Like many people in my demographic, I’m attracted to print publications.

The smell of printer’s ink, the tactile experience of touching and holding news and information, and the permanence of it all. What’s not to like?

So, I perked right up when a print copy of the classy new Illinois Extension Strategic Plan came by my desk in the fall, courtesy of Extension colleagues down the hall. (We share a floor in Bevier Hall, on the main campus of the University of Illinois.)

The plan is subtitled “Lifelong Learning. Lifelong Impact.” Its design is contemporary and crisp, as is the writing. For example, it notes the strategy for food and agriculture, one of Extension’s eight priorities, is to “maintain a safe and accessible food, fibers and biofuel supply.” And that’s it. There’s no fat in that kind of statement.

Extension personnel spent a year creating the plan — visiting Illinois communities, hearing from stakeholders such as producers, pulling it altogether. They received a lot of feedback and suggestions, which can be summarized in one overarching message: “Be present. You have information that we need.”

No one’s had to wait long for that message to be put into action, and for the plan to come to life.

For example, by the time you read this, Illinois Extension will be wrapping up an agronomy summit that saw it present research updates at six locations statewide, from Waterloo to Freeport.

Related:Push back against lies or lose people’s trust in agriculture

Last year, Extension presented one.

But wait, there’s more

Three crop management conferences are planned, starting Feb. 12 in Champaign. (Illinois Extension just hired an additional crops educator.) Seven certified livestock manager training courses will be held throughout the state. More than a dozen pesticide applicator clinics are planned through April. It looks like an impressive lineup.

Getting the straight goods from reputable information sources has always been important. One reason this column exists is to help guide you through the maze of information out there and invite you to tell your story, to help people understand agriculture and food production.

The timing of Illinois Extension’s strategic efforts can’t be overstated. We’re in the midst of a generational change in society that is bound to impact people’s understanding, or misunderstanding, of production agriculture. The free flow of information may well be threatened. The rhetoric we’re hearing lately about pesticides, health and overall support for farming only adds to the skepticism.

But there’s reason to have faith in Extension: It’s affiliated with the College of Agricultural, Consumer and Environmental Sciences at the University of Illinois, it has access to experts willing to share their knowledge, and it’s on a roll, already off to the races enacting its 10-year strategic plan.

You can access the plan here. Or if you’re like me and prefer a print version, it’s available from your county office.

Add it to your winter reading list. You’ll be glad you did.