This article was originally geared towards “organic farming.” However, in researching this topic, and being involved as a land professional, the client became the focus versus a discussion of “organic farming.” Who do we, as land professionals, deal with – for real estate, appraisal, farm and ranch management, mineral management, timber management, etc.? The client.

With that said, there is a major shift in demographics and land ownership in the United States with approximately seventy percent of the nation’s private farm and ranch land anticipated to change hands in the next twenty years, with women, absentee, and non-farming landlords increasing in numbers. These landownership changes will have a profound impact on farm viability and land stewardship. These changes bring new challenges, which offer opportunities for land professionals – from who we deal with as a client, to the manner in which we deal with clients, to the professions and services we will offer to the landowner.

Part of this shift over the past three decades reflects that the number of women in farming has tripled – as landowners and operators. Women are now entering farm and ranching at a higher rate than men, typically choosing to operate small-scale, diversified farms.

As land professionals, then, who or what is the “activist client?” No definition was located; neither in the Merriam-Webster, nor Dictionary.com, nor Cambridge, nor Wikipedia. A Google search, however, for “activist client” produced 4,390,000 results! At one Midwest land services company, this topic was discussed by four groups: 1) who is the activist client; 2) what are their goals; and 3) how will we, as land professionals, best assist them? Information from that session, together with other research is presented below.

Answers to the “who” included:

• the “activist client” is more concerned about the environment than the economics
• the client who will take a more active role based on something other than economics
• one who is willing to act on their beliefs, and
• a person who typically resides in a large urban area who, without firsthand knowledge of agriculture, has beliefs shaped by mass media.

What are the activist clients’ goals? Research indicates that the focus for many women as farmers or ranchers (owners or operators) that are a part of the “activist client” group includes: regenerative farm and ranching; resilient agriculture; and sustainability from an economic and social standpoint. Within these focuses are a farm’s diversity, resiliency and soil health through:

• more conservation
• fewer chemicals used and reduction of GMO products
• regenerating and rebuilding the soil
• reducing tillage
• corners left for habitat and wildlife preservation
• diversity with both crops and livestock for an income each month
• alternatives to what is seen as an unhealthy trajectory for farming
• more nutrition from our food/healthy food
• creation of safe conditions for farmers and rural communities

How, then, will we as land professionals assist the “activist client” with the above focuses? The list above includes not only organic but “local”, agroecology, alternative agriculture, community-supported agriculture, integrated food and farming systems, natural farming, precision agriculture, resilient and regenerative agriculture. As land professionals, we will need to:

• become better at asking what the clients’ goals/objectives/expectations are. For example, do they really want “organic” or are they really trying to focus on one or two of the above focuses, such as reducing the use of synthetic fertilizer or using fewer GMO products?
• become better educated as to conservation practices and programs that affect your client’s farm and locale
• become aware of organic, local, non-GMO, etc. market opportunities, sources, and resources
• offer education or provide information to the nonoperating landowner on current issues affecting the goals for their land
• become involved in legislation, including any new Farm Bill to promote food security, diversity in the landscape, and protection of farm and ranch lands
• become familiar with financing available for land purchases and/or programs that deal with financing
• programs for organic, non-GMO products, etc.
• assist in the purchase of appropriate land for the use intended
• assist in farm management that meets sustainable, organic or natural farm and ranch practices/regulations
• assist in mineral, timber or water management that meets sustainable, organic or natural farm and ranch practices/regulations
• market appropriately to the activist client—for example, women and men respond differently to different colors, images, etc. (this is a whole different article)

In moving forward in dealing with this shifting demographic trend as a land professional, you will have the opportunity to create a niche and work with the activist client (or not). If you take advantage of this opportunity to create a niche in the area of “organic,” “local,” etc., you will need to consider the steps you need to take to become an expert in these areas: education, cost, time, geographic area you will cover and so on. The REALTORS® Land Institute continues to offer education to land professionals on relevant topics like “organic” and “local” alternative agriculture as well as marketing advice. If you have any questions, please don’t hesitate to reach out to me at Tjensen@NationalLand.com. And don’t forget to check back here for more posts on these topics!