The Agricultural Business Council of Kansas City is delighted to welcome Dustin Johansen, Vice President for Osborn Barr as the June 21 Luncheon Meeting Speaker. Dustin will present “Farmers of Tomorrow: Generation Z’s Future in Agriculture”. In a first study of its kind, Osborn Barr set out to better understand how the next generation views farming/ranching and capture a glimpse into where the future of agriculture is headed.
This generational shift study titled looks into the future of farming/ranching. This is initial qualitative research that begins to analyze the gap in attitudes, perceptions and intentions between “Gen Z” (Generation Z 18-to 22-years-olds with an immediate family member farming operation) and “BoomXY” (Baby Boomer, Generation X and millennial farmers age 28 to 74).
As the next generation of farmers/ranchers prepares to take over, there are many challenges and opportunities on the horizon for the agriculture industry. Gen Z appears to be a tribe that’s even bigger and more mysterious, outsizing the 60 million millennial clan by one million, and the next wave of folks shaping the ag industry.
As Vice President for Osborn Barr, Dustin is responsible for animal agriculture and equipment segments. He previously spent 18 years at Caterpillar Inc, where his most recent position was Agriculture Segment Manager for construction products. He serves as a Board Member for the Agricultural Business Council of Kansas City, as well as for the CAFNR Alumni Association, University of Missouri, Columbia.