The Field Is Both Familiar and New for Ag Professionals

The Greek philosopher Heraclitus said, “No man ever steps in the same river twice, for it’s not the same river and he’s not the same man.”


This saying is especially fitting right now, as I think about farmers, many of whom have deep ties to land that’s been farmed by their family for generations. How well they must know their land ­— what it needs to produce healthy plants, how to care for it — it’s all so familiar.

Yet, as we move into the Fourth Agricultural Revolution — marked by autonomous equipment and robotics, Internet of Things, and AI, computer models and digital twins, set amidst a world still reeling from a global pandemic that upended economies, supply chains, trade, transportation, the workforce, manufacturing, and agriculture — the familiar must feel increasingly distant to many farmers.

At the same time, technology is advancing quickly in the agriculture sector, and most farmers would likely agree that the impact is positive. Despite their conservative nature, the farming community is showing its willingness to invest in proven technologies and embrace what truly amounts to a new way of farming.

Meister Media Worldwide, founded in 1932 as American Fruit Grower Publishing Co., likewise embodies the familiar and the new. The family-run company is in its fourth generation of leadership and remains committed to the agriculture sector and the evolving media demands related to producing timely, informative content via multiple platforms for a diverse and dynamic audience.

As for myself, I’m also stepping into that proverbial river. I was born and raised about an hour away from Meister Media’s Willoughby, OH, headquarters. During my professional career, I’ve lived in California and have worked with global companies such as Sony Corp. and UPS. as well as privately held media companies and start-ups. It’s only been a few months since I’ve joined Meister Media, but I immediately felt at home in a company culture that reflects the generous, straight forward, and hard-working Ohioans that I grew up with.

The familiar is comforting. It grounds us, and gives us confidence to not only accept change, but to seek it out, to learn something new, to get energized, to feel empowered. And we’ll need this foundation more than ever as technology continues to propel agriculture forward on all fronts.

Let’s get growing.