Louisiana Rice Promotion Board chairman
In
1972, a prior generation of Louisiana rice farmers had the foresight to
initiate a grower-directed rice promotion check-off program to ensure a viable
industry for years to come. They envisioned
a program that would generate demand for our crops worldwide, and do so with
complete openness and accountability, all while representing the interests of
every grower in the state. I greatly
admire their forward thinking and I, along with every other grower in the
state, am reaping the benefits of that vision today.
Yet
initiation of the check off system was not an end in itself. To be effective it required, and continues to
require, committed volunteer servants to direct the use of the funds generated
through the grower-paid check-off program.
Fortunately, agriculture in general and rice specifically has always
been blessed with such individuals – men
and women who volunteer their time and talents for the greater good without any
compensation. They are simply committed
to ensuring that the Louisiana rice industry remains healthy for years to
come. John Maxwell, American author,
speaker and pastor, calls such folks “Make-A-Difference People” and notes that
they are committed to service.
Last
June I was asked to chair the Louisiana Rice Promotion Board and I accepted
knowing that I had some big boots to fill.
The outgoing chairman had served in that capacity for 10 years. He was more than dedicated, he was
out-and-out committed to ensuring that grower check off assessments were used
in the most effective manner possible to increase the awareness and use of
Louisiana-grown rice here in the U.S. and around the world.
By
now you probably realize that I am speaking of Kevin Berken from Thornwell, . Louisiana.
Kevin
was not only committed, he was innovative, especially when it came to
activities designed to raise awareness of rice here in the state, efforts
designed that complement national and international promotion efforts. I’d like
to share just a few examples.
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Left to right: Louisiana Rice Council President Eric Unkel;
Kevin Berken, past chairman of the Louisiana Rice Promotion Board, and
Jimmy Hoppe, vice chairman of the Louisiana Rice Promotion Board.
|
As a result of that effort, rice producers and other industry representatives were invited to participate in the “Chefs for Louisiana Cookery” for 500 attendees and the media. Celebrated chefs of New Orleans came together for a fundraiser benefiting the James Beard Foundation whose mission is to celebrate, nurture and honor chefs and other leaders making America's food culture more delicious, diverse, and sustainable for everyone.
Also
during Kevin’s service as chairman the board launched a project entitled “Louisiana
Rice – Awesome,” a fun-filled workbook packed with exercises designed to help
Louisiana’s elementary students prepare for the their annual standardized
examinations. The activity used rice
industry scenarios to train students in mathematics, language arts and social
studies and as a result reached them and their parents with the rice message.
The
promotion board’s involvement with the television program “Holly Clegg’s Trim
& Terrific Kitchen,“ started under Kevin’s leadership. Today the series has morphed into a new
program titled "Feasting On Agriculture
With A.J. Sabine, "which takes viewers across state, where the unique flavors
of Louisiana's food and agriculture are highlighted.
While
chairman, Kevin also became the voice of the promotion board’s National Rice
Month radio campaign designed to leverage promotion funds with other commodity
groups or brands, such as the Louisiana Cattlemen’s Association and Camellia Beans,
to conduct a state-wide radio campaign highlighting the Louisiana rice industry
each September.
The
board’s latest project adopted under Kevin’s leadership is the Louisiana Rice Report that airs over
thirteen weeks on the Louisiana Farm Bureau Agri-News Radio Network. Through this medium last year more than
78,000 Louisiana residents were educated on the benefits of the rice industry
to the state and its economy and to their lives.
Kevin
is truly a “Make a Difference” person and our industry is better off because of
his leadership. Although I was was
pleased that Kevin was recognized for his dedicated service and I join all that
were there as well as rice farmers throughout the state in applauding him for a
job well-done.
