Pioneer Launches ‘Hats Off to Farmers’ Collaboration with Multi-platinum Country Music Star Chris Janson

JOHNSTON, Iowa — Pioneer^® is putting its support for farmers into action through a new collaboration with multi-platinum country music star Chris Janson to champion mental health in rural communities. Together, Pioneer and Janson aim to raise awareness of the mental health challenges facing farmers while raising funds through special-edition, co-branded hats benefiting the Deep Roots Mental Wellness Program from Rural Minds, a national non-profit focused on improving mental health outcomes in rural America.

This partnership underscores Pioneer’s long-standing dedication to the agriculture community, supporting farmers both in their work and in overcoming the challenges they face beyond the field. By collaborating with Janson and Rural Minds, Pioneer aims to foster more open conversations about mental health in farming communities and take meaningful steps to offer vital resources to those who feed and fuel America. As it wraps up its 100th anniversary celebrations, Pioneer has also committed $100,000 to Rural Minds to provide farmers with a program to help build mental resiliency so they can thrive as they manage new challenges in an ever-changing agricultural landscape.

“Farmers understand better than anyone that success requires resilience, adaptability, and a long-term perspective,” said Liz Knutson, Pioneer Agency Marketing Leader. “The Pioneer brand has stood alongside farmers for a century, and we are committed to helping the next generation develop strong roots so they can continue to grow and flourish through whatever seasons lie ahead.”

Pioneer has partnered with Janson because of his deep affinity for farmers, America’s rural communities, and connection to the Pioneer brand. Janson grew up in a rural farming community and has a personal connection to agriculture and the Pioneer brand. A gold and multi-platinum-awarded artist whose songs have amassed billions of streams on listening platforms, Janson has leveraged his success to support philanthropic causes that benefit rural America — especially as an advocate for mental health.

“Pioneer is a brand that I have recognized since I was a child. This is a great way to reach into a community that both Pioneer and I are passionate about,” said Janson. “I’ve been thanking farmers my whole life because I grew up around them and respect them. They are the heartbeat of America. I’m so proud to be part of this collaboration to support our rural communities.”

In addition to the hat collaboration, Pioneer and Janson will raise money for Rural Minds by auctioning a branded guitar autographed and played by Janson during his fall and winter tour. The auction will take place next spring.

All funds raised from the Hats Off to Farmers collaboration will benefit the Deep Roots Mental Wellness program from Rural Minds, which will provide tools to help farmers develop mental resilience and recognize the signs of mental distress, with guidance on where to access resources for help when it is needed.

Rural Minds is the only national non-profit 501(c)(3) organization focused on improving mental health outcomes of the 46 million people who live and work in rural America. Founded in 2021 by Jeff Winton, a dairy farmer from western New York, the organization’s vision is to remove the suffering, silence and stigma around mental illness in rural America.

“For the last 100 years, Pioneer has provided seed products that helped farmers prosper and evolve into the central source of the global food supply,” said Winton. “We are honored to partner with Pioneer, as it enters its second century of operation, to help young farmers and their families develop the mental resilience skills they will need to weather the volatility inherent in the business of farming and to maintain the quality of life that is such a special part of farm family life.”

Support the Hats Off to Farmers collaboration by purchasing a special edition hat at https://pioneerchrisjansonhats2026.itemorder.com/shop/home/. To learn more about how Rural Minds is helping farmers build mental resilience, please visit ruralminds.org/DeepRoots. To find upcoming Janson tour dates near you, visit chrisjanson.com. Follow Pioneer, Chris Janson and Rural Minds on social channels for real-time updates and to learn more about the program.

Chris Janson tips his hat to rural mental health! The multi-platinum country music star joins Pioneer® for “Hats Off to Farmers,” an initiative supporting Rural Minds and mental wellness resources for farmers and rural communities.

About Pioneer
Pioneer, the flagship seed brand of Corteva Agriscience, is the world’s leading developer and supplier of advanced plant genetics, providing high-quality seeds to farmers in more than 70 countries. Pioneer provides agronomic support and services to help increase farmer productivity and profitability and strives to develop sustainable agricultural systems for people everywhere.

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About Corteva 
Corteva, Inc. (NYSE: CTVA) is a global pure-play agriculture company that combines industry-leading innovation, high-touch customer engagement and operational execution to profitably deliver solutions for the world's most pressing agriculture challenges. Corteva generates advantaged market preference through its unique distribution strategy, together with its balanced and globally diverse mix of seed and crop protection products. With some of the most recognized brands in agriculture and a technology pipeline well positioned to drive growth, the company is committed to maximizing productivity for farmers, while working with stakeholders throughout the food system as it fulfills its promise to enrich the lives of those who produce and those who consume, ensuring progress for generations to come. More information can be found at www.corteva.com.