What is the story about?
What's Happening?
Tractor Beverage Company is sponsoring Farm Aid's 40th anniversary celebration in Minneapolis, marking Organic Month with the debut of Haymaker, an organic reimagining of switchel. The event, scheduled for September 20-21, will feature Tractor's advocacy initiative 'We The Soil,' developed in partnership with the Cornucopia Institute and the Farmhand Foundation. The initiative aims to support organic farmers and soil health through the farm bill, using postcards, an online platform, and storytelling activations. Tractor's Mad Farmer Tour will engage festivalgoers in advocacy activities, including writing postcards to legislators.
Why It's Important?
Tractor Beverage's involvement in Farm Aid highlights the growing importance of organic farming in the U.S. agricultural landscape. The 'We The Soil' campaign seeks to influence the farm bill to protect organic farming practices, which are crucial for sustainable agriculture and soil health. This initiative underscores the need for policy support to ensure the viability of family farms and the integrity of organic farming. The debut of Haymaker at Farm Aid also reflects a trend towards traditional, organic beverages, aligning with consumer preferences for healthier options.
What's Next?
The 'We The Soil' campaign will formally launch at the Farm Bill to Table Breakfast on September 20, bringing together farmers, policymakers, and advocates to discuss the role of organic farming. Tractor Beverage will continue its Mad Farmer Tour, promoting organic farming and engaging citizens in advocacy efforts. The national release of Haymaker is planned for January 2026, potentially expanding Tractor's market presence and consumer base.
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