SEVEN YEARSOF SUCCESS

1999-2006

Kent Stanford

Alabama Cooperative

Extension System

History of Producer Education

1980’s – County Production meetings

Mid 1990’s – Multi-day Shortcourses

Very inefficient use of time Inefficient use of travel budgetDelivered primarily by specialists

Program Development & Transition

Focused on the next 5-10 yearsSought Industry Input Identified Needs:

New Materials & Delivery Method Agent Training Producer Recognition

The Product

Certificate programEight session course with a $75

fee Minimum of 24 hours trainingMandatory attendanceTesting requiredFarm sign, cap, & certificate at

graduation

Concerns!

We assumed producers would not:Pay for classesAttend regularlyRead the manualTake testsSuccessfully complete 24 hours of coursework

WE WERE WRONG!!!

Program ParticipationYear No.

ProgramsNo.

ParticipantsContact Hours

1999 12 300 72,000

2000 20 500 200,000

2001 15 375 112,500

2002 15 375 112,500

2003 10 250 50,000

2004 4 125 10,000

2005 11 275 60,500

2006 23 450 207,000

Total 110 2,650 824,500

Recap 2004-’06 Partnerships formed:

Alabama Cattleman’s Association Mississippi State University

New grant funds: Provided travel and equipment

money. $26,175 from state beef checkoff.

Out of Region Study Tour Nebraska in 2004, Texas in 2006. Linked producers with other

segments of the supply chain.

TechnologyUsed video conference and streaming

video for 2006 course.Partnered with MSU to offer across state

lines.12 sites in Alabama and 10 in

Mississippi.Creating CD with presentations for self-

study course.Tremendous savings on travel and time!

Study Tours

Graduates looking for next step“Advanced” course not ready Interest in retained ownership“Pasture to Plate” theme usedBonds formed between producersChanged perceptionsOffered in even-numbered years

Tour Impact

0

10

20

30

40

50

60

percent

Likely Very Likely Highly Likely

Likelihood of Change After Tour

Why it worked… Quality Product Committed Agents and Specialists. Flexibility to adapt. Vocal graduates. Partnerships.

Testimonials… “This class was so thorough that it

likely cut ten years off my development.” – Tim West, Centre.

“I have saved at least $25,000 in the year since I took the class, a huge savings for me!” - Ted Williams, Blount County