research and promotion programs

U.S. agriculture is increasingly diverse, with farmers, ranchers, processors, distributors, vendors, and more from various backgrounds.  Just like their products, the operations and the men and women that run them are diverse – in gender, race, age, size, and production practices.  At USDA, we are committed to supporting all of American agriculture with our programs and services.

My agency, USDA’s Agricultural Marketing Service (AMS), is in a unique position to encourage and promote diversity, particularly when it comes to industry leadership.  AMS oversees 22 industry-funded research and promotion programs that allow 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 covering a wide variety of topics from nutrition to sustainability.  These programs, which create opportunities for farms and businesses across the country, are led by industry board members appointed by the Secretary.  AMS has been working hard to ensure that research and promotion boards reflect the full diversity of American agriculture.  We know that the programs are stronger when the boards represent the diversity of the industries they represent and the consumers they serve.

Farmers have always been particularly attuned to the forces of nature – it’s in the job description, after all. When the regularity of growing seasons collides with the irregularity of extreme conditions like droughts, floods, windstorms, the American farming community is motivated to innovate and conserve.

For years, farmers have been leveraging the collective power of research and promotion programs to invest in research that improves on-farm practices through both innovation and conservation. Their efforts, with oversight from USDA’s Agricultural Marketing Service (AMS), has resulted in significant water and soil conservation, safeguarding our land for future generations.

Critical among these practices is smart irrigation.  Almond growers in California have funded 71 irrigation projects over a 32-year period.  Through these projects, growers have learned that micro-drip irrigation not only uses much less water than older methods, but also generates more vigorous plant growth.  With the targeted distribution and uniformity, this increases crop production.

American farmers know about planting seeds—both in the ground and in groundbreaking research. While the seeds they plant as individual farmers feed and clothe the rest of us, the seeds they sow collectively through participation in research and promotion (R&P) programs are vitally important, too.

Funded entirely by industry, agricultural R&P programs are a way for producers and businesses across a commodity industry to pool their resources to help market and improve their products. With oversight provided by USDA’s Agricultural Marketing Service (AMS), one of the most important seeds these programs sow is the foundational research that paves the way for breakthroughs that once seemed unimaginable.

U.S. agricultural producers have been engaged in sustainable farming practices for many years as an inherent part of their work.  They need the environment to flourish and thrive in order to continue producing the foods we eat and the materials we use.  Agricultural research and promotion groups, with oversight from USDA’s Agricultural Marketing Service (AMS), allow producers and businesses across a commodity industry to pool their expertise and resources in order to help create new markets and invest in research.  The research they conduct helps improve production, discover new uses, and plays an important part in helping their industry identify and adopt sustainable practices.

The face of agriculture is changing.  The changes are reflected in the Ag Census data released last week, in the rural communities we serve, and in the way the Department is looking toward the future.  With a 12 percent increase in minority farm operators and a 21 percent increase in Hispanic farm operators since 2007, it’s clear that the agricultural landscape is changing. And it is vital that industry leadership evolves, too.

My agency, the Agricultural Marketing Service (AMS), oversees more than 20 Federal Research and Promotion (R&P) boards, whose members are appointed by Secretary of Agriculture Tom Vilsack.  These boards serve a variety of commodity industries, focusing on nutrition, research, marketing and consumer outreach.  By helping develop new markets and strengthening existing ones, they create opportunities for farms and businesses across the country.

As the saying goes, “Two heads are better than one.” This certainly holds true when it comes to the critical partnership between public and private sectors. Several times a year the Commodity Roundtable brings together leaders from many of USDA’s national research and promotion programs and marketing orders, which play a vital role in helping our nation maintain one of the strongest agricultural sectors in the world.

At the most recent Commodity Roundtable meeting in Memphis, TN, I was impressed by the open dialog and the leaders’ deep commitment to supporting America’s farmers and ranchers. Members discussed best practices and strategic plans that will help their respective industries succeed and grow, thanks in part to a commitment to diverse leadership, viewpoints and opinions.

Successful businesses use research to meet changing consumer demands. The dairy industry uses innovative research promoted by National Fluid Milk Processor Promotion Board (commonly referred to as the Milk Processor Education Program or MilkPEP), and other organizations to find new markets for their products. Milk has always been known as a good source of calcium and for helping to strengthen bones. However, recent studies have proven that there are other benefits of drinking milk.

Whether you are a college soccer player, a professional cyclist or just working out for better health, several studies have shown that drinking lowfat chocolate milk after a tough workout helps muscles recover and refuels the body for the next workout. The research has caught the attention of a new audience: athletes and adults looking for peak athletic performances. Whether they are training for a big race or preparing for the next weight lifting workout at the gym, lowfat chocolate milk is becoming a popular drink for adults.

As more and more Americans are working to become fit and healthy, one of the top athletic clothing companies – Under Armour – has been building a team to help improve its use of natural fibers.  Relying on cutting edge research to provide products that wick away moisture, Under Armour products traditionally were not made of the classic sporting apparel material - cotton.  However, since early 2011, one of the company’s most popular items has been Charged Cotton™, a line of clothing that uses cotton -- the fabric of our lives.

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.