Farm Journal

What Farm Journal does

Farm Journal, Inc. is a privately-held, U.S.-based agricultural business information and media company headquartered in Lenexa, Kansas. Founded in 1877, it operates a portfolio of 23 trusted brands spanning nationally syndicated television (AgDay, U.S. Farm Report), national radio (AgriTalk on 100+ affiliates across 19 states), print publications (Top Producer, The Packer), digital properties (AgWeb, ProduceMarketGuide.com), the Farm Journal TV streaming app, a podcast network, and a calendar of live industry events (Top Producer Summit, Moving Iron Summit, West Coast and East Coast Produce Expos, MILK Business Conference, and the new Avocado Conference). It is the parent of wholly-owned subsidiaries including The Packer, Produce Market Guide, BizMatch Plus, Trust In Food, and Machinery Pete (acquired 2014).

The company's core technology asset is a first-party data and intelligence platform built on 4.3 million verified agricultural buyer profiles, fed daily by 20-22 million monthly ag buyer interactions across its owned properties and cleansed USDA data, and supporting behavioral audience targeting and omnichannel activation for ag marketers. Farm Journal generates revenue through four principal streams: advertising and sponsorship across digital, print, broadcast, and event properties (with enterprise customers including BASF, Bayer, John Deere, Corteva, Syngenta, and Zoetis); event registration, sponsorship, and exhibitor fees; subscription revenue from streaming (Farm Journal TV), paid newsletters, and data tools (Ad Insights); and content marketing services deployed across its platforms. It serves five primary business segments — Crops, Livestock, Fresh Produce, Ag Equipment & Tech, and Food — plus a Sustainability vertical anchored by the Trust In Food initiative. The company employs 101-250 people and is led by CEO Prescott Shibles.

Name

Farm Journal

Legal name

Farm Journal, Inc.

Website

https://farmjournal.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Farm Journal is a privately-held U.S. agricultural business information and media company operating 23 trusted brands across broadcast, radio, print, digital, streaming, events, and a first-party data platform with 4.3 million verified ag buyer profiles, serving ag suppliers and farmers.

Ownership category

akta.pro rank

Product category

Agricultural Media and Information Services

NAICS

Sheep and Goat Farming (1124), Agricultural Implement Manufacturing (33311)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Farm Machinery & Equipment (3523)

akta.pro primary industry

Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM)

akta.pro secondary industries

Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG), Farm Financial Management & Recordkeeping Services (AFACAJAC)

Keywords

• Agricultural media
• Farm information services
• Ag marketing solutions
• First-party ag data
• Rural broadcasting

Headquarters

HQ city

Lenexa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising & Sponsorship: Farm Journal generates revenue through advertising and sponsorship across its digital platforms, publications, broadcast shows, and events. Major agricultural brands including BASF, Bayer, John Deere, Corteva, Syngenta, and others advertise through Farm Journal's omnichannel network.
2. Events & Experiential: Revenue from hosting industry conferences and events including Top Producer Summit, Moving Iron Summit, Avocado Conference, MILK Business Conference, and West Coast Produce Expo. Events generate registration fees, sponsorships, and exhibitor revenue.
3. Subscription & Digital Products: Revenue from Farm Journal TV streaming app subscriptions, digital tools like Ad Insights, and paid information products. Also includes subscriptions to magazines and newsletters.
4. Content Marketing Services: Content marketing solutions deployed across Farm Journal platforms including branded content, thought leadership, and activation programs for ag suppliers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Farm Journal is a business information and data insights company that serves U.S. agriculture through 23 trusted media brands spanning broadcast television, national radio, streaming video, print magazines, digital websites, and live industry events. The company sells advertising, sponsorships, content-marketing services, and proprietary first-party data activation solutions to agricultural input suppliers, equipment manufacturers, and food companies seeking to reach verified farm and ranch buyers.

Product overview

Farm Journal is a business information and data insights company serving U.S. agriculture through a multi-channel platform architecture consisting of broadcast television properties (AgDay, U.S. Farm Report), radio/podcasts (AgriTalk, Moving Iron Podcast), streaming video (Farm Journal TV), publications (Top Producer, The Packer, Produce Market Guide), live events (Top Producer Summit, Moving Iron Summit, The Avocado Conference, West Coast Produce Expo, MILK Business Conference), digital marketing tools (Ad Insights), and a proprietary first-party data platform with 4.3 million verified buyer profiles. The portfolio includes 23 trusted brands serving crops, livestock, fresh produce, ag equipment, and food sectors, generating 20 million monthly buyer interactions.

Differentiator

Problem solved

Functional benefit

Brands

• AgDay: Nationally syndicated TV newscast delivering daily news and analysis to America's farmers and ranchers.
• AgriTalk
• U.S. Farm Report
• Farm Journal TV (FJTV)
• Farm Journal Podcast Network
• Top Producer
• The Packer
• Produce Market Guide
• Trust In Food
• Ag Economists Monthly Monitor
• Farm Equipment
• AgWeb
• Machinery Pete

Products and services

• Farm Journal TV Farm Journal TV is a subscription-based streaming app delivering on-demand access to Farm Journal's broadcast shows (AgDay, U.S. Farm Report, AgriTalk, Machinery Pete TV) plus podcasts and exclusive content for ag professionals and farmers.
• Ad Insights Ad Insights is a digital advertising analytics tool that provides agrimarketers with control and trust in their digital strategy and spend, enabling campaign measurement and optimization against Farm Journal's first-party verified ag audiences.
• Farm Journal Intelligence (First-Party Data Platform) Farm Journal Intelligence is a proprietary first-party data platform built on 4.3 million verified buyer profiles and a behavioral insights engine, used by ag suppliers to plan, target, model, and activate sales and marketing programs across Farm Journal's owned media portfolio.
• Produce Market Guide (PMG) Produce Market Guide is the fresh produce industry's online directory and connection hub, providing detailed company profiles, product listings, and supply-chain intelligence to help fresh produce buyers and suppliers form profitable partnerships.
• BizMatch Plus BizMatch Plus is an online platform by The Packer and Produce Market Guide that pairs fresh produce suppliers with retail and foodservice buyers via coordinated meetings aligned to seasonal buying schedules.
• Trust In Food Trust In Food is Farm Journal's climate-smart agriculture initiative that accelerates adoption of conservation and regenerative practices across U.S. agriculture and food systems.
• The Packer The Packer is the fresh produce industry's premier publication, providing service-focused journalism and industry coverage via a printed newspaper semi-weekly and daily online at ThePacker.com.
• West Coast Produce Expo West Coast Produce Expo is the fresh produce industry's premier domestic networking event, attracting national retail, wholesale, and foodservice buyers to meet produce suppliers in a curated show environment.
• East Coast Produce Expo (ECPE) East Coast Produce Expo (ECPE), formerly GOPEX, is a fresh produce industry event where produce industry leaders set strategy, form partnerships, and engage with innovations shaping the U.S. fresh produce market.
• Top Producer Summit Top Producer Summit is agriculture's premier executive-level conference for elite farmers and ranchers, focused on leadership, management, technology adoption, and succession planning. Features the Top Producer of the Year, Next Generation, and Women in Agriculture awards.
• Moving Iron Summit Moving Iron Summit is an annual conference exclusively for agricultural equipment dealers, covering trends and economic drivers of the agricultural equipment business through industry intelligence, dealer-to-dealer collaboration, and hands-on learning sessions.
• The Avocado Conference The Avocado Conference is a first-of-its-kind international event launched with the Hass Avocado Board, gathering every segment of the U.S. avocado supply chain from producers and exporters through packers, importers, retail, and foodservice buyers.
• AgDay (national TV newscast) AgDay is Farm Journal's nationally syndicated daily television newscast delivering news and analysis on agricultural markets, policy, and rural developments to America's farmers and ranchers.
• U.S. Farm Report (national TV program) U.S. Farm Report is Farm Journal's leading nationally broadcast television program covering agricultural news, markets, and rural developments across the U.S.
• AgriTalk (national radio program) AgriTalk is agriculture's only national radio talk show, with live AgriTalk AM (morning) and AgriTalk PM (afternoon) weekday broadcasts reaching more than 75,000 farmers per show across 100+ affiliates in 19 states, plus podcast distribution.
• MILK Business Conference MILK Business Conference is Farm Journal's annual dairy industry conference addressing biosecurity, dairy producer challenges, and industry research for U.S. dairy producers and suppliers.

Quantifiable outcome

• Contextually targeted display campaigns delivered 79% higher CTR than run-of-network placements
• +2 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• Hoard's Dairyman: Hoard's Dairyman is the leading U.S. dairy trade publication — a thematic peer that overlaps with Farm Journal's MILK Business Conference and dairy editorial coverage, illustrating niche ag media brands serving specific livestock verticals.
• Tractor House (Sandhills Global): Tractor House is Sandhills Global's online marketplace for used agricultural, construction, and heavy equipment — directly competing with Machinery Pete for dealer and farmer listings and for the used-equipment ad/sponsorship budget.

Emerging players

• Morning Ag Clips: Morning Ag Clips is an ag news aggregation and email digest service that competes for top-of-funnel ag audience attention and represents the digital-native, low-cost competitive pressure on Farm Journal's content/news brands.
• Climate FieldView (Bayer): Climate FieldView is a precision-agriculture data platform owned by Bayer that aggregates in-field agronomic and machine data on millions of acres; it represents the data-and-buying-intent comp that could challenge Farm Journal's first-party ag buyer profile value proposition over time.

Direct peers

• High Plains Journal: High Plains Journal is a long-standing regional ag trade publication covering crops, livestock, and agribusiness across the Plains states, with overlapping print, digital, and event products that compete with Farm Journal's segment coverage.
• DTN (Progressive Farmer): DTN operates the closest comparable portfolio — agricultural market intelligence, weather, and the Progressive Farmer media brand — serving the same row-crop, livestock, and agribusiness audiences with overlapping subscription, advertising, and data offerings.
• Successful Farming (Dotdash Meredith): Successful Farming is the legacy print-and-digital ag media title within Dotdash Meredith's portfolio, covering crop production, machinery, and farm business topics — directly competitive with Top Producer and Farm Journal's crop/livestock content.
• RFD-TV (Rural Media Group): Rural Media Group operates RFD-TV, Cowboy Channel, and Rural Radio — a national ag/rural broadcast and digital media network competing with AgDay, U.S. Farm Report, AgriTalk, and Farm Journal TV for ag advertiser dollars and audience attention.

Broad incumbents

• Bloomberg L.P. Bloomberg is a broader B2B data, news, and intelligence incumbent whose ag and commodities coverage (Terminal, Bloomberg Green) competes for ad and subscription spend from large agribusiness decision makers and provides a scaling benchmark for B2B data products.

Regional players

• Iowa Farmer Today (Lee Agri-Media): Iowa Farmer Today is a Midwest-focused ag print and digital publication serving row-crop farmers in a region central to Farm Journal's audience — comparable product offering but geographically narrower, illustrating the regional media set Farm Journal competes with in core states.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FarmJournal
• YouTubeyoutube.com/user/FarmJournal
• Facebookfacebook.com/FarmJournal
• LinkedInlinkedin.com/company/farm-journal
• Instagraminstagram.com/farmjournal

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farm Journal