Thinking Strategically in 2025

Written by: Ashley Collins

Thinking Strategically in 2025: Managing Responsibility in an Uncertain Environment

I sat in a meeting this past November alongside several of my North Carolina counterparts, reflecting on the outcomes of the most recent election and what those results could mean for agriculture. During that discussion, a political analyst shared a statement that immediately resonated: “Stress is the result of responsibility without control.” It was one of those moments where the room didn’t need discussion—just acknowledgment. A quick glance around confirmed it, with heads nodding in agreement from individuals who live that reality every day.

For producers, that statement serves as an accurate summary of 2024 and, in many ways, the broader agricultural experience. Farming is filled with responsibility—managing crops, land, inputs, labor, and long-term planning—yet so many of the outcomes remain outside of direct control. Weather sits at the top of that list, but it is far from the only factor. Input costs, market pricing, government regulations, and trade policies all contribute to a growing list of variables that influence profitability and long-term sustainability.

As I reflected on that statement, I was reminded of a phrase I heard often growing up: “Life is about choices.” Every decision we make—what to plant, how many acres, and which inputs to invest in—represents a choice made within a set of constraints. While those choices may not eliminate stress, they can define how we respond to it and position ourselves moving forward.

Being informed is a key part of that process. Knowledge may not guarantee a stress-free outcome, but it can reduce uncertainty and improve confidence in decision-making. That understanding extends beyond the field and into broader systems, including policy and governance. In agriculture, where government decisions have a direct impact on operations, engagement becomes increasingly important.

As we move into planning for the 2025 crop, growers are once again faced with decisions that extend beyond agronomics and into economics. The general consensus is that 2024 delivered strong production results, with both acreage and yield reaching notable highs in North Carolina. However, production alone does not guarantee profitability. Demand remains the critical counterbalance, and it is an area where growth does not always keep pace with supply.

Efforts from State Grower Associations and the National Peanut Board have helped strengthen demand over time, especially when compared to the lows experienced during the 1990s. Even so, consumer demand simply cannot increase as quickly as acreage can. While exports offer additional opportunities, they also introduce another layer of uncertainty.

Another consideration is that peanuts are rarely grown in isolation. Acreage decisions are influenced by competing crops such as cotton, corn, and sweetpotatoes, each with its own economics and level of risk. Individual decisions collectively shape overall supply, making balance one of the most important strategic considerations heading into 2025.

The North Carolina Peanut Growers Association is approaching 2025 with that same mindset. In January, our Board will begin developing a three-year strategic plan in partnership with Fountain Works, a consulting group based in Raleigh. The goal is to identify the most important needs facing growers today while preparing for the challenges and opportunities that lie ahead.

This planning effort also comes at a meaningful time for the Association. In March 2028, the North Carolina Peanut Growers Association will celebrate its 75th anniversary. During just the past three years, we have introduced a new logo and tagline, updated our bylaws for the first time in more than a decade, and welcomed nine new board members who bring fresh perspectives to our organization.

Peanut production has changed dramatically over the past 75 years, and there is every reason to believe that pace of change will continue. Strategic planning allows us to be proactive rather than reactive while preserving the values that have always defined our industry.

Advocacy will continue to play an important role as well. On December 10, 2024, Brad West of Wayne County joined twelve other row crop commodity representatives before the North Carolina House Agriculture Committee to discuss the economic impact of agriculture and the challenges growers faced during the 2024 season, including summer drought, excessive rainfall, and Hurricane Helene.

As we look ahead to 2025, our focus remains on making informed, strategic decisions in an environment that will always contain uncertainty. Responsibility may never come with complete control, but thoughtful planning, sound information, and strong advocacy allow us to navigate those challenges together. The goal is not perfection—it is continued progress for North Carolina’s peanut growers and the communities they support.