A Message from WFBF’s Brad Olson
Sustainability is all around. We just see it differently.
There are some aspects of sustainability that are easy to see like corn growing in a no-till field or a grassed waterway preventing erosion. But what about working through a succession plan for your farm? Or giving time and energy to your community? Those items sustain our future too, just in different ways.
Wisconsin Farm Bureau recognizes and celebrates the farmers at the forefront of adopting and innovating in all aspects of sustainability. Our members are dedicated to advancing conservation across Wisconsin. We have recruited a group of thought-leaders in the sustainability space to create the WFBF Sustainability Committee. This group of members helped develop an updated sustainability mission statement for the organization and meets regularly to discuss this topic.
Perceptions and definitions of sustainability have adapted over time. Whether the conversation revolves around conservation, sustainability or regenerative agriculture, the one thing that has stayed the same is that agriculture is at the forefront of protecting land and water. In fact, many times the terms “sustainability” and “regenerative” are interchangeable. Everything from reduced tillage to no-till practices and precision technology to farmer-led watershed groups positions farmers as innovators and early adopters of sustainability.
Sustainability looks different depending on the farm, but one common pillar aligns farmers across Wisconsin. We recognize that sustainability and profitability need to go hand in hand. Regardless of the industry or business, profitability is essential to sustain a farm for more generations.
Though the environmental part is most obvious, sustainability shows up in our lives in other ways. We highlight these different ways through our 35 Under 35 program. The 35 Under 35 award program recognizes and celebrates the creativity and innovation of young farmers and agriculturists who are preserving agriculture through leadership in not only environmental, but also social and economic practices. Things like taking care of yourself, your community, your business and the future of agriculture are rewarded, as they should be.
Taking care of yourself is an essential part of sustainability. You can’t take care of your land and community if you aren’t taking care of your own mental health. An example of how we encourage mental health awareness is our partnership with the Badger State Sheriffs Association and Wisconsin Chiefs of Police Association to provide mental health resources through the Farm Neighbors Care program.
We provided law enforcement with stickers with a QR code that allows for instant access to mental health resources. We need to take care of ourselves and those around us to be sustainable for the long term.
We also encourage things like succession planning. Every business needs a plan to move forward to the next generation or owner. This is important to consider for yourself and your assets. You can find succession planning resources from the Wisconsin Farm Center.
Local involvement is important to fuel sustainable communities. That can take several forms from running for your local board, town, county, village, church or school just to name a few. Volunteering for events in your local communities is one of the unlimited opportunities to help your community stay sustainable.
Wisconsin Farm Bureau sustains the future by equipping the next generation of agricultural leaders for success through our trainings and programs. From competitive Young Farmer and Agriculturists events to high caliber training through Leadership Institute, our programs are making a difference.
Look for opportunities to celebrate all aspects of sustainability during this season. From farm fields to successful businesses, sustainability is key to a better tomorrow.
Olson was first elected President of Wisconsin Farm Bureau in 2023. He is a crop farmer near Frederic in Polk County. This article originally appeared in the 2025 June | July Rural Route.
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