Sustainable Food Requires Sustainable Farmers
We cannot feed our communities long-term if the people doing the work are burned out, financially stressed, and barely scraping by.
Profit isn’t a bonus.
It’s not something you earn after you’ve suffered enough.
Profit is what allows you to:
Stay in business
Care for your family
Maintain your land and animals well
Be here next year - and the year after that
If your pricing doesn’t support your life, your farm is not actually sustainable.
The Guilt Runs Deep - And It’s Not an Accident
Many farmers have been conditioned to feel guilty for making money.
There’s a long-standing cultural narrative that farmers should be:
Broke
Overworked
Grateful for scraps
Happy just to “do what they love”
That mindset benefits systems that rely on cheap food and invisible labor.
But this work takes money, and if farms can’t be profitable, there won’t be another generation to take over.
Confidence Comes Before Comfort
Charging sustainable prices often means:
Sitting with uncomfortable comments
Letting some customers walk away
Trusting the value of what you provide
It doesn’t mean everyone will understand.
It means you understand why your prices are what they are.
Your products are life-giving.
Your work matters.
Your family deserves stability.
That is worth a little discomfort.
If This Is Hard for You, You’re Not Alone
Pricing, money guilt, and confidence around worth are some of the most common topics we work through with farmers.
If you want support:
untangling guilt around money
building confidence in your pricing
charging in a way that supports your family and your future
We offer a 6-week mindset coaching session specifically designed to help farmers work through these exact challenges.
You don’t have to carry this alone — and you don’t have to choose between your values and your livelihood.
👉 Reach out to learn more about the 6-week coaching session