A Message from WFBF’s Brad Olson
Innovation is nothing new to agriculture. It has driven our industry for generations. But today, the pace of change is faster than ever and agriculture has seen a remarkable rise in the use of new and improved technology in all aspects. These technologies that are shaping our farms and communities are smarter, more precise and more connected than anything we’ve seen before.
Farmers are using GPS-guided equipment and variable rate technology to plant and fertilize more efficiently while adjusting inputs on-the-go based on real-time date like soil type and nutrient levels. Drones and satellite images give farmers a bird’s eye view of crop health, pest outbreaks and yield potential which helps them make smarter decisions to protect resources and reduce costs. On the livestock side, robotic milking systems and automated monitors provide around-the-clock insight into production and animal well-being, ensuring healthier herds and more sustainable farms.
These technologies are all working together to help farmers make better and more informed decisions to protect our natural resources, businesses and communities all the while reducing costs. Whatever technologies, practices or tools are used, farmers are leading the way to ensure we continue to feed a growing population while keeping our natural resources healthy for future generations.
At Wisconsin Farm Bureau, we’re also embracing innovation to better serve our members.
Our new strategic plan reminds us of our Farm Bureau roots while also challenging us to improve upon our current strategies. This strategic plan and value statement will be our guiding principles over the coming years.
Last year, we upgraded our membership database and launched a new member portal to strengthen your connection to Farm Bureau benefits, news and advocacy tools. Our database also allows us to strategically streamline communications by utilizing member preferences to ensure you are receiving relevant, timely and important information.
Even our member benefits program is always evolving with new tools that make it easier to take advantage of exclusive savings, reduce costs for your farm or business and make the most out of your Farm Bureau membership.
We have debuted new events over the past year, making sure we are responsive to member feedback and providing opportunities members and consumers alike are interested in.
From working with trusted long-term partners to collaborating with new stakeholders like Badger State Sheriffs’ Association and the Wisconsin Chiefs of Police Association on a mental health resource campaign, we are committed to honoring tradition while elevating new ideas and approaches.
The challenges ahead are real. We have more mouths to feed, fewer acres to work and a rapidly changing world. But with every challenge comes opportunity.
In agriculture, innovation is one of our greatest allies. Agriculture has always found a way forward and with today’s tools, farmers are even more equipped to lead.
Olson was first elected President of Wisconsin Farm Bureau in 2023. He is a crop farmer near Frederic in Polk County. This article orginally appeared in the 2025 August | September Rural Route issue.
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