Channel brand has launched a new approach to its Channeling Good initiative, empowering Channel SeedPros to nominate nonprofit organizations in their communities for funding to support local projects. In 2024, the inaugural year of its expanded program, Channel selected 30 projects across 17 states, collectively awarding $175,000 in donations to “channel good” into local farming communities.
The Channeling Good initiative first started in 2021 to support the communities of Mt. Vernon and Lisbon, Iowa, after devastating derecho storms swept through the areas in August 2020. Inspired by the program’s positive effect, the Channel team decided to broaden its scope to make an even greater nationwide impact. By leveraging the local knowledge and connections of Channel SeedPros — exclusive Channel seed professionals who provide leading-edge solutions and a next-level experience to customers — the program ensures that funds reach nonprofits, making meaningful contributions to their communities.
“Service has always been at the heart of everything we do,” said Channel Brand Manager Jenna Maltbie. “We are honored to work with local nonprofit organizations that uplift their communities. Our hope is that these funds create a lasting impact across rural America for generations to come.”
Empowering Channel SeedPros to drive community impact
By empowering Channel SeedPros to nominate organizations in their regions, the Channeling Good initiative ensures funds are directed where they’re needed most. The initial 30 projects represent a diverse range of community efforts, including:
- FFA and 4-H programs, fostering agricultural education and leadership development.
- Agricultural learning centers, expanding facilities and resources for hands-on student experiences.
- First responders, equipping local police and fire departments with essential tools to enhance safety in rural areas.
- Community initiatives, addressing critical needs such as food banks, youth sports programs and accessible recreational facilities.
- One of the Channel brand’s core pillars is staying connected to farmers and the communities where they live and work. Many Channel SeedPros are deeply involved in the organizations they nominated, serving as longtime leaders or volunteers.
Wisconsin Channel SeedPro Keith Gunderson, president of the River Falls FFA Alumni Association, has volunteered with the group since 2014. Gunderson’s nomination earned the organization a $10,000 donation to help expand greenhouse facilities and upgrade equipment for agricultural education at River Falls High School.
“It’s wonderful to hear and see the positive impact this organization has had on the FFA students, school district and community,” Gunderson said. “Expanding the greenhouse with updated technology is a crucial step in meeting the growing demand for horticulture and agricultural education among over 100 local FFA members. These updates will give students the space and resources needed to enhance their learning experiences.”
Indiana Channel SeedPro Isaac Pile, a volunteer firefighter paramedic for nearly 30 years, serves his community alongside several of his farmer customers. “Sometimes, I’ll be out visiting farmers for a seed run and a beeper goes off, then we’ll head to a rescue mission together,” Pile explained in his Channeling Good nomination.
Pile identified an urgent need for grain bin rescue equipment and training. Like many rural towns, the Marietta Volunteer Fire Department lacked the resources to adequately respond to such emergencies. Pile’s nomination secured a $10,000 donation to help fund equipment and training for a new countywide grain bin rescue team, ensuring better preparedness that will potentially help save lives.
“Studies show the quicker you get there and get the proper equipment in place, the better the chance of a successful rescue,” Pile said. “This donation will help us get the training and tools we need to better serve our farmers and our community.”
As the Woodbury County Fair (pictured above) looks forward to its 100th anniversary, Channel SeedPro Kalli Welte can’t help but look back.
“Some of my earliest memories happened at the Woodbury County Fair,” she reflected. “I remember my parents got a camper and it was teeny-tiny and didn’t have AC, and we were just so excited to be camping at the fairground. I remember that I showed a bucket calf — I think you can start showing a bucket calf when you turn 5, so I must’ve been 5.”
But Kalli’s passion for the fair goes way beyond nostalgia. She’s seen firsthand that it’s a place with the power to not just bring people together but also inspire future generations.
“I think the fair is such a foundational place for agriculture in general. I always think back to when I was in FFA and we would say the FFA creed, and we start by saying, ‘I believe in the future of agriculture.’ And I think that’s really what the fair is about: the future of agriculture. ”
For her, that’s what this Channeling Good initiative is all about.
“My project is really focused around the fair’s main show ring. We have a big need for a new one. The show ring itself structurally has some things that need to be changed. The electrical part of it needs to be upgraded. And the seating definitely needs to be modernized.”
A seating upgrade is a crucial part of Kalli’s vision for the fair’s next 100 years because her vision is one of greater inclusivity and family-friendlier accessibility.
“We’re working on being more accommodating in terms of seating choices. Right now, our seating is a little bit limited. Just to be able to have even a wheelchair ramp would be huge. We get grandparents coming from all over; we get moms, dads, siblings and cousins. We have all kinds of folks who are coming through to watch. So to be able to make it easier for them to watch their loved one showing at the fair, I think that’s really why it’s such a big priority.”
In Kalli’s mind, modernizing the fairground isn’t just important for the fair’s future but for the future of agriculture itself.
“4-H is such a huge piece of our fair. I mean, we are really built on that. In terms of counties, we’re one of the four largest programs in the state of Iowa. And I think that shows through the people we have come through the fair. We have over 100,000 folks who come through to see our fair, and that’s largely because of the strong 4-H program,” said Kalli
“The Woodbury County Fair is building such a foundation for young people to enjoy agriculture and to showcase their hard work to set that foundation for their future. I just think it’s really cool that the brand I support and love is going to stand behind me in supporting that.”
Field of Dreams 2
As a new Channel SeedPro in Northeastern Colorado, Chad Godsey is proud to support the Field of Dreams 2 organization based in Wray, Colorado.
Chad serves as a board member and volunteer at this nonprofit organization dedicated to enhancing recreational opportunities, improving community health and fostering community pride in Wray. This donation will help drive the organization’s multiphase project, which includes constructing a community field, adding handicapped-accessible features, and developing recreational trails and sports facilities.
The donation will directly support the completion of Phase I — a versatile green field designed to host youth and adult sports, school activities, and community gatherings. This project will provide citizens of Wray with improved recreational activities and strengthen connections among residents of all ages.
Tekamah-Herman Schools inclusive playground project
Tyler Brummond is a dedicated Channel SeedPro in Tekamah, Nebraska, proudly supporting the Tekamah-Herman Schools inclusive playground project. This transformative initiative is led by his wife, Sydney Brummond, in partnership with the Tekamah-Herman Schools Foundation and other passionate families and teachers from their small, close-knit community.
Recognizing that play is the foundation of many essential skills, Tyler, Sydney and their partners are deeply passionate about helping children with disabilities reach their highest potential. Completed after six months of careful planning, the playground is the first of its kind in the district, featuring full ramp access, accessible swings, and music and sensory stations to ensure children of all ages and abilities can play together in a safe, inclusive environment.
The Brummonds also contributed both personally and through their business to help make this dream a reality. The school and its students are overjoyed with this special addition as children in elementary school through high school who previously couldn’t join their peers are now able to participate, build friendships and create meaningful memories together.
To learn more about how Channeling Good is making a difference nationwide, visit channelinggood.com.
