Serving Agriculture Is Serving Society

Few would disagree that Extension has been and will continue to be challenged by the critical needs of society. History substantiates Jones's assertion that Extension has responded to a wide array of societal needs. Today, the willingness of the Cooperative Extension System to address critical issues is less in question than is the willingness of society to support the system.

Extension's three-way funding partnership is described by Jones as providing flexibility. But, sometimes the partners' expectations aren't compatible. Their definition of societal issues isn't the same. Thus, the asset of a partnership becomes a liability when the local Extension unit is caught in the crossfire of partners with different priorities.

The fact that two percent of the U.S. population lives on farms today is often cited on both sides of the argument about the need for Extension. If compelled to justify Extension's emphasis, it should be pointed out that agriculture represents more than 15% of our nation's GNP and generates 21 million jobs or 17% of our entire U.S. workforce. And, we all eat and rely on a wide array of agricultural products. In fact, each American farmer provides enough food and fiber for 129 of us. Seems to me serving agriculture and serving society are one in the same.

The issue of scholarship and faculty stature for Extension must be addressed by the entire university community. Not only should scholarly achievements be expected from Extension educators, but these should also be recognized and equitably rewarded. Teaching outside the ivy-covered walls of the university must be given equal weight to that from within. In this regard, it appears many land grant universities have lost sight of their historical mission, and relegated Extension and public service to second-class citizenship.

It's popular to have a strategic planning exercise, but how many strategic plans languish on the shelf collecting dust? Looking ahead and making adjustments while functioning in the present is a great challenge. No matter the extensiveness of planning, there remains the matter of working the plan. Extension must be careful not to inflict paralysis by excessive analysis. Whatever the sophistication of the planning process, Jones is right on target when he brings into play the role of community needs assessment for setting priorities and developing programs to address those needs.

Jones says, "Our greatest challenge will be to identify the most critical issues, while our greatest opportunity will be to obtain funding." It may be more accurate to state the greatest challenge is to get society to agree on the issue Extension should address and to fund the agency's efforts. Clear definition of Extension's competency base and a better understanding of society's interconnectiveness related to critical issues will be crucial to meeting these challenges.