Channel® Brand Selects 40 New Community Projects To Support Through 'Channeling Good'

The SeedPro-led initiative directs $175,000 to nonprofits strengthening rural communities across 16 states.

Mar. 21, 2026 at 2:29am

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Channel® brand today announced the complete list of 40 organizations selected through its 2025 Channeling Good campaign, publicly sharing the full slate of recipients for the first time. Through the SeedPro-led initiative, the $175,000 in funding will support programs and services that strengthen rural communities across 16 states, addressing critical needs such as FFA and 4-H programs, first responders, county fairs and community facilities, and community support organizations.

Why it matters

The Channeling Good initiative began in 2021 following catastrophic storms in Iowa, and has since expanded nationwide. By leveraging the local expertise and community ties of Channel SeedPros, the program directs funding to the nonprofits creating real change in farming communities, empowering SeedPros to champion organizations in their own areas.

The details

The 40 supported projects address a broad range of critical needs, including cultivating tomorrow's agricultural leaders through FFA and 4-H facility improvements and equipment upgrades, equipping volunteer fire departments and EMS teams with life-saving resources, enhancing gathering spaces where rural communities celebrate agriculture, and addressing essential needs from food security and youth development to therapeutic programs and veterans' services.

  • The Channeling Good initiative began in 2021 following catastrophic derecho storms in Iowa.
  • The program was expanded nationwide in 2024.

The players

Channel® brand

A division of Bayer that provides seed products and solutions tailored to the specific needs of America's farmers.

SeedPros

Local experts who stay connected to their customers and communities, providing leading-edge solutions and insights to help improve the productivity and profitability of farmers.

Jenna Maltbie

Channel Brand Manager.

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What they’re saying

“At its core, Channeling Good is about showing up for our communities. Our SeedPros see the needs firsthand, and their nominations help us support the nonprofits making a real impact in rural communities for years and generations to come.”

— Jenna Maltbie, Channel Brand Manager

“Everybody in Greenfield relies on the fire department. After the storm, they kept showing up day after day, even though they were dealing with losses themselves. Helping them rebuild their station was one small way to support the people who are always there when our community needs them most.”

— Jamie Smith, Iowa Channel SeedPro

“A lot of farmers around here are getting close to retirement, and many aren't sure who will take over. That's why this FFA chapter means so much. It helps students see agriculture as their future, not just something they grew up around; and the growing number of kids joining and staying involved shows it's working.”

— Maddie Meyer, Missouri Channel SeedPro

“Horses have this incredible ability to provide honest, non-judgmental feedback that can accelerate healing. When you see the transformation in people who work with these horses, you understand why this program matters so much.”

— Cory Tilstra, Minnesota Channel SeedPro

What’s next

The full, state-by-state list of 2025 Channeling Good recipients is available on the Channel website, and reporters are encouraged to contact the media representative for local project details or interviews with the nominating SeedPros.

The takeaway

The Channeling Good initiative demonstrates how a brand can leverage its local connections and expertise to direct meaningful support to the nonprofits making a real difference in rural communities, addressing critical needs and empowering the next generation of agricultural leaders.