Sign up to save your podcasts
Or
Share Meet the Hosts of 4-H-4-U-2
Share to email
Share to Facebook
Share to X
Share to email
Share to Facebook
Share to X
Or
Meet the Hosts of 4-H-4-U-2
Mississippi State Extension specialists, Dr. John Long and Cobie Rutherford, introduce themselves and talk about the roles each play in 4-H.
Transcript:
Announcer: This is 4-H-4-U-2, a podcast from the Mississippi State University Extension Service promoting 4-H programs and positive youth development. Here now your host, Dr. John Long and Cobie Rutherford.
John Long: All right, well good morning to you Cobie. How are you doing today?
Cobie Rutherford: Hey, good. Dr Long. You okay?
John Long: Oh, I'm doing fine. I'm doing fine. Oh, so this is going to be our kind of, I guess our maybe flagship podcast. I don't know if that's the right term to use, but our initial first one. How do you feel about that?
Cobie Rutherford: Number one. I don't know. It's kind of daunting sitting here looking at all this technology and hearing ourselves on these microphones and stuff.
John Long: Yes. This is what I've always wanted to do, so I feel great about it.
Cobie Rutherford: Me too. You've got a great radio voice.
John Long: Oh well thanks. I've got a cold. So that's probably why. Because I normally don't like my voice, you know? You know how that is.
Cobie Rutherford: Yes, exactly.
John Long: Recording yourself you sound terrible. So I thought that this podcast, we could just start out by kind of just introducing ourselves and tell a little bit about ourselves and where we come from and basically how we got to this point where we are right now. So I'm going to yield to the younger Cobie Rutherford.
Cobie Rutherford: All right, well that sounds good. Thanks John. So I am Cobie Rutherford, I'm in the 4-H youth department as a new faculty member, relatively. Started on staff back in September of 2018. My background and training is in animal sciences, so the youth development is kind of a different world for me, but I grew up as a 4-Her in a small town in North Alabama and participated in every 4-H event. From 4-H cookie cook-off to public speaking to livestock shows. So 4-H has been a big part of my development as a person. So it's kind of neat to come back full circle and be one of the people that helps develop other youth from around the state now.
John Long: Well that's cool. I guess I come from a little bit of a different background. I was born and raised, well, I was born in Ackerman and raised in Sturgis and wound up in Starkville. So I'm probably going to retire in Columbus. I'm just trying to keep going to the East apparently. But started out as basically had no 4-H background whatsoever. I do remember a specific conversation that I had with my mother when I was a child and I don't even know how it came up, and she said that she was a member of 4-H when she was in school. And I said, "What is 4-H?" And she says, "Well I can tell you the plage or what the 4-Hs stands for", which she of course told me. She still remembered that and she was older then.
John Long: And so that was really the only thing I knew about 4-H and then I got into agriculture and I worked in agriculture for several years and worked in the Delta and then worked over here at the entomology department and one of the professors over there had a trap machine in the back of his truck. And I said, "What in the world are you doing?" Because he knew I loved to shoot and he said, "I'm actually going to 4-H shooting sports shotgun practice." So I kind of got a little introduction there, but a really big focus of really wanting to change towards youth development was working through the entomology graduate club. We had an entomology club and we would often go to schools and talk to young people and we would have them come to the entomology department, and I just absolutely loved that part. It was just awesome. And that's where I really decided, that's when I wanted to start trying to teach youth, trying to make a difference.
John Long: So that led me down a different career path and I've been in 4-H now for... Yeah, that long. So 12 years now and been with the university 23 so it's been a big part of my career here.
Cobie Rutherford: How about that? I guess my first 4-H experience I grew up on a farm, a beef cattle farm, and I was looking for something that I was good at. So I was terrible at all athletics. I couldn't shoot a basketball, couldn't hit a baseball. So I was kind of looking for my niche and with the cattle on the farm, we found that there was a venue to show cattle through 4-H. So my dad started off, he bought me a a $400 sorriest steer you've ever seen in your life. But I went to the 4-H contest with that steer and I got some ribbon that was probably some shade of orange or brown. Nothing really significant but that steer taught me a lot about responsibility and how what you put into something you can get out of. So I learned, with that steer particularly, how to lose and that's something that I had never done before. I still got my trophy my little brown ribbon, but it was kind of cool to see how I progressed over from a nine year old with a sorry steer to as a senior in high school having some really nice cattle on my farm.
John Long: Yeah, that is cool.
Cobie Rutherford: But that steer got me into different projects in 4-H like public speaking and different visual presentations and kind of set the whole mode for my career forward.
John Long: And I think that's one thing about 4-H that I've really learned is the fact of yes, you can do a specific... Well in the 4-H safety program, you can do a discipline. For instance, you can do shotgun, but shotgun takes you other places. It takes you into other things and you can really expand on that and that's what 4-H is so much a part of now is the fact that we can actually branch out and we've got so much more to offer these days than what we've had in the past. And I think it continues to grow since we've seen the growth of the robotics program and things like that. That was nonexistent probably in my career.
Cobie Rutherford: Yeah. It wasn't existent when I was in 4-H and that was almost 20 years ago. But yeah, nothing about that.
John Long: One thing that I've learned, and of course as you said, you've been in 4-H and one thing that I could say is, I wish I'd have been in 4-H. The opportunities that young people have now, I mean, if I'd have known about these programs, I'd have been in it for sure, but I just didn't know about it. All of my instruction, if it was a firearm or archery, it came from my parents or relatives. I mean we're reaching, I'm not just saying the 4-H safety program, but all programs are reaching out to these different veins of youth in the community.
Cobie Rutherford: Yeah. And I think that that's something that we have had a hard time capitalizing on is all these children who go through the 4-H program, how they go back into their communities and be community leaders one day or even state elected officials or even on a national level. A lot of our national leaders were 4-H members and we still kind of need to remember that it's the largest youth organization in the United States and there's people on this campus at Mississippi State that don't know anything about 4-H. So I think that's one good thing about this podcast is how maybe you and I can help spread the message of 4-H and try to expand our audience some.
John Long: Right. I totally agree. I know that even working at the state fair and we have our 4-H day at the state fair and we draw some people into that event that are not even remotely in 4-H, don't even really know anything about it. In fact, I stopped a lady... Or I didn't stop her, but we got into a conversation at the state fair last year and I got to telling her about 4-H and she'd picked up a brochure and then I got to telling her about it. She says, "I had no idea." She says, "Why do more people not know about this?" And I think that's true. I think we have a a great audience. We have a great message and we just need to get it out there.
Cobie Rutherford: Yeah, that's right. So I think moving forward with the podcast, there's so much we can talk about and have a lot of different episodes. We can talk about your programs with the 4-H safety programs. We can talk about youth livestock programs and then all those different programs in between those two spectrums that are not reaching a huge audience that are so beneficial.
John Long: That's true. That's very true. I love of course when, I guess when we found out that we were going to be able to start doing podcasts, I think you and I almost bumped into each other running from our offices because we thought that this is a great opportunity. And just thinking about the things that we're going to be talking about in the future and developing those topic areas, I think that's really going to be an exciting thing. It's going to be a breath of fresh air for sure and one of the things that you and I were brainstorming on was just like talking about those smaller aspects of little known facts, I guess of 4-H and that we can hopefully educate people on. And hopefully y'all will get something out of this.
Cobie Rutherford: Yeah, I think so, and regardless if you have someone that's in 4-H or not, I think we can bring on some guest speakers and some guest panel members that can talk about different things like social media or maybe even some personal development skills that are geared towards youth that can be applied towards adults such as resume building, interview skills, things like that. That's important for anybody of any age.
John Long: Yeah, I think that that's very true. I think sometimes we may get a little wrapped up in on the competitive side or a certain activity side and we forget that the main focus is youth development. That's what we do. You can't say that enough. It's youth development. It's not just youth doing something, you know? So what we do as volunteers, or as parents, or as agents, anybody involved in 4-H we're teaching those kids life skills that they're going to use from now on. I made a comment the other day about, this is not even 4-H related, but the girl that taught me how to tie my shoes she taught me a life skill that I use everyday. Not today, but I got slip ons today. But it is something and the very fact of if sometimes we get to thinking that we're not making a difference and it's not worth the effort and these hardheaded kids don't want to listen, you do not know what kind of impact you're making in a young person's life right now. But on down the road, I've had people come up to me after and say, "I remember what you told me." You know, and I thought, man, and I remember people that have made an effect in my life. So we're making a difference. There's no doubt about it.
Cobie Rutherford: Exactly. I think back to my experiences of 4-H and think about again that sorry steer what I learned from that thing and most of all, it was perseverance. After the first two or three outings with that calf, I knew he wasn't very good and I learned what kind of the standard was for a good show calf, but I also learned not to give up on that project. I wanted that calf to go to the county show, district show, state show and kind of stick out that project. It would've been real easy to give up on him and learning perseverance, hard work, responsibility, meeting another animal everyday is kind of pretty neat. And then at the end of it, the big idea of it was I learned where my food came from. I learned that that steer was going to produce X amount of pounds of hamburger meat, steaks and things that could feed my family for an entire year.
John Long: A lot of people don't know that and I think that's getting lost for sure. Do not know where their food comes from for sure and I think that when we go to talking about through these topics that we're going to be having on the podcast, I think the audience will begin to see just how large 4-H is, how diverse 4-H is and how it's just continually making an impact in young people's lives for sure.
Cobie Rutherford: And even how much 4-H has evolved.
John Long: Oh yes.
Cobie Rutherford: During our lifetimes, I mean, wow. It's went from corn clubs to STEM that you mentioned earlier and robotics. The future is limitless for what all 4-H can offer.
John Long: You know, you talk about, and may I give a little snippet of improvement?
Cobie Rutherford: Yeah, sure. Go ahead.
John Long: This is a little FYI, I guess, but 4-H was started as Cobie mentioned as a corn club. Well, do you know the story about why they did that?
Cobie Rutherford: I've heard it, but I'd like to hear it again.
John Long: Okay. So I'm going to tell you.
Cobie Rutherford: Yeah, let's go ahead.
John Long: All right. So the deal is, is that the extension service was trying to get the farmers to take on these new agricultural practices that were coming out of the university. Well they were hardheaded, some of us are.
Cobie Rutherford: Yes.
John Long: And they would not take up those practices. Well they said, "Let's try to get the practices in through the youth. We'll teach the youth and they'll see the results and then they'll want to do it." So When little Johnny's corn patch or tomatoes were growing larger than dads, little Johnny was doing something right because he was taking that information that the agent was trying to get out. So that is what we're trying to do. We're trying to expand, go out into our community and make our young people better so they can be an example for other people to follow. So I don't think any of us would disagree. That's a bad thing for sure.
Cobie Rutherford: Right. And I've also heard stories about how some of the early 4-H livestock projects started with record books and we think record books, they're pretty simple, but it's almost the same concept. 4-H agents taught those dairy kids in the Midwest how to keep records on their dairy cows, how much milk they were giving, how many pounds of milk and then in turn they were able to make genetic improvement in their cows and figure out which cows were continuously the better producers and they taught their parents to start keeping records. So youth are a powerful tool.
John Long: Yeah. Absolutely.
Cobie Rutherford: Especially in a teaching environment.
John Long: Very, valuable. They're our future, so let's just face it.
Cobie Rutherford: And when we think about how many children there are in this generation and how they're talking about this generation will be bigger than the boomer generation and have more spending power than millennials and be probably more frivolous with their money, we've got a huge consumer base that we need to make sure that they have good life skills.
John Long: Absolutely.
Cobie Rutherford: Make good choices.
John Long: Absolutely. Because there's a lot of things out there in that world that are right the opposite of that. For sure.
Cobie Rutherford: Right, exactly.
John Long: Yep. Well, all right. I guess we're going to go ahead and wrap this podcast up. I enjoyed talking with you, Colbi. Just learned a little bit more about you. Cobie's just starting out, I guess. Came in in September?
Cobie Rutherford: That's right.
John Long: Yeah. Yeah. So I look forward to doing this again. I think this will be great.
Cobie Rutherford: Yeah, it's kind of fun. Maybe it's a little shaky today, but I think we did okay for our first go about John.
John Long: I think we did pretty good.
Cobie Rutherford: Good deal.
John Long: All right, well With that we're going to go ahead and we'll see you next time. We're not going to see you. You'll hear us and we see each other. All right.
Cobie Rutherford: Good deal. Have a good one.
John Long: All right, take it easy.
Cobie Rutherford: Bye.
Announcer: Thanks for joining us for 4-H-4-U-2. For more information please visit extension.msstate.edu and be sure to subscribe to our podcast. 4-H-4-U-2 is produced by the Mississippi State University Extension Service Office of Agricultural Communications.
View all episodes
By Mississippi State Extension 4-HMississippi State Extension specialists, Dr. John Long and Cobie Rutherford, introduce themselves and talk about the roles each play in 4-H.
Transcript:
Announcer: This is 4-H-4-U-2, a podcast from the Mississippi State University Extension Service promoting 4-H programs and positive youth development. Here now your host, Dr. John Long and Cobie Rutherford.
John Long: All right, well good morning to you Cobie. How are you doing today?
Cobie Rutherford: Hey, good. Dr Long. You okay?
John Long: Oh, I'm doing fine. I'm doing fine. Oh, so this is going to be our kind of, I guess our maybe flagship podcast. I don't know if that's the right term to use, but our initial first one. How do you feel about that?
Cobie Rutherford: Number one. I don't know. It's kind of daunting sitting here looking at all this technology and hearing ourselves on these microphones and stuff.
John Long: Yes. This is what I've always wanted to do, so I feel great about it.
Cobie Rutherford: Me too. You've got a great radio voice.
John Long: Oh well thanks. I've got a cold. So that's probably why. Because I normally don't like my voice, you know? You know how that is.
Cobie Rutherford: Yes, exactly.
John Long: Recording yourself you sound terrible. So I thought that this podcast, we could just start out by kind of just introducing ourselves and tell a little bit about ourselves and where we come from and basically how we got to this point where we are right now. So I'm going to yield to the younger Cobie Rutherford.
Cobie Rutherford: All right, well that sounds good. Thanks John. So I am Cobie Rutherford, I'm in the 4-H youth department as a new faculty member, relatively. Started on staff back in September of 2018. My background and training is in animal sciences, so the youth development is kind of a different world for me, but I grew up as a 4-Her in a small town in North Alabama and participated in every 4-H event. From 4-H cookie cook-off to public speaking to livestock shows. So 4-H has been a big part of my development as a person. So it's kind of neat to come back full circle and be one of the people that helps develop other youth from around the state now.
John Long: Well that's cool. I guess I come from a little bit of a different background. I was born and raised, well, I was born in Ackerman and raised in Sturgis and wound up in Starkville. So I'm probably going to retire in Columbus. I'm just trying to keep going to the East apparently. But started out as basically had no 4-H background whatsoever. I do remember a specific conversation that I had with my mother when I was a child and I don't even know how it came up, and she said that she was a member of 4-H when she was in school. And I said, "What is 4-H?" And she says, "Well I can tell you the plage or what the 4-Hs stands for", which she of course told me. She still remembered that and she was older then.
John Long: And so that was really the only thing I knew about 4-H and then I got into agriculture and I worked in agriculture for several years and worked in the Delta and then worked over here at the entomology department and one of the professors over there had a trap machine in the back of his truck. And I said, "What in the world are you doing?" Because he knew I loved to shoot and he said, "I'm actually going to 4-H shooting sports shotgun practice." So I kind of got a little introduction there, but a really big focus of really wanting to change towards youth development was working through the entomology graduate club. We had an entomology club and we would often go to schools and talk to young people and we would have them come to the entomology department, and I just absolutely loved that part. It was just awesome. And that's where I really decided, that's when I wanted to start trying to teach youth, trying to make a difference.
John Long: So that led me down a different career path and I've been in 4-H now for... Yeah, that long. So 12 years now and been with the university 23 so it's been a big part of my career here.
Cobie Rutherford: How about that? I guess my first 4-H experience I grew up on a farm, a beef cattle farm, and I was looking for something that I was good at. So I was terrible at all athletics. I couldn't shoot a basketball, couldn't hit a baseball. So I was kind of looking for my niche and with the cattle on the farm, we found that there was a venue to show cattle through 4-H. So my dad started off, he bought me a a $400 sorriest steer you've ever seen in your life. But I went to the 4-H contest with that steer and I got some ribbon that was probably some shade of orange or brown. Nothing really significant but that steer taught me a lot about responsibility and how what you put into something you can get out of. So I learned, with that steer particularly, how to lose and that's something that I had never done before. I still got my trophy my little brown ribbon, but it was kind of cool to see how I progressed over from a nine year old with a sorry steer to as a senior in high school having some really nice cattle on my farm.
John Long: Yeah, that is cool.
Cobie Rutherford: But that steer got me into different projects in 4-H like public speaking and different visual presentations and kind of set the whole mode for my career forward.
John Long: And I think that's one thing about 4-H that I've really learned is the fact of yes, you can do a specific... Well in the 4-H safety program, you can do a discipline. For instance, you can do shotgun, but shotgun takes you other places. It takes you into other things and you can really expand on that and that's what 4-H is so much a part of now is the fact that we can actually branch out and we've got so much more to offer these days than what we've had in the past. And I think it continues to grow since we've seen the growth of the robotics program and things like that. That was nonexistent probably in my career.
Cobie Rutherford: Yeah. It wasn't existent when I was in 4-H and that was almost 20 years ago. But yeah, nothing about that.
John Long: One thing that I've learned, and of course as you said, you've been in 4-H and one thing that I could say is, I wish I'd have been in 4-H. The opportunities that young people have now, I mean, if I'd have known about these programs, I'd have been in it for sure, but I just didn't know about it. All of my instruction, if it was a firearm or archery, it came from my parents or relatives. I mean we're reaching, I'm not just saying the 4-H safety program, but all programs are reaching out to these different veins of youth in the community.
Cobie Rutherford: Yeah. And I think that that's something that we have had a hard time capitalizing on is all these children who go through the 4-H program, how they go back into their communities and be community leaders one day or even state elected officials or even on a national level. A lot of our national leaders were 4-H members and we still kind of need to remember that it's the largest youth organization in the United States and there's people on this campus at Mississippi State that don't know anything about 4-H. So I think that's one good thing about this podcast is how maybe you and I can help spread the message of 4-H and try to expand our audience some.
John Long: Right. I totally agree. I know that even working at the state fair and we have our 4-H day at the state fair and we draw some people into that event that are not even remotely in 4-H, don't even really know anything about it. In fact, I stopped a lady... Or I didn't stop her, but we got into a conversation at the state fair last year and I got to telling her about 4-H and she'd picked up a brochure and then I got to telling her about it. She says, "I had no idea." She says, "Why do more people not know about this?" And I think that's true. I think we have a a great audience. We have a great message and we just need to get it out there.
Cobie Rutherford: Yeah, that's right. So I think moving forward with the podcast, there's so much we can talk about and have a lot of different episodes. We can talk about your programs with the 4-H safety programs. We can talk about youth livestock programs and then all those different programs in between those two spectrums that are not reaching a huge audience that are so beneficial.
John Long: That's true. That's very true. I love of course when, I guess when we found out that we were going to be able to start doing podcasts, I think you and I almost bumped into each other running from our offices because we thought that this is a great opportunity. And just thinking about the things that we're going to be talking about in the future and developing those topic areas, I think that's really going to be an exciting thing. It's going to be a breath of fresh air for sure and one of the things that you and I were brainstorming on was just like talking about those smaller aspects of little known facts, I guess of 4-H and that we can hopefully educate people on. And hopefully y'all will get something out of this.
Cobie Rutherford: Yeah, I think so, and regardless if you have someone that's in 4-H or not, I think we can bring on some guest speakers and some guest panel members that can talk about different things like social media or maybe even some personal development skills that are geared towards youth that can be applied towards adults such as resume building, interview skills, things like that. That's important for anybody of any age.
John Long: Yeah, I think that that's very true. I think sometimes we may get a little wrapped up in on the competitive side or a certain activity side and we forget that the main focus is youth development. That's what we do. You can't say that enough. It's youth development. It's not just youth doing something, you know? So what we do as volunteers, or as parents, or as agents, anybody involved in 4-H we're teaching those kids life skills that they're going to use from now on. I made a comment the other day about, this is not even 4-H related, but the girl that taught me how to tie my shoes she taught me a life skill that I use everyday. Not today, but I got slip ons today. But it is something and the very fact of if sometimes we get to thinking that we're not making a difference and it's not worth the effort and these hardheaded kids don't want to listen, you do not know what kind of impact you're making in a young person's life right now. But on down the road, I've had people come up to me after and say, "I remember what you told me." You know, and I thought, man, and I remember people that have made an effect in my life. So we're making a difference. There's no doubt about it.
Cobie Rutherford: Exactly. I think back to my experiences of 4-H and think about again that sorry steer what I learned from that thing and most of all, it was perseverance. After the first two or three outings with that calf, I knew he wasn't very good and I learned what kind of the standard was for a good show calf, but I also learned not to give up on that project. I wanted that calf to go to the county show, district show, state show and kind of stick out that project. It would've been real easy to give up on him and learning perseverance, hard work, responsibility, meeting another animal everyday is kind of pretty neat. And then at the end of it, the big idea of it was I learned where my food came from. I learned that that steer was going to produce X amount of pounds of hamburger meat, steaks and things that could feed my family for an entire year.
John Long: A lot of people don't know that and I think that's getting lost for sure. Do not know where their food comes from for sure and I think that when we go to talking about through these topics that we're going to be having on the podcast, I think the audience will begin to see just how large 4-H is, how diverse 4-H is and how it's just continually making an impact in young people's lives for sure.
Cobie Rutherford: And even how much 4-H has evolved.
John Long: Oh yes.
Cobie Rutherford: During our lifetimes, I mean, wow. It's went from corn clubs to STEM that you mentioned earlier and robotics. The future is limitless for what all 4-H can offer.
John Long: You know, you talk about, and may I give a little snippet of improvement?
Cobie Rutherford: Yeah, sure. Go ahead.
John Long: This is a little FYI, I guess, but 4-H was started as Cobie mentioned as a corn club. Well, do you know the story about why they did that?
Cobie Rutherford: I've heard it, but I'd like to hear it again.
John Long: Okay. So I'm going to tell you.
Cobie Rutherford: Yeah, let's go ahead.
John Long: All right. So the deal is, is that the extension service was trying to get the farmers to take on these new agricultural practices that were coming out of the university. Well they were hardheaded, some of us are.
Cobie Rutherford: Yes.
John Long: And they would not take up those practices. Well they said, "Let's try to get the practices in through the youth. We'll teach the youth and they'll see the results and then they'll want to do it." So When little Johnny's corn patch or tomatoes were growing larger than dads, little Johnny was doing something right because he was taking that information that the agent was trying to get out. So that is what we're trying to do. We're trying to expand, go out into our community and make our young people better so they can be an example for other people to follow. So I don't think any of us would disagree. That's a bad thing for sure.
Cobie Rutherford: Right. And I've also heard stories about how some of the early 4-H livestock projects started with record books and we think record books, they're pretty simple, but it's almost the same concept. 4-H agents taught those dairy kids in the Midwest how to keep records on their dairy cows, how much milk they were giving, how many pounds of milk and then in turn they were able to make genetic improvement in their cows and figure out which cows were continuously the better producers and they taught their parents to start keeping records. So youth are a powerful tool.
John Long: Yeah. Absolutely.
Cobie Rutherford: Especially in a teaching environment.
John Long: Very, valuable. They're our future, so let's just face it.
Cobie Rutherford: And when we think about how many children there are in this generation and how they're talking about this generation will be bigger than the boomer generation and have more spending power than millennials and be probably more frivolous with their money, we've got a huge consumer base that we need to make sure that they have good life skills.
John Long: Absolutely.
Cobie Rutherford: Make good choices.
John Long: Absolutely. Because there's a lot of things out there in that world that are right the opposite of that. For sure.
Cobie Rutherford: Right, exactly.
John Long: Yep. Well, all right. I guess we're going to go ahead and wrap this podcast up. I enjoyed talking with you, Colbi. Just learned a little bit more about you. Cobie's just starting out, I guess. Came in in September?
Cobie Rutherford: That's right.
John Long: Yeah. Yeah. So I look forward to doing this again. I think this will be great.
Cobie Rutherford: Yeah, it's kind of fun. Maybe it's a little shaky today, but I think we did okay for our first go about John.
John Long: I think we did pretty good.
Cobie Rutherford: Good deal.
John Long: All right, well With that we're going to go ahead and we'll see you next time. We're not going to see you. You'll hear us and we see each other. All right.
Cobie Rutherford: Good deal. Have a good one.
John Long: All right, take it easy.
Cobie Rutherford: Bye.
Announcer: Thanks for joining us for 4-H-4-U-2. For more information please visit extension.msstate.edu and be sure to subscribe to our podcast. 4-H-4-U-2 is produced by the Mississippi State University Extension Service Office of Agricultural Communications.