Farming has historically been a high-risk endeavor, and contemporary challenges—such as farmland consolidation, technological advancements, and shifting consumer expectations—have intensified the complexities of agricultural operations. Additionally, with global supply chains becoming increasingly fragile amid international conflicts, the role of American agriculture in feeding a growing global population remains critically important.
Farm Journal, an established source of agricultural news and intelligence, has been closely observing the evolving challenges faced by U.S. farmers. “Farmers constitute less than 1% of the U.S. population, yet their contributions are highly demanded,” notes Amy Skoczlas Cole, president of Farm Journal’s Intelligence and Influence division. “Our goal is to support farmers in navigating these changes.”
Farm Journal’s efforts to aid producers in becoming more sustainable and profitable, using their extensive data intelligence and media platforms, have earned the organization a spot on Fast Company’s list of the World’s Most Innovative Companies for 2024.
Advancing Regenerative Farming Practices
Since the Dust Bowl era, various stakeholders—including the U.S. government, land grant universities, and nonprofits—have worked to promote agricultural practices that benefit both the environment and farm profitability. Despite nearly a century of initiatives and substantial investments, practices such as minimum tillage and cover crops have not been widely adopted.
Farm Journal’s team of data scientists and behavioral experts sought to understand the barriers to adopting sustainable practices. Utilizing proprietary data on behaviors, attitudes, and core values, they developed the Human Dimensions of Change toolkit. This toolkit helps identify the drivers for sustainable practice change and assesses the needs of individual producers.
Josh VanDeWalle, lead for food chain memberships at Bayer, emphasizes, “CPG companies, grocery retailers, and corporations, including Bayer, have committed significantly to sustainability. Precise data on facilitating change is essential to achieve these goals. Insights from the Human Dimensions of Change toolkit have demonstrated that tailoring strategies to provide farmers with the necessary resources and support can drive more effective impact.”
The toolkit has proven valuable to food companies and conservation organizations partnering with Trust In Food, a Farm Journal initiative focused on promoting regenerative agricultural practices. For instance, the Midwest Row Crop Collaborative (MRCC), which aims to advance regenerative agriculture on 30 million acres of farmland, utilized the toolkit’s data. The results were shared at ReachFarmersFaster.org.
Farm Journal has also leveraged insights from the toolkit to initiate its USDA Partnership for Climate Smart Commodities, a $40 million project designed to assist farmers in overcoming barriers and realizing the benefits of on-farm technology that demonstrates regenerative agriculture practices.
Enhancing Connections in Agriculture
Farm Journal’s data and analytics extend beyond sustainable agriculture, aiding agribusiness companies in making informed decisions that benefit both stakeholders and farmers. By gaining a comprehensive understanding of how growers make decisions, agricultural retailers can better tailor their products and services to meet customer needs.
A deeper understanding of farmers’ decision-making processes enables agribusinesses to allocate resources more efficiently and provide improved support to their customers. “A change in a farmer’s operation is often the final step in a series of decisions,” Cole explains. “By analyzing leading indicators of agricultural change, we are guiding stakeholders to connect more effectively with growers and achieve lasting impact.”
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