Luke Bryan’s Farm Tour Builds on 10 Million Meals Donated to Rural America

Country music star Luke Bryan is no stranger to rural life. The son of a peanut farmer, Bryan is intimately familiar with the challenges of farming. 

“I talk to my father every day,” Bryan said. “He tells me the ups and downs of farming. I understand how hard it is to make it as a farmer.” 

Bryan sat down with Successful Farming ahead of upcoming shows to talk about how he’s giving back to farm communities through partnerships with Bayer and Feeding America. 

Making the Music

Lessons learned while working for his father’s peanut mill prepared Bryan for a career in the music industry. It wasn’t just the early mornings and late nights that conditioned him for hard work. 

“Kids that come out of farming backgrounds have a great work ethic, a great sense of family, and a great sense of honor and integrity,” Bryan said. “I’ve tried to take all of those aspects of rural life and farming and apply it to all of my music and business relationships through the years.” 

Bryan’s upbringing has also allowed for a deeper connection to his listeners. His music often reflects on rural life and farming culture. 

“I think it helps fans learn my story, relate to me more, and understand who I am as an artist,” Bryan said. “I’ve never shied away from how I was raised. Fans want to know what it was like to grow up working at a peanut mill, so I always try to tell that story.” 

Giving Back With the Farm Tour

Bryan’s Farm Tour — a series of concerts held on farms in rural communities each year — began as an effort to give back. 

“We’re setting up huge stages in the middle of rural America,” Bryan said. “Forever, these little towns will get to say they hosted a big event like this. It’s pretty special.” 

This year marks the 10th anniversary of Bryan’s partnership with Bayer, which has brought initiatives such as the Take Care, Now campaign to life. 

“When we started the Farm Tour, one of the most important things was to have partners that we really aligned with,” Bryan said. “Bayer is a huge global company, but they’re also really invested in bringing awareness to the American farmer.” 

The collaboration has donated more than 10 million meals to Feeding America, with plans to expand further. This year, each Farm Tour stop will have designated drop-off locations in parking areas for fans to donate non-perishable food items. Participating fans will be eligible to win prizes, such as an upgrade to VIP tickets. 

A social media initiative has also been introduced this year. Bayer has pledged donate up to 1 million meals to Feeding America for every share of #HeresToTheFarmer.

“As a company rooted in both agriculture and self-care, we see the big picture when it comes to nutrition,” said Beth Roden, senior vice president of communications for Bayer, in a news release. “And after ten amazing years, we’re thrilled to keep partnering with Luke Bryan to support families, farmers, and rural communities across the country.”

Upcoming Farm Tour stops include: 

• Klondike Farms in Brooklyn, Wisconsin – Sept. 18
• Berning Family Farms in Prairie Grove, Illinois – Sept. 19
• Van Gilder Family Farm in Fowlerville, Michigan – Sept. 20

“It’s fun bringing smiles to people in the heartland,” Bryan said. “Watching them be out there as the sun goes down out in God’s country is pretty special stuff.”