The mission of Cal Poly's Brock Center for Agricultural Communication is to create a bridge of communication between the agricultural industry, the media and the public. Jim Brock was a Cal Poly agriculture alumnus and a former leader in the western vegetable industry. His desire to enhance the image of the agriculture industry has led to the expansion of undergraduate education opportunities for Cal Poly students interested in studying agricultural communication. The Brock Center for Agricultural Communication was established through the generosity of Jim Brock and his wife Martha. Their lifelong commitment to agriculture will be continued through the center. It is one answer to the expressed need of the agriculture industry for help with efforts to improve communication with the public.