WEBVTT 00:00.998 --> 00:05.331 "America's Heartland is made possible by.. 00:05.331 --> 00:09.364 They make up a small part of our population. 00:09.364 --> 00:12.331 But have a huge impact on our lives. 00:12.331 --> 00:15.664 They take business risks that few others would tolerate 00:15.664 --> 00:17.998 all on our behalf. 00:17.998 --> 00:22.798 They're American farmers who feed, fuel and clothe the world. 00:22.798 --> 00:26.764 Monsanto would like to recognize them for all they do, 00:26.764 --> 00:30.598 for the rest of us, because ultimately our success 00:30.598 --> 00:34.764 and everyone else's depends on theirs 00:34.764 --> 00:37.998 ".and by the American Farm Bureau Federation - the voice of 00:37.998 --> 00:41.864 agriculture. " 00:41.864 --> 00:44.664 COMING UP. IT'S ENERGY MADE FROM CORN. 00:44.664 --> 00:48.298 ETHANOL IS FUELING MORE AND MORE AMERICAN CARS FROM THE RACEWAY 00:48.298 --> 00:50.398 TO THE HIGHWAY. THEN.. 00:50.398 --> 00:53.264 WE'LL TAKE YOU ON BOARD TO SHARE A HARVEST AT SEA.. 00:53.264 --> 00:56.431 STONE CRABBING IN THE GULF OF MEXICO. 00:56.431 --> 00:58.098 AND A DAIRY FARMER WITH A 00:58.098 --> 00:59.964 NEW TWIST ON FLAVORS FOR HIS MILK. 00:59.964 --> 01:01.898 READY FOR ROOT BEER? 01:01.898 --> 01:05.198 AMERICA'S HEARTLAND IS NEXT. 01:05.198 --> 01:10.931 ♪You can see it in the eyes of every woman and man 01:10.931 --> 01:17.198 in America's Heartland living close to the land. 01:17.198 --> 01:23.364 There's a love for the country and a pride in the brand 01:23.364 --> 01:33.798 in America's Heartland living close, close to the land. 01:33.798 --> 01:42.264 In America's Heartland.♪ 01:42.264 --> 01:43.931 Hello and welcome to America's Heartland. 01:43.931 --> 01:45.631 I'm Paul Ryan. 01:45.631 --> 01:47.464 All you have to do today is pull up to the gas pump 01:47.464 --> 01:49.431 and check out the prices. 01:49.431 --> 01:52.198 It probably won't take much to convince you that America's 01:52.198 --> 01:55.531 dependence on foreign oil is a growing problem. 01:55.531 --> 01:58.631 Most agree, it's not great for our national security, and it 01:58.631 --> 02:00.764 sure stings the pocketbook. 02:00.764 --> 02:03.864 Lots of folks working on developing alternative fuels. 02:03.864 --> 02:07.231 but one in particular is gaining momentum; ethanol, 02:07.231 --> 02:09.998 made from corn. American corn. 02:09.998 --> 02:12.798 And though not everyone agrees it's the best solution, 02:12.798 --> 02:15.598 a recent visit to Wyoming suggested a growing number of 02:15.598 --> 02:19.798 entrepreneurs, automakers, elected officials, farmers. 02:19.798 --> 02:21.798 and, even race car drivers 02:21.798 --> 02:25.764 are jumping on the ethanol bandwagon. 02:25.764 --> 02:28.898 Just before driver Bill Percival pulls up to the starting line in 02:28.898 --> 02:32.964 his dragster, he fills up his fuel tank with corn! 02:32.964 --> 02:36.298 Not literally, of course, but Bill's dragster. and a number of 02:36.298 --> 02:39.898 others at this Denver speedway. run on ethanol, 02:39.898 --> 02:43.664 a gasoline alternative that's produced by fermenting corn.. 02:43.664 --> 02:45.431 "One of the main advantages of using ethanol 02:45.431 --> 02:47.098 is that it burns so much cooler. 02:47.098 --> 02:49.731 And in this type of racing, there's lots of times where we 02:49.731 --> 02:51.731 have to go around and around and around and we don't have time to 02:51.731 --> 02:53.231 cool off the engine. 02:53.231 --> 02:55.664 So by using ethanol, the engines don't overheat. " 02:55.664 --> 02:58.264 Race cars aren't the only vehicles using ethanol. 02:58.264 --> 03:01.631 Many farmers have used it for years to power farm machinery. 03:01.631 --> 03:04.764 And with more stations selling it, many drivers are trying it 03:04.764 --> 03:06.598 for the first time. 03:06.598 --> 03:10.164 Dozens of models of flexible fuel vehicles can use E-85, 03:10.164 --> 03:14.664 85% ethanol and 15% gasoline. 03:14.664 --> 03:18.498 E-10 has a 10% ethanol / 90% gasoline mix -a formula that's 03:18.498 --> 03:22.764 been approved for use by every major car maker. 03:22.764 --> 03:25.864 "With the new renewable fuel standards-8 billion 03:25.864 --> 03:28.298 gallons of ethanol by 2012 03:28.298 --> 03:31.631 that's more than doubling what's being produced today. 03:31.631 --> 03:35.031 So, that's a bright future for the corn market. " 03:35.031 --> 03:37.364 Dan Schwartzkopf directs production operations at 03:37.364 --> 03:39.298 Wyoming Ethanol in Torrington 03:39.298 --> 03:43.331 near the Wyoming-Nebraska border. 03:43.331 --> 03:46.631 The plant brings in dried corn, grinds it to a powder, then 03:46.631 --> 03:48.964 ferments the mash in a chemical process 03:48.964 --> 03:51.364 much like distilling whiskey. 03:51.364 --> 03:53.964 When completed, the process creates ethanol: 03:53.964 --> 03:56.564 a form of alcohol that burns like gasoline. 03:56.564 --> 04:00.364 In 2005, the industry produced almost 4 billion gallons of 04:00.364 --> 04:05.298 ethanol - consuming 1.43 million bushels of corn. 04:05.298 --> 04:08.764 I take as much as I can from my rural growers here in Wyoming 04:08.764 --> 04:13.131 and the balance of that I take from a radius of about 150 04:13.131 --> 04:18.398 miles: in the Nebraska panhandle and Southern South Dakota. 04:18.398 --> 04:21.231 Ethanol use and production have increased dramatically 04:21.231 --> 04:23.931 in the past two years, thanks to new marketing efforts 04:23.931 --> 04:26.431 along with state and federal subsidies. 04:26.431 --> 04:29.031 Many consider ethanol to be beneficial in reducing 04:29.031 --> 04:31.931 carbon monoxide and other auto emissions. 04:31.931 --> 04:34.698 However, it is not a fuel without controversy. 04:34.698 --> 04:37.198 Conflicting studies have addressed everything from 04:37.198 --> 04:39.831 its energy content to its production costs 04:39.831 --> 04:42.198 versus a gallon of gasoline. 04:42.198 --> 04:45.498 "Not only do we feed the distiller's grain, but ever 04:45.498 --> 04:50.664 since the ethanol plant came into production in Torrington, 04:50.664 --> 04:53.564 we use gasohol in all of our vehicles." 04:53.564 --> 04:56.564 Blake Ochsner and his dad, George, are ethanol supporters. 04:56.564 --> 04:59.931 They say consumers benefit by using American products and 04:59.931 --> 05:03.031 easing our dependence on foreign oil. 05:03.031 --> 05:06.198 There's also a personal benefit: The corn mash left over from 05:06.198 --> 05:08.764 ethanol production. called "distiller's grain". 05:08.764 --> 05:10.631 can be used as cattle feed. 05:10.631 --> 05:14.864 We were looking for a good feed to supplement the straw and this 05:14.864 --> 05:19.798 distiller's grain really worked in that situation 05:19.798 --> 05:23.164 About one third of all the corn we take in goes back out 05:23.164 --> 05:26.331 in the form of the distiller's grain behind me 05:26.331 --> 05:27.931 that goes back to those feedlots. " 05:27.931 --> 05:30.798 Wyoming Ethanol's Jon Calahan says "distiller's grain" has 05:30.798 --> 05:34.364 other benefits It's considerably more nutritious. 05:34.364 --> 05:41.498 When it leaves here, it's running about a 32-33% protein 05:41.498 --> 05:44.031 where normal corn is running about 8% protein. " 05:44.031 --> 05:47.198 Currently. ethanol fuel is easier to find in the Midwest 05:47.198 --> 05:50.331 and Plains states.close to the corn from which it's made. 05:50.331 --> 05:53.431 That may change with new federal mandates on air pollution and 05:53.431 --> 05:56.998 energy production. 05:56.998 --> 06:00.564 And to up the profile, Wyoming Ethanol is promoting the fuel 06:00.564 --> 06:03.264 with a five car drag racing team. 06:03.264 --> 06:04.898 The cars compete for national honors 06:04.898 --> 06:06.464 at tracks across the country. 06:06.464 --> 06:09.398 Dan Schwartzkopf says it gives the fans a chance 06:09.398 --> 06:12.764 to see ethanol in action. 06:12.764 --> 06:16.064 They leave the racetrack, they stop and fill gas and they see 06:16.064 --> 06:17.564 ethanol on the pump. 06:17.564 --> 06:21.198 They remember the car that ran really good down the racetrack 06:21.198 --> 06:24.531 on ethanol and say, 'Maybe this isn't so bad, maybe it'll make 06:24.531 --> 06:29.964 my car run better.' " 06:29.964 --> 06:32.564 For a glimpse of an ethanol future, some American farmers 06:32.564 --> 06:35.731 are looking at one of their biggest competitors - Brazil. 06:35.731 --> 06:39.698 Brazil's sugarcane biorefineries are on the verge of producing 06:39.698 --> 06:42.231 enough ethanol to power every one 06:42.231 --> 06:45.898 of the country's 30-million cars! 06:45.898 --> 06:48.198 There are other American crops 06:48.198 --> 06:49.831 being turned into widely-used products. 06:49.831 --> 06:52.564 And no, I'm not talking about alternative fuel. 06:52.564 --> 06:55.898 although this is a liquid product that's fueled good times 06:55.898 --> 06:58.564 at many a weekend barbeque or football game! 06:58.564 --> 07:01.131 Beer lovers today are blessed with more choices 07:01.131 --> 07:02.764 than ever before. 07:02.764 --> 07:05.598 And we (I) found out how fans of the foamy beverage can make 07:05.598 --> 07:08.198 their own pilgrimage to one of the Heartland's oldest and 07:08.198 --> 07:13.764 largest breweries. located in Saint Louis, Missouri. 07:13.764 --> 07:17.264 Take a tour of this museum and you'll see race cars, old time 07:17.264 --> 07:21.098 delivery trucks-even streamlined jet planes. 07:21.098 --> 07:23.331 But the real attraction at the Anheuser Busch visitor center 07:23.331 --> 07:26.931 is beer. lots and lots of beer! 07:26.931 --> 07:29.698 Well, we've come a long way since 1852. " 07:29.698 --> 07:32.231 The tour guide will tell you that St. Louis 07:32.231 --> 07:35.264 was once home to dozens of breweries. most of them started 07:35.264 --> 07:37.631 by German immigrants in the 1800's. 07:37.631 --> 07:40.798 But Anheuser Busch is the only one of those historic breweries 07:40.798 --> 07:42.731 still in operation. 07:42.731 --> 07:45.664 Today, visitors who tour the brewery can see how modern 07:45.664 --> 07:49.164 methods convert American farm products into beers 07:49.164 --> 07:52.231 that are sold in the U.S. and around the world. 07:52.231 --> 07:54.598 And this is the brew kettle. 07:54.598 --> 07:58.231 This is where hops are added to the wort 07:58.231 --> 07:59.731 as the beer's being produced. 07:59.731 --> 08:01.498 The hops are the spice to the beer. 08:01.498 --> 08:03.598 Dan Driscoll is the brew master at Busch's 08:03.598 --> 08:05.231 St. Louis brewery. 08:05.231 --> 08:07.964 He'll oversee the production of more then 40 thousand barrels 08:07.964 --> 08:09.298 of beer a day. 08:09.298 --> 08:12.398 That's more than one point two million gallons. 08:12.398 --> 08:14.931 We're responsible for the raw ingredients that go into making 08:14.931 --> 08:18.531 the beer so the water that's used to brew the beer, the malt, 08:18.531 --> 08:21.231 the barley malt that you use, the rice, the hops. 08:21.231 --> 08:23.698 all that is tasted. " 08:23.698 --> 08:27.031 Brewing beer is big business for American agriculture. 08:27.031 --> 08:29.964 Making the beer requires huge quantities of barley, 08:29.964 --> 08:32.231 hops and other farm products. 08:32.231 --> 08:36.131 North Dakota, Montana and South Dakota FARMS grow substantial 08:36.131 --> 08:38.898 amounts of malting barley for beer makers. 08:38.898 --> 08:42.231 Montana farmer Buck O'Brien says it's an important part 08:42.231 --> 08:43.631 of his income. 08:43.631 --> 08:46.631 What we raise is malting barley. 08:46.631 --> 08:48.898 We have contracted with Anheuser Busch 08:48.898 --> 08:50.898 for a certain amount per year each year. 08:50.898 --> 08:53.064 It has to meet rigid specifications because they're 08:53.064 --> 08:55.664 pretty picky about what they use for malting. 08:55.664 --> 08:58.298 Anheuser Busch is the biggest maltster in the country. 08:58.298 --> 09:02.098 They malt 40-50% of the malt that's made in the U.S. 09:02.098 --> 09:05.231 America's farm states produce almost six million pounds of 09:05.231 --> 09:07.531 barley for brewing beer each year. 09:07.531 --> 09:09.998 Rice is another key ingredient 09:09.998 --> 09:12.231 used to flavor and lighten beers. 09:12.231 --> 09:15.231 Busch and other brewers use about 16% 09:15.231 --> 09:17.731 of America's rice crop. 09:17.731 --> 09:21.931 This is the core ingredients, barley converted into malt and 09:21.931 --> 09:25.264 hops are the core ingredients in beer. " 09:25.264 --> 09:27.798 Steve Malin is the man in charge of acquiring raw 09:27.798 --> 09:29.898 materials for Anheuser Busch. 09:29.898 --> 09:32.564 He says the "right" raw materials are critical 09:32.564 --> 09:34.531 to making good beer. 09:34.531 --> 09:37.498 We knew we had to start at production agriculture to have 09:37.498 --> 09:41.231 those materials that we wanted in the form that we wanted it.so 09:41.231 --> 09:45.131 we kept backing up and getting closer to the grower. 09:45.131 --> 09:48.064 The St. Louis brew house dates back to the 1890's 09:48.064 --> 09:49.898 and is still used today. 09:49.898 --> 09:52.731 There are richly tiled walls; colorful portraits. 09:52.731 --> 09:56.698 even chandeliers interwoven with reproductions of the hops 09:56.698 --> 09:58.998 used in the brewing process. 09:58.998 --> 10:02.098 "It's the beer with the wonderful flavor..P.O.C. means 10:02.098 --> 10:05.831 pleasure on call" America once had dozens of large breweries. 10:05.831 --> 10:09.731 Today, a smaller number of major manufacturers turn out the 10:09.731 --> 10:11.964 lion's share of the beer we drink. 10:11.964 --> 10:15.064 But there's also a growing industry in boutique brewing. 10:15.064 --> 10:18.598 small brew masters turning out a greater variety of beers. 10:18.598 --> 10:21.664 And no matter what size the brewery. whether its micro 10:21.664 --> 10:25.798 or the size of this one, the proof is in the tasting. 10:25.798 --> 10:28.298 And you take the tour. You get to taste. " 10:28.298 --> 10:30.164 The tasting rooms at Busch offer not only 10:30.164 --> 10:32.098 their best selling brands, 10:32.098 --> 10:33.764 but some of the company's specialty and 10:33.764 --> 10:36.131 seasonal beers as well. 10:36.131 --> 10:39.164 Busch and others are seeing an increase in beer drinking in 10:39.164 --> 10:41.431 Asia. particularly China. 10:41.431 --> 10:44.564 Dan Driscoll says no matter where you're drinking beer. 10:44.564 --> 10:46.798 quality is paramount. 10:46.798 --> 10:50.031 It's up to the brew master to blend and mix those ingredients 10:50.031 --> 10:54.798 together year after year to ensure the Bud that was brewed 10:54.798 --> 10:57.864 today is the same as the Bud that was brewed last year 10:57.864 --> 10:59.864 and the year before. " 10:59.864 --> 11:03.264 Anheuser Busch creates one other product from its beer making. 11:03.264 --> 11:07.064 "Spent grain". cereal grains used in the manufacturing. 11:07.064 --> 11:10.131 are recovered and sold as animal feed. 11:10.131 --> 11:13.564 The company says it produces enough "spent grain" to feed 4% 11:13.564 --> 11:18.031 of the cattle in the United States 11:18.031 --> 11:21.764 Anheuser Busch brews about 117-million barrels of beer 11:21.764 --> 11:24.931 each year. That's equal to a little over 40-billion 11:24.931 --> 11:28.464 12-ounce bottles. almost enough to quench the average 11:28.464 --> 11:30.264 American adult's thirst 11:30.264 --> 11:38.831 for 23 and a half gallons of beer per year! 11:38.831 --> 11:40.998 Still to come on America's Heartland. 11:40.998 --> 11:43.098 From boondocks to Broadway. the back roads of the Heartland 11:43.098 --> 11:48.398 hit the big time with their own national television network. 11:48.398 --> 11:51.064 And how a trip "back to the future" rejuvenated this 11:51.064 --> 11:55.298 dairyman. and his farm. 11:55.298 --> 11:58.331 We love telling stories about folks who live off the land. 11:58.331 --> 12:00.931 There is another group of hard-working folks in the 12:00.931 --> 12:03.398 heartland who make their living. on the water! 12:03.398 --> 12:05.398 They supply our seafood. 12:05.398 --> 12:09.164 Everything from the ubiquitous kinds, like tuna, to specialty 12:09.164 --> 12:12.598 crops such as the kind our Jason Shoultz discovered in Florida. 12:12.598 --> 12:17.098 They're called stone crabs. and Jason says those who hunt them 12:17.098 --> 12:19.264 have to be almost as hard-shelled 12:19.264 --> 12:25.531 as the crustaceans themselves! 12:25.531 --> 12:30.431 Hours before the sun comes up, stone crabber Kit Johnson is 12:30.431 --> 12:34.231 navigating the murky waters of Florida's everglades. 12:34.231 --> 12:36.431 Guided only by navigational markers 12:36.431 --> 12:38.298 that appear in the darkness. 12:38.298 --> 12:41.364 RADIO: SOUTHEAST WIND 1 0 TO 15 KNOTS. 12:41.364 --> 12:43.864 and the radio's weather forecast. 12:43.864 --> 12:46.164 Meanwhile, his three-man crew prepares bait 12:46.164 --> 12:50.198 for the crab traps. 12:50.198 --> 12:53.331 For generations, the sunrise over the Gulf of Mexico has 12:53.331 --> 12:55.398 brought the daily uncertainty 12:55.398 --> 12:57.498 that is part of life for fishermen. 12:57.498 --> 13:01.431 Each year during stone crab season from May through October, 13:01.431 --> 13:05.264 stone crabbers venture out. hoping for the best. 13:05.264 --> 13:07.798 "Born and raised in it. 13:07.798 --> 13:10.131 What else is there to say? " á 13:10.131 --> 13:12.064 "It's the only damn thing I know. " 13:12.064 --> 13:15.398 With only water on the horizon, Johnson steers his boat 13:15.398 --> 13:18.631 along rows of hundreds of buoys. attached to crab traps 13:18.631 --> 13:20.498 on the sea floor. 13:20.498 --> 13:23.964 One by one, his crew uses hooks to pluck buoys from the water. 13:23.964 --> 13:26.098 and wenches to pull up the traps. 13:26.098 --> 13:29.764 "With two men using two wenches at the back of the boat they can 13:29.764 --> 13:34.531 pull upwards of 1000 traps a day from the waters of the gulf" 13:34.531 --> 13:36.131 It's hard work. that doesn't stop 13:36.131 --> 13:38.164 for lunch breaks or bad weather. 13:38.164 --> 13:41.531 Johnson has 11-thousand traps in these waters. 13:41.531 --> 13:43.331 "We work from 4 o clock in the morning, 13:43.331 --> 13:46.464 till a lot of times at dark. We get home at dark. 13:46.464 --> 13:49.264 Seven days a week for seven months. " 13:49.264 --> 13:51.964 Kit Johnson is one of around 20 stone crabbers from 13:51.964 --> 13:53.664 Everglades City, Florida. 13:53.664 --> 13:55.998 they bring in nearly 4-hundred thousand pounds 13:55.998 --> 13:58.198 of stone crab each year. 13:58.198 --> 14:01.531 For crabbers the bigger the claw the more money. 14:01.531 --> 14:04.731 Unlike other crabs even after they are caught these critters 14:04.731 --> 14:08.364 go back into the water with a little less of themselves. 14:08.364 --> 14:11.131 "See how it pops off like that, 14:11.131 --> 14:13.231 he'll grow those claws right back" 14:13.231 --> 14:15.498 If the claws are more than two and a quarter inches long, 14:15.498 --> 14:17.064 they come off. 14:17.064 --> 14:20.598 Fishermen say the crabs can survive without claws. 14:20.598 --> 14:24.164 And the stone crab can regenerate its claws 14:24.164 --> 14:25.498 in about a year. 14:25.498 --> 14:27.198 "But we'll have 3-4 hundred pounds at the end of the day. " 14:27.198 --> 14:32.664 Boats loaded with crab claws start arriving at the dock in 14:32.664 --> 14:34.498 the late afternoon. 14:34.498 --> 14:39.931 To stay fresh, the claws are immediately boiled.. 14:39.931 --> 14:43.364 and put into a cooler overnight. 14:43.364 --> 14:46.264 Then. in the blink of an eye. every claw gets weighed and 14:46.264 --> 14:49.431 sorted by size. and packed in ice 14:49.431 --> 14:53.864 to be shipped to restaurants. 14:53.864 --> 14:58.364 "They are hard to beat. " 14:58.364 --> 15:00.664 Folks here like to call this the stone crab capital 15:00.664 --> 15:02.098 of the world. 15:02.098 --> 15:05.631 At City Seafood, they'll happily serve up a plate of crab claws. 15:05.631 --> 15:11.231 The preferred way -- cooked, cracked, and served chilled. 15:11.231 --> 15:13.064 "Just peel the shell right off.." 15:13.064 --> 15:16.098 Owner Richard Wahrenbergen gladly shares his strategy 15:16.098 --> 15:18.731 for enjoying his fresh crab. 15:18.731 --> 15:22.164 The only part eaten is the rich meat found in the claws. 15:22.164 --> 15:25.498 It's pretty simple: Peel back the shell, dip the claw in honey 15:25.498 --> 15:28.264 mustard sauce and enjoy! 15:28.264 --> 15:32.064 "I've never had a person say they didn't like stone crabs. 15:32.064 --> 15:33.498 Which I think is pretty good. " 15:33.498 --> 15:35.731 Yeah, that's not bad "Not bad at all. 15:35.731 --> 15:37.498 " Well, it's not going to start today, I can tell you that. " 15:37.498 --> 15:39.364 That's great. Ha. " 15:39.364 --> 15:42.398 Wahrenbergen catches his own crabs. 15:42.398 --> 15:43.898 so he's able to keep costs 15:43.898 --> 15:46.464 down at this modest waterside market. 15:46.464 --> 15:49.931 A plate of that could go for 50 dollars at a Miami restaurant 15:49.931 --> 15:52.498 costs about 20 bucks here. 15:52.498 --> 15:54.664 The demand for stone crab outpaces the supply 15:54.664 --> 15:56.564 trapped in these blue waters. 15:56.564 --> 15:59.698 And folks will pay top dollar for the rare delicacy. 15:59.698 --> 16:03.664 "it's good money when it's good. It's bad when it's bad. " 16:03.664 --> 16:06.431 Stone-crabbers face similar challenges found throughout 16:06.431 --> 16:10.464 agriculture. rising fuel prices, labor costs and weather. 16:10.464 --> 16:16.098 In 2005 hurricane Wilma picked up traps from the seafloor and 16:16.098 --> 16:17.431 blew them all over the gulf. 16:17.431 --> 16:20.398 "Each one of those traps costs on the average of 20-22 dollars 16:20.398 --> 16:23.064 a piece. I've lost several thousand. " 16:23.064 --> 16:25.864 Kit Johnson fears hurricane losses and tough economic times 16:25.864 --> 16:28.998 will force some fishermen to give up crabbing. 16:28.998 --> 16:31.531 But Johnson looks forward to brighter days.behind the wheel 16:31.531 --> 16:33.731 of his boat. 16:33.731 --> 16:36.298 "I'll be right here. 16:36.298 --> 16:42.364 Be right here. I'll make it. " 16:42.364 --> 16:45.698 Fans of the Stone Crab are picky about how they cook and eat 16:45.698 --> 16:48.731 them. but the crabs themselves are pretty picky 16:48.731 --> 16:50.331 about where they live. 16:50.331 --> 16:52.964 90-percent of the world's Stone Crab catch comes 16:52.964 --> 16:56.931 from the warm waters surrounding Florida. 16:56.931 --> 16:59.264 There are a thousand stories in the Heartland. 16:59.264 --> 17:01.798 And of course thousands of ways to tell them. 17:01.798 --> 17:03.998 Now, we'd like to think we do a pretty good job. 17:03.998 --> 17:05.298 But we're not alone. 17:05.298 --> 17:08.598 In fact, there's an entire television channel devoted to 17:08.598 --> 17:10.598 the American rural life. 17:10.598 --> 17:13.831 Our Pat McConahay visited their Tennessee headquarters and 17:13.831 --> 17:16.898 discovered a loyal following. and not just the folks 17:16.898 --> 17:19.631 down on the farm! 17:19.631 --> 17:23.998 ♪"Who'll buy my wheat? Who'll buy my corn? ."♪ 17:23.998 --> 17:27.031 From country kooners to colorful cowboys. 17:27.031 --> 17:31.031 The RFD TV television network is bringing rural America 17:31.031 --> 17:33.264 to viewers throughout the country. 17:33.264 --> 17:35.964 "WE'RE NOT AN AG CHANNEL, WE'RE NOT AN EQUINE CHANNEL, 17:35.964 --> 17:38.231 WE'RE NOT A RURAL LIFESTYLE CHANNEL. 17:38.231 --> 17:40.864 WE'RE NOT A TRADITIONAL MUSIC CHANNEL. 17:40.864 --> 17:42.798 WE'RE ALL OF THOSE ROLLED INTO ONE 17:42.798 --> 17:44.964 PATRICK GOTTSCH IS THE CREATIVE FORCE BEHIND 17:44.964 --> 17:47.064 THIS FIRST OF ITS KIND NETWORK, 17:47.064 --> 17:50.364 LAUNCHED IN 2000 FROM STUDIOS IN NASHVILLE. 17:50.364 --> 17:52.098 THE NETWORK ACQUIRES PROGRAMS FROM 17:52.098 --> 17:55.264 A VARIETY OF SOURCES, UPLINKS THEM VIA SATELLITE, AND CARRIES 17:55.264 --> 17:59.231 THEM INTO MILLIONS OF AMERICAN HOMES ON DOZENS OF CABLE SYSTEMS 17:59.231 --> 18:00.864 AND SATELLITE NETWORKS. 18:00.864 --> 18:03.898 "I watch it religiously now, maily the tractor 18:03.898 --> 18:06.498 and calendar show or the "tractorcades" 18:06.498 --> 18:08.998 There's no other channel where you can watch specials 18:08.998 --> 18:11.664 on old tractors and there's no other show on television 18:11.664 --> 18:12.964 that can give that to you. " 18:12.964 --> 18:15.164 GOTTSCH SAYS HIS MISSION IS TO OFFER PROGRAMS 18:15.164 --> 18:17.664 YOU WON'T SEE ON ANY OTHER CHANNEL. 18:17.664 --> 18:21.864 TO BE A 24-HOUR, SEVEN DAYS A WEEK NETWORK THAT FOCUSED ON THE 18:21.864 --> 18:25.298 GOOD NEWS IN RURAL AMERICA AND ALL THE DIFFERENT INTERESTS, 18:25.298 --> 18:29.564 FARM BUREAU, FFA, HIGH SCHOOL RODEO, 18:29.564 --> 18:31.931 THE NATIONAL CATTLEMEN ASSOCIATION. 18:31.931 --> 18:34.731 GOTTSCH SAYS IT ISN'T JUST COUNTRY FOLKS WHO FIND THE 18:34.731 --> 18:38.198 PROGRAMS APPEALING EVEN IF ONE LIVES IN THE CITY NOW THEY 18:38.198 --> 18:43.031 PROBABLY GREW UP GOING TO GRANDMA AND GRANDPA'S FARM OR 18:43.031 --> 18:46.864 M0M AND DAD HAD A FARM OR THEY MOVED OFF THE FARM INTO THE CITY 18:46.864 --> 18:50.598 AND AN AWFUL LOT OF FOLKS IN THE CITY SEEM TO HAVE A GOAL TO 18:50.598 --> 18:53.431 EVENTUALLY GET BACK TO RURAL AMERICA 18:53.431 --> 18:57.131 And that's pretty much the story of Gottsch's own life. 18:57.131 --> 18:59.931 He left farming for a varied career that included 18:59.931 --> 19:02.631 Director of Sales for the first satellite-delivered 19:02.631 --> 19:06.964 video cattle auction. 19:06.964 --> 19:10.564 Which eventually spawned the idea for RFD TV - 19:10.564 --> 19:13.564 and the reconnection with his rural roots 19:13.564 --> 19:15.031 GROWING UP IN OMAHA, NEBRASKA 19:15.031 --> 19:17.464 WE USED TO HAVE AN EARLY MORNING AG REPORT. 19:17.464 --> 19:19.731 IT USED TO HAVE A NOON MARKET REPORT. 19:19.731 --> 19:23.764 EVERY FRIDAY THERE USED TO BE A FARM FAMILY OF THE WEEK HONORED. 19:23.764 --> 19:26.131 AND EVERYBODY IN THE COUNTRY LOOKED FORWARD TO THAT 19:26.131 --> 19:29.631 SO PATRICK, THIS IS AN IMPORTANT ROOM-MASTER CONTROL. 19:29.631 --> 19:31.931 THIS IS WHERE IT ALL HAPPENS. 19:31.931 --> 19:34.631 ALL THE UPLINKING TAKES PLACE OVER HERE. 19:34.631 --> 19:37.298 PROGRAMS ARE INGESTED AND RUN OFF A COMPUTER. 19:37.298 --> 19:42.398 OVER HERE ALL THE DOWNLINK controls FOR THE DISHES OUTSIDE. 19:42.398 --> 19:45.564 "It's RFD TV live.." While producers around the nation 19:45.564 --> 19:49.098 contribute most of RFD-TV's programming, the network creates 19:49.098 --> 19:52.098 a few of its own studio productions, 19:52.098 --> 19:55.264 including the popular "RFD TV Live. " 19:55.264 --> 19:57.231 It's hosted by Max Armstrong, 19:57.231 --> 19:59.864 an agricultural broadcaster from Chicago 19:59.864 --> 20:03.564 EVERY MONTH WE DO SHOWS THAT ADDRESS DIFFERENT INTERESTS. 20:03.564 --> 20:06.964 WE DO SHOWS FOR THE FFA ORGANIZATION. 20:06.964 --> 20:10.231 WE DO SHOWS RELATED TO FARM SAFETY, FOR EXAMPLE. 20:10.231 --> 20:13.731 THESE SHOWS ALLOW THE OPPORTUNITY FOR PEOPLE 20:13.731 --> 20:14.998 TO CALL IN 20:14.998 --> 20:19.064 Armstrong sees some great opportunities ahead for RFD TV 20:19.064 --> 20:21.198 "The rural population continues to gain. 20:21.198 --> 20:23.064 We've seen that. 20:23.064 --> 20:25.931 The department of agriculture and census bureau figures show 20:25.931 --> 20:27.731 that there are more people moving out into rural areas. 20:27.731 --> 20:31.264 Patrick Gottsch certainly has big plans for his niche network, 20:31.264 --> 20:34.398 including rural news shows and program exchanges with a 20:34.398 --> 20:36.998 Brazilian agricultural network. 20:36.998 --> 20:39.731 Opening a new window for the Heartland's hard-working 20:39.731 --> 20:41.364 farm communities. 20:41.364 --> 20:46.864 to look in on their colleagues in the global community 20:46.864 --> 20:50.164 Even if all of rural America's 2-point-1 million farm families 20:50.164 --> 20:54.031 watched RFD-TV, they would still have plenty of company. 20:54.031 --> 20:57.431 The network reaches more than 90-million cable and satellite 20:57.431 --> 21:01.298 subscribers in all 50 states. 21:01.298 --> 21:03.731 Now I'm sure you've gathered from watching our show 21:03.731 --> 21:06.664 that farming is tough and the business of farming 21:06.664 --> 21:08.498 can be even harder. 21:08.498 --> 21:11.798 Every year, plenty of farmers give it up; it's certain that 21:11.798 --> 21:13.164 plenty more think about it. 21:13.164 --> 21:15.164 So take the case of one Missouri dairyman. 21:15.164 --> 21:18.331 On the verge of selling out, he remembered the good old days - 21:18.331 --> 21:21.698 the days of small-town quality and personal service. 21:21.698 --> 21:25.064 So he re-invented his dairy - changed his way of life - and 21:25.064 --> 21:27.764 revitalized his business. 21:27.764 --> 21:29.198 "THESE TWO HERE ARE TWINS" 21:29.198 --> 21:32.231 Not too many years ago Leroy And Barbara Shatto 21:32.231 --> 21:34.631 of Osborn Missouri were seriously thinking 21:34.631 --> 21:38.431 about selling these little guys and the rest of the dairy herd 21:38.431 --> 21:41.831 that had been in Barbara's family for 100 years. 21:41.831 --> 21:43.998 IT USED TO BE EVERY DAY I WALK ACROSS THE ROAD I WONDER 21:43.998 --> 21:45.531 WHY ARE YOU DOING THIS? 21:45.531 --> 21:47.731 Do you know you're WORKING YOURSELF TO DEATH FOR NOTHING. 21:47.731 --> 21:51.731 Milk prices declined while the overhead to produce it grew 21:51.731 --> 21:53.931 and Shatto considered shutting down- 21:53.931 --> 21:55.598 not easy for a man who's 21:55.598 --> 21:58.631 milked cows twice a day for 30 years. 21:58.631 --> 22:01.231 But after some research he came up with a way to turn his 22:01.231 --> 22:04.864 failing farm into a dream business. 22:04.864 --> 22:07.898 WELL WHAT THE STUDIES SHOW THERE'S A LOT OF PEOPLE 22:07.898 --> 22:12.631 WANTIN FARM-FRESH MILK FROM THE FARM 22:12.631 --> 22:16.131 THAT THEY CAN EVEN GO OUT AND SEE WHERE THIS MILK COMES FROM. 22:16.131 --> 22:20.664 IN 2003 SHATTO STOPPED SELLING HIS MILK TO A COOP. 22:20.664 --> 22:22.564 HE OPENED A PLANT TO PROCESS IT HIMSELF- 22:22.564 --> 22:24.664 CUTTING OUT THE MIDDLE MAN. 22:24.664 --> 22:28.298 HE TOOK HIS IDEA A STEP FURTHER BY CREATING A NICHE 22:28.298 --> 22:30.998 PACKAGING THE MILK THE OLD-FASHIONED WAY 22:30.998 --> 22:32.831 IN GLASS BOTTLES. 22:32.831 --> 22:35.198 I THINK EVERYTHING TASTES BETTER IN GLASS. 22:35.198 --> 22:37.364 I MEAN EVEN WATER TASTES BETTER IN GLASS. 22:37.364 --> 22:40.664 SO IT MAKES OUR MILK TASTE BETTER. 22:40.664 --> 22:43.964 THE GLASS MAKES OUR MILK STAY COLDER 22:43.964 --> 22:47.331 Shatto now sells his milk to more than 50 grocery stores in 22:47.331 --> 22:50.198 the Kansas City area and northern Missouri. 22:50.198 --> 22:53.964 John Jackson, Dairy Manager for this Hy-Vee market says the 22:53.964 --> 22:55.831 product has really caught on. 22:55.831 --> 22:59.898 WELL IF YOU GO BACK FAR ENOUGH, MILK USED TO BE DELIVERED TO 22:59.898 --> 23:02.898 THEIR DOORS IN WIRE HANGERS IN THE GLASS JARS 23:02.898 --> 23:04.231 AND THAT'S THE ONLY WAY PEOPLE GOT IT. 23:04.231 --> 23:06.164 THAT MIGHT HAVE BEEN PART OF THE INITIAL ATTRACTION TO IT 23:06.164 --> 23:08.831 WAS HEY, THIS IS JUST LIKE A BLAST FROM THE PAST 23:08.831 --> 23:11.598 Jackson says customers tell him they also like the rich, 23:11.598 --> 23:13.164 fresh flavor. 23:13.164 --> 23:17.064 Speaking of flavors, Shatto not only comes in whole and low-fat 23:17.064 --> 23:20.698 white. but chocolate and even more unusual flavors 23:20.698 --> 23:22.598 like root beer? 23:22.598 --> 23:25.231 I CAN'T BELIEVE I'M ACTUALLY GOING TO TRY ROOT BEER MILK. 23:25.231 --> 23:30.998 BUT HERE it GOES! NOT BAD! 23:30.998 --> 23:33.598 TASTES LIKE ROOTBEER FLOAT. 23:33.598 --> 23:34.598 I W0ULDN'T MIND BEING KNOWN AS 23:34.598 --> 23:36.931 THE DAIRY FARMER WHO MADE MILK FUN. 23:36.931 --> 23:40.498 CUZ WE'VE GOT PEOPLE DRINKING MILK THAT NEVER WOULD DRINK MILK 23:40.498 --> 23:43.231 BEFORE SEE HOW COLD THAT IS? 23:43.231 --> 23:45.298 FEEL THAT. 23:45.298 --> 23:47.398 THAT WOULD BE GOOD WITH SOME COOKIES, WOULDN'T IT 23:47.398 --> 23:50.398 SHATTO ALSO ENJOYS PROMOTING HIS DAIRY BY TAKING VISITORS 23:50.398 --> 23:53.431 ON TOURS OF THE REVITALIZED FAMILY FARM. 23:53.431 --> 23:57.864 ON THIS DAY 80 STUDENTS FROM GRAIN VALLEY ELEMENTARY NOT ONLY 23:57.864 --> 24:01.331 HAD THE CHANCE TO SEE HOW MILK IS MADE. 24:01.331 --> 24:03.964 JUST SQUEEZE AND PULL DOWN- 24:03.964 --> 24:05.831 BUT WHERE IT COMES FROM. 24:05.831 --> 24:10.764 I LIKE WHEN WE GOT TO MILK THE COWS. THEIR UDDER FELT WEIRD 24:10.764 --> 24:13.964 The Stattos also opened a country store at their dairy 24:13.964 --> 24:16.598 where customers can buy milk right there. 24:16.598 --> 24:18.331 THERE YOU GO MAM. 24:18.331 --> 24:19.698 THANK YOU. 24:19.698 --> 24:22.931 Christie Smith has been buying Shatto milk since the beginning 24:22.931 --> 24:24.964 "Love the flavors. Our favorites are 24:24.964 --> 24:26.931 the strawberries and the chocolates. " 24:26.931 --> 24:30.564 Those are words Shatto never gets tired of hearing. 24:30.564 --> 24:33.298 I CAN'T WAIT TO GET UP IN THE MORNING AND GET OVER AND SEE MY 24:33.298 --> 24:37.098 EMAILS BECAUSE WE always HAVE THESE NICE PEOPLE EMAILING US 24:37.098 --> 24:39.898 ABOUT HOW THEY LIKE OUR MILK. 24:39.898 --> 24:42.998 Shatto says the changes he's made have brought pride back 24:42.998 --> 24:47.231 into what he does and hope that perhaps his dairy will go on for 24:47.231 --> 24:51.531 another 100 years. 24:51.531 --> 24:54.031 Well Old Paint I want to thank you for your help today. 24:54.031 --> 24:56.664 And certainly want to thank you for watching and hope you will 24:56.664 --> 24:59.364 join us again next time when we discover more great farms, 24:59.364 --> 25:03.731 families, and their fascinating stories in America's Heartland. 25:03.731 --> 25:05.031 I'm Paul Ryan. 25:05.031 --> 25:07.864 We'll see you next time 25:07.864 --> 25:10.798 To learn more about this edition of America's Heartland, or to 25:10.798 --> 25:15.098 give us your feedback, visit americasheartland - dot - org. 25:15.098 --> 25:18.998 To order a copy of this broadcast, visit us online or 25:18.998 --> 25:24.331 call 1-888-814-3923. 25:24.331 --> 25:31.431 The cost is 14.95 plus shipping. 25:31.431 --> 25:37.464 ♪You can see it in the eyes of every woman and man 25:37.464 --> 25:43.698 in America's Heartland living close to the land. 25:43.698 --> 25:49.798 There's a love for the country and a pride in the brand 25:49.798 --> 25:59.631 in America's Heartland living close, close to the land.♪ 25:59.631 --> 26:03.198 "America's Heartland is made possible by.... 26:03.198 --> 26:08.764 They make up a small part of our population. 26:08.764 --> 26:11.864 But have a huge impact on our lives. 26:11.864 --> 26:14.964 They take business risks that few others would tolerate 26:14.964 --> 26:16.998 all on our behalf. 26:16.998 --> 26:21.864 They're American farmers who feed, fuel and clothe the world. 26:21.864 --> 26:25.764 Monsanto would like to recognize them for all they do, 26:25.764 --> 26:29.498 for the rest of us, because ultimately our success 26:29.498 --> 26:33.464 and everyone else's depends on theirs 26:33.464 --> 26:36.531 .and by the American Farm Bureau Federation - 26:36.531 --> 26:40.131 the voice of agriculture.