Next Gen Farming

The Illinois Farm Family Who Inspired Lay’s ‘Last Harvest’ Super Bowl Commercial

Fri, 20 Feb 2026 22:28:26 GMT

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 .

Moment of Truth: The Louisiana Farmer Who Captured Trump's Ear, Put Human Face on Ag Crisis

Fri, 19 Dec 2025 19:29:01 GMT

Rice country is hurting, badly.

Prices have collapsed to levels not seen in four decades, while production costs climb beyond $1,000 an acre. According to the American Farm Bureau Federation, rice farmers are projected to lose more than $360 per acre this year. For many operations, that kind of math pushes losses deeper into the red and pushes tough decisions closer to reality.

That financial pressure was front and center at the White House last week as President Donald Trump unveiled his Farmer Bridge Payments, but what captured national attention wasn’t just policy — it was a farmer.

Her words, delivered candidly and unscripted on live television, put a human face on the crisis gripping America’s rice farms and mills.

That producer is Meryl Kennedy.

A Family Business Rooted in Rice

Kennedy is the youngest of four daughters, carrying forward a family operation that stretches back nearly six decades. Her father began farming rice in the late 1960s, and over time the family expanded beyond production into milling and value-added markets. That vertical integration gives Kennedy a front-row view of how price volatility affects not just growers, but entire supply chains.

“So I’m actually second generation,” Kennedy says. “My father started as a farmer back in the late 1960s, and we continue to take rice from the farm to a finished product today.”

After returning home from college, Kennedy helped oversee the startup of the family’s rice mill in 2012. The mill steadily grew, sourcing rice from roughly 60 farm families who relied on the operation as a stable market outlet. For those growers, the health of the mill is closely tied to the health of the farm economy.

“We actually mill rice, distribute it to many large companies throughout the U.S. and internationally,” Kennedy says. “But then my sisters and I have our own brand called Four Sisters that we launch about five years ago.”

As president and CEO of Kennedy Rice Mill and co-founder of Four Sisters Rice, Kennedy balances brand development, export logistics and farmer relationships. That role places her at the intersection of domestic agriculture and global trade, a perspective that proved pivotal when she was invited to Washington.

An Unexpected Moment in the Spotlight

Kennedy was one of eight farmers invited to participate in the White House roundtable on Dec. 8. Like many producers attending policy discussions, she expected a private conversation focused on data and feedback. What she did not know until moments before entering the room is that the discussion will be broadcast live.

“And my sisters and I, because there are four of us — I’m the youngest of four daughters — started our own rice brand a few years ago to just tell the story of American agriculture that hadn’t really been told before,” Kennedy told Trump and the White House Cabinet members who attended the farmer roundtable that day. “But I wish I was here under better terms.”

As the conversation turned to the financial outlook for rice, Kennedy did not sugarcoat the situation. Her remarks reflect what growers have been telling lenders and suppliers for months: Margins are gone, and losses are mounting.

“I know that prices right now are the lowest they’ve been in over 40 years, so we’re going to struggle,” she continued. “We’re going to max out on our payments probably, so that’s something that I know those in Congress can potentially help us with to change.”

Kennedy says the magnitude of the moment did not fully register until after the cameras are rolling. Sitting beside the president, she realized she was speaking not just for her own operation, but for growers across the country.

“In fact, it still seems like it is a dream, I’m going to be honest with you,” she says. “At the beginning of this year, I had a feeling that it was going to be a very difficult year. But it really wasn’t until midway through the year that we just saw a drastic drop in prices that has continued month after month.”

Farmers Asked Her to Speak Up

Kennedy says her decision to engage directly with the administration was driven by the growers who supply her mill. As conditions worsen, those farmers began urging her to use her industry position to push for action.

“And so it really is my farmers urging me a month ago to write a letter to the president,” she says. “To explain the situation to him, to urge him to help our farmers.”

That outreach, Kennedy says, marked a turning point. What began as a letter quickly became a national conversation.

“We wrote that letter, and look what the president does,” she says. “He responded.”

Kennedy explains the collapse in rice prices cannot be understood without looking beyond U.S. borders. Rice, she notes, is not just another commodity; it is a staple food for much of the world, making global market dynamics especially complex.

“Rice is a global commodity. It is the means of survival for most of the planet on a daily basis,” she says. “I truly mean it that rice is more of a currency than it is a commodity.”

While the U.S. ranks fifth in the world for rice exports, Kennedy says heavy subsidization and overproduction by major exporting nations distort markets and undermine U.S. competitiveness.

“And what has been happening is that really since COVID, there’s been truly an overproduction,” she says. “Then we over-subsidize in these nations and then dump rice globally across the world.”

A Candid Exchange With a Call to Action

That backdrop set the stage for one of the most striking moments of the roundtable, as Kennedy directly addressed concerns about dumping and unfair trade practices. The exchange unfolded live, capturing the attention of producers watching from home.

“And we do believe that countries are dumping rice into this country today,” Kennedy said during the roundtable at the White House. “We’ve never seen imports this great.”

When pressed for specifics, she named the countries she believes are contributing to the problem.

“India, Thailand, even China into Puerto Rico,” she said. “Puerto Rico used to be one of the largest markets for U.S. rice. We haven’t shipped rice into Puerto Rico in years.”

As Kennedy listed off the countries, Trump turned to Treasury Secretary Scott Bessent and asked him to write the countries down. Kennedy said the moment was monumental.

“None of it is scripted,” she says. “He really called me to action, and I responded.”

“When he turns to Secretary Bessent and asks him to write these countries down, it really is a powerful moment,” she adds. “It’s a moment I’ll never forget.”

Aid Helps — But It’s Not Enough

The roundtable featuring farmers on Dec. 8 was intended to announce Farmer Bridge Assistance Payment Program, for which USDA is expected to release payment rates next week. Ahead of that official announcement, University of Arkansas economists estimate rice payments could approach $115 per acre, though statutory payment caps will limit the amount many farmers actually receive.

“You know, I’ve seen some other figures kind of siding more like $50, considering that $155,000 payment cap,” says Mollie Buckler, CEO of U.S. Rice Producers. “While I think it will help some farmers, this is not putting huge profits in their pockets.”

Buckler says the assistance might keep some producers afloat short-term, but it does not address the underlying market imbalance. Without structural changes, she warns, the industry will continue to contract.

“Absolutely,” Buckler says when asked if farmers could be forced out of business. “Possibly even up to a quarter of farmers having to make tough decisions.”

Pressing Trump to Love Rice

Despite the seriousness of the discussion, Kennedy’s exchange with Trump also included a lighter moment that resonated with viewers. The humor underscores a broader effort to build demand for U.S.-grown rice.

“And you love rice, right?” the president asked.

“I love rice,” Kennedy replied. “I’m going to get you to love rice too. The next time, you’re not going to have a button for a Coke, you’re going to have a button for rice.”

It was another moment that stole the spotlight, as Kennedy’s quick-witted response garnered laughs. Kennedy says she even surprised herself in that moment.

“It just came out,” she says. “I encourage everyone that doesn’t eat rice on a daily basis to think about making rice part of your diet.”

A Voice for Farmers

For Kennedy, the experience reinforces the importance of connecting consumers with the people behind their food. She says telling that story is now more crucial than ever as farm families navigate financial uncertainty.

“This has given me a voice to encourage people to think about where their food comes from,” she says. “To think about supporting American farmers.”

As rice producers confront one of the toughest years in decades, Kennedy’s message reflects a broader industry plea for fair trade, market transparency and a future where family farms can continue growing a crop that feeds the world.

Where Hope Takes Root: The Grit That Saved a 90-Year-Old Family Farm

Wed, 26 Nov 2025 22:21:32 GMT

In the rolling hills of Napa Valley’s Los Carneros region, the scene often looks idyllic. Morning fog drapes the vineyards, and the quiet hum of farm life feels timeless. But behind the postcard-perfect setting stands a family that has survived nearly 90 years of grit, risk and reinvention — and a fourth-generation farmer who refused to let 2024 be the end of their story.

“I am the fourth generation carrying on this family legacy,” says grape grower Jennifer Thomson, walking the same ground her great-grandmother once chose with remarkable instinct.

A Legacy Born From the Dust Bowl

Long before Napa Valley became synonymous with world-class wine, the Thomson family put down roots here in 1938. Thomson’s great-grandmother, Jenny Ophelia Barnum Thomson — a descendant of the famed Barnum circus family — had the courage to pursue opportunity when most would have turned back.

“It was the Great Dust Bowl and the Great Depression driving many families west for new opportunity,” Thomson says. “As migration was happening toward the West Coast for better economic opportunities, they moved here and were able to purchase this land.”

What she bought wasn’t just acreage. It was a vibrant Carneros hub complete with orchards, worker housing and a blacksmith shop. Women couldn’t legally own land at the time, but the deed was placed in her name for only a day, a testament to the trailblazer she was. Then, the land deed was moved into her husband’s name. But the vision, Thomson says, was her great-grandmother’s.

“For her to have that foresight to take that risk and purchase land here — you think about that today,” Thomson says. “She was doing what any family does: contributing to the family. There was water in the Carneros Creek, there were prunes, pears and apples already planted, and they had the ingenuity and engineering to successfully farm. Sometimes you just have to lead with your intuition, and I think that’s what she was doing.”

A Daughter Returns Home — and a New Fight Begins

Four generations later, that same intuition runs deep. In 2009, Thomson left her job in San Francisco and came home to take over the ranch from her father, George.

“Did I ever think Jen would be the one to take over?” George says with a small laugh. “No. I am surprised. I am thankful.”

When she arrived, the wine industry was in the middle of the 2008–2009 recession.

“When I took over in 2009, my father says to me, ‘You picked the absolute worst time to get into farming,’” Thomson recalls. “And then 2024 and 2025 happened. Farmers ask one another, ‘Is this as bad as 2008 or 2009? Is it better? Worse? Did we just forget?’ Because I took over so young, I already was prepared more than my peers.”

But today’s pressures, she says, feel heavier.

“There are not as many channels for sales, not as many stable partners to work with. If I’m a betting woman, I do think 2025 and going into 2026 will be more of a struggle than ever before for the California wine industry.”

Read More: Grape Growers Desperately Need You to Drink More Wine as They Grapple With a Glut of Uncontracted Grapes

So, why is it so challenging for grape growers today? It’s complex. Not only has demand dwindled, with a Gallup poll showing alcohol consumption is at a 90-year low, but an abundant supply the past few years has suffocated the grape growing region. As more vineyards take vines out, that will help the supply situation, but it’s coming at a cost. The other issue is the sellers, like Thomson, and buyers, as in wineries, haven’t always come to the table to find a solution. Cheap imports have flooded the market, and it’s at a much cheaper price than what it costs to grow grapes in California.

Thomson’s father agrees with her, saying the California grape and wine industry is facing one of its most challenging chapters yet.

“It is very challenging,” George says. “The market is sort of against us. Tastes are changing. There are more government regulations on what you can do with your property to make a living.”

Still, he keeps believing.

“Do I think we’ll get out of this? I have my fingers crossed. With people like Jennifer, I believe they’ll keep working at it. They won’t give in easily,” George says.

The Year the Grapes Had No Home

But nothing prepared the family for what came in 2024.

“This home ranch produces a little over 300 tons of grapes annually,” Jennifer says. “And in 2024, nearly all of those 300 tons are dropped on the ground and go unharvested.”

All of them?

“All of them,” she says quietly.

Demand had plummeted. Oversupply strangled the region. And for the first time in the ranch’s nine-decade history, not a single cluster had a home.

It was a moment when most growers would consider walking away. But Jennifer didn’t.

Refusal to Quit

But this is where the story gets good, and where you’re reminded you can’t underestimate the determination of a family farmer, especially Thomson. After all, grit is woven into this family’s DNA. And she leaned on every ounce of it.

“In 2025, I make a true farmer with good ingenuity,” she says. “I make sure I shake hands. I talk with previous clients. I source new clients. I put a lot of hustle into exploring new relationships and cultivating the ones we already have. And we are fortunate this year to sell all of our grapes.”

Her father says the same drive is what transformed the ranch the moment she took over 15 years ago.

“We were able to make a living at it, at least pay the taxes,” George says. “But the property really never makes money until Jennifer says, ‘I think I can do that.’ I hand her the keys and the checkbook.”

George says he always had an off-farm job, but for this first time in his memory, Thomson’s keen business sense and intuition turned the family vineyard into one that could finally support itself.

“Jennifer turns it around for the first time in my life that the property actually supports itself,” he says, emotion thick in his voice. “How proud am I? Extremely proud. She has the foresight, the hunger, the passion. The intelligence. She had all the parts. She has them now.”

One of the Last Family Farmers Standing

In a region rapidly shifting toward corporate ownership, Jennifer is part of a shrinking group — farmers who still drive their own tractors, repair their own equipment and deliver their own fruit.

“I feel more of a pull to the land than I ever predicted when I first took over,” she says. “I took over to help my family and retain this ranch for future generations. But working alongside our crew for 15 years, working with winery partners who value our family legacy and this 90-year-old ranch — I certainly feel much more drawn to the land than I ever think I would.”

Some estimates point to less than 25% of the growers left in the region are true family farmers, a dwindling group that is fighting to remain rooted here.

Gratitude Amid the Hardship

Despite the hardships, Thomson carries deep gratitude — especially this Thanksgiving season.

“I’m really grateful my great-grandmother has the foresight in 1938 to buy a wonderful piece of land with wonderful water availability,” she says. “I have a great-grandfather and grandfather who worked with the Federal Soil Conservation Department and built an on-stream reservoir. It allows us to irrigate our crops and keeps our vines healthier.”

She is thankful for her community, too.

“I’m thankful for that core group of family farmers. We band together. We support one another. We share our successes and we share our failures. That camaraderie can’t be duplicated.”

A Story Still Being Written

The Thomsons’ story, once born out of Dust Bowl desperation, endures because each generation chooses resilience over retreat. And in 2024 — after a year when every grape fell to the ground — it was Jennifer’s resolve that carried the legacy forward.

Every grape has a home again in 2025. And because of her, the family’s story isn’t just continuing, it’s growing stronger.

Two Unlikely Teammates: NFL Quarterback and Young Tractor Prodigy Team up to Fuel Farmers

Tue, 30 Sep 2025 21:09:32 GMT

At just 10 years old, Jackson Laux of South Whitley, Ind., already knows more about antique tractors than most adults. His TikTok clips rack up thousands of views, and last year John Deere named him the company’s first-ever Chief Tractor Kid.

“It’s always been the mower tractor … I’ve never done anything else with it,” Jackson says matter-of-factly in one of his viral videos.

A Walking Tractor Encyclopedia

Ask Jackson about the best tractor in U.S. history and he won’t hesitate to rattle off a list.

“I’ve got about three of them that I would go in between,” he says. “The John Deere 4430, the John Deere 4020, and the John Deere Model A. Those are all tied for first.”

Pressed to choose just one? He goes with the Model A.

“Probably the Model A. They made 320,000 of them, from 1934 to 1952. It was a very popular tractor. It was the row crop tractor. You could run a rear loader or a front loader on it, and you could do everything with it. The John Deere D and the Waterloo Boy were more just the plow tractor. So it was the more versatile tractor — the A.”

That encyclopedic knowledge is exactly what has made Jackson a hit with tractor enthusiasts young and old.

From Grandpa’s Tractor to His Own Acres

Jackson’s passion started with rides alongside his grandpa. Now, he’s farming his own ground.

“I’ll be harvesting my first two acres this fall, and I’ll be helping my uncles and my grandpa with their corn,” he says. “When I was riding with my grandpa, I never thought I’d be here, farming my own two acres. It’s been a very cool experience.”

Teaming Up With an NFL Quarterback

This fall, Jackson’s tractor obsession took him beyond the farm field. He teamed up with NFL quarterback Brock Purdy and John Deere to surprise farmers during harvest with field meals: hot food delivered right to the cab of the combine.

“I was shocked,” Jackson recalls of meeting Purdy. “I don’t show much emotion, but it was pretty cool because I figured at some point I was going to meet him.”

For the farmers, the surprise was unforgettable.

“When they saw Brock come around the corner, the farmers lit up. They were really excited,” Jackson says.

The two even had some fun in the kitchen while feeding farmers, calling in back-up for help. You can watch that below.

Finding Common Ground

Even though they come from different worlds, Jackson says he and Purdy share some important traits.

“He’s just a down-to-earth guy, just like me. We’re both laid-back people,” Jackson says. “That’s my middle name — competitive.”

A Kid Who Connects Generations

From antique tractor debates to sharing meals in the field with an NFL star, Jackson shows how passion and hard work can bring people together.

This harvest, the 10-year-old Chief Tractor Kid reminds us sometimes the best meals aren’t at the table, but right in the field.

Their Work Doesn’t Stop There

In the weeks ahead, John Deere isn’t just feeding farmers in the field, but the company is also donating over 250,000 meals to Feeding America . In 2024, the company donated $6.6 million to Feeding America.

“At the end of the day, this is about showing up for the ones who show up for all of us,” says Jen Hartmann, global director of corporate reputation and brand marketing at John Deere. “Donating to Feeding America and delivering home cooked meals in the middle of a long day are simple gestures, but it’s our way of recognizing the people whose hard work puts food on all of our tables.”

You can follow Purdy and Jackson’s journey, along with how John Deere is helping fuel farmers, on John Deere’s TikTok and Instagram accounts.

Why Keystone Cooperative is Investing in the Stock Show Industry

Fri, 11 Jul 2025 15:56:11 GMT

When it comes to hiring employees, Keystone Cooperative, Inc., looks for three core competencies: customer focus, drive for results and teamwork. The company says it is finding its next generation of employees within organizations like the National Junior Swine Association (NJSA).

“We talk a lot at Keystone about these core competencies, and you definitely must have all three if you’re going to be successful in the show ring,” says Nathan Hedden, vice president of swine and animal nutrition at Keystone. “You have to work hard at home and that will end up bringing the other three competencies along.”

Keystone is a farmer-owned cooperative with roots that go back to 1927, Hedden explains. Based in Indianapolis, Ind., the company operates in Indiana, Ohio, Illinois and Michigan.

“We have 2,000 employees at Keystone across four different divisions: agronomy, energy, grain, swine and animal nutrition,” Hedden says. “It really made sense for us to partner with NJSA. When we think about talent, we want to be the employer of choice in the Midwest, not just in agriculture, but across all different industries. We see this as the next talent pool to continue to grow Keystone.”

(Legacy Livestock Imaging)

During the National Junior Summer Spectacular in Louisville, Ky., Keystone representatives were on site watching the show and meeting young people from all over the country.

More than 600 exhibitors from 28 states brought 1,324 pigs to the event, says Clay Zwilling, CEO of the National Swine Registry.

“One of the things that was the most exciting for me was asking how many of new families were in the crowd at our opening ceremonies,” Zwilling says. “Probably a third of the crowd raised their hands. It really heeds to the passion people have for this industry and the excitement of the long-term engagement and sustainability of our side of the business for young families that are coming in and getting engaged.”

(Jennifer Shike)

Molding Leaders
NJSA is focused on developing the next generation of leaders for the pork industry, Zwilling says.

“It’s been really exciting to watch this grow and blossom and be able to connect really talented young people back into the pork industry,” Zwilling says. “The number of new employees and tenured employees at Keystone that have come through the junior livestock project, and specifically NJSA, is incredible.”

The core competencies that Hedden looks for align with NJSA’s focus, he adds.

“It’s incredible to watch little kids that we’ve got to encourage to break out of their shell go on to have success in the show ring and ultimately come back to the industry as talented leaders,” Zwilling says. “I think this alignment makes a ton of sense. I’m very excited about the future and appreciate the support of people willing to help invest in these kids.”

It’s A Big Industry
The stockmanship skills youth learn raising and showing pigs is another reason Keystone was drawn to support this youth swine program.

“We have 282 sites across the Midwest where we raise pigs today, working with an independent farmer who is actually taking care of those pigs,” Hedden explains. “Well, as those farms have grown, we’ve seen a lot of those operations that haven’t had pigs or maybe haven’t had pigs for a while and haven’t kept up with the technology that’s available today, want to raise pigs again. If you can find employees with stockmanship skills that can stand in the gap and help them learn and develop that, that creates a huge competitive advantage for us.”

The pork industry is full of opportunities, Hedden adds. He’s committed to helping youth see that there is more waiting for them after they finish showing pigs.

“It doesn’t end at the end of your show career,” he says. “Find people that you can talk to, maybe even ride along with, to better understand what they do. That may help you find your passion for what you want to do next.”

There’s a Gen X Sized Hole In Agribusiness Leadership

Wed, 18 Jun 2025 19:11:36 GMT

In agribusiness, for every potential leader aged 35–50, two are preparing to retire. That stat was provided by Aaron Locker, Managing Director, Kincannon & Reed, during testimony in front of a Senate special committee on aging.

He says this helps illustrate the quietly unfolding crisis that is rapidly cutting across the agriculture.

“And the consequences for our food supply, our rural communities, and our national security are serious,” he said. “The 1980s farm crisis didn’t just damage balance sheets. It’s changed the interest of being involved in agriculture. That gap is being realized today in board rooms, field offices, agronomy teams and more.”

This is leaving a leadership and a talent gap for leaders, management and C-Suite roles.
Locker reflects on how when the agriculture industry is stressed—such as during the 1980s—it brought less appeal to young professionals in higher education and early career opportunities.

“While college attendance overall rose nearly 7 percent between 1980 and 1990, enrollment in land grant colleges of agriculture- like Texas A&M, the University of Nebraska, University of Minnesota, and Iowa State University and others dropped by nearly 37 percent,” he said.

Even more focused on the succession angle, Locker says of the agribusinesses his firm works with, less than one-third have a formal succession plan.

“In agriculture, where many senior leaders have been in place for decades, this creates an acute succession challenge,” he says.

From a general industry perspective, Locker points to other faster-growing industries as being more attractive. For example, while agriculture job growth is steady at 3%, other sectors such as tech and finance are growing three times faster.

“[They] are drawing top talent away from the food system. We are not just competing for attention—we are competing for leadership,” he says.

Quiet Crisis, Unfolding Rapidly: Big Questions Remain For Next Gen Farmers

Tue, 10 Jun 2025 20:14:59 GMT

Florida fresh produce grower Jim Alderman says one thing is his biggest worry.

“Who is coming behind us? That’s the part that keeps me up at night. It’s not just about growing crops, it also passing down knowledge, discipline and our way of life,” he said during a recent congressional hearing on the aging workforce in agriculture.

Earlier this year, Sen. Rick Scott (R-Fla.) spearheaded a special committee report on America’s Aging Farm Workforce.

Four drivers were highlighted:

Aging demographics
Declining farm numbers
Barriers for new farmers
Regulatory and economic pressures

As a follow up, on June 4, the senate special committee he oversees had a hearing “America’s Vanishing Family Farms.”

“Unfortunately, the farming and agricultural workforce is aging and nearing retirement, and fewer and fewer young people are looking to take over their family’s farms or enter the agriculture industry,” Sen. Scott said. “We face significant challenges to agricultural production, rural community sustainability, and U.S. food security. Here’s why this matters: U.S. food security is national security.”

Recent stats he points to include:

1/3 of farmers and ranchers are over the age of 65
This same group owns more than 40% of U.S. farmland
More than 80% of farmers work a second job
Since 2007, 200,000 farms have disappeared
The 2022 census showed the loss of over 140,000 farms in 5 years. That’s an average of 77 farms per day. 
Since 2007, more than 40 million acres of farmland is now used for commercial, residential or industrial purposes
Farmland prices have increased 7% in three years

Sen. Kirsten Gillibrand (D-New York) is ranking member on the special committee for aging and said, “To encourage younger generation to returning to Farmer we farming, we must invest in our rural communities.”

Witnesses shared testimony highlighting the pain points, overall trends and discussed potential policy solutions.

“As I travel the country and see farms across our great country, I see a lot of gray hair, and while the wisdom of older generations is critical, we must ensure that we make a way for young and beginning farmers to fill our boots,” said Zippy Duvall, president of the American Farm Bureau Federation.

What are those policy provisions that could assist with the farm labor issues?

1. The Farm Bill
In his testimony, Duvall shared a getting a farm bill passed by congress is critical to signal stability and predictability in agriculture.

“We need a modernized 5 year farm bill,” he said. “Rising interest rates, higher energy prices, supply costs that have gone unchecked, farmers will plant the most expensive crop ever planted this year, and many have faced a tough decision of whether or not to even plant that crop. This is why the farm bill and its Title One safety net is so critical.”

2. Estate tax provisions

Duvall also highlighted the importance of the estate tax exemption for farmers for transitioning the farm business from one generation to the next. He applauded the House for its consideration of in the One Big Beautiful Bill it recently passed, and encouraged the senate to follow.

3. Farm worker programs, specifically H-2A

“It’s time to modernize our outdated system, and only Congress can meaningfully do that,” Duvall said.

Alderman uses H-2A labor and says reform is a must.

“We are now dependent on H-2A labor from Mexico,” he said. “Without them, we can’t harvest our crops.”

For Alderman in Florida, whereas minimum wage is $12.50/hour, H-2A labor is compensated at $26/hour plus the expense of housing, transportation and visas.

Duvall adds the federal government needs to revisit its wage structure for H-2A labor, citing the wage rates were set by a study done 60 years ago intended to calculate on-farm employment totals, not compensation.

“We’re going to price ourselves out of farming,” he says. Duvall is advocating for an updated program and one that includes year-round provisions for dairy farmers, and other parts of the industry that need full-time labor not just seasonal help.

“How can a young farmer come back to the farm and bring his expertise that he learned in college, expand that farm without having a labor force to do that. It’s one of the biggest limiting factors we have,” Duvall says.

4. Economic stability, risk management and trade.

“The incentive to make a profit isn’t there,” Alderman says. “If the farmer isn’t going to make money, he’s not able to expand his operation.”

Aaron Locker, Managing Director, Kincannon & Reed calls this a quietly unfolding crisis that is rapidly cutting across the agriculture.

“And the consequences for our food supply, our rural communities, and our national security are serious,” he said. “The 1980s farm crisis didn’t just damage balance sheets. It’s changed the interest of being involved in agriculture. That gap is being realized today in board rooms, field office, agronomy teams and more.”

The witnesses answered questions about President Trump’s trade policy and tariffs, with Duvall saying farmers have supported the president’s long-term vision to bring a “level playing field,” but he also says this fall will be a critical time for some progress when farmers are slated to harvest and sell commodities at low prices with high input costs.

5. Regulatory considerations.

Alderman says there are areas of his fresh produce business being over-regulated, which has put extra financial pressure when competing with imported crops. As an example, he points to multiple food safety inspections which could be replaced with a one-time inspection.

And in conjunction with the regulation on his business, he has seen how a lapse in regulatory authority over imported produce inspected at the borders has negatively effected the industry.

“For example, the citrus industry with citrus greening, it’s devastated the cirtrus industry. We have gone from 240 million boxes of oranges in production to around 40 million boxes today,” he said, and added Florida produce growers are introduced with a new thirp or weevil every growing season, which takes months to contain and identify proper controls.

6. Provide mental health resources

Christopher A. Wolf, Ph.D. from Cornell University says its New York FarmNet receives 700 calls a year. Financial stress include price uncertainty, labor cost and availability, capital costs, land access, and estate and succession planning. Family-related farm stressors include health insurance, childcare, eldercare, and drug and alcohol abuse.

“Male farmers have a suicide rate 3.5 times higher than the national,” he said. “Financial stress is one of the primary contributors to the depression and suicide rate. Additionally, mental health stigma and lack of access to care are major barriers.”

The Scoop Podcast: How Ag Retailers Can Equip Their Facilities For the Future

Mon, 09 Jun 2025 17:46:15 GMT

From the west coast to Wisconsin and through the central corn belt, Cody Steinkamp helps ag retailers outfit their dry fertilizer warehouses to serve customers today and into the future.

Everything from tenders, spreaders, receiving equipment, in-plant equipment, rotary blender and declining weight systems, he says Doyle is focused on help retailers store and move fertilizer products.

“Everything just keeps getting bigger and faster because of the amount of fertilizer that’s going out of the doors nowadays,” he says.

One change since he joined Doyle seven years ago has been the steep increase in variable rate applications and therefore straight material vs. blended.

“That’s been a huge swing in our business, and it’s about asking questions of how much straight material a retailer will be doing vs. blended material because that’s really taken into account with what we recommend for blenders, tenders and receiving,” he says.

Other key questions include:

Does the site need to be NTEP legal?
What is the site’s plan for micronutrients?
How much impregnation of products need to be accounted for?
Will any powder products be used?

“It’s not a one-size-fits-all for everybody,” he says. “So we try to ask the right questions to make we are providing the right equipment. We try to plan out for at least 50 years.”
He says pairing the machinery and equipment with technology has brought higher capacities and efficiencies, including the ability to have loads pre-mixed and ready before tenders arrive on site.

Across the geographies he works, it’s important to note how different the service radius can be from one area to another.

“in the Midwest, there might be three or four plants in a small town,”he says. “But on the West Coast, they might have a service for radius of 40 to 50 miles plus.”

6 Facts On How Farm Families Find Economic Support Off The Farm

Fri, 25 Apr 2025 16:10:08 GMT

As reported by USDA data and recently highlighted by the American Farm Bureau Federation (AFBF), more than three-fourths of household income for farm families comes from off the farm.

Per USDA data, in 2023, 96% of farm households earned money from off-farm sources, making up 77% of household income. Family farms accounted for about 96% of total farms and 83% of total production in 2023.

Daniel Munch, economist at AFBF, analyzed the USDA data to discern six main takeaways in recognizing the dual reliance to support farm families economically and what policy can help ensure the long-term viability:

1. Off-Farm Income Keeps Farms Afloat.

USDA defines a farm as any operation with more than $1,000 in ag product sales.

A majority of off-farm income comes from earned income — wages, salaries, etc. — accounting for 72% of total income for farm families.

As detailed by Munch, “At the median, the point where half of households earn more and half earn less, farm-related income was a loss of $900. Over the past five years (2019 to 2023), median farm income has never exceeded just $296. In sharp contrast, median off-farm income was $79,900. Off-farm income peaked in 2021 at over $82,800 and has since declined only slightly.”

While passive income (Social Security, veterans’ benefits, pensions, dividends and interest) account for 28% of farm household income, they are seen as a stabilizing factor, particularly for retired or semi-retired farmers.

(AFBF)

2. Farms With Lower Cash Recipients Use Off-Farm Income to Bridge Financial Gaps.

Across all farm sizes when farm income varies year-to-year, diversification with off-farm income stabilizes the household finances.

However, for farms with gross annual sales less than $100,000, more than 60% of those business operators work off the farm. For farms with more than $500,000 in gross sales, only 45% of the principal operator had off-farm work.

(AFBF)

3. Younger Farmers and Beginning Farmers Are More Likely to Rely on Off-Farm Income.

While 40% of all farmers say they exclusively work on the farm, only 20% of young farmers (35 years and younger) and 24% of beginning farmers (less than 10 years experience) only work on the farm.

As Munch says, “This trend reflects the steep financial climb facing new entrants to agriculture. Without inherited land, equipment or equity, it’s difficult to rely solely on early farm earnings. Off-farm jobs help cover startup costs and personal expenses and provide access to health insurance and other benefits. Just as importantly, these roles offer opportunities to build credit, acquire valuable skills and develop professional networks that can support long-term success in farming.”

(AFBF)

4. Different Types of Farms Vary on Reliance of Off-Farm Income.

By farm type, trends emerge of what operations are more reliant on the farm sales and receipts for income.

For dairies, 81% of household income comes from farming activities.
For corn farmers, 58% of income comes from on-farm sources.
For cattle producers, 10% of household income comes from on-farm sources.
Other field crop farms, 9% of income comes from farming activities.

Munch highlights the workload by seasonality and nature of the work directs how farmers are available with time to work off-farm for income diversification.

(AFBF)

5. Off-Farm Work is Necessary for Three Reasons.

Citing 2018 USDA data, there are three common reasons for farmers citing off-farm income: more reliable/steady income, higher pay rates than farming, and access to benefits such as health insurance and retirement investments.

(AFBF)

6. Farmers Travel Farther For Off-Farm Income.

“In today’s economy, the ability to farm often depends on the ability to commute,” Munch says.

Citing nationwide statistics, Munch reports, “Between 2002 and 2022, the share of commuters leaving their county for employment rose more than 10 percentage points in both nonmetro and farm-dependent counties, with 64% of farm-dependent county residents commuting out — higher than both nonmetro (56%) and metro counties (46%).”

He says this underscores the need for farm household financial status to be viewed within a context of regional labor markets not just on-farm sales. This is a result of local manufacturing jobs or jobs within agriculture shifting more to industries such as healthcare, education and retail.

(AFBF)

Read more in Munch’s report: The Other Paycheck: How Off-Farm Income Keeps Farmers Farming

From Farm to 'Shark Tank:' One East Coast Dairy’s Eco-Friendly Pitch

Mon, 31 Mar 2025 13:58:58 GMT

In an unconventional yet charming spectacle, Amanda Freund, a Connecticut dairy farmer, packed her innovative spirit and two crucial items — a shovel and an inflatable cow costume — before heading west to make her vision a reality. Her destination: “Shark Tank,” where she aims to propel her creation, CowPots, into the mainstream.

Canaan View Dairy: The Beating Heart of Sustainability
Freund’s Farm, a diversified farm, with three farming enterprises, is not your average farm. Located on the bustling East Coast, their operation thrives on cutting-edge sustainability practices. Currently decked with 1,200 solar panels, the farm matches its own electricity needs through renewable energy. In fact, it boasts the longest continuously running methane digester in the country, turning biogas into another source of eco-friendly power.

(Amanda Freund)

Beyond merely generating power, manure from Canaan View Dairy serves multiple roles including transforming into fresh cow bedding and nutrient-rich fertilizer to sustainably grow crops. Perhaps its most innovative transformation, however, is into CowPots, biodegradable, plantable pots crafted from digested and composted manure, forming the backbone of Freund’s “Shark Tank” pitch.

A Revolution in Planting: The CowPots Story
CowPots emerged as a significant leap forward in eco-friendly innovation. These biodegradable staples are designed to turn composted manure into a planter for flowers and produce. This innovation ensures a sustainable cycle that supports the farm’s operations and enriches the community.

“We have been marketing CowPots for 18 years now, so we’re not a startup or new business like a lot of the entrepreneurs on the show,” she shares with Dairy Herd Management. “But as a small business, we have relied heavily on grassroots marketing. There have been a few exciting opportunities over the years, including features on “Dirty Jobs” with Mike Rowe and a spotlight on the “Martha Stewart Show.” As with any product and all marketing, it’s an ongoing and continuous endeavor to have our product in front of prospective customers.”

(Amanda Freund)

Not just stopping at innovation, the CowPots are employed at Freund’s family retail store, Freund’s Farm Market & Bakery, where they foster the produce and flowers enjoyed by both the family farm and surrounding community through the vibrant summer months. This synergy embodies the sustainability ethos propelling Freund’s pitch on the national stage.

All Eyes on “Shark Tank”
Freund’s journey culminates on an episode of “Shark Tank” airing Friday, April 4, at 8 p.m. on ABC. The Sharks, renowned for offering entrepreneurial hopefuls like Freund an avenue to exponential growth, wield the power to elevate CowPots into a household name.

Believing strongly in her family’s dedication to environmentally sound farming, Freund steps into the tank with an unwavering goal: to secure a deal that could transform her family’s sustainable dream into national success. Freund shares that nothing was guaranteed from initial casting to filming, and whether her pitch would make it on the air was uncertain, but the potential of getting on that stage in the “Shark Tank” was an exciting new opportunity to showcase their products.

“In the two months leading up to filming, it was very time-consuming providing all the required details, financials, graphics and pitches needed for the show,” she shares. “And so, now that I’ve done all the work, and on April 4, all I have to do is sit back and watch as everyone else gets to see whether or not I made a deal. I’m really excited about that. I’m proud to be able to showcase the ingenuity and sustainability of dairy farms on a national stage.”

(Amanda Freund)

As Freund takes center stage on “Shark Tank,” her journey underscores the transformative power of ingenuity and farming rooted in sustainability. CowPots are more than a pitch, they are a testament to what the future of farming could embody. As this Connecticut dairy farmer makes her case, viewers nationwide will bear witness to an inspiring eco-friendly narrative unfurling in front of the Sharks. And who knows, perhaps by the end of the episode, they too will become part of this sustainable story.

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