The times they are a-changin’. Hook-and-bullet waterfowl managers are becoming replaced by a new generation inspired into wildlife management more by watching nature channels than by formative hunting experiences. But isn’t it kind of important that they recognize hunting’s importance–the real dollars-and-cents support that we duck hunters bring to agency budgets? Joel Brice and Cyrus Baird explain why Delta Waterfowl thought it was very important and what they did about it. Describing why hand-me-down hunting traditions are declining, they tell Ramsey about getting Delta’s University Hunting Program into many universities, recruiting students to participate, immersing them into the entire field-to-table experience. Coming from a place very few listeners can understand, some student feedback underscores this program’s vital importance.