President's Journal
by Garey Fritz, ABC President

“You don’t get anywhere by standing on the sidelines waiting for somebody else to take action. Whether it’s building a better car or building a better future for our children, we all have a role to play. That’s the challenge I’m raising in this book. It’s a call to ACTION for people who, like me, believe in America. It’s not too late, but it’s getting pretty close.” -- Lee Iacocca

I have been reading the book Where Have All the Leaders Gone? by Lee Iacocca, and I can’t help but relate some of his comments to Oregon Agriculture and the industry-wide Leadership Group that has started meeting to look at ways we can better promote agriculture to urban Oregonians.

The Leadership Group, which got together for the first time this past October in Maupin at the urging of ABC, consists of leaders from various agricultural associations and commodity commissions throughout the state. The “Maupin Summit” started with a multitude of ideas promoting Oregon agriculture, but ultimately led to a series of questions and concerns – questions and concerns that need answers.

What is encouraging to see are the organizations, commissions, and individuals that have already “stepped up to the plate” and written or pledged funds to this cause. An agricultural partnership will require intellectual and financial support from the entire industry. And, we’re already seeing the support of numerous organizations. We have the support and involvement of OSU as well as the ODA. There is a tremendous momentum here that will benefit all of agriculture.

But, it’s just the beginning. Engaging Oregonians will take time. Before you can raise awareness you need to have the necessary resources. I encourage you to check with your individual association or commodity commission to see if they’re involved in this program. This is not an exclusionary process. We welcome all segments of the industry to participate.

This Leadership Group will need all of our assistance as they proceed toward the development of campaigns, programs, seminars, or whatever it might be, to promote Oregon agricultural products and engage the consumer. If you would like to be involved or to obtain more information, please call the ABC office. Staff will be pleased to help you out.

During Governor Kulongoski’s recent “State of the State” report, he mentioned the term “sustainability.” That is wonderful. All of Oregon needs to understand sustainability, but what is it? It probably has a slightly different meaning for every individual, as we all tend to internalize important concepts like this and apply it to our beliefs and understandings. But let’s get this term out to consumers and help them understand what it does mean for production agriculture.

We all have motivations, inspirations, and ideas. And as Lee Iacocca said, “A good idea is still only an idea until you put it into action.” Remember, you don’t get anywhere standing on the sidelines waiting for someone else to take action!