Farming isn’t a job; it’s a calling. We sense this understanding upon entering the industry, and then are forged by fire when its sentiment rings true—even for me on the periphery. And I am speaking as a simple trade news writer, cautiously witnessing this heroic industry pulse and evolve from the sidelines. That industry “calling” I write of arose most recently in a conversation I had with Walmart’s Evan Gaetano. As Manager of Site Merchandising - Grocery E-Commerce, Evan has been able to watch the industry intersect at various points of evolution: where technology meets seasonality, where the supply chain interacts with today’s fast-paced market needs, and where the American farmer meets the demands of their day.
With Walmart’s growing fresh produce, meat, and seafood programs, Evan has been at the forefront of a new initiative, the American Farmers Campaign. The program connects the lifeline of our food and its stories with the people who thrive off of it the most: the consumer.
“We knew how many growers Walmart sourced from, but our customers didn’t. We partner with thousands of farms across the United States, most of whom are family-owned and on the 3rd and 4th generation,” Evan shares with me. “This was our chance to give our farmers a voice and shine a spotlight on the incredible work they do to feed America every day. To them, farming isn’t a job; it’s that calling we talked about.”
Reflecting on the campaign, I ask Evan what the goals are when it comes to translating the story of the farmers to the consumer. He shares that, more than ever, consumers want to know where their food is coming from.
“This was our chance to give our farmers a voice and shine a spotlight on the incredible work they do to feed America every day."
Evan Gaetano, Manager of Site Merchandising - Grocery E-Commerce, Walmart
“Consumers want to see the farm and the grower who supplies their food. This campaign allows us to highlight the amazing growers and make their stories a shoppable experience. This kind of social commerce is normal in other industries like apparel and makeup, but it is a first for produce,” Evan reveals.
Since the campaign launched in fall of 2023, there have been a handful of farmers to grace the platform, including SugarBee® grower Kaitlyn Thornton, Frey Farms’ Sarah Frey, and Royal Family Farming’s Austin Allred. Evan shares that their deep sense of purpose is what makes their stories so impactful and in alignment with Walmart’s vision.
“All three of them want to educate consumers on where their food comes from and are innovators in the industry,” Evan says. “The importance of what we are doing came to light when I flew out to Tonasket, Washington, to meet Kait for the first time and tour her apple orchard. Our Instagram video had already aired, and several of our competitors had seen it and approached her. She turned them down. When I asked why, she replied ‘Because Walmart actually took the time to come out here to Tonasket, a town of 1,000 people, most of which are farmers.”
Evan takes a moment to internalize the amazing interaction.
“I knew what this campaign was doing for our consumers, but it was that moment in Kait’s orchard when I realized what this genuinely meant to the farming communities. I was truly touched by the passion she has in carrying on her family legacy of farming, and her desire to transform the agriculture industry,” he shares. “Austin Allred is revolutionizing agriculture with a fully regenerative farm! He sees farming as a noble calling and his life's purpose. Sarah Frey took over the farm at 18 and has turned it into the biggest supplier of watermelons and pumpkins in the nation. She IS the American Dream.”
These moments of passion and recognition are why Evan loves fresh produce so much. And they are also why Walmart continues to deepen its commitment to its farmers and consumers.
“We’re just getting started with this program and currently building out a pipeline of grower stories for produce for each peak season,” Evan says, excited about the path ahead. “We have several growers in mind for next year for citrus and berries. We have recently expanded this mission to meat and seafood and will feature Jess Trask as our first rancher. We’ll also be featuring female-owned fishing companies who supply our Salmon.”
This calling Evan speaks of is a beautiful thing to witness, and it is also contagious. Passion in its purest form influences each of us. And Walmart is sharing that story, that history, with us all.
“In the past 50 years or so, people across the world have become very disconnected from where their food comes from, and WHO their food comes from. Walmart being one of the biggest retailers in the country taking a stand in telling the story of American farmers is deeply impactful. There are still a lot of small, family farms that keep our nation fed. And even the large farms are still family-run and have grown due to them being 4th, 5th, and 6th generation operations! Education and attention around our food sources are needed more than ever. I am excited for my family’s story to be told!”
“This is much more than a marketing campaign. It helps to shed light on what it takes to grow fresh produce in the United States and how critical American farmers are to our national food supply. It’s no secret that Walmart has featured my story and the growth of Frey Farms previously when highlighting their work around sourcing local, American-grown produce, as well as supporting woman-owned, diverse businesses. Walmart has been supporting local, small family businesses since before it was cool.” 
