It was a one-minute spot that captured hearts on Super Bowl Sunday. Lay’s “Last Harvest” commercial told the story of a farm family passing the torch from one generation to the next, rooted in memories, hard work and the bond between parent and child.
While the story in the Super Bowl ad was fictional, it was inspired by the real-life experiences of third-generation potato producer Tom Neumiller and his daughter Katie Floming, the fourth generation working alongside him at Neumiller Farms in Savanna, Ill.
A Story That Hits Home
Floming, operations manager at Neumiller Farms, recalls watching the commercial for the first time.
“I was so touched. It really hit home for me,” she says. “Growing up, if I wanted to see my parents, I had to go to the farm because they were always working. That’s where we spent our family time, quick meals, then back to work. I loved it. There are no complaints there. Being present at the farm was everything.”
The commercial’s depiction of a young girl chasing her parents through potato fields and learning the ropes mirrored Katie’s own childhood experiences. She laughs as she recalls one particular scene.
“When she came outside wearing white tennis shoes to work, that hit home. I remember showing up in sandals, and my dad would just shake his head. I had to go home and change,” Floming says..
For Neumiller, seeing their family’s life portrayed on such a massive stage was humbling.
“Farmers don’t usually end up in Super Bowl commercials, but this is very nice,” he says. “For that one-minute ad, they captured a farm family and our legacy all in one. It was just amazing.”
Floming adds that the story resonated with many viewers beyond their family.
“It’s very relatable. People would come up at the Super Bowl and say, ‘My grandfather was in that situation’ or ‘My family didn’t have the option to pass it on.’ It’s a story that connects with most people,” she says.
Farming in Northern Illinois: Unique Challenges
Neumiller Farms isn’t a typical potato operation. Neumiller explains growing potatoes in northern Illinois requires creativity, considering they are the lone family growing potatoes in northern Illinois.
“We’re the only ones in the area,” Neumiller says. “You need good water and light, sandy soil. Illinois has pockets of sand, so we’ve become a very mobile farm. We have one farm 150 miles away, another 30 miles south and another 15 miles north. It allows us to manage the light soils and adequate water we need.”
Floming now manages daily operations, but Neumiller remains deeply involved.
“I’m old school. I want to be involved in everything,” he says. “I talk to the managers every day. I get here early and stay around, maybe too long, but I stay involved in everything.”
The family works side by side, literally.
Floming says: “Our desks are right next to each other. We’re constantly feeding off each other, and we always know what’s going on.”
Neumiller smiles, adding: “My wife’s on the other side, and we’ve been married 54 years. She’s been involved in the business from way back.”
“He doesn’t get a break,” Floming quips.
Passing the Torch
Though Neumiller hopes for a few more harvests, Floming embraces the responsibility of continuing the family legacy.
“I’m very thankful to still be farming alongside my dad,” she says. “He’s grown the farm, but it’s my responsibility to keep it going, for our family, our employees and our community. I want to do the best I can to preserve our foundation while building for the future.”
A plaque on the wall of Neumiller Farms signifies seven decades of producing potatoes for Frito-Lay, a partnership that made their story perfect for Lay’s Super Bowl spotlight.
Neumiller reflects on the broader significance: “All of us farmers, we’re not usually in the spotlight. But it’s an honor to show the connection between soil, farming and the food we produce. Sustainability, passing on the farm, doing the job right — it all matters. Our story continues, and that’s what I hope to pass on.”
A Last Harvest That Connected Us All
As Lay’s “Last Harvest” reminded viewers on Super Bowl Sunday, the foods we enjoy come from real families working the land, generation after generation. For the Neumillers, that legacy is alive and thriving, one potato at a time, creating a story that connected us all.
If you thought the 60-second commercial was memorable, watch the full three-minute version on Lay’s YouTube page.
