Texas Ag agencies change names, renew mission to educate public
RICKY THOMPSON

Ricky Thompson is the County Extension Agent. For more information call 384-3721

College Station - Two state agricultural agencies that have served Texans for a combined 224 years are beginning 2008 with new names and renewed missions.

Texas AgriLife Research is the new name for the Texas Agricultural Experiment Station, which annually conducts more than $150 million in agricultural and life sciences research in such areas as improving food and fiber production, enhancing human and animal health, and conserving water, soils, wildlife and other natural resources.

The Texas AgriLife Extension Service is the new name of Texas Cooperative Extension, which provides Texans in all 254 counties with objective, researchbased education programs and services in agricultural and natural resources, 4-H and youth development, family and consumer sciences, and community economic development.

"We are making these changes to better communicate the life-sustaining and life-changing impacts that both AgriLife Research and AgriLife Extension deliver to the people of Texas and beyond," said Dr. Mark Hussey, director of AgriLife Research.

Both agencies remain members of The Texas A&M University System, with the same commitment to their partners, clients and mission.

The re-branding efforts are centered on one foundational message: Agricultural is Life! The central idea is that life itself is the core value that our agencies seek to sustain and enhance.

People usually don't realize how much we all depend on agricultural and the life sciences. Discoveries and innovations in these fields directly impact the quality of the food we eat, the clothes we wear, the air we breathe, the water we drink, the homes we live in, and more and more, even the fuels we pump into our vehicles.

"This is more than a name change, or even a new logo design, "said Dr. Ed Smith, director of AgriLife Extension. "These new brands will impact not only our marketing materials and signage, but also the way we position and prioritize our programs and work with our federal, state and county partners to serve the state of Texas. It is usually important to tell our story and that people connect our agencies to the tremendous impacts they have on the state."

One of the drivers of the re-branding initiative was a market study that showed that the work of the research and extension agencies was not widely known across the state of Texas.

"We hope to help people better understand the vital role that agricultural and life sciences still play in improving the prosperity of their lives," said Smith. "We believe that if they come to know us better, they will see that connection more clearly, even within a state population that is now 85 percent urbanized."

AgriLife Extension, established in 1915, provides Texans with continuing education programs and services. More than 900 professional educators team with some 90,000 volunteers to serve families, youth, communities and businesses throughout the state. Some 600,000 children annually participate in Extension's 4-H and youth development programs.