Agriculture needs do better job ‘telling its story’

10/08/2013 12:36:00 PM
Vicky Boyd

Rob AtchleyCourtesy FFVAMeet Rob Atchley: Texas and Florida grove manager for A. Duda & Sons Inc., Labelle, and graduate of FFVA’s Emerging Leader Development Program Class 1. All too often, the general public still thinks of farmers as wearing overalls and using very simple practices to grow crops when quite the opposite is true, says Rob Atchley, general manager of citrus groves for Florida and Texas for A. Duda & Sons Inc., LaBelle.

To help bridge that misperception, he called on those in agriculture to do a better job educating the public about current farming practices and how farmers are true professionals.

“Farmers, especially those who grow specialty crops, need to give the public a view of how we really farm, to show these are highly managed businesses and not a couple of guys in overalls with buckets throwing fertilizer,” he says. “They are professional people who do this for a living. They study these businesses. They grow up in these businesses, and they run them at a high level of oversight because the margins demand it. We can’t do things sloppily.”

A member of the FFVA’s Emerging Leader Development Program Class 1, Atchley and nine classmates traveled Florida and to California, meeting with lawmakers, regulators and others involved in agriculture during 2011-12.

The need for the industry to do a better job “telling its story” was apparent, regardless of the locale, he says.

But it took on even more importance in California, where growers face daunting regulations and growing conditions, he says.

“We need to be more proactive within our industry and show that what we do, we do well.”

The many facets of success

Atchley, who didn’t grow up on a farm, got his first taste of agriculture while working on an irrigation crew during high school.

After graduating from the University of Florida with a bachelor’s degree in agricultural operations management, he started working for A. Duda & Sons at 22 years old. The 37-year-old has been there ever since and has seen how the industry has evolved.

“What really impressed me then and what continues to impress me now is the number of things you have to be proficient at to be successful—the science of the plant, employment law, the business end,” he says. “There are so many different facets that go together to make a successful agribusiness.”

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Bill Riedel    
Canada  |  October, 28, 2013 at 07:32 PM

I think one of the big problems is and has been a lack of balance - agriculture academics and regulators too often are strictly theoreticians and give a distorted picture.

October, 29, 2013 at 07:23 AM

Our schools could and should play a significant role in this process. We do a poor job teaching our kids the most important things that they need to be productive citizens: finances, the importance of diet and where our food comes from and how to handle it properly, exercise, morality and ethics (yes, this could be taught without bringing religion into play) and the importance of forming good working relationships with others.

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