We can’t tackle rural social and economic issues without first understanding them and perhaps reflecting on our own rural biases. This reminder wasn’t always necessary. The traditional land-grant missions of many flagship state universities — the University of Wisconsin, Texas A&M University, the University of Missouri, Washington State University, and the University of Georgia, among many others — included embracing the goals of public engagement, service, and information outreach. Professors were rightly viewed as public servants of both taxpayers and students.