FEATURES


Squeezed Dry
Cattle, crops suffer in droughtís grip; co-ops fear even bigger
impact next year
By Nancy Jorgenson

Building brand recognition
How to run a champagne ad campaign on a beer budget

By Teri Ditisch

Bringing it home
Dakota Prairie Beef Co-op adding value to home-grown cattle,
grains
By Raylene F. Nickel

Co-ops must capitalize on new opportunities

Major changes in agriculture raise big questions
for nationís cooperatives

By James Baarda

Business failures underscore need for dose of
preventive medicine

By Dan Campbell

Veneman announces $75 million in grants;
co-ops get $18 million for value-added projects



DEPARTMENTS

COMMENTARY
MANAGEMENT TIP
NEWSLINE
ANNUAL INDEX OF ARTICLES



On the Cover:
Severe drought stunted crops and destroyed pasture across broad
swathes of the United States this summer. The impact on cooperatives
and their members is examined in this monthís cover story, beginning on
page 4. Grant Heilman Photo.




Ann Veneman, Secretary of Agriculture
Randall Torgerson, Deputy Administrator, USDA Rural Business-Cooperative Service
Dan Campbell, Managing Editor
Vision 2000/KOTA, Design

Have a cooperative-related question?
Call (202) 720-6483, or
Fax (202) 720-4641, Information Director


RURAL COOPERATIVES (1088-8845) is published bimonthly by Rural Business-Cooperative Service, U.S. Department of Agriculture, 1400 Independence Ave. SW, Stop 0705, Washington, DC. 20250-0705 The Secretary of Agriculture has determined that publication of this periodical is necessary in the transaction of public business required by law of the Department. Periodicals postage paid at Washington, DC. and additional mailing offices. Copies may be obtained from the Superintendent of Documents, Government Printing Office, Washington, DC, 20402, at $3.50 domestic, $4.38 foreign; or by annual subscription at $15.00 domestic, $18.75 foreign. Postmaster: send address change to: Rural Cooperatives, USDA/RBS, Stop 3255, Wash., DC 20250-3255. order form

Mention in RURAL COOPERATIVES of company and brand names does not signify endorsement over other companies' products and services.

Unless otherwise stated, contents of this publication are not copyrighted and may be reprinted freely. For noncopyrighted articles, mention of source will be appreciated but is not required.

The United States Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, and marital or family status. (Not all prohibited bases apply to all programs). Persons with disabilities who require alternative means for communication of program information (Braille, large print, audiotape, etc.) should contact USDA's TARGET Center at (202) 720-2600 (voice and TDD).

To file a complaint of discrimination, write USDA, Director, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue, SW, Washington, D.C. 20250-9410, or call (202) 720-5964 (voice or TDD), USDA is an equal opportunity provider and employer.