Trust In Food™

What Trust In Food™ does

Trust In Food is the social-purpose sustainability initiative of Farm Journal, Inc., operating as a B2B platform that partners with agribusinesses, NGOs, food companies, and government agencies to accelerate conservation adoption among U.S. farmers. The platform applies behavioral-science research to producer decision-making and channels insights back to enterprise partners via structured data products and program services.

Its core offerings include Human Dimensions of Change Profiles, the Producer Readiness Index, Custom Data Intelligence studies, Program Enrollment Support, and Collective Impact Programs delivered through two flagship coalitions: Agriculture's Conservation Action Network (ACAM), a public-private partnership founded in 2018, and Trust In Beef, a beef-sustainability initiative launched in 2021. The underlying technology stack is a proprietary 4.1M-record farmer database with 50M+ historical touch points, supplemented by geospatial data science, syndicated research, and video products such as Insights On Demand and the Conservation Stewardship Series.

Trust In Food monetizes as a managed-services and research partner rather than a transactional software vendor. Revenue is generated through enterprise contracts with food-and-ag value-chain players (e.g., Walmart, Tyson Foods, Merck Animal Health), retailer-distributor partnerships (e.g., Nutrien Ag Solutions), research-institute collaborations (e.g., Noble Research Institute), and co-funded programs with USDA NRCS. As a division of Farm Journal, financial results are not separately disclosed, limiting visibility into pricing, deal sizes, and gross margin.

Name

Trust In Food™

Legal name

Farm Journal, Inc.

Website

https://trustinfood.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Trust In Food, a social-purpose initiative of Farm Journal, partners with agribusinesses, NGOs, and government agencies to scale U.S. farmer conservation adoption using behavioral science, a 4.1M-record farmer database, and Farm Journal's media reach.

Ownership category

akta.pro rank

Product category

Agricultural Sustainability Consulting

SIC

Agricultural Services (700)

akta.pro primary industry

Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD)

akta.pro secondary industry

Sustainable Agriculture & Food Systems (BPAGAGAI)

Keywords

• Conservation agriculture services
• Behavioral science consulting
• Agricultural sustainability research
• Farmer engagement programs
• Regenerative agriculture data

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Program Enrollment Support Services: Developing and optimizing outreach and enrollment strategies for conservation programs using full-funnel engagement tactics across Farm Journal's 50+ million touch points to deliver qualified leads for program enrollment and community building.
2. Custom Research and Consulting: Custom studies for clients getting at challenges and illuminating solutions. Behavioral and psychographic data analysis for specific regions or demographic subsets.
3. Public-Private Partnership Management: Managing and leading day-to-day operations of America's Conservation Ag Movement, convening farmers, agriculture businesses and conservation community together.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Trust In Food is a social-purpose initiative of Farm Journal that accelerates the transition to conservation agriculture by combining behavioral science expertise with proprietary business intelligence drawn from a 4.1 million record farmer database. It delivers five integrated contracted service lines — Human Dimensions of Change Profiles, Producer Readiness Index, Collective Impact Programs, Program Enrollment Support, and Custom Data Intelligence — to help food and agriculture companies, government agencies, and conservation organizations drive producer adoption of conservation practices.

Product overview

Trust In Food™ is a social-purpose initiative of Farm Journal offering a platform of data-driven solutions to accelerate the transition to conservation agriculture. The core offerings include five integrated service lines: Human Dimensions of Change Profiles, Producer Readiness Index, Collective Impact Programs, Program Enrollment Support, and Custom Data Intelligence. These are complemented by branded initiatives including America's Conservation Ag Movement (ACAM), the Connected Ag Project, Trust In Beef™, Insights On Demand video platform, the annual Trust In Food Symposium, and the Conservation Stewardship Series resource guides. Together, these products leverage Farm Journal's 150-year-old business intelligence infrastructure and nearly 4.1 million record producer database to help farmers understand, value, and feel capable of undertaking conservation practice change.

Differentiator

Problem solved

Functional benefit

Brands

• America's Conservation Ag Movement (ACAM): Public-private partnership dedicated to accelerating conservation agriculture through farmer-led experience, bridging the gap between industry and farm-gate with technical assistance from USDA-NRCS and innovation solutions.
• Trust In Beef
• Connected Ag Project

Products and services

• Human Dimensions of Change Profiles

Quantifiable outcome

• 79% of producers say producers should change production practices to meet consumer demands
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered core, flagship and minor.

• Noble Research InstitutecoreStrategic or Co-development Partner · 29 October 2025Nation's largest nonprofit dedicated to farm and ranch management serving since 1945. Supports producers with education, research, and consultation on regenerating soil health. Manages 13,500 acres of working ranchlands for real-world demonstrations. Joins Trust In Beef to bridge gap in technical support for on-the-acre conservation change.
• Nutrien Ag SolutionscoreStrategic or Co-development Partner · 7 October 2025World's largest provider of crop inputs and services through nationwide retail network. Joins ACAM coalition bringing powerful depth of retail agriculture and agronomic expertise through global retail network of local crop consultants. Committed to helping farmers adopt practices that improve soil health, protect water quality, and strengthen long-term productivity.
• Trust In BeefcoreStrategic or Co-development Partner · 1 January 2021Collaborative value chain program designed to empower ranchers to enact meaningful conservation change over 5 years while providing beef marketers with concrete case studies and data around beef's sustainability trajectory. Powered by Drovers and Trust In Food, Farm Journal sustainability initiative.
• America's Conservation Ag Movement (ACAM)flagshipStrategic or Co-development Partner · 1 January 2018America's Conservation Ag Movement is a public-private partnership organized by Trust In Food and Farm Journal Foundation with technical and financial support from USDA's Natural Resources Conservation Service. It is the largest public-private partnership dedicated to conservation agriculture acceleration in the U.S., bringing together farmers, agriculture businesses, and conservation community to make conservation farming mainstream.
• USDA Natural Resources Conservation Service (NRCS)coreStrategic or Co-development Partner · 1 January 2018Technical and financial support provider for America's Conservation Ag Movement. Provides technical support and guidance on cost-share programs at farmer learning events. Government agency partner for conservation program delivery.
• Ducks UnlimitedcoreStrategic or Co-development PartnerConservation organization partner in America's Conservation Ag Movement coalition providing wetlands and waterfowl habitat expertise.
• American Farmland TrustcoreStrategic or Co-development PartnerConservation organization partner in America's Conservation Ag Movement focused on protecting farmland and promoting sustainable farming practices.
• National Association of Conservation DistrictscoreStrategic or Co-development PartnerPartner in America's Conservation Ag Movement coalition providing local conservation district expertise and farmer outreach.
• Valent U.S.A.minorStrategic or Co-development PartnerAgricultural chemical company partner supporting ACAM Conservation Stewards and bilingual field days for California specialty crop growers.
• ABS (Accelerated Breeding Services)minorStrategic or Co-development PartnerFoundational partner in Trust In Beef program providing cattle genetics expertise.
• Merck Animal HealthminorStrategic or Co-development PartnerFoundational partner in Trust In Beef program providing animal health products and expertise.
• National Cattlemen's Beef AssociationcoreStrategic or Co-development PartnerFoundational partner in Trust In Beef program representing cattle producers and providing industry expertise.
• Enogen/SyngentaminorStrategic or Co-development PartnerFoundational partner in Trust In Beef program providing seed technology and genetics expertise.
• Tyson FoodscoreStrategic or Co-development PartnerFoundational partner in Trust In Beef program providing beef supply chain and sustainability expertise.
• DroverscoreStrategic or Co-development PartnerBeef industry's trusted voice since 1873, powering Trust In Beef program with industry communications expertise.
• U.S. Roundtable for Sustainable BeefcoreStrategic or Co-development PartnerFoundational partner providing industry standards and sustainability frameworks for beef production.
• National Grazing Lands CoalitionminorStrategic or Co-development PartnerPartner providing grazing lands expertise and producer education.
• ALBA (Agricultural and Land-Based Training Association)minorStrategic or Co-development PartnerSalinas-based nonprofit providing agricultural training for beginning farmers; partner for bilingual field days with ACAM Conservation Stewards.
• Farm JournalflagshipOthersParent company and social-purpose initiator. Nearly 150-year-old agricultural media company providing business intelligence, data, reach, and trust to Trust In Food initiative. Farm Journal is the nation's leading business information and media company serving the agricultural market.
• Farm Journal FoundationcoreStrategic or Co-development PartnerNon-profit public charity established by Farm Journal in 2010 dedicated to sustaining agriculture's ability to meet vital needs of a growing population through education and empowerment. Co-organizer of America's Conservation Ag Movement.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Field to Market: The Alliance for Sustainable Agriculture is a multi-stakeholder initiative that convenes farmer-facing sustainability metrics, supply-chain engagement, and conservation program design. It directly parallels Trust In Food's role as a convening and data layer between farmers, food companies, and conservation organizations.
• Indigo Ag: Sustainability and biological products company offering carbon programs, Scope 3 measurement, and agronomic services to farmers. Competes with Trust In Food for corporate sustainability budgets and producer engagement in row crops, though Indigo is more product- and carbon-market-led.
• Soil Health Institute: A nonprofit that drives research, measurement, and adoption of soil health and conservation practices across U.S. agriculture. Overlaps with Trust In Food's behavioral and program-enrollment work around conservation adoption and shares key board-level figures in the sustainable ag space.
• American Farmland Trust: Conservation nonprofit focused on protecting farmland and advancing regenerative and sustainable farming practices. A direct partner inside ACAM and operates adjacent producer engagement, research, and policy programs serving similar ag sustainability goals.
• Ducks Unlimited: Conservation organization and ACAM coalition partner that brings wetlands, waterfowl habitat, and grazing lands expertise to producer engagement. Comparable as a mission-driven nonprofit working at the intersection of agriculture and conservation outcomes.
• Ecosystem Services Market Consortium (ESMC): Public-private partnership developing ecosystem services markets for agriculture, including protocols, verification, and producer payments. Overlaps with Trust In Food's ACAM-style convening role and shares USDA NRCS-adjacent stakeholders.
• Noble Research Institute: Largest U.S. nonprofit dedicated to farm and ranch management, providing education, research, and consultation on regenerating soil health. Recently joined Trust In Beef and operates directly adjacent producer technical assistance and demonstration services.

Broad incumbents

• Corteva Agriscience: Global seed and crop protection company with sustainability, carbon, and biodiversity programs reaching farmers at scale. Comparable as an enterprise buyer and operator of producer sustainability engagement, with far larger resources and distribution.
• Bayer / Climate FieldView: Large incumbent ag-input and digital agriculture platform offering farmer data infrastructure, sustainability programs, and Scope 3 reporting. Competes for the same enterprise sustainability and producer engagement budgets as Trust In Food, but with much broader product scope.

Others

• Winrock International: Nonprofit that designs and manages agricultural, environmental, and economic development programs, often as a fiscal and program manager for federal and foundation grants. Comparable in role as a third-party program manager supporting USDA-style public-private partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/trustinfoodfj
• Facebookfacebook.com/TrustInFood
• LinkedInlinkedin.com/company/trust-in-food-fj

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Trust In Food™