AGCO Launches Digital Archive to Document American Farming Lineage
As the United States approaches its 250th anniversary, agricultural equipment giant AGCO is turning its attention to the roots of the industry. The company has launched the Legacies of the Land campaign, a digital initiative designed to archive the multi-generational histories of American farming families through a crowdsourced interactive wall.
The project invites producers nationwide to upload photos, videos, and personal narratives using the hashtag #LandLegacies. By aggregating these contributions, AGCO aims to construct a living portrait of the resilience and stewardship that have defined the country’s agricultural landscape. The campaign serves as a public-facing extension of the firm's Farmer-First strategy, which emphasizes the connection between machinery manufacturers and the families who operate the equipment.
Initial entries feature three distinct operations: Lehenbauer Farms in Missouri, Matthews Land & Cattle in Idaho, and Riney Dairy in Kentucky. For John Riney, a 10th-generation farmer, the archival process has served as a catalyst for recognizing his own family’s long-standing tenure in central Kentucky. AGCO Chairman and CEO Eric Hansotia noted that the initiative provides a dedicated space to preserve these experiences for future generations. Interested participants can view the growing collection and submit their own materials through the company’s dedicated landing page throughout the summer.
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