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From the Field: Ag Media Summit 2015

From the Field: Ag Media Summit 2015

Taking place just days after Farm Credit recognized the start of its 100th year of support to rural communities and agriculture, the 17th annual Agriculture Media Summit earlier this week provided the first national external outreach opportunity of the Farm Credit 100 program. Held in Scottsdale, Arizona, more than 600 agricultural media members, industry professionals and students were in attendance and had an opportunity to learn more about our centennial and particularly the Farm Credit 100 Fresh Perspectives search.

The event kicked off with an ag tour of south central Arizona sponsored by Farm Credit. Approximately 50 ag communicators representing many important stakeholder brands and member-based organizations participated, visiting Knorr Family Farms, known for their jalapeno peppers, Pinal Feeding Company, the largest cattle feeding operation in Arizona, and Shamrock Farms, one of the largest family owned and operated dairies in the U.S. Tour attendees received a Farm Credit goodie bag along with a delicious, homemade lunch provided by Shamrock Farms.

On Monday, July 27, the national communications team issued the first Farm Credit 100 press release announcing the Farm Credit 100 Fresh Perspectives program and search for rural influencers. Farm Credit was able to effectively talk one-on-one with members of the media during the InfoExpo, where the prize spin wheel, step and repeat photo op, Farm Credit 100 video and centennial giveaways drew in a crowd.

Farm Credit industry experts from AgriBank, Farm Credit East and the national communications team conducted on-site interviews with influential publications including Successful Farming, Top Producer and Progressive Dairyman. These Farm Credit representatives touched on a variety of topics, from the Farm Credit 100 Fresh Perspectives program and centennial milestone, to the history of Farm Credit and agriculture economics.

In addition, Leigh Picchetti, Senior Vice President of National Communications for Farm Credit, represented Farm Credit in two breakout sessions as part of the Ag Media Summit professional agenda. She was the featured speaker for a breakout session discussing brand and reputation building and engaged participants in live surveys and dialog about unifying brands and creating awareness and appreciation. Leigh also delved into the planning process for the Farm Credit 100 program, which embodies the messaging approach identified through the System Narrative Project to be “positive, purpose-driven and personal.” Leigh later shared her expertise on a panel about fostering healthy relationships between clients and public relations and advertising agencies.

Check out the photo album recapping the event on Facebook, and engage with the centennial conversation via social media using the hashtag #FarmCredit100.