Bob Bergland, a Minnesota farmer and secretary of Agriculture under President Carter, has been named chief executive officer of the National Rural Electric Cooperative Association (NRECA). The NRECA represents 1,000 rural electric systems that serve more than 25 million consumers.

Bergland, 54, is supposed to begin his new job in March, 1984, when Robert D. Partridge retires. Since leaving the USDA in January, 1981, Bergland has been president of Farmland World Trade, the Alexandria-based subsidiary of Farmland Industries, the nation's largest farmer cooperative.

J. Michael Farren, a staff member of the Republican National Committee's Office of White House Liaison, has been named director of the Commerce Department's Office of Business Liaison. He is a former vice president of the Waterbury, Conn., Chamber of Commerce.

William T. Hudson, chief of the U.S. Coast Guard's Office of Civil Rights, has been appointed director of the same office for its parent Transportation Department. He succeeds Wesley A. Plummer, who resigned in March amidst an investigation of his efforts to solicit contributions from DOT contractors on behalf of a private organization he headed . . . Shirley J. Ybarra, vice president of Simat, Helliesen & Eichner Inc., a New York transportation consulting firm, has been appointed special assistant to Transportation Secretary Elizabeth Hanford Dole.