This paper examines the public relations challenges ofproduction agriculture in the United States from the perspective of a working farmer and experienced agricultural leader. The author describes the evolution of a "communications gap" between farm and non-farm people as agriculture became more mechanized and the majority of Americans lost their "farm roots." A consumer meat boycott in 1973 and a food safety scare in the apple industry in 1989 are described as key events in the development of agricultural public relations strategies. The paper also describes how societal changes have increased stress on the independent family farm operation and cites a common sense formula for dealing with public relations challenges of agriculture.