Farm

Why We Should Eat Locally It isn’t any secret that the United States is in a state of relatively bad health, but most Americans aren’t entirely aware of the overall global and personal impact of the way we eat. By corporatizing the distribution of almost all of our food resources, we are increasingly contributing to global destruction with every food item we purchase. Barbara Kingsolver, American author and expert in biology, asserts, “Each food item in a typical U. S. meal has traveled an average of 1,500 miles. If every U. S. itizen ate just one meal a week composed of locally and organically raised meats and produce, we would reduce our country’s oil consumption by over 1. 1 million barrels of oil every week. ” The impact of our eating habits is astounding. The way we distribute food lends itself to the destruction of our planet and resources, the widening gap between the rich and poor, uncertainty about food quality, and most importantly the health of our citizens. By consuming more local foods, we can stimulate our communities, conserve energy and achieve better health for our country as a whole.

The safety of what we eat is the number one concern among those who worry about factory-produced food. In order to produce as much product as possible, factory animals are pumped full of hormones and antibiotics. Likewise, our fruits and vegetables are genetically modified and sprayed with insecticides. These chemicals have detrimental effects on our health and are ruining our food for no reason other than corporate profit. The only way to avoid our exposure to these things is to either buy organic food or buy it locally. Organic foods are the most rapidly growing segment of our food industry, doubling in growth every few years (Ikerd).

Unfortunately, Organic food from supermarkets is just another big business which contributes to eliminating earth resources and often misleads consumers with its claims. If more people began eating locally, we would decrease the resources we use for transportation and completely eliminate our uncertainty about where our food comes from and what’s in it. Another reason to support local farms is that it would stimulate local economies and increase our personal responsibility in the world. Instead of shipping our jobs off to corporate farms, we could create jobs in our own ackyard. Not only would we be able to create jobs, but overall sustainability in our local communities. Today, farmers only get about 20% of the money for their products because the rest is spent on transportation and packaging (Muren). If we ate locally, farmers would begin to earn the true value of their products and eliminate the need for a middle man. John Ikerd, professor of Agriculture at the University of Missouri, argues that people who buy their food from local farms are also more likely to shop locally for other items, further stimulating local economy.

Like all changes, the industrialization of our food came about one farmer at a time. In the same way, the road to change begins with each individual consumer (Ikerd). If Americans begin purchasing their fruits, vegetables, meat and dairy products from local farms, our country can move toward better overall health, economic sustainability, and decrease our contribution to the destruction of the planet. If we want to begin solving the biggest problems in our society, a good way to start would be to focus on and perfect how we obtain of one of our most basic needs, food.

Karnataka State law University. Navanagar, HUBLI – 580 025. ————————————————- Phone: 0836-2222392 Fax: 0836-2223392 ————————————————- Website: www. kslu. ac. in Principles and practices of management PROJECT:- done at KMF ( co-operative society) NAME:- Santosh B. M. CLASS:- B. B. A. ,LL. B(HONS)(1STSEM) R. NO:- 08 DATE:- 20-10-2012 SUBMITED TO:-Mr. Gangadhar G. TABLE OF CONTENTS * INDUSTRIAL PROFILE a) Introduction to co-operative society, ) Background, c) Evolution or development. *

COMPANY PROFILE

• a) Background of company,
• b) Vision and mission statement society,
• c) Evolution of KMF,
• d) Products profile,
• e) Area of operation,
• f) Ownership pattern,
• g) Competitor information,
• h) Infrastructural facilities,
• i) Achievement or award if any,
• j) Future prospectus. *

MC KENSY’S 7s FRAME WORK

• a) Structure,
• b) Skill,
• c) Style,
• d) Strategy,
• e) System,
• f) Staff,
• g) Share value. *

SWOT analysis. * Summary of latest annual report. (a)

INTRODUCTION TO CO-OPERATIVE SOCIETY

There is no universally accepted definition of a co-operative. In general, a co-operative is a business owned and democratically controlled by the people who use its services and whose benefits are derived and distributed equitably on the basis of use. The user-owners are called members. They benefit in two ways from the co-operative, in proportion to the use they make of it. First, the more they use the co-operative, the more service they receive. Second, earnings are allocated to members based on the amount of business they do with the co-operative.

In many ways, co-operatives resemble other businesses. They have similar physical facilities, perform similar functions and must follow sound business practices. They are usually incorporated- under state law by filing articles of incorporation, granting them the right to do business. The organizers draw up bylaws and other necessary legal papers. Members elect a board of directors. The board sets policy and hires a manager to run the day-to-day operations. But in some ways, co-operatives are distinctly different from other businesses.

These differences are found in the co-operative’s purpose, its ownership and control, and how benefits are distributed. They are reflected in co-operative principles that explain the unique aspects of doing business on a co-operative basis. CO-OPERATIVE SOCIETY A co-operative society is formed by the people of limited means for self help through mutual help. It is set up to protect economically the poor sections of the society. It is set up for cooperation, not for competition. The motto of a society is self help, without dependence on other business units.

DEFINITION

According to Herrik,”Cooperation is an action of persons voluntarily united for utilizing reciprocally their own forces, resources or both under mutual management for their common profit or loss. ” According to Mr. Plunket, “The cooperation is self help made effective by organization. ” Co-operative Society

ADVANTAGES OF CO-OPERATIVE SOCIETY

Following are the important advantages or merits of co-operative society:

• 1. Advantage for Farmers
• 2. Easy Formation
• 3. Equal Rights .
• 4. Equal Distribution of Wealth
• 5. Economic Democracy .
• 6. Elimination of Middlemen
• 7. Financial Assistance
• 8. Friendly Relations
• 9. Improve the Standard of Living.
• 10. Increase in Employment

DISADVANTAGES OF CO-OPERATIVE SOCIETY

Following are the disadvantages of co-operative societies:

• 1. Lack of Capital
• 2. Untrained Supervision
• 3. Defective Organization
• 4. Illiterate and Ignorant.
• 5. Lack of Experience
• 6. Lack of Discipline
• 7. Lack of Sincere Management
• 8. Lack of Profit Incentive
• 9. Lack of Secrecy
• 10. Lack of Knowledge (b)

BACKGROUND AND EVOLUTION OF CO-OPERATIVE SOCIETY

In one sense, cooperation is probably as old as civilization.

Early people had to learn to work together to meet their common needs, or perish. The Pilgrims who settled at Plymouth, jointly cleared fields abandoned by the Indians, broke up the soil, and planted and cared for their corn. After the harvest, celebrated with the Indians in 1621 with a Thanks giving fest, the corn was shared equally among the settlers. Legend suggests that the initial structured co-operative business in the United States was the Philadelphia Contribution-ship for the Insurance of Houses from Loss by Fire, a mutual fire insurance company established in 1752.

This association’s reputation is likely based on two factors. First, Benjamin Franklin was the organizer. Second, the business has been conducted so efficiently over the years that it is still operating today. In the early 1800s, co-operative businesses appeared on several fronts. In Britain, co-operatives were formed as a tool to deal with the depressed economic and social conditions related to the struggles with Napoleon and industrialization. In the United States, farmers began to process their milk into cheese on a co-operative basis in diverse places such as Goshen, CT, and Lake Mills, WI.

Writers sometimes trace the origin of co-operatives from the Rochdale Equitable Pioneers’ Society, an urban, consumer co-operative organized in England in 1844. It sold consumer goods such as food and clothing to persons unhappy with the merchants in the community   While neither the first nor most successful early co-operative, the Rochdale Society developed an active outreach program, encouraging and assisting others to form co-operatives. It also prepared a written list of practices and policies that seemed consistent with success of such efforts.

This list became one of the first sets of co-operative principles, characteristics that distinguish co-operatives from non co-operative businesses. The Grange, founded in 1867, quickly became the major thrust behind agricultural and rural co-operatives in America. In 1874, a Grange representative went to Europe to gather information about co-operatives. In 1875, the Grange published a set of rules for the organization of co-operative stores, based on the Rochdale principles. Local granges organized stores to serve their rural members.

They sold groceries and clothing as well as general farm supplies, hardware and agricultural implements. Granges in the South marketed cotton. Those in Iowa operated grain elevators. In Kentucky, they sponsored warehouses for receiving and handling tobacco. California Granges exported wheat and marketed wool. As the country recovered from the depression of the 1870s, fewer Granges were organized and many co-operatives went out of business, but the impact of the Grange co-operative movement survives.

It demonstrated that the Rochdale type of co-operative, which handled goods at prevailing prices and distributed net savings according to use, offered a sound basis for co-operative efforts in America. Cooperation flourished during the three decades from 1890 to 1920. As many as 14,000 farmer co-operatives were operating by the end of the period. Co-operative growth was fueled by the wave of other farmer movements and farm organizations sweeping the country, such as the American Society of Equity, National Farmers Union, and the American Farm Bureau Federation.

They were engaged in marketing virtually every farm crop and furnishing supplies and services to their producer-members. Many of today’s major farmer co-operatives were formed during this period. The following decades have seen farmer co-operatives develop their own financial institutions through the Farm Credit System. Non agricultural co-operatives likewise developed the National Co-operative Bank. With help from the Rural Electrification Administration, rural residents used co-operatives to bring electric and telephone services to their towns and farms.

The rural electrics formed the National Rural Electric Co-operative Finance Corporation (CFC) as a supplemental source of financing. Some co-operatives have become larger, partially in response to growing concentration among their competitors and the firms their members must deal with. They have adopted modern management techniques and sophisticated processing, distribution and marketing methods. Today rural and urban residents use co-operatives to acquire consumer services such as housing, credit and other financial services (through credit unions), groceries, education and telecommunications. Franchisees, governmental nits, hardware and grocery stores, florists and numerous other businesses use co-operatives to market their products and secure the supplies they need at competitive prices. (a) BACKGROUND Of KMF Every one in karnataka as well as india knows a bit about ‘ Karnataka Co-operative Milk Producers’ Federation Limited’ (KMF) is the Single Body in Karnataka representing Dairy Farmers’ Co-operatives. It is the second largest dairy co-operative amongst the dairy co-operatives in the country. In South India it stands first in terms of procurement as well as sales. One of the core functions of the Federation is marketing of Milk and Milk Products.

The Brand  ‘NANDINI’ is the household name for Pure and Fresh milk and milk products. KMF has 13 Milk Unions throughout the State which procure milk from Primary Dairy Co-operative Societies(DCS) and distribute milk to the consumers in various Towns/Cities/Rural markets in Karnataka. The first ever World Bank funded Dairy Development Program in the country started in Karnataka with the organisation of Village Level Dairy Co-operatives in 1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka from 1974-75 with the financial assistance from World Bank, Operation Flood II ; III.

The dairy co-operatives were established under the ANAND pattern in a three tier structure with the Village Level Dairy Co-operatives forming the base level, the District Level Milk Unions at the middle level to take care of the procurement, processing and marketing of milk and the Karnataka Milk Federation as the Apex Body to co-ordinate the growth of the sector at the State level. Coordination of activities among the Unions and developing market for Milk and Milk products is the responsibility of KMF. Marketing Milk in the respective jurisdiction is organized by the respective Milk Unions.

Surplus/deficit of liquid milk among the member Milk Unions is monitored by the Federation. While the marketing of all the Milk Products is organized by KMF, both within and outside the State, all the Milk and Milk products are sold under a common brand name NANDINI. (b) MISSION AND VISION OF COMPANY Vision * To march forward with a missionary zeal which will make KMF a trailblazer of exemplary performance and achievements beckoning other Milk Federations in the country in pursuit of total emulation of its good deeds. To ensure prosperity of the rural Milk producers who are ultimate owners of the Federation. * To promote producer oriented viable co-operative society to impart an impetus to the rural income, dairy productivity and rural employment. * To abridge the gap between price of milk procurement and sale price. * To develop business acumen in marketing and trading disciplines so as to serve consumers with quality milk, give a fillip to the income of milk producers. To compete with MNCs and Private Dairies with better quality of milk and milk products and in the process sustain invincibility of co-operatives. MISSION * Heralding economic, social and cultural prosperity in the lives of our milk producer members by promoting vibrant, self-sustaining and holistic co-operative dairy development in Karnataka State (c) Evolution Karnataka Milk Federation which is most popular as KMF, evolved itself as a premier and most profitable dairy farmers’ organization in the State of Karnataka.

As an agency in 1975 to implement the World Bank Aided Dairy Development Projects, Karnataka Dairy Development Corporation (KDDC) was formed, the company grew itself fast and as it spreads the wings of new found rural economic activity – Dairying all over the State, the genesis of apex co-operative body took the shape of KMF in 1983 encompassing entire State with 13 District Co-operative Milk Unions executing the various parameters of Dairy activity – organization of Dairy Co-operatives, Milk Routes, Veterinary Services, Procurement of milk in two shifts of the day, Chilling, Processing of milk, distribution of milk and also establishment of Cattle Feed Plants, Nandini Sperm Station, Liquid Nitrogen Supply, Training Centres – as its main stay. The entire system was reconstructed on the model of now well known `ANAND’ pattern dairy co-operative societies. Eight southern districts of Karnataka was considered initially with a target of organizing 1800 Dairy Co-operative Societies, four Milk Unions and processing facilities were set up to the tune of 6. 5 lakhs per day by 1984. Under Operation Flood – II ;III, project which started in 1984 ; 1987 covered the remaining parts of Karnataka. Thirteen milk unions are organized in 175 talukas of all 20 districts then and the field work was extended by organizing more dairy co-operative societies. The processing facilities i. e. hilling centers, milk dairies and powder plants were transferred in phases to the administrative control of respective co-operative milk unions and the activities continued to be implemented by these District Organisations. Additional processing facilities were created ; existing facilities augmented every decade with the help of Govt. / Zilla Panchayat and NDDB to handle ever increasing milk procurement without declaring milk holidays. The processing facility as exists at 32. 25 lakh liters/day is further strengthened. (d) AREA OF OPERATION IN KARNATAKA KARNATAKA MAP In this Karnataka map we can see the area of operation of K. M. F the symbol is K. M. Fs area of operation in Karnataka. K. M.

F is having branches in almost all districts of KARNATAKA UNITS OF KMF KMF has the following Units functioning directly under its control: * Mother Dairy, Yelahanka,Bangalore. * Nandini Hi-Tech Product Plant, Channarayapatna. * Nandini Milk Products, KMF Complex, Bangalore. * Cattle Feed Plants at Rajanukunte/Gubbi/Dharwad/Hassan. * Nandini Sperm Station (formerly known as Bull Breeding Farm ; Frozen Semen Bank) at Hessaraghatta. * Pouch Film Plant at Munnekolalu, Marathhalli. * Central Training Institute,Bangalore ; Traning Institutes at Mysore/Dharwad. * Sales Depots at B’lore,Mysore,M’lore,Hubli,Gulbarga,Tirupathi ; Kannur (e) OWNERSHIP PATTERN Ownership K. M. F is like this a) District co-operative societies (b) National dairy development board (f) PRODUCTS PROFILE Nandini homogenized milk in pure milk which is homgenized And pasteurization consistent right through it gives you more cup of tea and coffee and its easily digestable. Nandini ghee made purely from cows milk and not adultrated. and good for health Cows pure milk, UHT processed bacteria free in tamper proof tera fino pack . which keep milk fresh upto 60 days without refrigeration until opened , available in 500 ml and also in 1 liter Toned milk from nandini fresh and pure milk containing 3. 0 % fat and 8. 5% snf . available in 500 ml 1 liter .

Full ice cream milk from nandini containing 6% fat and 9% SNF a rich creamy and tastier milk for home made sweets. (e) COMPETATORS INFORMATION 1. Arokya milk dairy- it procures most of its milk from milk unions of belgum . it procures 10,000 liter’s of milk every day. It’s located near desur ,near belgum 10 km away from city on NH-4. 2. Mayor dairy – it procures milk from belgum and other regional dirsticts mainly chikkodi, rayabhag ,and athani. Procures more than 25,000 liters daily. its located near kholapur,and supplys milk to all over state. 3. Adity milk dairy – a well known company in north Karnataka and procures milk 25,000 milk (approx) 4. Ram-Rahim milk dairy – this is solely owned small scale rivate company established in1987 with an investment of 2. 28 lack in dharwad (f) FUTURE PROSPECTUS PERSPECTIVE PLAN- 2010 – After the closure of OF-III project. Government of Karnataka and NDDB signed an MOU during February 2000, for further strengthening the Dairy Development Activities in Karnataka with an outlay of Rs. 250 Crores. Consequent to the announcement of new lending terms and conditions by NDDB through an evolution of an action plan – Perspective 2010 to enable the dairy co-operatives to face the challenges of the increased demand for milk and milk products by focusing efforts in the four major thrust areas of Strengthening the Co-operatives.

Enhancing Productivity, Managing Quality and building a National Information Network, plans are under implementation. FUTURE VISION To consolidate the gains of Dairying achieved in the state of Karnataka and with a view to efficiently chill, process and market ever developing and increasing milk procurement with an utmost emphasis on the Quality and in the process conserve the socio-economic interests of rural milk producers, the Govt. of Karnataka through KMF has proposed to undertake several projects with financial and technical support of NDDB for which an MOU was signed between Govt. of Karnataka and NDDB on 10th Nov. 2004. (g) THE GROWTH PROCESS The growth over the years and activities undertaken by KMF is summarised briefly hereunder:

ITEMS| UNITS| 1976-77| 2011-2012(Up to Mar’12)| 2012-13(Upto Aug’12| Dairy Co-operatives| Nos| 416| 13006 REGED / 11568 Funct|     13242 REGED /11773Funct                   | Membership| Nos| 37000| 21. 51 Lacs|                 21. 84 Lacs| Avg. Milk Procurement| Kgs/day| 50000| Avg. 42. 85   Peak Proc. 46. 49(Nov’11) LKPD| Avg. 49. 45Peak Proc. 52. 76(June’12LKPD| Milk Sales| Lts/day| 95050| 28. 90 LLPD / Curd:2. 74 LKPD / Good life  2. 19 LLPD| 28. 18 LLPD / Curd:3. 11 LKPD / Good life  2. 19   LLPD| Cattle Feed Consumed| Kgs/DCS| 220| 2958| 3025| Daily Payment to Farmers| Rs. Lakhs| 0. 90| 785|                     987| Turnover| Rs. Crores| | 5823. 69|                ———-| World Bank Study – Observations

The World Bank, in its study on the effect of Co-operative dairying in Karnataka, has pointed out that : * The villages with Dairy Co-operative Societies are much better off than those without. * The families with dairy cattle are economically better than those without dairy cattle. * Women who had no control on the household income have better control in terms of Milk Money. * A single commodity ? MILK? has acted as a catalyst in the change in the Socio-Economic impact of the rural economy. * There is a positive impact on those at the lower end of the economic ladder both in terms of landholding and caste PART B MC KENSY’S 7S FRAME WORK

MC Kensys’s 7s frame work – the 7s is popularly known as mc kensy’s 7s ,because two persons developed this model Tom peter and Robert waterman . they both have been consultants at MC Kensy’s co. At that time they published 7s in their article ‘STRUCTURE IS NOT ORGANISATION’ , in 1980 . ‘ART OF JAPANESE MANAGEMENT’ in 1981,and in ‘IN SEARCH OF EXCELLENCE’ in 1982. Model consists of 7 elements they are distinguished as ‘hard and soft skills’. Hard skills are feasible and easy to understand, soft skills are known by workers department. I. (a) STRUCTURE OF ORGANISATION UNDER BOARD OF MANAGEMENT II. (b) STRATAGY * To achieve national goal K. M. F works a lot to change according to consumer needs and taste. Maintaining consistant growth adn expansion of market all over india. * Tries to stick to stick to plan and achieves objectives. * Maintaining quality of product and acquiring market. III. (c) SYSTEM K . M. F works in a systematic manner in production and in management ,while producing they follow to ways * Maintaining enough inventory. * Well equipped storage facility. * Fast transportation. IV. (e) STAFF – This co-operative society makes use of various principle of staffing and recruitment Other like personel, promotion, induction, salaries, and other benifits to make thir woekers perform well and to extract maximum from their work. V. (f) SKILL

Here staff is recruited according to skill , like differentiating between educational skill and hard skills . and they also train their workers for skill development. VI. (g) STYLE K. M. F a specific style of work like it (a) strictly follows rules and regulation (b) co-ordination between workers (c) reliable and dependable VII. (h) SHARED VALUES Some fundamental and core values which are spread and shared in the organisation in KMF they are * Consumer satisfaction, * Commitment to quality, * Cost and time conciseness, * Innovative and creativity, * Trust and team spirit , * Individual respect, * Integrity. PART C S. W. O. T ANALYSIS STRENGHTS * enjoys good market, * Wide distribution, * It has good will, * Enjoys market region * Less transport cost to local areas, * WEAKNESS * Less sales and consumer handling, * Commissions paid is less compared to other brands, * In adequate sales promotional activities, * OPPORTUNITIES * There is scope in new developing areas * Availability of milk , * Wide area to extract source, * THREATES * Lots of emerging pioneer companies, * Low level of consumer awareness, * Tough competition. ANNUAL REPORT As we can see that annual report of company is quite impressive , and company is performing well. BIBLIOGRAPHY 1. KMF DHARWAD.

The American economy has boosted, in such a way where positive and negative impacts can reflect on how the society is handled and seen as. New political ideas and inventions come to place, and our economy starts to shift and handle bigger changes. As a result, America used and developed new customs to help progress and grow to our necessities. One of the greatest impacts of technological inventions was the railroad. Railroads were the nation’s first “big business” and was a source of rapid transportation. Resources needed to build the nationwide network of railroads led to growth in other industries, for example, the coal and steel network.

By making the technological changes, it increased and branched off into new jobs and products. For example, the railroads allowed farmers to sell their crops to a larger market, yet the railroads were more powerful than individual farmers or farm collectives. They were able to charge the farmers large fees, expenses that farmers barely had enough to cover, in order to transport their goods throughout the expansive country. Much of the technology was either expensive and/or needed large spaces to work effectively and sufficiently.

In order to promote western expansion, the federal government provided railroad companies with huge subsidies in the form of loans and land grants. Around 80 companies received over 170 million acres of public land and the railroad companies received more than three times the land given away by the Homestead Act. This was when they were offering 160 acres of land free to any citizen who was head of the household. This expanded land ownership and attracted foreigners to settle in these areas. Another huge invention which impacted the lives of people communicating across the country.

This invention was called the Telegraph, created by Samuel Morse in 1844. By 1900 telegraph lines linked all continents in a global network of cables. This helped the communication travel around and when wars struck, they were able to stay in contact. The invention of the telegraph branched off to a new invention of the telephone, invented by Alexander Graham Bell in 1876. It opened the way for a worldwide communications network. The economic ideas of Laissez-faire capitalism and Social Darwinism, contributed to the rapid industrialization of the late 1800’s.

Economists found in Social Darwinism, a way to justify the doctrine of laissez faire. Laissez-faire capitalism argued that business should not be regulated by the government and that they should be regulated by supply and demand. They would also offer goods at low prices and out of their self-interest. In the 1880’s trusts and monopolies started to undercut the natural regulation of the market. The second economic idea of Social Darwinism was based on Darwin’s theory of natural selection. This theory of natural selection and survival applied to the standards of the business world.

Today, advertising is as much a part of our lives as breathing. Whether we’re driving, listening to the radio, or watching T. V we are constantly being bombarded by thousands of companies telling us why we should buy their products or services. Some advertisements prove to be effective, while others can be easily dismissed. One very popular industry in advertisement is auto insurance. Every year companies like Geico, State Farm, and All State invest millions of dollars, hoping to convince audiences that their service is better than their competitors.

Because auto insurance is a requirement for every single individual who owns a vehicle it is a very competitive market where various ad campaigns can be found. State Farm stands out amongst these companies with their creative incorporation’s of Aristotle’s rhetorical techniques to capture their audience and deliver their message of reliable service. Among the many ad campaigns created by the company one of the most memorable is their “magic jingle” campaign. The commercials feature customers in various inconvenient scenarios where an insurance agent may be needed.

The customers then proceed to sing the “magic jingle” (like a good neighbor State Farm is there…) and an insurance agent will magically appear to help resolve their issue, along with other ridiculous requests. While the granting of these ridiculous requests make the ads humorous; therefore, memorable, they emphasize what the company feels is their advantage over their competitors: immediate and excellent service. In one of these commercials, two young men are sitting in their car in what appears to be the middle of nowhere, eating burgers when they are suddenly attacked by a herd of buffalo.

In desperation, the passenger asks his friend to do the jingle and after doing so an agent appears in the car and proceeds to say: “like a good neighbor State Farm is there…In my office! ” Immediately the three men are zapped into the man’s office and there are sighs of relief. The ad is directed towards young men, a clever move, because young men are often the ones who find themselves in desperate situations while driving. The immediate response from singing the jingle which made the agent appear followed by his immediate action to lead the young men to safety emphasizes State Farm’s motto of immediate and excellent service.

The humor used in delivering this message introduces the use of pathos, or emotion, which help in making it memorable. Pathos is also reinforced with the sighs of relief released by the young men; emphasizing the fact that with State Farm’s reliability you can count on being stress free. The concept of ethos, or image is also present in the commercial with the professional attire on the agent as well as the professional setting when they are zapped into his office. The well put together, professional setting, with employees to match increases the company’s credibility.

While the scenario is unlikely and there are clear fictional aspects to the commercial, the use of pathos in the humor and relief makes it very memorable and the point is very clearly put across: if you ever find yourself in a desperate situation, you can count on your State Farm agent to get it resolved. Another “magic jingle” commercial that helps emphasize the company’s great service features a young woman, along with two of her friends who finds the side of her car completely scratched. Unlike the instance with the buffalo, the woman remains completely calm and recites the magic jingle.

An agent suddenly appears and once her friends see that reciting the jingle can make anything appear, they too recite it and make the perfect man appear on top of the car. As in the previous example, the commercial emphasizes State Farm’s reliability. This time however, there is no desperation because the young woman is so certain that her agent will get things resolved. Just like the previous commercial, the ad uses pathos to convince their audience, assuring them that State Farm will allow them to be stress free.

The granting of the friends wishes for the perfect man helps to reinforce the aspect of great service because it represents the company’s ability to go above and beyond for their customers. Again, pathos is presented through humor, making the ad memorable and reinforcing the company’s point: when you have State Farm there is no need for desperation because they have you covered. Ethos is also once again reinforced through the agent’s professional attire, creating an ethical image for the company. The next memorable ad in the campaign takes a different twist, because rather than promoting auto insurance, it promotes home insurance.

In this scenario, a group of young men are sitting at home when a baseball suddenly breaks through the homeowner’s window. As his friends begin to freak out, the homeowner maintains the same relaxed attitude as the female from the previous example and recites the magic jingle. Seeing his friends in shock as an agent magically appears he encourages them to recite the jingle and make a request, which they follow by asking for a sandwich, a pretty girl, and a hot tub. Once again, pathos is used with the ridiculous requests show the company’s willingness to go above and beyond for their customers.

The owner’s relaxed attitude show’s that State Farm customers are at ease because they know they can trust their agent to get things done. This ad also helps to show that the company has various types of insurance to offer and that they are all as reliable as their auto insurance. Overall, State Farm’s magic jingle campaign is successful because not only do its use of humor and repetitive use of the jingle make it memorable, but they also find clever ways to remind viewers of the company’s reliability.

This successfully incorporates the use of pathos, making it easy to convince viewers that if they join the company they will feel just as relaxed as the people in their commercial. They also touch upon ethos with the presentation of their agents who are always in professional attire. This reminds viewers that despite the goofy nature of their advertisements they are still a serious and professional company. The campaign also successfully incorporates the various services the company has to offer and the fact that they are just as reliable and professional as the auto insurance.

The backbone of Cyprus economy when it achieved its independence was agriculture. The major contribution came from small farms and at times from subsistence farms. Exportation of vegetables and fruits were made possible by irrigation projects in the nineteen sixties. The demands for wine, meat and dairy products were met by commercialized farming.

In the early nineteen seventies, the farms supplied  about seventy percent of commodity exports and employed one third of the island’s active population despite the fact that the farms were still overwhelmingly small[1]. However, the expansion of manufacturing and service sector led to a decline in the importance of agriculture.

The share of agriculture’s Gross Domestic Product in the first half of the nineteen seventies amounted to eighteen percent.

The northern Turkish Cypriot community was left in possession of agricultural resources with the nineteen seventy four de facto division of the island. It produced four-fifth of cereal and citrus crops, all of the tobacco and two thirds of the green fodder.

The south on the other hand retained the entire island’s grape growing areas and deciduous fruit orchards. The south was also in possession of about seventy fiver percent of the valuable potato crops and other vegetables and half of the island’s olive trees. It also had sixty three percent of its carob trees.

Two thirds of the livestock population was also in the south. A large scale uncoordinated exchange of agricultural labor between the north and south was created by the Turkish occupation of the region[2]. This led to agricultural unemployment which was countered by government actions. Such government actions included assisting farmers financially under terms that would enable them to carry out their activities without much burden.

By nineteen seventy eight, the number of individuals employed in the agricultural sector under government controlled area constituted twenty three percent of the working population. The agricultural sector’s workforce however declined to 20.7 percent in nineteen seventy nine and 15.8 percent in nineteen eighty seven[3].

Its contribution to the overall economy of the state also declined from 17.3 percent GDP in nineteen seventy six to ten point seven percent in nineteen seventy nine and a further seven point seven percent in nineteen ninety eight[4].

This share was vital to the economy of the south. In nineteen eighty eight, value added in agriculture at constant nineteen ninety five prices amounted to one hundred and twelve million-seven hundred thousand Cyprus pound.

As the service sector increasingly became dominant in the economy of the Greek Cypriots, the share of agriculture in the national economy declined even further in the nineteen nineties. However, the favorable climate of the region and the availability of market owing to its location still mean that agriculture will continue playing an important and stable role in the overall economy.

The irrigation projects set by the government, tax policies and subsidies encouraged the existence of farming as well as research in exotic crops and new varieties of the ones that already exist. The effort to improve agriculture, forestry and fishing was overseen by the Ministry of Agriculture and Natural Resources.

This ministry was supported by Agricultural Research Institute, Meteorological Service, Department of Water Services, the Veterinary Service and the Department of Geological Survey[5]. All these departments worked together in formulation of policies that affect the sector.

The government also encouraged agriculture in addition to macroeconomic considerations since it offered the rural population employment which maintained village life and relieved urban crowding. Part time agricultural work also allowed the urban residents to maintain contact with their villages besides offering them supplemental income.

The contribution of agriculture to the national economy has steadily declined. However, in the past decade it has stabilized between three and four percent[6]. In 2004, the contribution of agriculture to exports went up to twenty four percent which is the highest since nineteen ninety six. This is near the historical thirty four year average.

The number of individuals employed in the agricultural sector has also declined remarkably. In 2005, only four point eight percent were employed in the agricultural sector as compared to about thirty percent in nineteen sixties.

This percentage is however higher for men at 5.7 percent than women at 3.7 percent[7]. Of this population, about are holders and family members while the remaining one out of five are employees. These numbers are larger in crop than in livestock sector. Since 2001, full time working equivalent has been around seven percent.

In 2003, the gross agricultural output went up and remained steady through 2004. However, with regard to quantity, the crop output has been steadily falling and is about eighty eight percent of what it used to be in nineteen ninety five.

On the other hand, livestock output has been going up and now stands at above one-hundred percent of the nineteen ninety five figures. In 2004, prices were fourteen percent higher than in 1995 with the crop prices recording higher percentage points than livestock prices. Crop prices were between five to twenty percent higher even though the gap is being closed by livestock prices.

Overview of agricultural and rural sector development

Crop area consist of thirty percent permanent crop area and seventy percent temporary crop area. About forty to forty five percent of the total area hold cereals with fifteen to twenty percent of the total holding fodder crops which shows a decrease after a steady increase until two thousand[8].

Vine area has recorded a decrease from eighteen percent in nineteen ninety to eleven percent of the total in two thousand and two. This was largely due to the incentives that were paid to farmers in an attempt to avoid overproduction of vines.

A small increase was exhibited by olives on olive oil production to eight percent of the total. Citrus recorded a decrease by one percent in the year two thousand but has then been stable. Three percent of the total area is occupied by fresh fruits. Both the fresh fruits and citrus are completely irrigable. Uncultivated land remained relatively constant at between thirty five and forty percent of the total area.

The most extreme fluctuation was recorded by barley with thirty seven thousand tons being produced in the year two thousand as compared with one-hundred and twenty eight thousand tons produced two years later. An average yield of two point four tons per hectare is represented by the 2002 production.

The fluctuation highlight Cyprus’ periodical water shortage and the annual weather changes. The falling grapes production represents the decrease in the cultivated area. After a big decrease in the year two thousand, the production of grape fruit has steadied.

Generally, the production of citrus fruits has shown a gradual decrease since nineteen ninety but it has steadied to some extent during the past few years. Extreme fluctuations are not often recorded by potatoes but their massive share in agricultural output and exports implies that their fluctuation impacts greatly on agricultural economy.

Olives have constantly increased to reach more than twenty seven thousand tons. This figure is twice what it was some few years ago. This can be attributed to the increase in irrigable land.