New Holland Spurs Revival of "Oscar In Agriculture"

Although it shares no relationship with the Oscars given by the Motion Picture Academy of Arts and Sciences, the 50-year-old “Oscar In Agriculture” program served the same purpose for many journalism professionals who have provided information to the agricultural industry through print and broadcasting: It represented the highest level of professional excellence. Those who have been recipients of the coveted award over the years still refer to it as one of the highest honors bestowed upon them.

Even as the program began experiencing changes in sponsorships over the years, sometimes being shared by as many as three corporations, the Oscars continually focused on recognizing excellence in agricultural communications. But in recent years the program began to fade, not in its importance, but rather in the attention given to it by supporters who were finding that the demands of their own jobs were allowing less time to tend to the details of the Oscars program. And finally, during the past year, the program nearly slipped quietly into history with no Oscars awarded in 2003.

No one wanted to see the demise of the program. It was too deeply rooted in the history of agricultural journalism to be allowed to slowly wilt away. That is why New Holland and the National Association of Farm Broadcasters (NAFB), armed with the strong pride that the Oscars still represented, joined hands to bring about a rebirth of the prestigious award. It was decided that instead of several Oscar awards being given each year, there would only be one. The recipient of the award in the future would know that he or she would be the only person leaving the building with an Oscar. The winner will be selected by a distinguished panel of judges selected in conjunction with the Agricultural Communications program at the University of Illinois.