Why a Strategic Plan Is the Key to Long-Term Growth

Farmers understand the importance of planning. Every crop, every herd, every season starts with a plan. But when it comes to the long-term success and sustainability of your operation, planning takes on a whole new level of importance. That’s where strategic planning comes in – a thoughtful, intentional process that helps farms define goals, align resources and prepare for growth.

As Sean Kennedy at Adams Brown puts it, “If I took a trip, would I not have a map? The first thing to consider is what kind of trip you want to have. Do you want to take the fastest, most direct route? Or do you want to meander, stop to catch a show or visit with family along the way?”

Strategic planning is your farm’s roadmap. It helps you clarify your goals and determine whether your operation is heading toward sustainability, growth or diversification. It’s about creating a shared vision for your future and ensuring your business can adapt to change.

Why Farms Need Strategic Planning

Farming isn’t getting any easier. Rising input costs, volatile markets, labor shortages and unpredictable weather are daily realities for most farms. Strategic planning provides the opportunity to step back and focus on building a business that can navigate these challenges while creating long-term value.

Ethan Rosebroock, an Ohio farmer and recent graduate of The Executive Program for Agriculture Producers (TEPAP), explains it best: “The need for change does not indicate failure; failure is refusing to change.”

Farms that engage in strategic planning position themselves to:

  • Build value for the future: Whether transitioning to the next generation or expanding operations, clear goals create a solid foundation.
  • Adapt to market changes: Strategic planning keeps you proactive instead of reactive to market shifts.
  • Focus on customer needs: From local buyers to global commodity markets, understanding and meeting customer expectations is critical.
  • Measure what matters: Tracking the right metrics helps you evaluate success and adjust your course.

The Strategic Planning Process

Good companies – and successful farms – commit to strategic planning every 5–7 years. It’s not just about making decisions; it’s about creating alignment across your family, employees and partners. Lance Woodbury, a thought leader in this field, describes it as moving from “you knowledge” to “we knowledge.” Communication becomes just as important as the final action plan.

Here’s how the process typically unfolds:

  1. Hire a Professional Facilitator

An outside facilitator brings structure, keeps the conversation focused and ensures everyone’s voice is heard. Their experience can help identify blind spots and opportunities.

  1. Gather Input

Before you sit down, collect data from stakeholders. This could include financial trends, market analysis, employee feedback and family input.

  1. Dedicate Time

A good strategic planning session takes at least a day and a half. Day one is for context: reviewing past goals, addressing current issues and getting everything on the table. Day two is for solutions and actionable steps.

  1. Clarify Your Mission and Values

Your purpose and values should guide every decision. Invest time to craft statements that reflect your farm’s identity and aspirations.

  1. Create Actionable Goals

Turn big-picture issues into specific, measurable steps. Assign responsibilities, set timelines and determine how you’ll track progress.

  1. Include Breaks and Social Time

Strategic planning can be intense. Schedule time to step away, enjoy a meal and connect outside of the business discussion. This strengthens relationships and fosters collaboration.

Moving Forward

Strategic planning isn’t about putting a plan in a binder to gather dust. It’s about building a resilient operation that can withstand the ups and downs of farming. It’s about creating a vision for growth – whether that means expanding acres, diversifying income streams or preparing the next generation to lead.

At Adams Brown, we specialize in helping farms like yours turn strategy into action. From analyzing financial data to facilitating family conversations, we provide the tools and expertise you need to succeed.

The road ahead isn’t always easy, but with the right plan in place, you can drive your farm toward a future that’s both profitable and sustainable.

Ready to get started? Contact Jesse McCurry at 785-477-9474 or jmccurry@adamsbrowncpa.com to learn how strategic planning can help your farm thrive.