Conversations that can improve your bottom line

June 11, 2026 | Bethany Baratta

Iowa soybean growers are constantly seeking new ways to improve efficiency, profitability and long-term sustainability. RowCropXchange 2027 offers a unique opportunity to do just that—bringing together progressive farmers and leading ag suppliers in a highly focused, relationship-driven setting.

Scheduled for January 17–22, 2027, the 15th annual RowCropXchange continues to evolve, now offering multiple programs designed to serve operations of all sizes. With expanded access and a continued focus on meaningful interaction, RCX is positioning itself as a valuable resource for Iowa farmers.

What’s in it for farmers?

Unlike traditional farm shows or conferences, RowCropXchange is built around one-on-one, pre-scheduled meetings between growers and ag suppliers, according to Layne Skoyen, director for RowCropXchange.

For those who attend, the benefits are immediate and practical:

• Direct access to decision-makers from vetted ag companies
• Tailored conversations based on each farm’s specific needs and interests
• Exposure to new technologies, products and services before they hit the broader market
• Opportunities to influence future product development

“Rather than walking a trade show floor, growers sit down in a structured environment where their time is respected and every interaction is relevant,” Skoyen says.

What makes RCX different?

RowCropXchange offers something many events cannot, according to Skoyen. Instead of surface-level conversations, farmers engage in detailed discussions that can directly impact their operations.

Key differentiators include:

• Curated matching: Growers are paired with suppliers aligned to their operation, crops and goals
• Two-way dialogue: Farmers provide direct feedback that companies actively use to refine or develop products
• Focused environment: No distractions—just meaningful, business-driven conversations

“For soybean growers balancing input costs, market volatility and operational challenges, this level of engagement can deliver insights that are difficult to gather elsewhere,” Skoyen says.

Success from past events

One of the strongest indicators of RCX’s value is the measurable impact it has had on both farmers and suppliers.

Past participants have reported:

• Cost savings and efficiency gains after discovering products or services better suited to their operation
• Early access to innovations, allowing them to stay ahead of competitors
• Stronger supplier relationships, leading to improved service, pricing or support

On the supplier side, feedback from growers has led to:

• Product refinements based on real-world field conditions
• New solutions developed directly from farmer-identified challenges
• Adjustments in service delivery to better meet grower expectations

“These outcomes underscore RCX’s role not just as an event, but as a catalyst for continuous improvement across the ag industry,” Skoyen says.

What’s new?

New for 2027, RCX is expanding its offerings to growers of all sizes. This expansion addresses a common concern—ensuring that mid-sized and smaller operations also have access to the same level of innovation and connection as larger farms.

• RCX Referral Program: A new, no-cost option for farms under 3,500 acres, connecting them with suppliers based on their needs
• RCX-Xtra (Mid-Sized Program): For farms with 3,500–7,500 acres
• RCX (Large-Acre Program): For operations with 7,500+ acres of corn and soybeans

Iowa grower participation

Interest from Iowa farmers is already building, with farmers across the state registered for RCX 2027. These early adopters reflect the growing recognition of RCX as a valuable tool for improving farm performance.

Learn More

Go to the RowCropXchange website to learn more about this opportunity, which is presented in part by the American Soybean Association. 

Written by Bethany Baratta.

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