People who don’t think much about where our food comes from got a brief glimpse at the gumption and fortitude it takes to work in agriculture during the annual NFL Super Bowl football game Sunday night.
One of the biggest hits among commercials during the Super Bowl telecast was an ode to farmers, sponsored by Chrysler’s Dodge division on behalf of its Ram trucks.
USA Today said the two-minute piece finished in third place on its Ad Meter, behind a top-ranked Clydesdale spot for Budweiser, and a “miracle stain” commercial for Tide detergent.
Reaction to the Chrysler piece in Montana, where the largest industry is agriculture, is overwhelmingly positive, and why not?
It was a wonderful tribute to the farmers and ranchers in this state and others who get up early and stay up late at their jobs, in hot weather and freezing blizzards, and who still find time to serve on a local school board and become integral parts of their communities.
Here is a tip of the hat, or especially a tip of the cap, to the many Montanans who make their livings in agriculture, tilling the soil and growing crops, herding sheep, running cattle and doing many things necessary to keep their farms and ranches afloat.
Montana boasted 29,300 farms and ranches covering 60.5 million acres of Big Sky Country in 2011, and 2.5 million cows and calves, according to the U.S. Department of Agriculture. Livestock still far outnumbers the state’s human population, estimated in 2012 at 1,005,141 people by the U.S. Census Bureau.
Agriculture is a mainstay of Montana, both in terms of its economy and its culture.
The late radio personality Paul Harvey, known for news broadcasts and telling “the rest of the story,” narrated the compelling and heartfelt Dodge advertisement. Harvey said early on, “So, God made a farmer.”
The spot included photographs of Montana locations and people. By the way, we acknowledge that there are farmers and also ranchers working in agriculture in the state, but there is no way to get the late Harvey to come back and rectify the fact that he mentioned only the farmer.
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