Heartland Farms, Inc.

What Heartland Farms, Inc. does

Heartland Farms, Inc. is a fifth-generation, family-owned agricultural producer headquartered at 907 3rd Avenue, Hancock, Wisconsin, operating the original 80-acre Pavelski homestead settled in 1873 alongside an expanded production footprint of approximately 27,000 irrigated acres. The company produces chipping potatoes (proprietary varieties including Pikes and Snowdens) for potato chip manufacturers, fresh-market potatoes (Goldrush, Norkotahs, Norlands) for supermarkets and direct consumer sales, and a rotation of sweet corn, canning peas, green beans, and soybeans sold to Wisconsin food processors. All potato production is routed through the centralized Hancock facility for inspection, grading, washing, and either storage or direct shipment. The company supports an August-through-June shipping window with climate-controlled envelope-design storage bins totaling 5,500,000+ hundredweight of capacity and outbound logistics capable of 120 semi truck loads per day.

The business operates a precision agriculture technology stack spanning variable-rate irrigation with telemetry monitoring, GPS-guided planting and harvesting, vehicle and fleet monitoring, a 95kW photovoltaic solar installation on the Farm Operations, Technology and Training Center, and a centralized data analytics environment used to allocate crops to fields and storages based on weather, crop health, nutrient, and pest data. Revenue is generated through direct B2B sales to chip processors and supermarket retailers, direct-to-consumer fresh potato shipments, and wholesale vegetable sales to Wisconsin food processors; imperfect potatoes separated during sorting are sold to local cattle farms as livestock feed. Go-to-market is product-led and community-led: brand presence relies on direct enterprise relationships, the company website, a Facebook page, and sustained community involvement with local schools, hospitals, Lions Club, Boys & Girls Club, and Wisconsin FFA. Pricing is not publicly disclosed and is negotiated per contract against prevailing commodity and contract conditions.

Name

Heartland Farms, Inc.

Legal name

Heartland Farms Inc.

Website

https://heartland.farm

Company type

Private

Founded year

1873

Operating status

Operating

Headcount range

51–100 employees

Short description

Heartland Farms is a fifth-generation Wisconsin family farm that produces chipping potatoes, fresh-market potatoes, sweet corn, canning peas, green beans, and soybeans on approximately 27,000 irrigated acres, supplying chip processors, supermarket retailers, Wisconsin food processors, and direct consumers.

Ownership category

akta.pro rank

Product category

Potato and Vegetable Farming

NAICS

Potato Farming (111211), Vegetable and Melon Farming (1112)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Grain Bin & Silo Systems (On-Farm) (AFAOABAA)

akta.pro secondary industries

On-Farm Grain Storage Accessories & Consumables (Fans, Heaters, Sensors, Seals) (AFAOABAK), Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)

Keywords

• Potato farming
• Chipping potatoes
• Fresh market potatoes
• Vegetable crops
• Precision agriculture

Headquarters

HQ city

Hancock

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Chipping Potatoes: Production and sale of chipping potatoes for potato chip manufacturing. Shipped from August through June from Wisconsin operation.
2. Fresh Market Potatoes: Potatoes sold to supermarkets and directly to consumers, including varieties like Goldrush, Norkotahs, and Norlands.
3. Vegetable Crops to Food Processors: Sweet corn, canning peas, and green beans sold to Wisconsin food processors.
4. Soybeans: Soybean production as part of crop rotation.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Heartland Farms is a fifth-generation family farm that produces chipping potatoes (Pikes, Snowdens, and proprietary varieties), fresh market potatoes (Goldrush, Norkotahs, Norlands), and contracted vegetable crops (sweet corn, canning peas, green beans, soybeans) across approximately 27,000 irrigated acres in Wisconsin. The operation integrates climate-controlled storage (5.5 million+ hundredweight capacity), precision agriculture technology, and shipping logistics (up to 120 semi truck loads per day) to deliver crops year-round to chip manufacturers, supermarkets, and Wisconsin food processors.

Product overview

Heartland Farms operates as a fifth-generation family farm offering a diversified portfolio of agricultural products centered on potato production and processing. The company produces chipping potatoes (including proprietary varieties like Pikes and Snowdens) and fresh market potatoes (Goldrush, Norkotahs, Norlands) as primary offerings, complemented by vegetable crops (sweet corn, canning peas, green beans, soybeans) sold to Wisconsin food processors. Supporting the core agricultural products are integrated logistics services including climate-controlled storage (5.5 million+ hundredweight capacity) and high-volume shipping capabilities (up to 120 trucks daily). The operation spans approximately 27,000 irrigated acres with facilities at the Hancock, WI headquarters.

Differentiator

Problem solved

Functional benefit

Products and services

• Chipping Potatoes Specialized potato varieties (Pikes, Snowdens, and proprietary types) grown for chipping/crisping purposes and sold to chip manufacturing customers requiring consistent quality for chip production. Shipped from the Wisconsin operation from August through June.
• Fresh Market Potatoes Potato varieties (Goldrush, Norkotahs, Norlands) sold to supermarkets and directly to consumers for household use. Potatoes are graded and washed prior to shipping at the Hancock facility.
• Sweet Corn Sweet corn crop grown on Heartland Farms acreage and sold to Wisconsin food processors for canning/processing operations.
• Canning Peas Peas grown for canning operations and sold to Wisconsin food processors.
• Green Beans Green beans grown for processing and sold to Wisconsin food processors.
• Soybeans Soybean crop produced as part of crop rotation and sold to processors.
• Potato Storage Services Climate-controlled storage bins with envelope design construction (building-within-a-building) keeping moisture away from potatoes, constantly monitored by high-tech computer systems with automated alerts. Total capacity of over 5,500,000 hundredweight (Cwt) at the Hancock, WI facility.
• Potato Shipping Services Shipping services capable of handling up to 120 semi truck loads per day from August through June, including grading and washing of potatoes prior to shipment from the Hancock facility.

Quantifiable outcome

• Reduced water usage through variable rate irrigation applying different water amounts to different soil types
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators4 records

Recent moves9 records

Expansion highlights4 records

Broad incumbents

• Lamb Weston: Largest North American processor of frozen potato products (fries, formed potatoes), and a major buyer of chipping-style potatoes from large growers like Heartland. Comparable as the dominant downstream customer for the type of chipping potato Heartland produces, though operating on the processing/brand side rather than the growing side.
• Bonduelle Group: Global vegetable producer and processor selling canned and frozen peas, sweet corn, green beans, and other vegetables to retail and food-service channels. Comparable to Heartland's vegetable processor streams, but at vastly larger scale and with integrated processing rather than pure growing.
• Cargill: Global agricultural commodity giant with crop inputs, grain/oilseed merchandising, and significant potato and vegetable supply-chain operations. Comparable to Heartland's commodity exposure and scale ambitions in mixed crop farming, but operating across hundreds of geographies and segments.

Direct peers

• Wysocki Produce Farms / RPE: Wisconsin-based potato grower and packer selling chipping and fresh-market potatoes under the RPE brand. Direct regional peer with overlapping Wisconsin geography, similar customer mix (chip processors + retail), and comparable integrated growing/storage operations.
• Black Gold Farms: Large multi-state potato grower producing chipping, fresh, and seed potatoes across the Midwest, South, and East Coast. Directly comparable to Heartland in product mix (chip + fresh market potatoes), B2B customer base, and integrated storage/shipping model, though with broader geographic diversification.
• R.D. Offutt Company: One of the largest potato growers in the U.S., focused on russet potatoes for processing and fresh market. Comparable in scale, integrated farming-to-storage operations, and processor-aligned customer base, though concentrated in russet varieties and the Northwest.
• Bushmans' Inc. Wisconsin-based potato grower and shipper supplying chip processors and fresh-market customers. Comparable regional peer with similar product mix and B2B distribution model, though at smaller disclosed scale.
• Okray Family Farms: Multi-generation Wisconsin potato grower producing chipping and table-stock potatoes with packing and shipping facilities. Comparable family-owned grower with overlapping Wisconsin geography and similar processor/retail customer orientation.

Emerging players

• Tasteful Selections: Specialty potato grower focused on bite-size and fingerling varieties for fresh-market retail. Compares to Heartland on the fresh-market retail channel and contract-growing model, but with a narrower, premium product focus rather than chipping or commodity vegetables.

Regional players

• Idaho Pacific Corporation: Idaho-based processor of dehydrated potato products sourcing chipping and dehydrated potatoes from regional growers. Comparable as a downstream buyer of the chipping potato varieties Heartland produces, though geographically focused on Idaho rather than Wisconsin.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HeartlandFarmsWI
• LinkedInlinkedin.com/company/heartland-farms-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Heartland Farms, Inc.