Lester Gagen takes a break to watch as his steers rehearse for their role in Farm Bureau’s new television commercial.

These five Longhorns rehearsed their part in the new Oklahoma Farm Bureau television commercial in downtown Tulsa.

In spite of it being her wedding, this Oklahoma bride has an ear bud from her radio to listen to an important football game. Two Oklahoma Farm Bureau ads with this scene premiered Jan. 2 to coincide with bowl games. One ad was play-by-play of the OSU Cowboys and the other was play-by-play of the OU Sooners.

10 • Oklahoma Country • Winter 2008 “I think it’s fabulous,” says Oklahoma Farm Bureau Executive Oklahoma – the weather, football and cattle. It says we’re OK – which is Director Matt Wilson of the new advertising campaign. a play on the name Oklahoma – so you’re okay emphasizing that this is Two ads with a football theme began airing Jan. 2. Lester’s ad Oklahoma and we are Oklahoma’s insurance company and organization. debuted a bit later. “We believe our new marketing campaign theme, ‘We’re OK, so you’re After about nine months of market research, then interviews with okay,’ cements our relationships with our fellow Oklahomans as more than 20 advertising firms to select the ideal one; and countless someone they can trust in their time of need. In the end,” says Matt, feet of videotape to shoot five new ads, Oklahoma Farm Bureau “that’s what insurance is all about.” launched the new campaign. “We decided we need to do an effective multi-media campaign,” Matt he first two ads to debut depicted weddings. A bride and groom explained. “In today’s market, it’s important for Oklahoma Farm Bureau are repeating their vows in a church, but the bride has an ear bud to present itself in a way that is compelling and meaningful to from her radio and is listening to a broadcast of the Oklahoma consumers.” State University Cowboys football game in one ad. The other ad is the The television ads are a continuation of the organization’s self- sample couple in the same scenario with the bride listening to the improvement campaign. Over the past 10 years, the organization with Oklahoma University Sooners football game. the cooperation of Both conclude with the theme that this is Oklahoma, Farm Bureau county Farm is the state’s insurance company and that it’s all presented by Bureaus finished an Oklahoma Farm Bureau. Those two ads began running Jan. 2 to take image improvement advantage of the football bowl season. campaign by Lester’s ad previewed later in January. It also emphasizes the “We’re remodeling, OK, so you’re okay” theme but in an entirely different setting. rebuilding or adding From behind the wheel of an auto traveling down Tulsa’s Main on to county offices. Street, the driver suddenly encounters several Longhorn steers in the New district claims middle of the roadway. office were As the driver stops for the cattle, a cowboy on foot (it’s Lester) constructed, and comes into the street to drive the cattle out of the way. The “This is nearly every square Oklahoma. . .this is Oklahoma’s insurance company. . .Oklahoma Farm foot of the Oklahoma Bureau” theme then appears on the screen. City headquarters “I’m a bit in awe of how long it took” to film the commercial, Lester building got a face lift. said. “We did it umpteen times to get good pictures.” “What this cam- Lester and his six cowboys loaded up the Longhorn steers on the paign emphasizes is ranch, which is located near Bartlesville in the Ramona community, that this is Oklahoma; that October Sunday and headed for downtown Tulsa. we’re an Oklahoma “We hauled them down and got a fence set up. I didn’t know what insurance company; the steers would do when we turned them out. I thought we could have and we are a bit of a rodeo. The steers adapted, but the horses didn’t.” Oklahoma Farm The ranch horses the cowboys rode we skidish at the sights and Bureau,” explained sounds from the city. The Longhorns were almost oblivious, and Lester Matt. “The campaign worried that they “were almost too gentle. They got very complacent is all about things in and gentler. You couldn’t hardly run them down the street,” says Lester.

Oklahoma Country • Winter 2008 • 11 Lester Gagen poses behind his desk at Ag & Lawn Equipment in Tulsa. He and his son-in-law own and operate two growing John Deere dealerships in northeast Oklahoma. The second dealership is located in Pryor.

Lester Gagen and a son-in-law own and operate large John Deere dealerships in Tulsa and Pryor. Since they purchased the dealerships, business has grown from $4 million to $20 million annually in just seven years. They put a strong emphasis on service just like Oklahoma Farm Bureau.

Some of the trucks and production crew from Cloud 9 Productions in Tulsa assemble on the Gagen ranch outside of Bartlesville. You’ll want to see the finished ad from this site, which features a log chain flying at a 90-degree angle from a fence post.

He did not see the television ad before it debuted. However, Lester did have a pretty good idea of the message. “It seems the mood was that anything can happen in Oklahoma. You’re liable to see cattle in downtown Tulsa.” Lester’s selection for the commercial was happenstance. The ad agency selected to put together the new campaign contracted Cloud 9 Productions in Tulsa to do the actual production work. That company began scouting for sites for another commercial in the new campaign and wound up in Washington County.

12 • Oklahoma Country • Winter 2008 the ranch, but the grandkids, daughters and their husbands take an active role helping with the operation. They generally purchase one to two thousand head of stockers in September or October. The stockers stay on the ranch to add pounds and are sold as feeders in July and August. The hundred-head cow herd also is a major facet of the ranch operation. The ranch operation will double in size later this year with the addition of 4,700 leased acres. “I take a lot of ribbing about my wife ranching and me setting here (at the Tulsa “It all started when the movie company was digging around looking Green Country location) behind a desk,” says Lester. for a place to make a movie,” remembers Lester. While his family has run cattle for more than a quarter of a century, Lester and his wife, Becky, who manages all ranching operations, Lester and his son-in-law have been John Deere dealers just seven had just leased a ranch that the production company liked for a years. They purchased Green Country and now have 40 employees location shoot. After neighbors directed the production people to the working at the two locations. Gagens, Lester convinced them that another family ranch location “We’ve gone from a $4 million to a $20 million business in seven would be better. years of operation. We emphasize service and parts. We’ve grown every “They asked if they could film there. But the grass wasn’t Big Blue year. It’s better than ranching, and it’s not near as hard.” Stem, so I suggested my home place. I met with them. We went up to Ramona and they fell in love with it. It has big grass, trees and an oil ester, who plans to ranch full time when he retires, has had a long well. It’s what Oklahoma is all about.” and varied career. He grew up on a dairy farm in Ramona. After While the production company was scouting the Gagen ranch for graduating high school, he went to NEO at Miami for a year locations, representatives asked Lester where they could find cowboys before Uncle Sam came calling with a draft notice in 1966. for the Tulsa shoot. Lester spent a year with the infantry in Vietnam, a locale he “I told them me and my cowboys,” he remembers. sarcastically called a “fun place” before he returned to the states. He That was the start of the arrangement that put Lester, his cattle, then spent the next 33 years with three different companies that cowboys and ranch on Oklahoma television screens. marketed oil field equipment, and was vice president of marketing for While he enjoyed participating in the shoot in downtown Tulsa, North American operations for two of the three. Lester was more impressed when the production crew pulled on the Travel was a major part of his duties with the companies. Lester said ranch. Large trucks full of equipment, a large RV that provided a he was gone about 35 weeks each year, working for the companies in catered lunch to everyone involved and an airboat converged on places like China, South America, England and Europe. After several Broken Arrow 5. years, he was able to remain stateside but was transferred to many The ad filmed on the massive Gagen ranch, which runs 1,000 to different cities and states. 2,000 stockers and about 100 cows, will debut later in the year. It’s a He and his family “came home” in 2001 to northeastern Oklahoma weather related scenario, with a chain attached to a lone fence post in and expanded the ranching operation near Ramona. the middle of a Big Blue Stem pasture. Strong winds eventually “I’ve lived all over the country, but I like northeastern Oklahoma straighten the chain, putting it at a 90-degree angle to the post. The best.” All his family and his wife’s family are just a few hours away from message at the end is the same as all the other ads. the ranch, which is important to him. Lester, who been a member of Washington County Farm Bureau “It’s a dying culture if we don’t do something,” Lester says of longer than he can remember, said even before the commercials that ranching. That’s why he and his wife involve their daughters and their he was impressed with Farm Bureau Insurance. husbands and all the grandchildren in the ranching. “It’s the easiest insurance company to work with,” he declared. “You can spend a lot of time teaching kids things and they’ll learn a He had claims when fires burned his fields, which were filled lot more than just playing football or basketball,” he concluded. “That’s with hay. what I want to do full time when I retire.” “I was very impressed with the appraiser and he was good to work Watch for Lester on your television. And, don’t miss the two wedding with and how the claim was settled.” ads and the upcoming log chain blowing in the wind spot. There’s one Lester and a son-in-law now own and operate Green Country Ag & more with a couple in a car listening to a weather report on the radio, Lawn Equipment, which has locations in both Tulsa and Pryor. His wife, but we’ll not give it away. Tune in, we think you’ll be proud of Oklahoma Betsy, manages the family ranch operations. They have employees on Farm Bureau. Oklahoma Country • Winter 2008 • 13 All AroundOklahoma

klahoma Farm Bureau purchased the Hope Pjesky selected as Eisenhower Fellow champion wether meat goat and 26 Oother prize-winning animals that lfalfa County Farm Bureau’s Hope state’s top young farmers for their made the annual premium auction at the Pjesky has been selected as a 2008 achievements in the farming business and 2007 Tulsa State Fair Junior Livestock AEisenhower Fellow in Agriculture. their leadership in the agricultural Premium Auction Oct. 5. The grand Hope, who resides near Goltry, will travel to community. champion exhibitor Cierra Staats of Alva FFA Thailand, Malaysia and Japan to investigate She and Ryan operate a large diversified along with other Alva youngsters are agriculture trade policies and food safety, wheat and cattle farm, which makes heavy pictured with OFB’s Steve Kouplen along defense and traceability practices. The use of the ability to graze stocker cattle on with the Bank of ’s program is designed to enrich her perspectives winter wheat pasture. A portion of their land Jimmy Harrell and Texas Transco’s Kyle and contacts through professional meetings was originally homesteaded by Ryan’s great, Minyard. The bank and oil company joined with farmers, farm organizations, food retailers great grandfather in the Land Run of 1893. with OFB to purchase the goat, which and manufacturers, national government Hope comes from a farm family in Virginia brought $12,500. officials, university researchers and policy that possesses an 18th century land grant experts in the field of agricultural trade. from the King of England. That farm remains he Haworth FFA team won the She joins an impressive international in operation today. Oklahoma Farm Bureau Tulsa State network of Eisenhower Fellows, including only She was a 1993 Virginia Farm Bureau TFair Livestock Judging Contest Oct. 5 16 from the entire field of agriculture. Discussion Meet winner. for the second consecutive year. The team Hope was selected after a Hope has served as an will be Oklahoma’s representative at the competitive interview and Agriculture Advisory Committee National Western Show in Denver in selection process. The selection member for Sen. Tom Coburn, January, where the best judging teams from committee, composed of and also has an American across the nation compete for the national leaders and innovators in the Farm Bureau YF&R championship. Members of the team, from agriculture industry, chose Achievement Award top 10 left, with FFA Advisor Paul Ogden include her based on her proven finish in her numerous list of Chani Galloway,Trey Lockhart, Courtney Mayl leadership and success in accolades. and Matthew Deloziev. OFB’s Roland the field of agriculture and She currently is a Pederson, far left, and Mike Spradling, far international exchange, her member of Class 13 of the right, were on hand to congratulate the team potential for continued Oklahoma Ag Leadership and award a $750 cash prize to the Haworth impact, and her long-term Program. With her selection teens. Farm Bureau presents the monetary commitment to the as an Eisenhower Fellow, she award to help the winning team defray its agricultural sector. will be spending a lot of time in expenses at the National Western Show. In recommending Hope for the Far East, between this and the fellowship, Dr. Joseph the OLAP international study klahoma Farm Bureau received the Williams, program director of the experience planned for China and Frank Sanders Memorial Award at the Oklahoma Agricultural Leadership Hope Pjesky South Korea. OTulsa State Fair Junior Livestock Program, said that she “has a true thirst for Eisenhower Fellowships engage emerging Auction Oct. 5. The award goes to the buyer knowledge relative to agriculture at all levels.” leaders from around the globe to enhance purchasing the largest volume of prize- Eisenhower Fellowships’ USA Program their professional capabilities, broaden their winning animals at the previous year’s typically sends up to a dozen abroad annually contacts, deepen their perspectives, and premium auction. It was the sixth for four- to eight-week programs of similar unite them in a diverse, worldwide network consecutive year OFB received the award, professional enrichment. The program is where dialogue, understanding, and which is a portrait displayed by Frank designed to give participants professional collaboration lead to a more prosperous, just Sanders Jr., son of the award’s namesake. insights and contacts, a broadened and peaceful world. Pictured in the photo, from left, are OFB’s international and cross-cultural perspective, Established in 1953, Eisenhower Roland Pederson, OFB’s Steve Kouplen and and a lifelong network of colleagues and Fellowships has identified men and women his grandchildren, Blake and Sydni Gomez, friends from their program groups. well on their way to positions of national Lt. Gov. Jari Askins, Sanders, OFB’s Charles Hope serves on the Alfalfa County Farm leadership and provided them with Sloan and Mike Spradling. Bureau Women’s Committee and was heavily opportunities for professional, intellectual, involved in the Farm Bureau Young Farmers and personal growth. Nearly 1,700 Fellows and Ranchers program. She and her husband, from more than 100 countries have Ryan, were the Oklahoma YF&R Achievement participated in Eisenhower Fellowships since Award winners in 2004. That award honors the its founding. 14 • Oklahoma Country • Winter 2008 OFB is a top buyer at Tulsa Fair

klahoma Farm Bureau & Affiliated the champion Suffolk lamb. Companies was a major buyer at the • Jill Davis of Guthrie FFA for the O2007 Tulsa State Fair Junior Livestock champion speckle face lamb. Premium Auction Oct. 5. • Laurie Fitch of Payne County 4-H for the The state’s largest farm organization reserve champion speckle face lamb. purchased the grand champion wether meat • Garrett Sharp of Garfield County 4-H for goat and 26 other prize-winning animals that the fourth place Simmental steer. made the annual premium auction. • Tiffany Hubbard of Ottawa County 4-H for Farm Bureau was recognized prior to the the fourth place Maine-Anjou steer. auction with the 2006 Frank Sanders • Dalton Hubbard of Ottawa County 4-H for Memorial Award for last year’s premium the fifth place Chianina steer. auction, marking the sixth consecutive year • Blake Kennedy of Pottawatomie County for Farm Bureau to be recognized for 4-H for the eighth crossbreed barrow. purchasing the largest number of animals in • Jennifer Lawler of Elgin FFA for the the sale. fourth place crossbreed lamb. Oklahoma Farm Bureau also sponsored the • Kari Wendt of Kingfisher FFA for the fifth Tulsa State Fair FFA Livestock Judging place Suffolk lamb. Contest Oct. 5, and awarded a $750 cash prize • Tiffany Reiger of Alfalfa County 4-H for to the winning Haworth FFA team in the the sixth place natural colored lamb. senior division. The team will be Oklahoma’s • Garrett Goodwin of Tonkawa FFA for the representative at the National Western Show seventh place natural colored lamb. in Denver in January, where the best judging • Sam Eden of Keyes FFA for the eighth teams from across the nation compete for place wether meat goat. national championship. Members of the • Rashele Blakley of Oologah FFA for the Haworth FFA team included Chani Galloway, fourth place Angus steer. Trey Lockhart, Courtney Mayl and Matthew • Brooke Summers of Claremore FFA for Deloziev. The monetary award is presented to the seventh place Shorthorn steer. help the winning team defray its expenses at • Taylor Terry of Custer County 4-H for the the National Western Show. seventh place crossbreed steer. The 27 exhibitors of the prize-winning • Clinton Partain of Afton FFA for the fifth animals Farm Bureau purchased during the place Limousin steer. premium auction were: • Steven Beck of Pauls Valley FFA for the • Cierra Staats of Alva FFA for her goat, twelfth place crossbreed barrow. which was the grand champion wether meat • Lacey Newlin of Burlington FFA for the goat. seventh place Hampshire lamb. • Emily Pippin of Cherokee County 4-H for • Natalie Eaton of Arapaho FFA for the the reserve champion all other breeds steer. eighth place crossbreed lamb. • Kyle Norvell of Amber-Pocasset FFA for • Austin Rhodes of Fort Cobb-Broxton FFA the third place Shorthorn steer. for the eleventh place crossbreed lamb. • Ryan Pullan of Aline Cleo FFA for the • Whitney Taylor of Pryor FFA for the reserve champion Berkshire barrow. twelfth place natural colored lamb. • Chelsea Clifton of Kingfisher FFA for the • Emma Sherry of Hughes County 4-H for reserve champion natural lamb. the reserve champion Shorthorn steer. • Madison McGolden of Fairview FFA for

Oklahoma Country • Winter 2008 • 15 A CENTENNIAL CELEBRATION

klahoma Farm Bureau used member J. Mack of some of the world’s largest mules hauled Farm the outskirts of Cyril. He and his hitch travel Bohn and his Touch of Ear eight-mule hitch Bureau’s banner through the Guthrie parade Nov.16 thousands of miles across the United States each Oto wish the state a happy 100th birthday in to the delight of thousands of parade goers. Bohn year to participate in parades, festivals and other the Centennial Parade. Bohn and his unique hitch houses the mules on his Diamond JK Ranch on special events.

SECRETARY CONFERENCE

large crowd of county office A secretaries gathered in at the Marriott Hotel for the two-day County Office Secretary Training session. Well over 100 secretaries from across the state assembled for the state staff. General Counsel Monica Wilke was the endeavor. The first day of the conference also kickoff luncheon Nov. 27 where they were day’s featured speaker, telling the story of her featured two sessions presented by American Farm welcomed by Oklahoma Farm Bureau President upbringing in a small Oklahoma town. She related Bureau’s Matt Scramlin. Informative breakout Mike Spradling. OFB Executive Director Matt events from her life, telling the secretaries the sessions and details about the latest in employee Wilson was on hand to introduce members of the importance of being properly prepared for any benefits were second day highlights. 16 • Oklahoma Country • Winter 2008 Oklahoma Country • Winter 2008 • 17 TULSA FARM SHOW

klahoma Farm Bureau Field Representative far right. Safety Director Justin Grego, left, also looks indoors in the Quik Trip Center on the Tulsa State Robin Landrum (wearing cowboy hat) goes at booth setup map. Safety Specialist Micah Martin Fairgrounds. The show ran through Dec. 8. OFB’s Oover the Tulsa Farm Show map with former is in the background. The 14th annual farm show booth at the show featured the Kids Fire Safety trailer state Director Jim Freudenberger of Coyle and attracted a big crowd on opening day,Dec. 6, despite plus safety videos running on television along with Canadian County member Marvin Novak of Yukon, chilly temperatures outdoors. All exhibits were stacks of brochures about the farm organization.

Angus Heritage Foundation taps OFB member

he American Angus Association board of where he built a reputation for practicality, directors has selected an Oklahoma efficiency and performance. TFarm Bureau member for induction to Hartley was involved in the initial planning the Angus Heritage Foundation. of the Oklahoma BEEF, Inc. bull test station Bob Hartley, a Craig County Farm Bureau at OSU. member from Vinita, was one of five selected In addition, he bred the 1971 International as a 2007 inductee. grand champion bull, Spur Emulous Master. Each year, a select group of individuals who He established H&H Land & Cattle have made significant contributions by dedica- Company LLC in 1994, and continues to raise ting their time, knowledge and efforts to the commercial and registered Angus cattle and improvement and advancement of the Angus operates a stocker cattle program. Bob Hartley, left, was inducted to the Angus Heritage Foundation breed are inducted into the Heritage Foundation. Hartley served on the OSU board of regents at the 2007 American Angus Association Annual Banquet at the Hartley is a graduate of Oklahoma State from 1969 to 1971, and was honored as a North American International Livestock Expo Nov.12 in Louisville, Ky.The Angus Heritage Foundation recognizes individuals who University. He is a pioneer in performance distinguished graduate of the animal science have made a significant contribution to the advancement of the testing and carcass evaluation. department in 1972. He was named OSU Angus breed and Association programs. Also pictured is In 1958, he founded Spur Ranch in Vinita, Master Breeder in 2000. American Angus Association President Paul Hill. 18 • Oklahoma Country • Winter 2008 Look for Ag Census soon o you raise a few goats or exotic animals? How about organic fruits and Dvegetables or free-range chickens? Maybe you have a few equine for pleasure and agriculture changing and how does that all of agriculture; small farms as well as large; harvest some hay from your acreage. Many change affect the services and programs traditional as well as non-traditional farms; times we think of agriculture as only big corn available to rural residents? specialty production as well as major and soybean farms that dominate the news The only comprehensive measure of commodity production. and farm bill debates. Did you know that 59 agriculture at the local level is through the “It is all-important to the overall economy percent of U.S. farms sell less than $10,000 Census of Agriculture. Every five years, the and therefore should be included. In order for worth of agricultural production? Small farms USDA is charged with the responsibility of your segment of the industry to be and acreages represent an important segment benchmarking agriculture and documenting represented, it is up to you. Remember, this is of the rural economy. the direction it is heading. This confidential your voice, your future and your The USDA defines a farm as “any operation data is collected directly from operators at all responsibility,” said Wilbert Hundl Jr., director that produces and sells, or could sell, at least levels of production. Aggregated to county and of the Oklahoma Field Office of USDA-NASS. $1,000 worth of agricultural production.” With even zip code levels, the results are made Beginning in January, the Census report more than 1 million operations, each selling available to all segments of the economy, forms will arrive in mailboxes throughout less than $5,000 worth of production, rural without disclosing individual information. rural America. Please be part of the lifestyle and mainstream agriculture join Small and very small farms, even those that information solution and promptly complete forces to represent the entire food and fiber may not consider themselves as farms, are an and return the form. If you feel you have been industry. Your local communities need to know integral part of the economic engine that missed and should be counted as part of the the growth of this segment of their drives our local communities. U.S. agricultural economy, call 1-888-424-7828 constituency. How fast is the face of The 2007 Census of Agriculture represents and request to be included.

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Oklahoma Country • Winter 2008 • 19