Close Insurance Membership at Work Supporting Farmers News, Features & Videos Home Agents & Offices Log In Pay Bill Claims Search News & Features Home THURSDAY, JANUARY 28, 2021 FEATURES, AGRICULTURE, NEWS Diversification called key to pivoting farm operations WASHINGTON—Whether it’s shifting markets, increased competition or a pandemic, farmers are constantly faced with circumstances that cause them to change or diversify their operations. That was the topic of a Jan. 12 panel discussion during the 2021 American Farm Bureau Federation Virtual Convention. Matt Cunningham, owner of Rustic Brew Farm in Ohio, said his family’s farm was shrinking due to land development, low commodity prices and competition from larger farms. Worried about the farm’s future, “I decided to look for something a little more profitable,” he said. He was already growing corn, soybeans and wheat, so he explored malting barley, which he marketed to local brewers to tap into the booming craft beer scene. He and other speakers asserted that change and diversification are ways they can ensure their farms will continue for future generations. That resonated with Virginia farmer Sarah Large, a Buckingham County Farm Bureau member who took part in the virtual workshop. She and her husband finish about 20,000 swine annually for Smithfield Foods and own a cow-calf beef cattle operation. She said they think about their two sons farming when they grow up. “We’ve got to be sustainable, and we’ve got to have our operation there for them,” Large said. “We want to have something to pass on.” The workshop also emphasized the importance of connecting to consumers with a social media presence—a requirement in today’s marketplace. That’s something Virginia farmer Mike Cullipher, a member of the Virginia Farm Bureau Federation Specialty Crops Advisory Committee and co-owner of Cullipher Farms in Virginia Beach, knows well. While Cullipher Farms had a website and Facebook, Twitter and Instagram accounts, Cullipher said he didn’t have an online ordering platform for the farm’s retail market. When the COVID-19 pandemic hit last spring, he had to pivot quickly. “We had to switch all of our sales completely online,” he said. “We went from 0 to 60 in about two weeks.” Cullipher Farms kept revenue flowing by allowing customers to order online and pick up their purchases in a drive-thru arrangement at the farm. They relied on social media to keep customers informed of farm operation changes. Panelists also advised farmers interested in changing or diversifying to start small, and find what best fits with the current operation. “Start in a way that impacts the business the least amount,” said panelist James O’Brien, owner of J.J. O’Brien Ranch in Texas. Already raising beef cattle, he started selling custom grass-fed beef boxes directly to consumers. Media: Contact Large at 804-301-7527 or Cullipher at 757-636-7620. Tags Hops Share Print Switch article Rockbridge County farmer receives five-year service award Previous Article Survey will document farmers’ conservation measures Search Categories Recipes (263) Programs (398) Agriculture (1055) News (1335) Safety & Insurance (257) Gardening (49) Meetings & Events (220) Videos (44) Tags Recipes Agribusiness Agriculture in the Classroom Locally Grown Food Dairy Agriculture Trade Auto Safety VFB Html Contact Virginia Farm Bureau 12580 West Creek Parkway Richmond, VA 23238 Main: 804-290-1000 Claims: 800-452-7714 Contact Us Mailing Address P.O. Box 27552 Richmond, VA 23261 About Virginia Farm Bureau® is the largest non-profit agricultural advocacy organization in Virginia. With the support of our members, we help protect farming, agriculture, and the Virginia way of life. Join Now Board of Directors Like on Facebook Follow on Twitter Follow on Instagram Virginia Farm Bureau Mutual Insurance Company® was founded to protect the lives and livelihoods of Virginia's farmers. But today, we continue to offer the same reliable coverage to all Virginians. Find your local agent Like on Facebook Follow on Twitter Careers Join our team, and help support Virginia every day. Apply Online. Privacy Policy | | Copyright © 2017 Virginia Farm Bureau Mutual Insurance Company “Member” and “Membership” refer to a membership in a county Farm Bureau. Membership is open to everyone. Insurance products are benefits available exclusively to members. Property and Casualty insurance products are provided by Virginia Farm Bureau Mutual Insurance Company, Virginia Farm Bureau Town & Country Insurance Company, and Virginia Farm Bureau Fire and Casualty Insurance Company. Life insurance products are underwritten and provided by Southern Farm Bureau Life Insurance Company. Bank products are provided by Farm Bureau Bank FSB, Member FDIC. The trademarks, logos and names of other companies, products and services are the property of their respective owners.