Finding common ground is vital to ag industry’s future

Agriculture has never been just about acres, animals, or equipment. It’s about people. It’s about families, partnerships, neighbors and communities whose lives are tied to the land and to each other.

Even when the work feels solitary, farming and ranching are never truly solo efforts. Every decision we make connects to someone else — a lender, an agronomist, a buyer, an employee, a consumer.

That people-first foundation is what I call the culture of agriculture. It’s the shared values and expectations that guide how we work, how we solve problems and how we treat one another.

Most of us learned it early — stewardship, responsibility, honesty and follow-through — not from a handbook, but from watching those who came before us.

In nearly four decades as an ag journalist, I’ve walked farms and ranches across the United States and around the world. Production practices differ. Climates differ. Policies differ.

But the common thread is unmistakable: people who produce food and care for land and livestock share a deep sense of responsibility and pride in what they do.

Keeping culture in agriculture doesn’t mean resisting change. It means being intentional about values while we adopt new tools and technologies.

When we talk about sustainability, I look at it in three parts: environmental stewardship, economic durability and ethics.

Care for the land and animals matters. Financial stability matters. Doing the right thing, even when no one is watching, matters just as much. Remove any one of those legs and the stool tips over.

Relationships are the working capital of agriculture. Strong family relationships matter on multigenerational operations where business and legacy overlap.

Good employee relationships matter because people perform better when they feel respected and valued.

Trusted professional relationships with veterinarians, agronomists, nutritionists, mechanics, lenders and suppliers make operations more resilient and more efficient. Trust shortens the distance between problem and solution.

Clear communication strengthens every one of those relationships. And today communication outside the farm gate is just as important as communication inside it.

Many consumers’ impressions are shaped by headlines, social media and advocacy campaigns. That means accuracy and clarity in how we speak about agriculture are not optional.

Terminology matters. Inside agriculture, acronyms and shorthand are everyday language. Outside agriculture, they can confuse or alarm.

Using correct, science-based terms and explaining them in plain language builds credibility. Whether we’re talking about animal health, crop protection, biotechnology, or conservation practices, precision and context help prevent misunderstanding.

That doesn’t mean talking over people. It means explaining without oversimplifying and educating without lecturing. The goal isn’t to win arguments. The goal is understanding.

Agriculture is under more scrutiny than ever. Technology is moving fast. Expectations are changing. Information and misinformation travel instantly.

In that environment, technical skill alone isn’t enough. Competence has to be matched with connection. Knowledge has to be paired with communication.

The future of agriculture will be shaped not just by what we grow, but by how we relate, how we explain and how we lead.

Strong relationships, steady values and clear words are not soft skills in this business; they are survival skills.