Beck's Blog

From Our Family Farm to Yours

CropTalk: Chicken Soup For the Farmer’s Soul

September 2022

Published on Thursday, September 1, 2022

On August 1, Beck’s officially launched our “Just Believe” campaign with messaging driven from Bible verse Mark 5:36, “Don’t be afraid. Just believe.” We had one single objective with this campaign; to encourage all farmers to “remember, He created you for this.” And while some of our dealers and employees had been privy to a sneak peek, our marketing team eagerly anticipated the video release and the feedback such a bold campaign would garner. But while monitoring our social media accounts in the days following the launch, I felt something I never expected…

Overwhelming pride and gratitude - for this video, the marketing team behind it, and for the opportunity to work for a company and a family who believed in us enough to let us trust our gut and pursue this vision.

But I was also moved by those who watched the video and responded with kind words and messages about how it impacted them. Customers and prospects, farmers beyond our marketing area, family members of those who farm, employees, employees of our competitors, and even those who have no connections to agriculture at all, but who let us know that they believe wholeheartedly in the message we worked so hard to tell.


Messages like this one:


Out of the hundreds of comments and messages we received, I kept returning to this one. No matter where you stand with your faith, there is something to be said about “spiritual food.” About stories and songs, heartfelt cards from friends and good books, and even short videos like the one we made that just bring comfort to your soul and peace to your heart.


Like chicken soup… But for the soul.


I’m sure most of you have heard of or even read at least one Chicken Soup for the Soul book – compilations of motivational quotes and inspirational true stories about ordinary people’s lives. There is a “Chicken Soup for the” book for almost everything; golfers, cat and dog lovers, wine, coffee and chocolate lovers, cancer survivors and grievers, dieters, and even shoppers. The list is long, with over 275 titles (I know, I was shocked, too), but there isn’t a single book dedicated to one of the most dangerous and unpredictable professions in the world – farming.

Farming is full of extremes, and we recognize the challenges the agricultural community faces year after year. But there is an undeniable energy that keeps this unbreakable industry moving forward, uniting us all and reminding us of our purpose and calling.

At Beck’s, our purpose of honoring God and helping farmers succeed is the heart and – yes, you guessed it – soul of everything we do. We find great joy in connecting our company values with the way our customers live their lives, and we appreciate each of you for continuing to support us as we share our message.


There were so many powerful comments posted to the “Just Believe” video that I felt it was only right to share them with the world. So, here it is. Your unofficial copy of “Chicken Soup for the Farmer’s Soul.”



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Author: Maggie Holt

Categories: CropTalk, 2022

Tags: faith, Beck's, just believe

Maggie Holt

Maggie Holt

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