds.

Michael E. Brown has taken over the reins at Farmland Foods, Inc., as president and chief operating officer, with responsibility for all aspects of the operation including sales and marketing, quality assurance, food safety, finance and accounting, human resources and procurement. 

Before his appointment at Farmland Food, Brown, with more than 30 years of experience in the food industry, served as president of Armour-Eckrich, LLC, since 2008. He is a graduate of the University of Missouri, and started his career in the food industry with Swift and Company as a sales representative. Brown joined the ConAgra team when it acquired Swift, and held positions of increasing responsibility in sales and general management of various business channels and distribution operations.

Brown reports to Smithfield president and COO George H. Richter who noted, "Mike is a tremendous asset to this organization, and I am confident that his experience will allow the company to achieve its top objectives of margin expansion and brand growth."

Farmland Foods is a subsidiary of Smithfield Foods, the world's largest pork processor and hog producer with revenues exceeding $11 billion in 2010.