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HELP US TELL THE WHOLE

STORY.

UNIVERSITY OF TN INSTITUTE OF AGRICULTURE | 3

From the ground up...Tennessee’s agricultural industry creates a bountiful economic powerhouse for

our state. We understand and believe our success story, but do others?

Under the leadership of Governor Bill Haslam we have the opportunity to shed a whole new light on agriculture.

Agriculture impacts all......from the food we eat, to what we wear, to the places in

which we live and work...and beyond.

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Agriculture is invisible to many Tennesseans. The state has an opportunity to grow awareness, foster knowledge and drive action.

But not all recognize it.

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Let’s join our efforts in a new campaign.Through a collective effort initiated by Governor Haslam, we can take a fresh approach so our story can be cultivated with every Tennessean.

“My goal is for Tennessee to be number one in the

Southeast in the growth and development of

agriculture and forestry.”

- Governor Bill Haslam

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Connect with new audiences.With your help, we will create a program to reach the non-ag audience in a new way. The campaign will take a proactive approach to educating consumers, influencers and decision

makers. We will provide a model for more people to participate in the conversation.

ORGANIZATIONS

Fraternal organizationsProfessional organizations

ChambersECDs

GOVERNMENTS

State legislative officialsLocal legislative officials

Lobbyists

COMMUNITIES

Civic LeadersMedia

EducatorsCitizensYouth

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Cultivating moments, creating conversations.Most people don’t realize it, but every part of our culture is deeply rooted in agriculture.

We will translate the agricultural topics important for achieving our state’s goals into easily relatable stories and messages that can be embraced and shared by everyone.

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One messagefor many speakers.

The vision is for speakers to come from a variety of backgrounds, representing all of Tennessee agriculture - from the small vet practice to the large corporate producer - so the non-agricultural community truly understands the life and economic impacts agriculture has on our state.

Speakers across the state will be equipped with a communication toolkit containing everything needed to speak effectively and with a consistent message to non-ag audiences.

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No one person or entity can do this alone. Your financial help is necessary and will allow the creation of the following communication toolkit.

Anthem VideoThis approximately two-minute video will provide an overall rallying message for the ag awareness initiative allowing everyone participating to have a common voice - from the single family farmer to the corporate association to the large-scale operator across Tennessee.

Call-To-Action VideoThis video will reiterate points from the anthem video and guide viewers to follow through with appropriate action(s).

InfographicsShareable content, like the infographics to the right, helps brands stay top-of-mind.

PowerPointA PowerPoint presentation template provides every individual speaker across the state the same foundation for a consistent theme and messaging. It is also a quick and easy way to highlight relevant information.

Microsite Similar to TED.com, this website will offer a repository of videos, infographics, other supporting information, and an event/speaking schedule section (among other key components). The goal: engage users and connect them to TN Dept of Agriculture, TN Farm Bureau, UT Institute of Agriculture and other associated or affiliated websites.

Supporters will be recognized with: logo and name credits within the videos, website and PowerPoint presentation, and on printed materials.

Governor’s Rural Challenge: A 10-Year Strategic Plan | 9

Dairy FarmsThe number of dairies in Tennessee continues to decline, but dairies offer a significant economic benefit to local economies.

VA

NC

TN

Grape-bearing acreage has grown in Tennessee but it has not kept pace wih increased market demand. Tennessee’s 30 commercial vineyards are foundational to expanding the state’s viticulture industry, which has an $881 million economic impact.

Source: Stonebridge, Economic Impact of Grapes and Wine in Tennessee, 2011

Grape Production

2,774 acres

1,800 acres

650 acres

The total economic impact of Tennessee’s dairy industry has the potential to increase from a baseline of $241.2 million to nearly $423 million with improved herd health management.

Tennessee is well-positioned to greatly increase grape production, as neighboring states have done in recent years.

Historic Beef Herd NumbersThe state's current beef cattle inventory is at its lowest point since the 1950s, consistent with national trends. However, Tennessee is still a top 10 beef-producing state with an opportunity to take advantage of an expected expansion of the U.S. beef herd.

3,000,000

2,500,000

2,000,000

1,500,000

1950 1970 1980 1990 2000 20101960

$241.2 million

$423 million

Help us create the toolkit.

UNIVERSITY OF TN INSTITUTE OF AGRICULTURE | 11

Help create the opportunities.No one person or entity can deliver the message alone. You are needed to open doors

for speaking opportunities and/or give presentations. While this is a collective story, your involvement ensures multiple touch points across the state.

Governor’s Rural Challenge: A 10-Year Strategic Plan | 9

Dairy FarmsThe number of dairies in Tennessee continues to decline, but dairies offer a significant economic benefit to local economies.

VA

NC

TN

Grape-bearing acreage has grown in Tennessee but it has not kept pace wih increased market demand. Tennessee’s 30 commercial vineyards are foundational to expanding the state’s viticulture industry, which has an $881 million economic impact.

Source: Stonebridge, Economic Impact of Grapes and Wine in Tennessee, 2011

Grape Production

2,774 acres

1,800 acres

650 acres

The total economic impact of Tennessee’s dairy industry has the potential to increase from a baseline of $241.2 million to nearly $423 million with improved herd health management.

Tennessee is well-positioned to greatly increase grape production, as neighboring states have done in recent years.

Historic Beef Herd NumbersThe state's current beef cattle inventory is at its lowest point since the 1950s, consistent with national trends. However, Tennessee is still a top 10 beef-producing state with an opportunity to take advantage of an expected expansion of the U.S. beef herd.

3,000,000

2,500,000

2,000,000

1,500,000

1950 1970 1980 1990 2000 20101960

$241.2 million

$423 million

Governor’s Rural Challenge: A 10-Year Strategic Plan | 11

BRIDgIng the RURal eDUCatIon gap

Community colleges provide a much needed educational service across the state; however, many don’t offer agricultural courses within rural communities where the majority of agribusinesses and farms are located. Middle Tennessee State University is helping to bridge the gap by partnering with community colleges to offer an associate’s degree. Building on this partnership, MTSU’s School of Agribusiness and Agriscience has also designed a 2+2 program which creates an opportunity for students to earn a bachelor’s degree in Agribusiness without ever leaving their hometown community college campus. This and other similar partnerships across the state will be critical for helping to develop a skilled and educated workforce for tomorrow’s agriculture and forest industries.

Governor’s rural ChallenGe a 10-Year strateGiC Plan

Increasing Rural Tennessee’s Capacity to Produce

A Report to Governor Bill Haslam | December 2013

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