Everybody is essential and everything matters.

Once in a while, perceptions of power change. Usually through some catastrophe that no one saw coming.

Remember 9-11? The victims of the World Trade Center tragedy were grateful when the police and firefighters arrived. At that moment (and perhaps ever since), we recognized that first responders have everyday courage that most of us cannot fathom. 

Now, with COVID-19 still casting a long shadow over our nation and our daily lives, we are already forgetting those first few weeks when the coronavirus peeked over the horizon, when it became evident that food does not simply come from grocery stores. Food comes from farms and from smart farmers and is transported quickly by truck to processing plants and shippers. From there, the food, while still fresh, is quickly transported to grocery stores, where workers stock the shelves for our immediate gratification.

Throughout my years of working in agriculture, it has never ceased to amaze me how efficient and effective our food system is. How essential every cog is in creating the abundance we see on our shelves 99.99% of the time. The credit does not just belong to the farmers, but also the truckers, the processing plant workers, the shippers and distributors, the quality control and food safety experts, the buyers, and the grocery store workers. Kudos must also go to the people who sell farmers equipment and seed and fertilizer, feed and medicines, and buildings to house cattle, pigs, and even sheep. And the mechanics who keep the equipment going and the trucks running? We’d be lost without them. 

This crisis has shown just how nuanced our agricultural system is. And once more, it is evident that the people we take most for granted are really the most essential. The processes and the timing and the system that we often overlook does not run by itself. Everything matters in delivering the abundance we see when it comes to food in America.


Today’s leading farmers are increasing their use of social media, and companies that pay attention and do it right have a market-leading opportunity.

This definitive study will answer these burning questions for today’s agribusiness and agencies:

  • Which of today’s farmers use social media?
  • On which social media platforms will you find farmers?
  • What makes them pay attention to social media?
  • What are their biggest turn-offs?
  • What’s the best way to use social media to reach farmers?
  • What is the future of social media and agriculture?

Millennium Research introduces a unique definitive benchmark study examining how social media is used and regarded among today’s agricultural producers. Using unique data collection methods to go beyond traditional metrics, this study will measure more than Google analytics, provide more insight than traditional qualitative techniques, and share insights that will shape the most successful social media and social advertising campaigns of the future. This study will speak directly with farmers who say they get daily information from social media, gain insights from their needs and show how to expand this influence beyond early adopters.