A sign of the times for Oregon agriculture

New crop identification signs help Oregonians learn about agriculture

Motorists traveling the highways of Oregon can learn a little something about agriculture in the near future when new and improved crop identification signs are erected as part of an educational effort spearheaded by the Agri-Business Council of Oregon . Between now and next spring, there could be hundreds of new signs posted on farms located along major thoroughfares around the state, sure to answer the question, "I wonder what is growing in that field right there?"

"These signs are a great opportunity to show the traveling public what a tremendous and unique diversity of crops we have in this state," says Katy Coba, director of the Oregon Department of Agriculture. "ODA is a big supporter of efforts to teach the public more about an important sector of Oregon's economy. If people know a little more about what we produce, they are better able to appreciate the efforts of our farmers and ranchers."

Chances are motorists have already noticed the older white signs with green lettering that identify the crop in the field. The sign program actually began in the early 1980s when the organization Oregon Women for Agriculture started putting up signs on their own farms in the central Willamette Valley. Those teaching tools became so popular that other producers wanted to erect signs on their own farms. When the task of providing and coordinating an increasing number of crop identification signs became too large, the Agri-Business Council (ABC) took over. A newly designed crop sign is now available and is re-energizing the effort. By the end of the summer, motorists will see them.

"Ultimately, we're trying to educate all Oregonians- not just urban
residents- about the vast diversity of product grown in our state," says ABC executive director Geoff Horning. "The dimensions of the sign will be the same as in the past, but a visual component is part of the redesign. There will be an actual picture of the crop as well as the lettering, so that a sign posted in a field of alfalfa, for example, will include artwork as well as the name of the crop being grown. Motorists can easily see the lettering on the sign at 65 miles per hour, but the picture will enhance the identification."

Also on the sign will be an enhanced version of the "Landmark of Quality" logo associated with ABC that has been part of the old signs. The logo is a green outline of the state. There will also be the phrase "Oregon Agriculture. Everywhere. Every Day.TM" which has been the theme of a public image campaign developed by the Keeping Agriculture Viable
(KAV) Committee. KAV is a standing committee of ABC.

The Agri-Business Council is still developing a plan to strategically place the signs, but it is expected that Interstate 5 and I-84 will be major targets- as long as there is agriculture next to the right-of-way. Individual farmers not living along the freeways are not excluded from the program. Producers can purchase the signs from ABC for $43.50 each (plus shipping and handling costs) and place them where they wish. The farmers are responsible for maintaining the signs throughout the year.

With more than 225 different commodities found in the state, it is unrealistic to think that crop identification signs will be posted for everything that grows in Oregon. But there are as many as three dozen different crops produced along a 45-mile stretch of I-5 between Portland and Salem alone. Travelers can expect many of them to be identified by signs within the next year.

Some of those crops might be obvious even to the non-agriculturalist. Christmas tree farms will be clearly identified by the signs. But less identifiable nursery crops like iris and holly are expected to have signs as well. Oregon is a major producer of hazelnuts, but even some native Oregonians might not be able to pick out a hazelnut orchard. The crop identification signs will help them out. Grass seed species will benefit from signs that will help distinguish bentgrass from bluegrass, fescue from ryegrass. Few people have trouble recognizing the Willamette Valley's variety of berries when the fruit has been harvested and is up close. But the signs can identify those berries when they are still in the field.

Plans for other parts of the state are expected to include signs that introduce the public to apple, cherry, and pear orchards in the Rogue Valley and the Columbia Gorge. The grains of eastern Oregon will be pointed out to passers by whether it is wheat, barley, oats, or canola. Garden vegetables such as green beans, broccoli, carrots, and tomatoes can also be identified by the signs. Those who raise livestock- even some of the more exotic species- can also participate in the program by placing signs in pastures where the animals feed.

Some crops have already been harvested this year, but it's not too early to get prepared for next year.

"Despite a late start this year, our goal is to have 100 new signs placed statewide by the end of 2007," says Horning. "The months ahead will still be prime time for some crops, like Christmas trees and several nursery crops, But we would like to get the signs out and about now so that farmers are ready to go next spring when their crop is in season."

The crop identification signs are just one of several strategic efforts undertaken by the Agri-Business Council. ABC has a presence at the State Fair, Ag Fest, and various paid media campaigns. All are addressing a critical need to educate an increasingly urbanized Oregon about the importance of agriculture. A recent survey given to ag industry leaders asked about public perception. Nearly all respondents believe Oregonians do care about agriculture, they just don't understand it very well.

"The call to action for farmers is to do what they can to educate the public, and placing these signs in the field can help," says Horning. "The call to action for Oregon consumers is to learn more about agriculture and what it means to their daily lives. We think the signs can be a part of that education."

For more information, contact Geoff Horning at (503) 241-1487.