It was the last thing Orion Samuelson
wanted to hear. The doctor made the
choice very clear to the agriculture
broadcaster. An immediate operation
on Orion’s throat would be necessary to
stop the fast-spreading flesh-eating
bacteria. Looking up from the
operating table Orion pleaded, “Doc,
do you really have to do this? My voice
is how I make living.” Without missing
a beat, the physician replied, “To make
a living, Orion, you have to be alive!”
Now more than two years after that near-death
experience, it is difficult to imagine how sick
Orion was. The bacteria of unknown origin
nearly took the life of the man who has
delivered the news of agriculture for more than
a half-century. But after a month in the
hospital, with 15 days of intensive care, and
having been provided tender loving care by his
wife Gloria, Orion looks and sounds as robust
as ever. At the age of 72 he shows few signs of
slowing down.
A New Broadcast Experience
At a studio not far from Chicago’s sprawling
O’Hare International Airport, Orion has
entered yet another phase of his enduring
career. He and long-time colleague Max
Armstrong now host This Week In
AgriBusiness, present the news of agriculture
four times each weekend on RFD-TV. The
two veteran broadcasters make it clear they are
thrilled with the opportunity. Their viewers
make it clear that there’s no one quite like these
two when it comes to delivering the news that
affects farmers and ranchers and their
consumers.
“We have adopted the phrase ‘serving America’s
most essential industry’ because we really want
people to be aware of how crucial the men and
women of agriculture are to all our lives, “ said
Armstrong. “It’s more than just a throw-away
phrase,” he added. “Where would we be
without these folks who provide for us our
food, fiber, fuel and a whole host of industrial
products?”
In fact, over his long career on radio and
television in one of the largest cities in America,
Orion has often told his audience, “If you eat,
you too are involved in agriculture.” It’s a
phrase that his audience has remembered. He
and Armstrong often hear their listeners and
viewers repeat those words.
The Only Farmers They Know
It has been a unique opportunity for these two
30-year partners in broadcasting. As they have
shared the news of agriculture with their
legions of fans on the rural route, their wisdom
and insight have also informed countless urban
consumers. Cab drivers, construction workers,
airline pilots, physicians and powerful
politicians are among those who have been
exposed to farming only through the broadcasts
of Samuelson and Armstrong. It prompted one
retired professor to comment in a letter, “Heck,
you two are the only farmers I really know.”
“It is sobering,” Max commented. “We feel a
responsibility,” Orion added. “We have the
opportunity to share knowledge about this
crucial business that affects us all. And a better
informed consumer, whether it’s about
genetically enhanced crops, animal welfare,
food safety issues, farm income matters or
agriculture’s regulatory challenges, will make
better choices. We sure do need each other.”
And Orion and Max’s viewers watching RFDTV
have made it clear they need these two
ambassadors for agriculture. A Pennsylvania
viewer wrote: “It was great to again see the fine
top-quality programming that you present to
the viewing public. It takes only one word to
sum it up…CLASS!” A fan in Illinois shared
his enthusiasm: “…you have a premier show,
controlled by a premier crew, with premier
broadcasters….I just have to say it’s great to see
old friends again.” And a Wyoming rancher
offered this greeting: “My long-time friends are
back in my home, thanks to RFD-TV. All is
well in my world once more!”
Grateful For Another Opportunity
The two broadcasters feel blessed to have this
loyal support but take nothing for granted.
“We have come to truly value our many
friendships from coast-to-coast,” said Max.
“We have been treated like family from the
Prairie Provinces of Canada to the citrus groves
of Florida and welcomed into the home of the
apple grower in Washington and the lobster
fisherman in Maine. There is not a day that
goes by that we don’t give thanks for these folks
and the privilege we have had of talking with
them, talking to them and talking about
them,” said Max.
Then there was Orion’s brush with death in the
summer of 2004. He was forever affected by it.
Though he walks today with a spring in his
step, still has that powerful, unmistakable voice
and thinks nothing of putting in12, 15 and 18-
hour days, Orion was affected. Every day now
affords another opportunity to “make a
difference” in the lives of others. And Orion
intends to make the most of those
opportunities. “You may very well notice it,” he
said. “I think I now tend to squeeze hands a
little firmer, linger with our friends a little
longer and hug my grandkids a little tighter.”
Contact Information:
This Week In Agribusiness
1420 Meacham Road
Schaumburg, IL 60173
312-735-3535 www.agbizweek.com
