A view from Jeremy Ostrander, CEO of AgriVision Equipment & PrairieLand Partners - Aug/Sept/Oct.

Walking Through the Dark Valley, Looking Toward a Resilient Future

As we look ahead to the coming months, we recognize that the agricultural economy once again finds itself tested by uncertainty. In moments like these, it’s helpful to remember the resilience and determination that carried our ag community through the notable challenges of 2015 to 2017. Those years tested us, sharpened our resolve, and ultimately reminded us that even in the face of adversity, we grow stronger together.  This reminds me of Psalm 23:4, “Even though I walk through the valley of the shadow of death, I will fear no evil, for you are with me; your rod and your staff, they comfort me.”  I am first reminded of the assurance of God’s presence and protection, even during the darkest and most challenging times of life.  I am also reminded that we often have to “walk through” the dark valleys in order to grow and reach new heights.

In 2015-2017 our industry faced dwindling commodity prices, volatile input costs, and unpredictable weather patterns. Yet through innovation, careful planning, and the support of one another, we persevered. Farms evolved and businesses adapted; families and communities pulled together. It was a time that demanded creativity, resourcefulness, and above all, hope.

Today, the ag economy once more asks us to be agile and steadfast. The next 12 to 24 months may present headwinds, tight margins, shifting markets, regulatory changes, and the continued impact of global events but as history has shown, our industry is built on the foundation of resilience and faith.

Hard times drive Small Improvements that Make a Big Difference

I recently heard a resilient farmer talk about his application of the 5% rule in these times, and how small improvements make a big difference. Why does the 5% rule work so well, especially in an industry as complex as agriculture? The answer lies in the compounding effect. When every process, every relationship, and every decision improves just a little, the resulting benefit is not simply additive, it’s exponential.

Imagine a farming operation that increases crop yield by 5%, cuts input costs by 5%, improves equipment productivity 5%, markets grain or cattle 5% better, and improves human relationships by 5%. Each of these alone is valuable. But together, they don’t just add up, they work together to create a much larger net impact on profit margins and long-term sustainability.

Moreover, the 5% mindset encourages a culture of continuous improvement. Family and team members become more engaged as they see that positive change is possible without overwhelming upheaval.  Family, employees and landlords notice when you’re just a bit more attentive, a bit more responsive, a bit more reliable. Over time, those incremental advances build trust and loyalty, intangible assets that drive business even in the hardest times.

Putting People at the Heart of the 5% Rule

At its best, the 5% rule is not just about spreadsheets and bottom lines.  We have a guiding principle in our business, that performance requires being committed to shared success. It’s about people, about building stronger partnerships, serving customers more effectively, and ensuring that farms, suppliers, and communities all grow together.

While navigating 2015-2017 was not easy, I can honestly say that I enjoyed engaging my fellow farmer friends and neighbors in that period, listening to their needs, anticipating their challenges, and striving to deliver just a little bit more. By aiming to be 5% more attentive, 5% more flexible, and 5% more empathetic, equipment dealers and farmers alike fostered resilience and loyalty that continued long after the market rebounded.

The lesson of the 5% rule endures, whether the economy is booming or bust. It’s a philosophy grounded in optimism, practicality, and respect for the realities of agricultural life. By setting our sights on manageable improvements, we unlock the potential for big, positive changes, one small step at a time.

As we move forward, let’s continue to embrace the spirit of the 5% rule. Let’s look for those small areas where we can be just a bit better, whether it’s in how we plant our fields, serve each other, or innovate in the face of new challenges. The cumulative power of our efforts will shape not just our bottom lines, but the future of agriculture itself.

So as we walk through the valley, here’s to the small steps, to the daily choices, having faith in our Lord and Savior, and to the belief that better is always possible. Because in agriculture, as in life, it’s the little things, done with consistency and care, that make all the difference.  May you all have a fruitful harvest!

Jeremy Ostrander