National Council of Farmer Cooperatives
Representing the Business Interests of Agriculture

Washington, D.C. – At its annual meeting last week in Palm Desert, Calif., the National Council of Farmer Cooperatives announced the two winners of the Farmer Cooperative Director of the Year Awards. This year, Pete Penner—a board member of Sun-Maid Growers of California and a farmer from Reedley, Calif.—and Alan Keudell—chairman of NORPAC Foods who farms in Aumsville, Ore.—were recognized for the outstanding leadership that they have provided to their cooperatives.

Penner, who has been a member of Sun-Maid for nearly 50 years, grows 150 acres of grapes and 250 of deciduous tree fruit. Keudell has been active in NORPAC for over 25 years, and grows vegetables and grass seed on his 1500 acre operation.

The Farmer Cooperative Director of the Year Award was established to recognize the outstanding achievements of a farmer cooperative director who takes the lead to help their board of directors make decisions vital to their cooperative.

Farmer Cooperative Director of the Year nominees were examined by a panel of judges representing the NCFC members and outside experts. In selecting the winners, judges looked at four broad criteria: how well the nominee understands his cooperative; the ability to provide leadership and be a team player; the possession of good business judgment; and the ability to communicate effectively. Two awards are given out every year: one for directors for more than 12 years tenure on the cooperative board; the other for directors with 12, or fewer, years of board tenure.

"Both Pete and Alan have provided their cooperatives with outstanding leadership and have helped to ensure that Sun-Maid and NORPAC are well positioned to compete effectively in a changing marketplace," said Jean-Mari Peltier, president and CEO of NCFC. "They are truly dedicated to the principles of farmer-ownership and I congratulate them on being named Director of the Year."

In addition, NCFC announced that MFA Incorporated of Columbia, Mo. won the Best in Cooperative Communications Award in the NCFC Cooperative Information Fair, a communications contest that recognizes excellence in the publications, member relations, and marketing products of farmer cooperatives.

MFA won for their "Stand Out" direct mail piece, which was a coupon mailer which dairy farmers could exchange for a free bag of "Stand Out" feed. In keeping with the brand name, "Stand Out", and to drive recipients to visit their local MFA outlets, the cooperative created this custom, die-cut direct mail piece in the shape of a calf's head. This unique design was incredibly successful; the response rate off of the piece was 30%, nearly 10 times the normal direct mail response. Also, not only did farmers come in to the stores for the bag of feed, but they wanted to keep the mailer as well.

NCFC is a national association representing America's farmer cooperatives. There are nearly 3,000 farmer cooperatives across the U.S. whose members include a majority of our nation's more than 2 million farmers, ranchers and growers. These farmer cooperative businesses handle, process, and market agricultural commodities and related products; furnish farm supplies; and provide credit and associated financial services. Earnings from these activities are returned to their members on a patronage basis. Farmer cooperatives also provide jobs for nearly 300,000 Americans, many in rural areas, with a combined payroll of over $8 billion. Additional information about NCFC can be found at http://www.ncfc.org.