Financial viability and sustainability are crucial to the generational evolution of Illinois family farms. Recognizing this importance, the Illinois Soybean Association (ISA) sought to AMP up soybean producers’ focus on farm profitability, business management, and succession planning using the resources of its Agribusiness Management Program (AMP). To build greater awareness of AMP resources and motivate farmers to trust those resources, this campaign featured real Illinois farmers and their families sharing their heartfelt stories of how AMP helped them build their health, wealth, and family farm legacies.

The video messaging and “Stay Strong. Live Long.” theme encouraged growers to review their farm business plans and turn to the resources of AMP to help their family farms secure their position as a high-quality, dependable, and competitive force in the marketplace today and for the next generation of farmers.