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Scientific Approach to a Dairy Marketing Extension Program¹

Federal Extension Service, USDA, Washington, D. C.

ABSTRACT

Education is the biggest enterprise in America today. Dairying is still one of agriculture's most vital industries and the combination of these two gives us a subject of prime importance to our Nation's progress.

Role of Extension education. The Extension Service, along with technology, population, and economic ecology, is undergoing significant changes. In former years, county agricultural agents worked almost exclusively with farm production problems. Subsequently, we became aware that off-farm influences were conditioning the farmer's welfare. Today we recognize that agriculture is far more than production. Marketing, processing, transportation, and retailing are important not only to farm producers but to our total economy. On this point, I quote from the report of a special study group requested to develop a policy on Extension marketing programs for extension administrators. This report, prepared by the National Agricultural Extension Center for Advanced Study at the University of Wisconsin, recommended that Extension should: "Develop policies that permit marketing personnel to work directly with marketing firms as well as through county Extension offices.

¹ Presented at the 58th Annual Meeting of the American Dairy Science Association, Section C, Dairy Marketing Extension, College Park, Maryland, June, 1962.