On a warm Saturday in September, the Farmhand Foundation took a monumental step into the spotlight with a soft launch at FarmAid 2024, a festival deeply rooted in supporting family farmers and sustainable farming practices. Held in Saratoga Springs, NY, the festival featured legendary performers like Willie Nelson, Neil Young and John Mellencamp, drawing thousands of attendees who celebrated music, food and the power of grassroots farming.
For us at Noble West, launching the Farmhand Foundation at Farm Aid was more than just unveiling a new brand— it was about positioning organic farming at the center of the conversation.
“Launching the Farmhand Foundation at Farm Aid was about more than just unveiling a new organization—it was about bridging the gap between farmers and consumers to champion the future of organic. We're honored to be part of this launch, and I believe Farmhand’s focus on a brighter future for organic farming from their unique vantage point will create lasting ripple effects across our food system.”
-Sarah Tjoa, Managing Director
Founded by the same innovative team behind Tractor Beverage Company, Farmhand is a non-profit dedicated to transforming the food system. Beyond supporting growers in their organic transition, they’re focused on expanding the domestic supply chain and helping farmers maximize the value of their organic products in the marketplace.
Farmhand envisions a future where sustainable and organic farming practices are the standard, driving healthier food systems. They aim to be the grower’s go-to partner, equipping farmers with the knowledge, tools and resources to succeed on their organic farming journey and helping them market their efforts more effectively.
As an agency, we faced an exciting challenge: how do we introduce a brand that supports farmers transitioning to organic and regenerative practices in a way that resonates with a community as passionate and diverse as the Farm Aid audience?
Luckily Farmhand’s mission was clear: to empower farmers to embrace organic practices by providing resources, education and advocacy. At Farm Aid, we were thrilled to engage festival-goers with immersive, educational experiences, while our interactive exhibit reflected the spirit of organic farming in a fun and relatable way.
This launch represents the future of farming, rooted in sustainable practices that benefit not only the environment but also the farmers who steward the land. Creatively, this launch tapped directly into what we do best— developing a story and brand that speaks to both farmers and consumers while highlighting the importance of healing the soil and nurturing a resilient agricultural ecosystem.
As we look toward the future, the soft launch at Farm Aid was just the beginning. With our Farmhands up, we are excited to continue building the Farmhand Foundation into a force for good in the agricultural landscape, promoting organic farming as not just a niche, but a necessity.
