Personas in Farming


To provide information about people who work in the following professions: crop farmers (corn and soybean), dairy producers, cow-calf producers, and stocker producers . The information provided can be things like case studies, relevant statistics, or trends. This information will be used to help inform the development of personas for each of these categories, therefore the information provided should be relevant to the people working in these roles, not about the corresponding inudstries or markets relevant to these roles.

Early Findings


  • Row crop farmers need a high school diploma at a minimum, but may also acquire an associate or bachelor's degree in areas such as agribusiness or plant science.
  • Row crop farmers can typically be found working as an independent farmer on a farm they own or they may work at corporate farms or for agriculture companies.


  • Dairy producers, or farmers, have a median income of $69,620 per year.
  • These individuals are skilled in mechanics and analysis. Management and people skills are also relevant if the farmer has a supervisory role.
  • They tend to have a lot of physical strength which is required to endure the repetitive and strenuous tasks associated with their work.
  • Dairy producers may work on their own farms or for corporate farms.
  • In terms of education, dairy producers may learn the trade via an apprenticeship, as hands-on experience is required before one can become a dairy farmer. They may have also learned through youth programs or by growing up on a farm.
  • Most dairy farmers also have some sort of degree related to dairy/animal science or agriculture.
  • Dairy producers need the following skills: mechanical and analytical skills, interpersonal skills, and physical strength.
  • Dairy producers usually wake up early, as their work tends to begin before dawn.


  • Cow-calf producers fall under the category of beef cattle farmers and work at 'cow-calf operations'. They may be referred to as 'feedlot producers'
  • These individuals typically have a high school diploma, and many obtain college degrees in the areas of animal science or agriculture. They often begin learning the trade in youth programs or through their family's business.
  • They can earn between $35,000 and $135,000 depending on a number of variables.


  • Stocker producers have the following sets of knowledge: cattle nutrition, cattle selection, and cattle behavior.
  • Stocker producers tend to be a bit older, with only around 27% falling under the age of 40.

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.”

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