For generations, agriculture has been the backbone of Michigan’s economy, sustaining livelihoods and communities alike. Agribusiness alone contributes $104.7 billion annually to the state’s economy and makes up about 17 percent of the state’s employment. Whether a fifth-generation farmer or a newcomer navigating the complex agricultural landscape, every grower knows that success takes more than just hard work—it requires a team of experts.
For over 100 years, GreenStone Farm Credit Services has been that team, helping farmers across Michigan and northeast Wisconsin with everything from financial support to insurance and tax planning.
What sets GreenStone apart is not just their wide range of services. They offer everything from agricultural loans, crop and life insurance, country home and recreational land loans, accounting and tax planning and more. GreenStone remains dedicated to the rural communities they serve with a mission of being rural America’s first choice for financial services.
Many of the organization’s 650 employees live and work in the same rural areas as their customers. This neighborly relationship fosters an understanding of the unique challenges faced by modern farmers, whether they are navigating crop yields or preparing for the future.
“Agriculture isn’t just a job for us—it’s our lifestyle.” said Emily Kropf, Crop Insurance Specialist at GreenStone whose family owns a multi-generational apple orchard in Lowell, MI.
A Member-Owned Cooperative with a Vision
Unlike traditional financial institutions, GreenStone operates as a cooperative, meaning its customers are also its owners. Each year, the organization shares a portion of its earnings with its members. In 2023, 40 percent of GreenStone’s profits were returned to members in the form of Patronage checks— totaling over $960 million since the program began 19 years ago.
“Our success is directly tied to the success of our members,” says Travis Jones, President and CEO of GreenStone. “When they thrive, we thrive.”
But GreenStone’s commitment goes beyond profits. Through its CultivateGrowth program, the cooperative is helping to nurture existing and future farmers. The program provides both financial and educational resources for young, beginning and small farmers, whether they are taking the reins of a family farm or starting from scratch.
“We recognize the importance of promoting the future of farming,” says Jones. “We’re committed to giving new farmers the tools they need to succeed.”
Innovative Outreach in the Digital Age
In a rapidly evolving industry, GreenStone has embraced new ways of reaching specialty growers. In a recent partnership with Kaitlyn Thornton, a Washington-based apple farmer and industry advocate known online as “Apple Girl Kait,” who GreenStone partnered with to create a series of videos educating farmers on the benefits of crop insurance. These videos reached nearly 70,000 people through GreenStone’s social media platforms, with Kait’s own channels amplifying the message further.
“We wanted to engage a specialized audience in a way that felt authentic and informative,” said Kropf, who helped organize Kait’s visit to Michigan. “Kait’s real-life experiences as a specialty crop grower resonated with our members.”
Thornton visited several multi-generational apple farms across Michigan, including Kropf’s family farm, where she saw firsthand the challenges and opportunities that specialty growers face. Her videos provided farmers with valuable insights on how to protect their crops and livelihoods, offering a personal touch that traditional advertising can sometimes lack.
Giving Back
Community involvement is a cornerstone of GreenStone’s philosophy. One of their Core Four Values is to “Get Involved,” which includes employees donating over 6,450 hours of their time while GreenStone donated over $630,000 to local events, youth programs and agricultural awareness campaigns. In West Michigan, GreenStone employees lent their time to organizations like FFA, 4-H, the Critter Barn, Sigma Alpha Professional Agriculture Sorority Alumni, Farm Bureau Young Farmer and The Grand Agricultural Center of West Michigan.
GreenStone also maintains strong ties with industry leaders, regularly attending events hosted by Michigan State University Extension, the Michigan Apple Committee and other key agricultural organizations. This engagement helps ensure that GreenStone remains at the forefront of industry trends while also giving back to the communities they have supported for over a century.
“Our employees are passionate about serving their communities,” says Jones. “It’s how we stay connected to the rural areas we’re proud to be part of.”
As the farming industry continues to evolve, GreenStone’s commitment to its members remains steadfast. By combining financial expertise with a deep understanding of rural life, the cooperative is ensuring farmers have the support they need to succeed today and for generations to come.