AGCO Launches Digital Archive to Document American Farming Lineage

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.