Channeling Good is a program from the Channel Seed Brand designed to showcase the service-driven spirit of Channel SeedPros (seed dealers) by supporting and amplifying their local community initiatives. The objective was to demonstrate a strong local commitment with prospective customers—particularly young, ambitious farmers—by showcasing the selfless service and localized impact of SeedPros, sharing their stories of supporting causes that uplift their rural communities. The program set out to fund meaningful local projects, share those stories broadly, and reinforce the brand’s promise of personalized, relationship-based service.
The program invited Channel SeedPros across the country to nominate community projects that would make a lasting local impact. Selected projects received both funding and storytelling support, ensuring they could be brought to life quickly and celebrated publicly.
The creative strategy was rooted in authenticity—telling genuine stories of service beyond the field. One such story featured SeedPro Keith Gunderson, whose Channeling Good project accelerated the construction of a new greenhouse for the River Falls High School FFA program. Through interviews, videography and written features, audiences saw firsthand how Channel SeedPros were investing in future generations of farmers and the broader agricultural community.
Video content was developed for a dedicated campaign landing page and distributed via digital channels, including social media, email, and regional media outreach. Each story showcased not just the impact to the community, but the values and personal commitment of the SeedPros behind them.
A key challenge was ensuring that each project—spread across diverse geographies and causes—felt cohesive under one brand narrative. This was solved by emphasizing the shared values of service, local connection, and agricultural advancement in every piece of content.
In 2024, Channeling Good funded 30 projects across 17 states, contributing a total of $175,000 to local causes. These initiatives ranged from agricultural education to community infrastructure improvements, each reinforcing the brand’s commitment to serving both the farming industry and the rural communities it touches. The program generated goodwill, strengthened customer relationships, and provided authentic proof that Channel SeedPros truly channel good beyond the field.
