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Commercial Reference 2005 Issue

 
Champions of agriculture
by Darrell Anderson



I just returned from one of the greatest cheerleading rallies for agriculture held annually – the National FFA Convention, which included more than 51,000 young people from all over the U.S. If you experience moments of depression or doubt about the future of American agriculture, take a trip to Louisville , Ky. , in October next year.

Again this year, the swine proficiency award candidates gave me confidence that the future of the pork industry is in capable hands. I was also reminded that regardless of how wrapped up we become in financial statements, close-out reports and sow productivity printouts, it’s really all about the people behind our product – the true champions of agriculture.

That is true not only in agriculture, but in all business arenas. I am amazed by the tremendous growth of Starbucks Coffee®. If you haven’t followed it, digest these statistics: In 1990, there were 84 Starbuck locations in this country. Today, there are 8,337 locations in the U.S. and several foreign countries. They entered what most would have agreed was a “mature industry” and have carved out an incredible share of the market.    

When asked about the secret to their success, Howard Schultz, chairman of the board and former CEO said, “Starbucks is not in the coffee business serving people, we’re in the people business serving coffee.”

Wow, that is an awesome philosophy! If you are receiving this special Commercial Reference Issue for the first time, I have good news. Study the ads and articles in this issue, and you’ll discover that there are still genetic suppliers that understand the people side of your business.

Inside the covers of this issue, you’ll find an article on the success of a family operation in southern Illinois that has impacted the world of sow productivity through their proliferation of superior Landrace genetics. While their commitment to the Landrace breed is incredible, their commitment to customer satisfaction is even more incredible. They have truly been “champions of agriculture.”

You’ll also read about a very successful commercial operation in Iowa that has utilized purebred genetics to improve their profitability. By closing their herd and utilizing some of the top purebred genetics available in the industry, they have seen incredible results. But even with all the STAGES data and technology utilized in this herd, they are quick to acknowledge that “it’s the people” that have made their operation successful.

It seems I can never get through a National FFA Convention or a national presidential election without reflecting back to one of the greatest people I ever met – Jerry Litton. He served as a national FFA officer in 1956, and if it hadn’t been for an untimely death in a plane crash, I think that he would have been the first agriculturist to serve in the White House in many decades.

After serving two successful terms in the U.S. House of Representatives, Jerry ran against two distinguished and well-known Missourians for the Democratic primary nomination for the U.S. Senate in 1976. He was only 39 on the evening he was told that he had accumulated more votes than both of his opponents combined. He was a true “champion of agriculture,” and in my opinion, was on course to make a run for the White House.

I had the privilege of visiting his Charolais ranch on several occasions with various livestock judging teams. Each visit was a memorable experience as he was a master breeder, innovator and marketer. I can’t remember the ear notch of any boar from the 1970s, but I can tell you about Sam 951, the Charolais herd bull that put Litton Ranch on the map and catapulted the Charolais breed into national prominence at that time.

One of the main reasons for the success of the Litton Ranch was Jerry’s approach to customer service. He would often say, “One of the reasons people turn to LCR for their herd bulls is because of LCR’s purebred philosophy which is built around the concept that WHEN YOU BUY AN ELECTRIC DRILL, IT ISNT THE DRILL YOU WANT – IT IS THE HOLES YOU ARE AFTER. The Litton family realizes that when people buy bulls they don’t really want a bull or even his calves … it is success they are after.”

I promise that if you contact the breeders represented in this publication, you will discover that they are “champions of agriculture” that have made a difference in the seedstock industry, and that their primary focus is helping your operation be successful.