Proceeds benefit programs and centers throughout Florida. RCMA provides quality child care and early education to children of migrant and low-income familiies statewide.

To order and for more information visit www.rcma.org/holidaycards

According to a University of Florida study, the industry creates almost 760,000 jobs and has an overall economic impact of $87.6 billion a year. Florida's 42,500 commercial farms supply essential fruits, vegetables and other commodities to consumers all over the United States and to 100 international trading partners.
    
The 2006 Ag Institute of Florida (AIF) Public Opinion survey indicates 80 percent of the respondents have a favorable opinion of Florida agriculture and 98 percent believe it is important to the economy.

Now is the time for the industry to help opinion leaders understand how important agriculture is to the future of our state.

Many people don't have a clear understanding of the complex issues agriculture faces today, especially in terms of its environmental stewardship. As a result, the industry sometimes finds that it lacks broad public support on issues that are key to its survival.

The Agriculture Institute of Florida is embarking on a media relations campaign focusing on the industry's economic importance and its environmental stewardship with the goal of improving public awareness and support of agricultural issues.

A media relations campaign would benefit the agricultural industry by:

• Improving communication with the media to address agricultural issues and related issues
• Developing key message points to be used by the industry in other communication efforts
• Improving the public's perception of agriculture and the benefits it provides by targeting media, as well as business, community, legislative and regulatory leaders

Scheduled to begin early August, this campaign will provide tangible benefits to supporters and industry members. For this effort to meet its full potential, industry support is needed.

The AIF Board of Directors have pledged $10,000 toward this campaign and is looking forward to statewide trade associations, agriculture companies and individuals across Florida partnering with us to conduct this campaign.

Your support through a contribution will sustain the campaign and help ensure its success through its 30-month time frame for a total estimated cost of $170,000. Checks made payable to the Ag Institute of Florida can be mailed to: P.O. Box 940625, Maitland, Fla., 32794.