96% Family-Owned, 100% Committed

96% Family-Owned, 100% Committed

Cultivating Community, Tradition, and Trust with the We Are the 96% Campaign.

By Olivia Key

In the state of Illinois, close to 70,000 families are the proud owners and operators of their family farms. These farms are known for cultivating various crops, including staples like corn, soybeans and wheat, essential sources of protein and nutrients such as pork, beef and dairy, and specialty crops like pumpkins, peaches and horseradish.

Throughout the years, family-owned farms have remained central to our state's economy. Illinois consistently ranks among the top agricultural producers in the nation, and family farms have been essential in upholding this status as they continue to contribute to both local and global food supply chains.

While the specific crops and farming practices may vary from one farm to another, a common thread unites them all: the strong bond of family. The ‘We Are the 96%’ campaign's goal is to increase awareness of the fact that 96% of farms in Illinois are owned and operated by families. The campaign is an effort of the Illinois Farm Families (IFF) coalition, which is comprised of the Illinois Beef Association, IL Corn Marketing Board, Illinois Farm Bureau, Illinois Pork Producers Association, Illinois Soybean Association and Midwest Dairy.

“We've learned through Illinois Farm Families research of Illinois consumers that people trust farmers, right? People trust farmers who they know own a family business, and it goes to the effect of people trust people,” said Gracie Pierson, Consumer Engagement Manager at the Illinois Farm Bureau.

However, according to the Illinois Farm Bureau’s research, most Illinois consumers believe that less than half of farms in Illinois are family owned and operated. “When consumers hear things like LLC, it can get confusing. So, we're hoping that through this campaign, we can take advantage of both of those statistics. We trust farmers, we're good there. We really trust family farmers, but there's a discrepancy between who we perceive to be the family farmer. So hopefully, by knowing that it's actually 96% instead of 47%, we can really take advantage of that and go on to have better conversations about the tougher topics,” continued Pierson.

To kick off the campaign, the IFF coalition funded a Super Bowl LVII commercial that showcased six family-owned farms in Illinois. This provided viewers from across Illinois with insight into who is responsible for producing their food and served as a token of appreciation to all Illinois farmers.

“The best part about being a part of the ‘We Are the 96%’ campaign was the response from the community,” said Blake Noland, a ‘We Are the 96%’ farmer. “My family’s part of the campaign was kind of unique because we had a rainstorm coming in that night and we were cutting soybeans. So, pulling the older generation out of the combine to stop to do a photo shoot was not on the table, but they were happy to be in the background. Luckily, we have a neighbor who lives a mile over who helps us with everything on the farm, so we got to bring him into the photo shoot. He knows all my kids by name, their birthdays, and being able to document the community aspect of farming and that the family farm isn’t just our family, it’s our community, is huge,” said Noland.

“We’ve also gotten responses from people saying saying, 'I walked beans for your grandpa,' or 'I worked with your dad whenever he was growing up.' Those are the type of things that I really enjoy,” Noland adds.

As many of our Illinois Field & Bean readers know, farming goes beyond being just a job; it embodies a lifestyle rooted in the land, the seasons, and the communities that surround you. Beyond the fields, the crops and the livestock, it’s the connections and support found in both your families and communities that continue to sustain Illinois farms.

The ‘We Are the 96%’ Campaign is not just about numbers; it's about the faces, stories, and communities behind Illinois family-owned farms, which represent the backbone of our state's agricultural legacy. To learn more about the families and faces behind the ‘We Are the 96%’ campaign, visit www.watchusgrow.org/ farmers/.