Do what you love, and you’ll never have to work a day in your life.  

“I got into farming because I really do love it,” said Matt Rehberg, vice president of the Wisconsin Soybean Association (WSA). “Like any other small business that you’re going to start up or run on your own, the financial end of it can’t be your motivation. You’ve really got to love what you’re doing and choose that career path because you really enjoy it.” 

Though National Ag Day only rolls around once a year, WSA and its farmer leaders spend each and every day with a deep appreciation for the agricultural industry. In Wisconsin, agriculture contributes $116.3 billion annually to the state’s economy and is home to nearly 16,000 soybean farmers. As the state’s ag industry gears up for the 2025 growing season and the long, hectic days on the horizon, WSA President Doug Rebout and Rehberg are taking a few moments to reflect on the industry that, to them, is more than just a paycheck.  

“To me, the agriculture industry is family,” Rebout said. “I get to spend the days with my mother, my brothers, my nephews and my great nieces and nephews. And then I look at my neighbors, who have been my neighbors forever. They’re not just neighbors; they’re part of our family. So, that’s what agriculture means as a whole to me – family and togetherness.”  

A first-generation farmer, Rehberg didn’t grow up on a farm but, nevertheless, the agriculture industry grasped him in its clutches at a young age and he hasn’t looked back. 

“My dad and uncles would help neighboring farms and I’d get to go out with them, so at a young age I developed a passion for ag,” Rehberg said. “As I grew up, I always maintained that connection, and in high school I started working for a neighboring farm. The farmer I worked for, he’s the one who taught me what it really means to be a farmer, besides just driving a tractor.” 

Building a farm operation from the ground up isn’t for the faint of heart. 

“It’s had its ups and downs,” said Rehberg, who farms near Darien. “As a first-generation farmer, there is a ton of stuff you just don’t know. But there are perks, too, one of which is looking with a fresh set of eyes. You don’t know any better so you’re not afraid to try something new or different. There isn’t any ‘Well, my dad or grandpa have always done it this way,’ type of thing.” 

Rehberg can attest to the truth behind Will Rogers’ quote, “The farmer has to be an optimist, or he wouldn’t still be a farmer.” 

“You have to be a little stubborn,” Rehberg said. “It’s the path I chose and everybody has obstacles, there are always challenges. But those challenges are also opportunities that can be a lot of fun. When you overcome a challenge or obstacle, it gives a good feeling at the end of the day. It’s a new challenge every day that keeps you going.” 

Rebout, who grew up on a farm near Janesville, didn’t have rose-colored glasses on when it came to the realities of farming. 

“Growing up, there were mixed feelings,” Rebout said. “I will admit, there were times when I was resentful because my friends got to go out and have fun while I came home and worked. But then the older I got, the more I realized that my friends wanted to come out on the farm and spend time on the farm.” 

It didn’t take long for Rebout to solidify his choice. 

“After high school, I took a couple of years off and worked in town but eventually, I began working for another farmer,” Rebout said. “That’s when I said, ‘Yes, this is definitely what I want to do. And if I’m going to do this, I’m going to do it on my own family farm.’ So, I went back to the family farm and have been there ever since.” 

Appreciation for the ag industry for Rebout starts with being thankful for each day on the farm. 

“Farming is a great way to grow up, raise our families and to really appreciate everything around us,” Rebout said. “We get to watch wildlife; we get to watch sunrises and sunsets. Not everyone gets to do that, and we really need to take time to appreciate what we have.” 

Rehberg echoed that sentiment. 

“Farming, for me, is a great lifestyle,” Rehberg said. “I have four kids, and my wife is a midwife, so she has some funky hours, too, but at the end of the day, we have great flexibility and great freedom. And our kids get to grow up on a farm.” 

The agriculture industry encompasses a plethora of professions beyond farmers, and WSA knows that without each and every individual in the sector, farmers wouldn’t be successful. 

“Almost anything you see starts with agriculture, whether it’s food, fiber for clothes or fuel,” Rebout said. “It all comes back to agriculture. This country was built on agriculture and it’s still a strong part of this country, even though there’s way less of us.”