Welcome To NAMA - Programs and Events - Upcoming Seminars and Tours

Introduction
Agribusiness is changing faster than ever. Technology is erasing borders at the same time cultural beliefs are challenging our science. Images of agriculture's past now confront the landscape of the future. Global consumers want more choices that eliminate the risk and cater to their individual style and needs.

How can agribusiness re-model to meet this demand? How can your company recognize these changes as opportunities and address the changing business model of American agriculture? What will the blueprint to a new business model look like?

This year's NAMA Issues Forum is designed to engage your thinking about the future of your company, client or customer. Lay the foundation and frame the model as we delve into three major forces in modern agriculture: consumerism, e-commerce and globalization.

Consumerism...the permit for your remodeling project. Survey the land, draft a blueprint and request your permits because consumerism is inspecting the practices of American agriculture. The reality of today's agribusiness world is that consumers are helping to set the agenda. Consumer fears and concerns are broadening to include environment, growing and handling practices as well as innovations that fit with their changing lifestyles. Whether it is identity-preserved products, animal welfare, environmental considerations or consolidation, the consumer is keeping a close eye on modern agriculture.

E-Commerce...make room in your tool belt. E-commerce is the latest tool to help re-model your agribusiness plan. The newest connect to your customer, e-commerce is driving decisions at home and in the office. Will this new connect enhance the overall appeal of your company or help re-build your business of your future?

Globalization...the new neighborhood of agribusiness. Beyond trade, globalizations is impacting American agriculture. In the same moment at McDonald's chain delivers fresh beef to a small village in Asia, mass markets are segmenting faster than individuals can barter a product in cyberspace. There is an increasing need for agribusiness leaders to be present on the world stage. As we look at pressure for global consolidation, emerging markets and international regulations, a new model for agribusiness is emerging.

Like any remodeling, the tough decisions rival your old assumptions and forge new marketing approaches. Be a part of designing the blueprint to manage "Agribusiness: Under Construction."

NAMA's Agricultural Communicators of the Year will be honored during the luncheon on Thursday, September 14. These awards recognize individuals who have recently excelled in agri-marketing professionalism. In addition, the Achieving Chapter Excellence (ACE) awards will be presented to outstanding NAMA chapters.

Speakers
Wednesday, September 13
5 - 6:30 p.m.
Kick-off Session: Forces Shaping the Reconstruction of Agribusiness: Consumerism, e-Commerce & Globalization
Delve into three major forces and address the changes in American agriculture. Assemble the raw materials that will help you select tools and begin to draft a blueprint for the future.

Monte Hemenover, Avenues for Change, Inc.
As the founder of Avenues for Change, Inc., Hemenover applies almost three decades of experience with Monsanto, Elanco Animal Health and ranching to the challenges facing agriculture. He champions a "consumer driven agriculture" model and tracks industry developments, like e-commerce and globalization, as agents of change.

Thursday, September 14
8 - 11:30 a.m.
General Session - Consumerism
Consumer Perceptions: Do You Need a Permit to Re-Model?
Learn from a leading consumer advocacy group about consumer perceptions of the food and fiber industry.

Linda Golodner, President, National Consumers League
The National Consumers League and its leaders have played active roles in the social and economic history of the nation since the 1890s, when the League first pioneered a concept called advocacy and began fighting for American consumers.

Consumer Pressures: How Well is Ag Responding?
With the consumer perspective in your tool belt, take out the tape measure and see how agriculture measures up.

Dr. Jay Lehr, Senior Scientist, Environmental Education Enterprises, Inc.
Lehr has focused his efforts on explaining to the public, media and government how American farmers produce the best, biggest and safest food supply in the world. His latest book is entitled The Handbook of Environmental Science, Health and Technology.

Consumerism Point-Counter Point Session
Debate the issues with our two morning speakers and gain additional insight into consumer pressures and the re-design of the agribusiness model. Farm Journal editor Sonja Hillgren will moderate this discussion.

McDonald's Reaction to Consumerism
The American food industry is worried about consumers' perceptions. How has consumerism effected McDonald's business practices here and abroad?

Mike Donahue, McDonald's, Inc.
Donahue is vice president of public and community affairs for McDonald's, Inc.

Consumerism Strategies for Agriculture
The American food industry is worried and companies are responding. Are they using the right approach, what are some strategies that American agriculture can employ?

Sue Harlander, BIORATIONAL Consultants, Inc.
Harlander is president of BIORATIONAL Consultants, Inc., which specializes in food and biotechnology issues facing the food supply chain.

Thursday, September 14
2 - 5 p.m.
General Session - e-Commerce
Collision Course: Traditional Distribution & Sales vs. Internet
E-Commerce is rapidly challenging the dealer/distributor network and the industry is divided over whether the old distribution network should die and be replaced with direct Internet purchases or if the Internet should merely "enhance" the dealers and distributors.

Scott Kirsner, FastCompany, Wired and Boston Magazine
Kirsner is a contributing editor to FastCompany, Wired and Boston Magazine, as well as the Boston Globe.

Point-Consumer Point - The Future of the Dealer/Distributor Network with e-Commerce.
Hear from the trenches and learn first hand the future of dealer/distributor networks in the face of e-Commerce. Should we use the Internet to enhance dealer/distributor services or sell direct via the Internet?

Dale Locken, Rooster.com, Inc.
Locken serves as vice president, retail partnerships at Rooster.com, Inc.

Jim Parker, FoodTrader.com, Inc.
Parker is senior vice president for FoodTrader.com, Inc., an online marketplace for the food and agricultural industries. (This panel will include two producers representing each side of the issue.)

Friday, September 15
7:30 - 8:30 a.m.
ARC Hosted Continental Breakfast
Taking Your Issue to the Public - The Council on Biotechnology Information Campaign
April 3, 2000 launched a multi-year, industry-led public information program to share the story of agricultural biotechnology with people in the United States and Canada. The program, sponsored by the Council for Biotechnology Information, includes a Web site, toll-free consumer number, information materials, and television and print advertising. Learn how public relations has played a role in the Council's efforts and how PR will help drive this three- to five-year effort.

Ted McKinney, Dow AgroSciences
McKinney is with Dow AgroSciences and is Chair of the Council on Biotechnology Information.

8 a.m. - Noon
General Session - Globalization
Global Developments Impacting U.S. Agribusiness
The world stage is demanding a performance but are the leaders of American agribusiness ready to perform? Investigate top issues in the global arena and prepare for the future.

Peter Scher, Mayer, Brown & Platt
Scher is a former Special Trade Negotiator for the Special Trade Representative office of the White House, and is now a partner in the law firm of Mayer, Brown & Platt.

Challenges of Entering New Global Markets
First identify the market, then execute the planning, next take on the politics and inform the media; acting globally is not as easy as it sounds. Discover the planning, execution and maintenance involved in entering new global markets.

Kerrie Keeler, John Deere Company
Keeler is manager of New Market Planning and Development for John Deere Company in China, South America, Australia and Mexico.

Product Acceptance in Foreign Markets: European Issues
Mounting consumer pressures, increasing government hesitation, and even farmer reaction has caused ag input suppliers to re-design their marketing blueprint in Europe and other key markets around the world. Explore how a leading agribusiness company has adjusted to these market pressures to construct its global position.

Rufus Yerxa, Monsanto, Inc.
Yerxa is Lead, International Trade and Product Acceptance for Monsanto, Inc.

Wrap Up - The New Agribusiness Model: What do you think?
Participants will help draft the blueprint to manage "Agribusiness: Under Construction" as they debate the issues and draft a plan using the tools acquired over the course of the Issues Forum.
Moderator - Ken Root, AgriTalk, Inc.

8:00 a.m. - 5:00 p.m	Executive Committee Meeting
1:00 p.m. - 5:00 p.m.	APA Board Meeting
7:00 p.m. - 8:30 p.m.	Agribusiness Internet Advertising Committee Reception

8:00 a.m. - 11:00 a.m.	Leader Workshop
8:00 a.m. - 1:00 p.m.	APA Board Meeting
8:00 a.m. - 4:00 p.m.	Agri-Business Internet Advertising Committee
2:00 p.m. - 4:30 p.m.	Board of Director's Meeting
5:00 p.m. - 6:30 p.m.	Issues Forum Kick-Off Session
6:30 p.m. - 8:00 p.m.	Welcome Reception

7:00 a.m. - 8:00 a.m.	Continental Breakfast
8:00 a.m. - 11:00 a.m.	Issues Forum General Session
12:00 Noon - 1:30 p.m.	Ag Communicators Recognition Luncheon
2:00 p.m. - 5:00 p.m.	Issues Forum General Session
5:30 p.m. - 7:00 p.m.	Reception

7:30a.m. - 8:30 a.m.	ARC Hosted Continental Breakfast/Speaker
8:30 a.m. - 12:00 Noon	Issues Forum Closing Session

Registration Information
Member Early: $325, After Aug. 21: $395
Non-member Early: $375, After Aug. 21: $445
Student/Educator: $95, After Aug. 21: $95

Cancellation Policy
Cancellations up to August 25 will receive a full refund; between August 26 and September 4 will receive a 50% refund. After September 4 no refunds will be given.

Hotel
Hyatt Regency at Union Station
One St. Louis Union Station
St. Louis, MO 63103
(314) 231-1234
Rate: $130 - Single/Double
$150 - Triple
$170 - Quad

* The hotel cut-off date is August 21. All reservations received after that date are subject to higher rates and potential unavailability.

Sponsors
Gold Level ($3,000 or higher)
Agri Broadcast Managers Council - Kick-off Session
Agri Marketing Magazine - Publicity
Farm Progress Companies - Wednesday Welcome Reception

Silver Level ($1,000 - $2,999)
Agricultural Relations Council - Friday Morning Breakfast Speaker
Ag Speakers Network - Speaker, Dr. Jay Lehr
Cattlemen’s Beef Board/National Cattlemen’s Beef Association - Friday Morning Session
Elanco Animal Health - Thursday Morning Session
Farm Journal/AgWeb.com - Thursday Reception
Fleishman-Hillard, Inc. - Thursday Afternoon Session
High Plains Journal - Thursday Continental Breakfast
Hoard’s Dairyman Magazine - Thursday Continental Breakfast
Iowa Farmer Today - Thursday Morning Break
Monsanto - Friday Morning Session
Morgan&Myers - Thursday Morning Session
Osborn & Barr Communications - Friday Morning ARC Breakfast
Pioneer Hi-Bred International - Program Booklet Ad
Purina Mills, Inc. - Program Booklet Ad
Successful Farming - Program Booklet Ad

Bronze Level (Under $1,000)
Ayres Advertising/Marketing - Ag Communicator Recognition Luncheon
Brighton Agency - Thursday Afternoon Break
ForTheFarm.com - Thursday Afternoon Session
National Cotton Council of America - Friday Morning Coffee Break
Seaboard Corporation - Ag Communicator Recognition Luncheon