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 >>America's Heartland 
is made possible by.... 

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The United Soybean Board , 
America's soybean farmers 

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and their checkoff. 

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 Farm Credit , 
owned by America's farmers 

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and ranchers. 

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Celebrating 95 years of service 
to U.S. agriculture 

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and rural America! 

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Learn more 
at farmcredit dot com. 

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And by the American 
 Farm Bureau Foundation 

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 for Agriculture, 
dedicated to building 

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greater awareness 
and understanding of agriculture 

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through education 
and engagement. 

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>>I'm Rob Stewart. 

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Research to improve crops 
benefits not only 

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consumers like you 
but farmers in the far-flung 

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corners of the world. 

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We'll take you to Illinois 
where new research 

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is under way 
to improve crop yields 

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just by using 
smart phone technology. 

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>>Hi, I'm Sarah Gardner. 

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We've shared 
a lot of harvests with you 

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over the years 
on America's Heartland. 

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But this time, 
we have an unusual story 

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for you. 

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We're headed 
to Northern California 

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where one company 
is bringing in a harvest 

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of sea salt 
that's headed for your 

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dinner table. 

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>>I'm Jason Shoultz! 

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The corner feed store 
has disappeared 

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from lots of small towns 
across the heartland 

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but not all. 

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Coming up, 
I'll show you how some 

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are still going strong. 

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It's all coming up 
on America's Heartland. 

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 ♪ You can see it in the eyes 
 of every woman and man ♪ 

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 ♪ in America's Heartland 
 living close to the land. ♪ 

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 ♪ There's a love 
 for the country ♪ 

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 ♪ and a pride in the brand ♪ 

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 ♪ in America's Heartland 
 living close, ♪ 

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 ♪ close to the land. ♪ 

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>>Agricultural research 
on crops is important 

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when it comes to the foods 
that we enjoy 

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when we head to the supermarket. 

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But that research is especially 
important when it comes 

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to third world countries 
suffering to find food to eat 

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every single day. 

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We found 
a research project in Illinois 

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using smart phone technology 
to help save lives. 

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♪ ♪ 

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>>Agriculture has long been 
an important academic offering 

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at the University of Illinois. 

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But today 
some of the research here 

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is focused on crop production 
far beyond the corn 

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and soybean fields 
that surround the campus. 

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A team of researchers 
and graduate students 

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is developing technology 
for saving lives 

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in third world countries. 

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The team is called 
 Scientific Animations 

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 Without Borders or SAWBO, 

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a blend of academics, 
agriculture and awareness. 

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>>We were talking about 
a lot of the challenges 

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that we faced 
in getting information 

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out to approximately 
1 billion low-literate learners 

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that live in the world. 

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So as we started talking 
this idea of animations 

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that could be taken 
across cultures, 

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across language groups, 
and could be deployed 

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through the Internet 
and through cell phones came up. 

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>>Using cell phones 
to disseminate animated 

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crop production videos 
allows the team here 

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to tailor the instruction 
in different languages 

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to the specific needs 
of a country or region. 

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Learning by example 
overcomes the limited 

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literacy skills 
found in many 

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third world areas. 

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>>So there's a lot 
of really great, 

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simple techniques out there 
that we can share 

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with the world. 

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>>Professor Barry Pittendrigh 
is one of the leaders 

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in this agricultural project. 

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He knows the need 
for these videos first hand! 

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The project 
takes him to Africa 

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4 times a year 
to work with farmers 

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facing difficult 
food production problems. 

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>>So there's a lot 
of great ideas out there 

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that exist in local communities. 

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With this type of strategy, 
we can go in and work 

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with these communities, 
animate those ideas, 

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and share them 
with the rest of the world. 

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>>This is a typical 
cell phone video. 

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This one focuses 
on controlling or killing pests 

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that can cripple 
the cowpeas crop, 

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a staple in many parts 
of South America and Africa. 

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Graduate student 
Tolulope Agunbiade 

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is from Nigeria 
and knows the struggles 

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farmers face. 

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Hers is the voice 
on the cowpeas video. 

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It was recorded on campus 
in her native language 

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for use on cell phone videos 
in Nigeria. 

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>>It actually means a lot 
for me to give back. 

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I believe knowledge shared 
is very important 

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in the world. 

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It's always important 
when it's very good! 

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It's rewarding 
when you have knowledge 

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and you can share it 
with other people. 

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>>Many times, 
it's the women whose job it is 

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to take the family's crops 
for sale at public markets. 

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Something that hits home 
for Tolulope! 

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>>It makes me feel moved 
because I'm an African. 

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And yes, it does touch me 
because I know 

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they'll have information 
that can have positive impacts 

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on their health, 
their farming skills, 

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and so many other areas 
of their lives. 

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>>Francisco Seufferheld 
is the Project Manager 

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responsible for editing 
all of the videos. 

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He says the animation approach 
avoids any cultural 

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sensitivities. 

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>>I work with different groups 
of people across borders, 

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across different ethnicities. 

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And I knew 
that by having animations 

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that will make easier 
for the material 

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that we can create here 
flow across ethnicities 

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and borders. 

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>>The project also touches 
other needs: 

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producing videos that address 
public health issues. 

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>>Right now, most of our work 
is focused on Africa 

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but also in Latin America 
and other parts 

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where they are facing 
cholera outbreaks. 

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And now we are developing 
also health related videos 

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that are a need, 
an urgent need! 

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>>The SAWBO cell phone 
animate video project 

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is currently underway 
around the world 

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encouraging change 
and impacting lives. 

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Absolutely! 

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And it's.... 
....I think one of the things 

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I always enjoy about this 
(this type of program 

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and this type of project) 
is you get to meet people 

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from highly divergent cultures. 

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And this is the type 
of mechanism 

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where you do make 
some sort of connection 

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with a community, 
and you realize 

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that hopefully 
you'll have some sort 

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of lasting impact 
that will be positive 

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for them in the future. 

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 >>The University of Illinois 
has a long history 

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of agricultural innovations. 

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The school's Morrow Plots 
are the oldest corn crop 

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research fields in America 
having been 

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continually planted 
and harvested since 1876. 

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And while corn is a major crop 
in the Land of Lincoln, 

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so too are pumpkins! 

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Illinois farmers 
grow nearly half the pumpkins 

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raised in the United States. 

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♪ ♪ 

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>>If you had to guess 
which farm crop 

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is found in the most products 
at your local supermarket, 

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what would you think? 

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Plenty of corn 
in cereals, 

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chips, and even baby powder. 

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Wheat? 

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That's easy! 

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Bread, pasta, crackers! 

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But how about soybeans? 

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Many folks 
never make the connection 

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between soy 
and products in their homes. 

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But if you look around? 

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You'd be surprised! 

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Out on the farm, 
soybeans grow 

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as green leafy plants 
that turn brown 

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just before they're harvested. 

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The beans inside are then used 
for hundreds of products. 

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Cattle feed is one use, 
but let's talk 

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about shopping at the store. 

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Baking or frying? 

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Soybean oil has no Trans fats, 
plenty of omega 3 

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fatty acids 
(that's the good stuff) 

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and also contains vitamin E. 

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You'll find soybeans 
in baby food, 

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whipped toppings, 
and of course, 

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soy milk and tofu products. 

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But let's go 
directly to the plant 

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and sample some edamame, 
baby soybeans in the pod 

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that are usually boiled 
in water. 

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They have kind of a nutty taste 
and are often served 

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with condiments like salt 
or soy sauce. 

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Pop them open 
and in your mouth, 

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it's a country connection 
direct from the farm 

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to your fingers! 

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>>Still ahead, 
come with me 

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to the hardware aisle 
where folks in the country 

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are finding what they need 
for their farmstead 

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 and city folks 
are getting some supplies 

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for their homes, too! 

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>>New information 
on food these days 

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has consumers making choices 
on everything from cooking oils 

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to foods with less fat 
or more protein. 

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And it's a good bet 
you're seeing more products 

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that use sea salt! 

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Well, getting that crop 
from field to table 

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is a bit different 
from any harvest 

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you've every seen. 

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♪ ♪ 

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>>At first glance 
it may look 

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like snow covered fields 
in a mid Western winter. 

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But this is late summer 
in Northern California, 

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and these wide expanses of white 
are salt flats 

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on the southern tip 
of San Francisco Bay. 

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>>We trace 
the commercial operations 

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back to about the 1850's 
where there were salt works 

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are all around the South Bay 
in particular 

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but even as far north as Napa. 

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And through a number 
of acquisitions and the like 

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over several years now, 
 Cargill is the remaining 

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salt manufacturer here. 

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>>The salt here comes 
from the waters 

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of the Pacific Ocean. 

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Flowing south through the bay, 
the salty water 

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is captured in huge ponds 
just north of San Jose. 

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>>We typically bring in 
sea water just during 

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the summer months. 

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We don't want to bring it in 
during the winter time 

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because there's so much 
rain water coming off the hills 

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that it actually dilutes the Bay 
and makes it less salty. 

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>>The salty water 
is pumped into what are called 

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 concentrators, 
shallow ponds ringed by levees. 

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Then sun and wind 
evaporate much of the water 

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leaving behind a salty brine. 

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As the increasingly 
salty water 

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is mixed with brine 
from other concentrators? 

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A pinkish hue 
becomes evident in the liquid. 

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>>And as it gets closer 
to a salt precipitation, 

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it takes on a pink 
or reddish color. 

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And that's because 
of an organism 

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that lives in the brine 
where nothing else can live 

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at that high saline level. 

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This can, 
and it happens to be pink! 

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And when we drain it off, 
and we wash it? 

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Then it turns back to white. 

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>>Pumped from pond to pond, 
the sea salt 

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or solar salt brine 
will sit under sun and the wind 

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for 3 to 5 years 
before it reaches 

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the correct level of salinity. 

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>>So it starts at 3%, 
and it gets greater 

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and greater 
until it get into 

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the crystallizers which is where 
we're standing right now. 

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And at this point 
in the process, 

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the brine is about 
25% sodium chloride. 

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>>At the end 
of the evaporative process, 

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you're left with a thick layer 
of sea salt in large ponds 

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known as crystallizers. 

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It looks like snow 
on a frozen lake. 

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A crop ready to be harvested! 

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>>Each year we harvest 
500,000 tons of salt. 

255
00:11:42,131 --> 00:11:44,864
We harvest 4 to 6 inches 
in each crystalizer 

256
00:11:44,864 --> 00:11:47,898
during the summer 
and during the fall. 

257
00:11:47,898 --> 00:11:50,498
And we try to leave 
the remainder of the salt 

258
00:11:50,498 --> 00:11:53,164
underneath as a mantle 
to have a good, 

259
00:11:53,164 --> 00:11:55,331
clean cut of salt 
so that we're not digging 

260
00:11:55,331 --> 00:11:57,264
into the Bay mud. 

261
00:11:57,264 --> 00:11:59,498
>>After a grader 
breaks up the top layer, 

262
00:11:59,498 --> 00:12:01,831
a harvester moves in 
to fill large trucks 

263
00:12:01,831 --> 00:12:04,031
with tons of sea salt. 

264
00:12:04,031 --> 00:12:05,398
>>We do think of it as a crop. 

265
00:12:05,398 --> 00:12:07,398
In fact, 
we talk about taking 

266
00:12:07,398 --> 00:12:09,398
just the new crop 
from the crystallizer 

267
00:12:09,398 --> 00:12:12,364
which is about 
the top 4 or 5 inches. 

268
00:12:12,364 --> 00:12:17,064
And we refer to it 
as this year's crop. 

269
00:12:17,064 --> 00:12:19,231
>>Cargill will run the sea salt 
through the first 

270
00:12:19,231 --> 00:12:21,964
of several washes 
before stacking the harvest 

271
00:12:21,964 --> 00:12:25,998
in huge piles some 80 feet high. 

272
00:12:25,998 --> 00:12:27,964
All of this salt 
will ultimately be processed 

273
00:12:27,964 --> 00:12:29,631
into various grades. 

274
00:12:29,631 --> 00:12:32,031
Most will be used 
in different food products 

275
00:12:32,031 --> 00:12:35,998
like granules for canning, 
a salt powder for butter, 

276
00:12:35,998 --> 00:12:38,931
or crystals for ice cream. 

277
00:12:38,931 --> 00:12:40,998
>>As we look at the data, 
we find there have been 

278
00:12:40,998 --> 00:12:43,331
about 6000 
new product introductions 

279
00:12:43,331 --> 00:12:46,398
in the last 6 years 
that call out with sea salt 

280
00:12:46,398 --> 00:12:48,964
or containing sea salt 
on the label or package 

281
00:12:48,964 --> 00:12:50,264
in some way. 

282
00:12:50,264 --> 00:12:52,664
>>And there other uses as well! 

283
00:12:52,664 --> 00:12:55,264
>>There are thousands 
and thousands, 

284
00:12:55,264 --> 00:13:00,064
interestingly, uses for salt 
from setting dyes in textiles. 

285
00:13:00,064 --> 00:13:02,098
It's used 
in the petroleum industry 

286
00:13:02,098 --> 00:13:05,064
and many other uses, 
swimming pools, 

287
00:13:05,064 --> 00:13:06,464
that kind of thing. 

288
00:13:06,464 --> 00:13:08,631
But much of the salt 
from this facility 

289
00:13:08,631 --> 00:13:10,464
does go to food use. 

290
00:13:10,464 --> 00:13:12,798
>>Consumer preference 
has prompted the growing number 

291
00:13:12,798 --> 00:13:14,498
of products using sea salt. 

292
00:13:14,498 --> 00:13:16,131
Some prefer the texture. 

293
00:13:16,131 --> 00:13:17,864
Some, the taste! 

294
00:13:17,864 --> 00:13:21,298
>>A number of people do say 
that sea salt tastes different 

295
00:13:21,298 --> 00:13:24,398
from other salts 
even among different sea salts! 

296
00:13:24,398 --> 00:13:26,198
It's typically courser 
so people enjoy 

297
00:13:26,198 --> 00:13:28,864
just the feel of it 
when they're cooking. 

298
00:13:28,864 --> 00:13:30,131
It tastes different 
on the tongue. 

299
00:13:30,131 --> 00:13:31,998
So it's not just 
the sense of taste 

300
00:13:31,998 --> 00:13:35,431
that comes into play. 

301
00:13:35,431 --> 00:13:37,798
>>These salt flats 
are also important wildlife 

302
00:13:37,798 --> 00:13:40,031
and wetland areas. 

303
00:13:40,031 --> 00:13:41,864
The company has worked 
with a number of groups 

304
00:13:41,864 --> 00:13:45,464
on recreational 
and environmental projects. 

305
00:13:45,464 --> 00:13:48,564
We found an opportunity 
to work with a number 

306
00:13:48,564 --> 00:13:54,831
of agencies and return nearly 
40000 acres of marsh 

307
00:13:54,831 --> 00:13:58,098
and wetland 
to public use and parks. 

308
00:13:58,098 --> 00:14:00,131
There are all types of wildlife. 

309
00:14:00,131 --> 00:14:02,698
So it's really neat to see 
as we go out there? 

310
00:14:02,698 --> 00:14:06,664
From birds to harbor seals 
that congregate around 

311
00:14:06,664 --> 00:14:08,998
some of the intake areas? 

312
00:14:08,998 --> 00:14:11,664
So returning that? 

313
00:14:11,664 --> 00:14:13,898
If we're not using it 
(and I think it was really 

314
00:14:13,898 --> 00:14:15,831
the right thing to do) 

315
00:14:15,831 --> 00:14:20,298
Such a beautiful area 
here to take advantage of! 

316
00:14:20,298 --> 00:14:21,898
>>There's no denying 
that this is a very 

317
00:14:21,898 --> 00:14:25,031
different kind of harvest 
from others in the heartland. 

318
00:14:25,031 --> 00:14:27,064
But getting 
this crop to market 

319
00:14:27,064 --> 00:14:31,031
demands the same kind of focus. 

320
00:14:31,031 --> 00:14:32,564
>>It's a very 
unique place to work. 

321
00:14:32,564 --> 00:14:34,298
Everyone takes pride 
in what they do 

322
00:14:34,298 --> 00:14:37,531
here in the solar plant 
especially! 

323
00:14:37,531 --> 00:14:39,431
It's a great group 
to work with. 

324
00:14:39,431 --> 00:14:42,331
It's a fun time of the year 
during harvest 

325
00:14:42,331 --> 00:14:44,931
when everyone prepares. 

326
00:14:44,931 --> 00:14:47,598
We've got a lot of people here, 
and all the equipment is ready. 

327
00:14:47,598 --> 00:14:50,131
And we usually perform 
really well. 

328
00:14:50,131 --> 00:14:53,498
So we're proud of that! 

329
00:14:53,498 --> 00:14:55,931
>>More than 20 million tons 
of salt are produced 

330
00:14:55,931 --> 00:14:59,131
in the United States each year: 
evaporated from salt water, 

331
00:14:59,131 --> 00:15:02,264
mined like coal, 
or brought to the surface 

332
00:15:02,264 --> 00:15:04,998
from underground salt deposits 
in a watery brine 

333
00:15:04,998 --> 00:15:06,998
which is dried 
before the salt crystals 

334
00:15:06,998 --> 00:15:08,431
are processed. 

335
00:15:08,431 --> 00:15:10,898
There are early references 
to salt being used 

336
00:15:10,898 --> 00:15:14,531
in Chinese medicine 
almost 5000 years ago. 

337
00:15:14,531 --> 00:15:17,931
Roman military salt rations 
gave rise to the English word 

338
00:15:17,931 --> 00:15:19,098
 salary! 

339
00:15:19,098 --> 00:15:21,598
And ancient Greeks, 
(in trading for slaves) 

340
00:15:21,598 --> 00:15:25,598
coined the expression 
 not worth his salt! 

341
00:15:25,598 --> 00:15:31,364
♪ ♪ 

342
00:15:31,364 --> 00:15:33,464
>>Hi, my name is Moniqua Woods, 
and I have a question 

343
00:15:33,464 --> 00:15:34,664
for a farmer! 

344
00:15:34,664 --> 00:15:37,431
When I go to the grocery store 
or farmers market, 

345
00:15:37,431 --> 00:15:39,364
I like to buy sweet corn. 

346
00:15:39,364 --> 00:15:40,598
And when I'm driving 
on the highway, 

347
00:15:40,598 --> 00:15:42,331
I often see 
vast fields of corn, 

348
00:15:42,331 --> 00:15:43,998
and I wonder 
if that's sweet corn 

349
00:15:43,998 --> 00:15:45,664
 or something else. 

350
00:15:45,664 --> 00:15:47,131
How many kinds of corn 
are there, 

351
00:15:47,131 --> 00:15:49,331
and what are they used for? 

352
00:15:49,331 --> 00:15:51,164
>>Hi, I'm Janice Thompson. 

353
00:15:51,164 --> 00:15:58,731
And I'm a corn 
and produce farmer. 

354
00:15:58,731 --> 00:16:00,531
Everybody likes sweet corn. 

355
00:16:00,531 --> 00:16:02,764
It's one of the best things 
that you can eat! 

356
00:16:02,764 --> 00:16:04,931
But when you're traveling 
down the highway? 

357
00:16:04,931 --> 00:16:06,764
It's a good bet 
that what you're seeing 

358
00:16:06,764 --> 00:16:20,898
is probably not sweet corn. 

359
00:16:20,898 --> 00:16:25,064
What you're probably seeing 
is field corn or dent corn. 

360
00:16:25,064 --> 00:16:28,764
Field corn is used 
for things like livestock feed 

361
00:16:28,764 --> 00:16:30,631
and making ethanol. 

362
00:16:30,631 --> 00:16:34,531
Sweet corn, on the other hand, 
has a higher sugar content: 

363
00:16:34,531 --> 00:16:43,531
10% versus 4% in field corn. 

364
00:16:43,531 --> 00:16:46,864
Let me tell you about 
2 other types of corn. 

365
00:16:46,864 --> 00:16:49,798
Popcorn which you probably 
enjoy at the movies 

366
00:16:49,798 --> 00:16:52,131
and make at home with the kids! 

367
00:16:52,131 --> 00:16:54,598
Another type of corn 
is flint corn. 

368
00:16:54,598 --> 00:16:57,264
It's the decorative kind 
you see at Thanksgiving. 

369
00:16:57,264 --> 00:16:59,198
And it's used 
for some types of corn meal 

370
00:16:59,198 --> 00:17:06,331
and polenta. 

371
00:17:06,331 --> 00:17:10,298
Not to be corny, 
but that's the kernel of truth 

372
00:17:10,298 --> 00:17:20,698
about this piece of produce 

373
00:17:20,698 --> 00:17:22,731
>>The small town general store! 

374
00:17:22,731 --> 00:17:25,398
It gets romanticized 
on stage and screen. 

375
00:17:25,398 --> 00:17:27,631
And in a lot of places, 
it's been replaced 

376
00:17:27,631 --> 00:17:29,864
by the big box place 
where you get 

377
00:17:29,864 --> 00:17:32,664
everything you need 
under one giant roof! 

378
00:17:32,664 --> 00:17:34,464
But places 
like Fred's Feed 

379
00:17:34,464 --> 00:17:37,331
 and Supply 
still do exist in towns 

380
00:17:37,331 --> 00:17:39,398
like in West Liberty, Iowa. 

381
00:17:39,398 --> 00:17:41,731
And trust me, 
there's a lot more inside here 

382
00:17:41,731 --> 00:17:44,264
than feed and supply! 

383
00:17:44,264 --> 00:17:48,564
♪ ♪ 

384
00:17:48,564 --> 00:17:52,698
>>There are less than 
4000 people living here. 

385
00:17:52,698 --> 00:17:54,864
But before you label 
West Liberty, Iowa 

386
00:17:54,864 --> 00:17:58,331
a sleepy small town? 

387
00:17:58,331 --> 00:18:09,098
Drive down West 3rd Street 
to Fred's Feed and Supply. 

388
00:18:09,098 --> 00:18:15,498
Say howdy to Larry Miller 
outside on the forklift, 

389
00:18:15,498 --> 00:18:17,464
go inside 
and spend a few minutes 

390
00:18:17,464 --> 00:18:22,498
with his brother Bruce, 
and sleepy isn't a word 

391
00:18:22,498 --> 00:18:24,164
that comes to mind. 

392
00:18:24,164 --> 00:18:24,964
>>See ya, Donna! 

393
00:18:24,964 --> 00:18:26,564
>>Have a good week! 

394
00:18:26,564 --> 00:18:30,698
>>Where else can folks go 
to get stuff like this in town? 

395
00:18:30,698 --> 00:18:32,498
>>I don't think.... 
....there's nothing 

396
00:18:32,498 --> 00:18:35,364
that's very much duplicated here 
by any other business. 

397
00:18:35,364 --> 00:18:37,898
So that means they have to go 
20 miles to Muscatine 

398
00:18:37,898 --> 00:18:40,031
or 20 miles to Iowa City! 

399
00:18:40,031 --> 00:18:42,364
>>Wow, 20 mile drive 
to get a wrench? 

400
00:18:42,364 --> 00:18:42,998
>>To get a wrench! 

401
00:18:42,998 --> 00:18:45,831
To get a 10 cent nut! 

402
00:18:45,831 --> 00:18:48,831
>>So you have definitely filled 
a need in town! 

403
00:18:48,831 --> 00:18:49,764
>>Yeah! 

404
00:18:49,764 --> 00:18:50,898
I bet there's not a day 
that goes by 

405
00:18:50,898 --> 00:18:52,998
that somebody doesn't say, 
"Boy, we are glad 

406
00:18:52,998 --> 00:18:54,331
you are here!" 

407
00:18:54,331 --> 00:18:56,998
>>The corner feed store 
was once a mainstay 

408
00:18:56,998 --> 00:18:59,598
of small towns 
across the heartland. 

409
00:18:59,598 --> 00:19:02,331
And when Fred Miller 
opened Fred's Feeds 

410
00:19:02,331 --> 00:19:04,331
back in 1966? 

411
00:19:04,331 --> 00:19:07,298
The store's purpose was simple: 
sell livestock feed 

412
00:19:07,298 --> 00:19:08,564
to local farmers! 

413
00:19:08,564 --> 00:19:13,898
 And they still do that! 

414
00:19:13,898 --> 00:19:16,964
But scanning a catalog 
for home appliance prices 

415
00:19:16,964 --> 00:19:20,031
wasn't in the original 
business plan. 

416
00:19:20,031 --> 00:19:22,031
But neither was selling 
spray paint, 

417
00:19:22,031 --> 00:19:24,531
tools or garden hose! 

418
00:19:24,531 --> 00:19:26,831
These days, 
just 2 out of 10 people 

419
00:19:26,831 --> 00:19:29,531
that walk through the door 
are farmers. 

420
00:19:29,531 --> 00:19:33,331
As farming has changed, 
so have the needs of farmers. 

421
00:19:33,331 --> 00:19:37,298
Larger livestock operations 
have their own feed mills. 

422
00:19:37,298 --> 00:19:40,964
Many of the old feed stores 
have closed their doors. 

423
00:19:40,964 --> 00:19:42,898
>>When we were kids, 
I don't think we had a customer 

424
00:19:42,898 --> 00:19:47,731
outside of the West Liberty area 
as far as address. 

425
00:19:47,731 --> 00:19:49,331
Now we've got customers 
as far as Conesville, 

426
00:19:49,331 --> 00:19:51,064
Muscatine, 
West Branch, 

427
00:19:51,064 --> 00:19:52,998
 Iowa City addresses! 

428
00:19:52,998 --> 00:19:54,531
>>Why is that? 

429
00:19:54,531 --> 00:19:55,798
>>Fewer people to service them! 

430
00:19:55,798 --> 00:19:56,998
There's not as many 
feed dealers. 

431
00:19:56,998 --> 00:19:59,264
No one cares to call on them, 
and most of the time? 

432
00:19:59,264 --> 00:20:01,531
They are also smaller farmers! 

433
00:20:01,531 --> 00:20:03,931
So they grew up 
walking into a feed store. 

434
00:20:03,931 --> 00:20:05,464
And they like 
to walk into a feed store! 

435
00:20:05,464 --> 00:20:07,531
They don't want to go 
into a fleet store 

436
00:20:07,531 --> 00:20:08,898
or anything like that. 

437
00:20:08,898 --> 00:20:11,398
>>We will see 
what September brings. 

438
00:20:11,398 --> 00:20:12,498
>>Very good! 

439
00:20:12,498 --> 00:20:15,031
>>You might call it 
 supply-side economics 

440
00:20:15,031 --> 00:20:17,098
 on a local level. 

441
00:20:17,098 --> 00:20:20,998
It's the supplies side of Fred's 
that keeps them in business! 

442
00:20:20,998 --> 00:20:23,098
Plumbers, electricians, 
and home-owners 

443
00:20:23,098 --> 00:20:25,364
can drop in 
and pick up what they need 

444
00:20:25,364 --> 00:20:27,364
and be on their way. 

445
00:20:27,364 --> 00:20:30,298
And the personal touch 
goes a long way at Fred's. 

446
00:20:30,298 --> 00:20:33,064
>>There you go, 1 dozen! 

447
00:20:33,064 --> 00:20:34,498
Thanks Len! 

448
00:20:34,498 --> 00:20:35,764
>>There are not many days 
that go by 

449
00:20:35,764 --> 00:20:37,431
that I don't know 
everybody's name 

450
00:20:37,431 --> 00:20:38,564
that comes in here. 

451
00:20:38,564 --> 00:20:39,564
>>Know them by their first name? 

452
00:20:39,564 --> 00:20:40,764
>>Know them by their first name 

453
00:20:40,764 --> 00:20:41,431
Know their kids? 

454
00:20:41,431 --> 00:20:42,031
>>Know their kids! 

455
00:20:42,031 --> 00:20:42,898
Know their grandpa's! 

456
00:20:42,898 --> 00:20:44,098
Know their mom and dads! 

457
00:20:44,098 --> 00:20:46,698
Yeah, it's a small town thing 
all the way, 

458
00:20:46,698 --> 00:20:48,231
but it's helpful. 

459
00:20:48,231 --> 00:20:50,764
>>They will come back 
the next day? 

460
00:20:50,764 --> 00:20:52,498
>>They trust us. 

461
00:20:52,498 --> 00:20:53,831
They can walk in here! 

462
00:20:53,831 --> 00:20:55,498
Bruce, Larry, 
Ben or Fred 

463
00:20:55,498 --> 00:20:57,631
or Charlotte are going to say, 
"Hey, how are you doing? 

464
00:20:57,631 --> 00:20:59,164
How is your daughter? 

465
00:20:59,164 --> 00:21:01,098
What do you need?" 

466
00:21:01,098 --> 00:21:04,364
>>And when you know everybody, 
running lines of credit 

467
00:21:04,364 --> 00:21:10,698
for customers is pretty easy. 

468
00:21:10,698 --> 00:21:13,231
In many communities, 
the small feed and supply store 

469
00:21:13,231 --> 00:21:15,498
has been replaced 
by larger chains 

470
00:21:15,498 --> 00:21:18,364
that cater 
to the weekend jobber, 

471
00:21:18,364 --> 00:21:22,064
the backyard chicken enthusiast, 
or sportsman. 

472
00:21:22,064 --> 00:21:25,964
In Oregon, one of those stores 
goes by the name Wilco. 

473
00:21:25,964 --> 00:21:27,564
>>I have to admit, 
I'm a little lost! 

474
00:21:27,564 --> 00:21:30,498
I think I need a sage, 
a guide to show me 

475
00:21:30,498 --> 00:21:32,298
around this place, 
and I think I found one! 

476
00:21:32,298 --> 00:21:33,564
This is Merle. 

477
00:21:33,564 --> 00:21:34,098
>>Hi, I'm Merle! 

478
00:21:34,098 --> 00:21:36,898
Glad to meet you! 

479
00:21:36,898 --> 00:21:39,098
>>Man, this is like 
the tool aisle? 

480
00:21:39,098 --> 00:21:42,431
You've got everything 
from glue guns 

481
00:21:42,431 --> 00:21:46,298
to wrenches and sockets. 

482
00:21:46,298 --> 00:21:48,164
>>It's like a candy store! 

483
00:21:48,164 --> 00:21:49,464
>>Nuts and Bolts? 

484
00:21:49,464 --> 00:21:50,664
>>Nuts and Bolts! 

485
00:21:50,664 --> 00:21:52,198
Did you ever think 
you'd see so many nuts 

486
00:21:52,198 --> 00:21:55,264
and bolts in one store? 

487
00:21:55,264 --> 00:21:56,264
>>You've got them right here! 

488
00:21:56,264 --> 00:22:00,731
>>We've got 'em! 

489
00:22:00,731 --> 00:22:03,231
>>Look at this: power tools! 

490
00:22:03,231 --> 00:22:04,898
Power tools, now we're talking! 

491
00:22:04,898 --> 00:22:06,831
>>A growing item 
for stores like Wilco? 

492
00:22:06,831 --> 00:22:09,731
Chickens for backyard eggs! 

493
00:22:09,731 --> 00:22:11,398
>>There's a lot of birds here! 

494
00:22:11,398 --> 00:22:11,998
Hi, Ali! 

495
00:22:11,998 --> 00:22:13,498
How're you doing.... 

496
00:22:13,498 --> 00:22:14,498
>>These are turkeys! 

497
00:22:14,498 --> 00:22:17,231
We have bronze turkeys 
and white turkeys. 

498
00:22:17,231 --> 00:22:21,564
These are your turkeys 
raised for eating. 

499
00:22:21,564 --> 00:22:23,964
>>So are there chickens 
in backyards all over Portland? 

500
00:22:23,964 --> 00:22:25,198
>>Absolutely! 

501
00:22:25,198 --> 00:22:26,598
It's big! 

502
00:22:26,598 --> 00:22:27,231
>>What do you think, Merle? 

503
00:22:27,231 --> 00:22:28,398
You want some chicks? 

504
00:22:28,398 --> 00:22:31,698
>>I'm always 
in the market for chicks! 

505
00:22:31,698 --> 00:22:36,131
♪ ♪ 

506
00:22:36,131 --> 00:22:38,131
>>I guess if you want to weld... 

507
00:22:38,131 --> 00:22:45,264
♪ ♪ 

508
00:22:45,264 --> 00:22:46,798
>>So here's your 
gray meshed gates, 

509
00:22:46,798 --> 00:22:49,264
galvanized meshed gates, 
2 inch bolt gates.... 

510
00:22:49,264 --> 00:22:50,664
>>We need to look good! 

511
00:22:50,664 --> 00:22:51,998
Can you make us look good? 

512
00:22:51,998 --> 00:22:52,798
>>I can! 

513
00:22:52,798 --> 00:22:53,831
>>We want to be ready for work! 

514
00:22:53,831 --> 00:22:54,398
>>Ready for work! 

515
00:22:54,398 --> 00:22:55,698
We can set you up! 

516
00:22:55,698 --> 00:23:23,531
♪ ♪ 

517
00:23:23,531 --> 00:23:26,064
>>Suzanne, 
I'm not so sure about this. 

518
00:23:26,064 --> 00:23:26,831
What do you think? 

519
00:23:26,831 --> 00:23:27,731
>>I think you guys look great. 

520
00:23:27,731 --> 00:23:30,331
You are ready for work! 

521
00:23:30,331 --> 00:23:31,198
>>Oh Merle, 
I didn't even see you there 

522
00:23:31,198 --> 00:23:32,331
with that camouflage! 

523
00:23:32,331 --> 00:23:34,131
You are hiding! 

524
00:23:34,131 --> 00:23:37,664
>>You are trying to take 
all my glory, aren't you? 

525
00:23:37,664 --> 00:23:39,731
>>Back in West Liberty, 
they're not worried 

526
00:23:39,731 --> 00:23:41,331
about fashion. 

527
00:23:41,331 --> 00:23:43,131
And Fred's Feed and Supply's 
owners 

528
00:23:43,131 --> 00:23:45,464
know they can't compete 
with the bigger stores 

529
00:23:45,464 --> 00:23:46,998
on all levels. 

530
00:23:46,998 --> 00:23:50,064
No backyard chickens 
for sale here. 

531
00:23:50,064 --> 00:23:53,264
But they do have fishing worms 
courtesy of local 

532
00:23:53,264 --> 00:23:58,798
11-year-old boy, Hank Mead! 

533
00:23:58,798 --> 00:23:59,631
>>So what did you do? 

534
00:23:59,631 --> 00:24:00,598
Start looking out 
in the garden, 

535
00:24:00,598 --> 00:24:02,064
or where did you start 
finding worms? 

536
00:24:02,064 --> 00:24:03,464
>>I started looking 
out in the grass. 

537
00:24:03,464 --> 00:24:05,598
And then started 
in the garden! 

538
00:24:05,598 --> 00:24:07,131
Stayed up till probably 2! 

539
00:24:07,131 --> 00:24:08,064
>>Two in the morning? 

540
00:24:08,064 --> 00:24:09,431
Looking for worms? 

541
00:24:09,431 --> 00:24:10,031
>>Yeah! 

542
00:24:10,031 --> 00:24:10,464
>>Did you find some? 

543
00:24:10,464 --> 00:24:15,831
>>Yeah! 

544
00:24:15,831 --> 00:24:18,698
>>After exhausting 
the worm supply and his dad, 

545
00:24:18,698 --> 00:24:21,531
Hank gets his worms online 
and sells them 

546
00:24:21,531 --> 00:24:26,564
to Bruce and Larry. 

547
00:24:26,564 --> 00:24:28,298
>>Nice little business for you! 

548
00:24:28,298 --> 00:24:29,564
Made some money this summer? 

549
00:24:29,564 --> 00:24:30,598
>>Yeah! 

550
00:24:30,598 --> 00:24:31,298
>>You've probably done 
pretty well, right? 

551
00:24:31,298 --> 00:24:33,431
>>Yeah! 

552
00:24:33,431 --> 00:24:34,364
>>Congratulations! 

553
00:24:34,364 --> 00:24:36,698
You are a small town 
business man now! 

554
00:24:36,698 --> 00:24:37,631
They are going to ask you 
to join the chamber 

555
00:24:37,631 --> 00:24:38,898
of commerce. 

556
00:24:38,898 --> 00:24:39,631
>>What's that? 

557
00:24:39,631 --> 00:24:42,364
>>Ha ha ha! 

558
00:24:42,364 --> 00:24:43,464
>>Until then? 

559
00:24:43,464 --> 00:24:46,498
With every worm or work boot, 
a slightly larger 

560
00:24:46,498 --> 00:24:56,898
 small business 
holds its own in this town. 

561
00:24:56,898 --> 00:24:58,298
>>That's going to do it 
for this edition 

562
00:24:58,298 --> 00:24:59,498
of America's Heartland. 

563
00:24:59,498 --> 00:25:01,431
Thanks for traveling 
the country with us. 

564
00:25:01,431 --> 00:25:03,698
We're always pleased 
to introduce you 

565
00:25:03,698 --> 00:25:06,764
to some very 
interesting people and places. 

566
00:25:06,764 --> 00:25:08,231
>>Don't forget, 
we have lots more stories 

567
00:25:08,231 --> 00:25:09,931
and information 
to share with you online 

568
00:25:09,931 --> 00:25:12,231
as well including video 
from all of our shows! 

569
00:25:12,231 --> 00:25:15,031
Just log onto 
americasheartland-dot-org. 

570
00:25:15,031 --> 00:25:17,331
And you can stay 
in touch with us 24/7 

571
00:25:17,331 --> 00:25:19,431
through some of your other 
favorite sites as well. 

572
00:25:19,431 --> 00:25:21,331
We'll see you next time 
right here 

573
00:25:21,331 --> 00:25:24,231
on America's Heartland. 

574
00:25:24,231 --> 00:25:26,098
>>To order a copy 
of this program, 

575
00:25:26,098 --> 00:25:31,664
visit us online 
or call 1-888-814-3923. 

576
00:25:31,664 --> 00:25:37,798
The cost is $14.95 
plus shipping. 

577
00:25:37,798 --> 00:25:44,198
 ♪ You can see it in the eyes 
 of every woman and man ♪ 

578
00:25:44,198 --> 00:25:50,198
 ♪ in America's Heartland 
 living close to the land. ♪ 

579
00:25:50,198 --> 00:25:53,131
 ♪ There's a love 
 for the country ♪ 

580
00:25:53,131 --> 00:25:56,198
 ♪ and a pride in the brand ♪ 

581
00:25:56,198 --> 00:26:03,031
 ♪ in America's Heartland 
 living close, ♪ 

582
00:26:03,031 --> 00:26:06,164
 ♪ close to the land. ♪ 

583
00:26:06,164 --> 00:26:09,664
 >>America's Heartland 
is made possible by.... 

584
00:26:09,664 --> 00:26:11,664
 Farm Credit , 
owned by America's farmers 

585
00:26:11,664 --> 00:26:12,864
and ranchers. 

586
00:26:12,864 --> 00:26:15,931
Celebrating 95 years of service 
to U.S. agriculture 

587
00:26:15,931 --> 00:26:17,198
and rural America. 

588
00:26:17,198 --> 00:26:20,498
Learn more at farmcredit.com. 

589
00:26:20,498 --> 00:26:24,398
The United Soybean Board , 
America's soybean farmers 

590
00:26:24,398 --> 00:26:29,598
and their checkoff! 

591
00:26:29,598 --> 00:26:31,531
And by the American 
 Farm Bureau Foundation 

592
00:26:31,531 --> 00:26:33,564
 for Agriculture 
dedicated to building 

593
00:26:33,564 --> 00:26:36,298
greater awareness 
and understanding of agriculture 

594
00:26:36,298 --> 00:26:39,364
through education 
and engagement. 

595
00:26:39,364 --> 00:26:43,198
♪ ♪