Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88Between Turnrows • 37 it stick. I remember television commercials where there was a backdrop that made it look as if he was standing in the field. He would always quote a scripture: ‘As a man soweth, so shall he reap’, and that was also very effective.” Sherman says, “When I first bought the seed company, I knew we had to do something different. We had to make a living and pay all the people we owed. We got hooked up with KFIN (radio station) and KAIT (television station) and we ran the same ads on both. People didn’t remember if they saw me or heard me! I knew the tractors all had radios in them, and the trucks, so I would be heard, then people would see me when they watched the news. We grew the business considerably that way. I still have people today walk up to me and say they remember those ads!” Never one to shy away from politics, Sherman sometimes ran ads that sparked controversy. Such was the case with an ad Linda Cullum referred to as “The Middle Man.” Sherman says, “I had this loaf of bread that I had bought in the grocery store in Weiner that I was holding in the commercial. I said that the loaf of bread cost eighty-nine cents, and that there was a nickel’s worth of wheat in the bread that was the farmer’s part, and the rest went to the middle man. Well, we ran that ad the first time in the six o’clock news on KAIT, and the next day the lady from Weiner, who ran the grocery store where I had bought the bread, called me and went up and down both sides of me! She said, ‘I want you to know I don’t make eighty-four cents on that loaf of bread!’ She really scolded me good!” Through targeted advertising, Sherman once again demonstrated not only his innovation but also his progressive thinking. As Cullum Seeds grew as a company, Sherman shifted from product-based advertising to agricultural and farmer advocacy. As Sherman recalls, “We went from hard-sell product ads to more public-relations- type, where we tried to not only reach the farmer, but also the consumer.” Wheat field day at Fisher, Arkansas. Grower registration going on inside, and a Dodge Ram van with Clarence Johnson outside ready to take growers on a tour of the fields.