MANAGEMENT TIP
Co - op history books should
target both members and public
Editor’s Note: Upon reaching milestone anniversary, many cooperatives
commemorate the event by publishing a history of the cooperative.
Blue Diamond Growers, a Sacramento, Calif.-based cooperative of
about 4,000 almond growers, recently published an award-winning
history book. The following article discusses the project and may provide
ideas for other co-ops considering such an undertaking.
ackground on co-op and history project: In
celebration of its 90th anniversary, Blue Diamond
Growers one of California’s most successful
farmer-owned cooperatives decided to
publish a pictorial and narrative history of the
cooperative and the industry that it helped build. The twoyear
project produced “The Almond People,” a 200 page, fourcolor
book that was presented to members who attended the
cooperative’s 90th annual meeting in November
2000. Copies were also sent to the news
media, customers, suppliers, government officials
and friends in the almond industry.
The board of directors approved the project
in 1998. “This first-ever history of our cooperative
tells a fascinating story of vision, courage
and determination,” says Board Chairman
Howard Isom, an almond grower who also runs
an accounting business near Chico, Calif. “That
story began in 1910, when a small group of
almond growers formed a cooperative to wrest
control of their crops from unscrupulous buyers
who for years had denied them a fair return.
They succeeded in spite of difficult odds and
built not only one of the world’s most successful farmer-owned
cooperative, but also an important new industry in America.
Why produce a co-op history? Isom says today’s growers
sometimes lose sight of the important roles that processing
and marketing cooperatives play in the farm economy.
“We tend to forget the reasons behind the formation of our
established institutions,” he notes. “And when we do, we
invite history to repeat itself, often to the detriment of the
grower. We hope that in reviewing how Blue Diamond
worked for better grower returns, developed new products
and markets, and gave almond growers an effective voice in
government and the media, younger members will better
understand the importance of cooperative marketing to their
livelihoods.”
Target audiences: “The Almond People” reaches out to
audiences beyond the cooperative’s membership, says Susan
Brauner, the co-op’s public affairs director, who initiated and
oversaw the project. “The book does more than preserve and
celebrate Blue Diamond’s history among our growers. It also
informs and motivates our employees and gives our customers
and suppliers new appreciation of our long-term value to
them,” she says. “We believe that as government officials, other
almond industry representatives and the news media read
about the cycles that this industry has experienced over nine
decades and the role that Blue Diamond played in stabilizing
prices and markets, they will better appreciate the value of a
strong cooperative in a commodity business.”
In short, “The Almond People” serves as
another effective tool in Blue Diamond’s
long-term program of building greater
understanding and appreciation of the importance
of farmer-owned cooperatives in America’s
economy, says Brauner. It serves as background
and as a reminder, and as a valued
resource for future generations.
How the project was conducted: The history
project got underway in 1998 when
Brauner contracted with Gray Allen, local
writer and photographer, to develop a production
plan and budget. Research and writing
began immediately after the board approved the expense, and
continued through most of 2000. Allen scoured company files,
local libraries and archives for early-day photos of almond production.
He also interviewed Blue Diamond officials (past and
present), toured facilities, and obtained copies of company
records. He advertised in the co-op’s member magazine for
grower reminisces, and received several batches of notes and
photographs from the early days of the cooperative. He wove in
historical references to the origin of the almond, its uses and
role in the diets of ancient societies. A historical time-line runs
throughout the book to place Blue Diamond’s growth and
development in the context of world history.
Management reviewed the text and mock-ups, but
largely left the project to the author and designer, under
Ms. Brauner’s supervision. Layout and design were by Jenni
Haas, free-lance designer of Blue Diamond’s member
magazine, Almond Facts, and annual report. A local printer
handled the presswork. A dozen case-bound copies and 4
thousand soft-cover copies were bound by a plant in the
northwest.
The completed books were delivered a couple of weeks
before the annual meeting and readied for distribution.
Excerpts from the book text and photos were used in a historical
display that was a highlight of the annual meeting, and
an important event for many growers.
Reaction: Since the annual meeting, co-op staff has been
talking with various news media about basing future stories
on the story of Blue Diamond. The book provides a tangible
focal point for such discussions. Interest in the co-op is
building, says Brauner, and she looks forward to long-term
public relations benefits from the project.
