Randy Krotz, chief executive officer of the U.S. Farmers & Ranchers Alliance (USFRA) since March 2014, will no longer be charged with leading the group consisting of more than 100 farmer- and rancher-led organizations and agricultural partners.
Krotz's contract was set to expire in March. The executive committee of the USFRA board of directors made the determination not to renew his contract when it expires.
“In short, we believe it is in the best interests of USFRA to seek new leadership going forward,” USFRA chairman Brad Greenway said.
“To that end, we are moving immediately to begin the search for a new CEO and have developed a plan working with USFRA staff to manage the organization in the interim," Greenway noted. "I remain confident in the future of USFRA and the ability of our staff to continue their contributions to the success of USFRA during this process.”
USFRA has done myriad different outreach projects in hopes of communicating farmers’ voices to the general public. This includes its Food Dialogues to bring together farmers, ranchers, industry experts, pundits, members of the media and consumers for dynamic panel discussions on some of today’s most pressing topics related to food and food production. Since its launch in 2011, USFRA has hosted more than 30 panels across the country that also streamed live online.
Another project is the Faces of Farming & Ranching program, which was created to identify and train a pool of farmer/rancher spokespeople to connect with key audiences about how food is grown and raised while also addressing issues such as genetically modified organisms, antibiotics, crop inputs and sustainability.
USFRA's SMART Farm concept brings the farm to consumers through 360-degree videos, influential events, Food Dialogues and interactive lesson plans for students. SMART Farm brings food and livestock productions directly to consumers so people who would never step foot on a farm can still experience the sights and sounds of America’s agriculture.