Among the political messaging of an election year, I was happy for the 30-second reprieve offered me recently by a Touchstone Energy® Cooperative advertisement.
The ad wasn’t marketing a product. It wasn’t a call to action. Quite simply, it was a feel-good message.
It told the “who” of the electric cooperative story, and it went something like this:
The people at your local electric cooperative wear many hats. They are volunteer coaches, volunteer firefighters and so much more. As cooperative directors and employees, we not only work here, but we live here, too. And, we take pride in serving our members and our community.
Service is the core of who we are and what we do as cooperatives. The seventh cooperative principle – concern for community – is not only a defining tenet of cooperatives, but a common characteristic of cooperative people.
We have many within our cooperative ranks who fit the mold: community volunteer, local leader, military veteran. I can recall many co-op conversations with colleagues evolving into discussions about the other ways in which they serve their communities.
Recently, Dr. Basil Gooden, U.S. Department of Agriculture Rural Development under secretary and a Virginia cattle rancher, was at our office in Mandan. He spoke to a group of rural developers and at a press conference announcing a grant award for our rural development center.
Noting this was his second visit to North Dakota in less than two months, our editor, Cally Peterson, asked Dr. Gooden what he’s learned about North Dakota.
Dr. Gooden referenced the rural spirit, which is not unique to North Dakota, he said. It’s a common spirit that stretches from North Dakota to Oklahoma, from Virginia to Idaho. It doesn’t matter if you’re a Democrat or Republican, Black or white, he said, it only matters that you care about your community and want to make it better. Rural people have much more in common than what divides us, Dr. Gooden concluded.
It was another feel-good message.
In this issue of North Dakota Living, you’ll find a host of other feel-good messages: a community coming together to honor a U.S. Air Force pilot, a farmer sharing the joy of the harvest, sisters finding success with their North Dakota-grown business, readers sharing gratitude and treasured family photos.
And now for my attempt to leave you a feel-good message of my own.
This month’s Reader Reply question asked, “Who are you grateful for this year and why?”
I am grateful for the people who serve – veterans, firefighters, coaches, co-op directors and the countless volunteers in every community. I am grateful for those who protect and improve our quality of life.
I’m guessing that includes you, because rural people, like the people at your local electric cooperative, wear many hats. My hat’s off to you.
___
Josh Kramer, editor-in-chief of North Dakota Living, is executive vice president and general manager of NDAREC. Contact him at jkramer@ndarec.com.
