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David Sparks Ph.d Is Ag Cool?
by David Sparks Ph.d, click here for bio

Program: Idaho Ag Today
Date: July 03, 2017

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Roger Plothow writes for and publishes the Post Register in Idaho Falls. He is helping to put on and ag conference in southern Idaho. I was talking with him about agriculture in general and felt that it wasn't perceived as being “cool”. And the operative term here is perceived. It turns out that he not only agreed but expanded on this concept. “It's about the perception because the occupation is already really cool. There are a lot of amazing things going on. I spent one summer on a ranch back in 1977 which was enough to convince me that I never wanted to work that hard again. But even in those days, the technology was amazing to me. An example of what we are doing with this conference is, one of our speakers is Jeff Manning. He's the guy that created the “got milk” campaign. His whole thing is making simple things cool. What could be more basic than milk and yet you hear the words got milk and it became a catchphrase that is now used for everything else. Got water, got whatever and you immediately know what that means. He is going to come and talk about how the agricultural industry needs to work better at explaining to people why what they do is so amazing and so cool and so interesting. He's not a farmer, he's here to talk how you take simple ideas and make them big ideas in the minds of the public.

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