Home Background Testimonials Student Programs Adult Programs Video Clips Recent Clients In The News On The Farm Contact Information	Lohr Selected As National Agriculture Spokesperson BROADWAY—Matthew Lohr has been selected to participate in the American Farm Bureau Federation's Partners in Agricultural Leadership program. He is the only Virginian chosen to fill 10 spots nationwide. PAL was created through a partnership with Altria and AFBF to strengthen participants' leadership skills and put their abilities to work for the benefit of agriculture. Upon completion of the six-month program, they will be able to represent Farm Bureau and U.S. agriculture interests whenever opportunities arise in the news media, on speaking circuits or in presenting testimony before government agencies. "Since fewer Americans have a direct connection to agriculture, it is more important than ever to reach out to consumers," said Katherine Trent, director of agricultural relations for Altria Corporate Services, Inc. "PAL provides participants with a solid foundation regarding critical issues and develops their presentation skills to be more effective communicators. In addition, they have a unique opportunity to serve the entire agricultural chain in this leadership role." “Educating the general public about the importance of agriculture has always been one of my passions in life,” said Lohr. “The PAL program is an excellent opportunity to sharpen my communication skills and learn to be a greater spokesperson for the industry.” PAL participants will receive advanced training in working with media, crisis communication, public policy development, and global and emerging issues in agriculture. “I am the most excited about crisis communication,” Lohr said. “Our world today seems to hinge on the crisis news story. The truth is most of these stories are hyped to grab the consumer's attention. By learning the facts and calming one's fears and emotions, we can better deal with the problem at hand.” Lohr is president of the Rockingham County Farm Bureau. He and his wife, Andrea, won the 2003 AFBF Young Farmer & Rancher Excellence in Agriculture Award. They are involved in Lohr's family's farm business and have operated a motivational speaking company since 1996. AFBF is the nation's largest voluntary organization of farmers and ranchers, representing more than 5.3 million member families who are members of county Farm Bureaus, which, in turn, comprise state Farm Bureau organizations in all 50 states, and Puerto Rico. The principal operating companies of Altria Group, Inc. include Kraft Foods, Inc., Philip Morris International, Inc. and Philip Morris USA, Inc., which together are the nation's largest purchasers of agricultural commodities.