Is American Farm Company Woke?

Company Overview

American Farm Company is a farm and rural-lifestyle apparel brand based in Hospers, in rural northwest Iowa. It sells a wide range of apparel for men, women, and kids along with hats, accessories, home goods, and a monthly subscription Barn Box, all themed around farming, ranching, and rural life. The brand was founded by Rachel Granstra, who started it at her kitchen table while caring for newborn twin daughters, and grew it into an INC 5000 company that ships thousands of orders a week and employs more than twenty local women.

The founding year is described variously as 2018, when it began as a blog called Little House on the Feedlot, and 2021, when the apparel brand scaled up. Its mission line says it plainly: Honoring Farmers. Feeding the World. Sharing Hope.

ESG & Sustainability

American Farm Company has no corporate ESG program or sustainability report, which is normal for a privately held apparel brand. Its substantive social commitment runs through charity and local jobs rather than ESG frameworks: it directs proceeds toward feeding hungry children and provides meaningful employment to women in its rural Iowa community. Its products are designed, printed, and shipped from its own Iowa warehouse, with printing, cards, and cookbooks sourced from other American businesses, a credible domestic-fulfillment story rather than ESG theater.

DEI Programs

American Farm Company has no diversity, equity, and inclusion department or DEI mandate. As a founder-led small business, it hires locally and centers its identity on faith, family, and farming rather than identity-based corporate programs, placing it well outside the woke corporate mold.

LGBTQ+ Advocacy

There is no record of Pride sponsorships or LGBTQ+ activist partnerships. The brand is privately held and not the kind of large employer the Human Rights Campaign Corporate Equality Index rates. Its public identity is explicitly faith-rooted and traditional, with the founder stating that faith, family, and love for farming shape her life and vision, and patriotic product lines like its 250 Years of Freedom collection.

Political Activity

American Farm Company is not a political donor or PAC, but it is comfortably positioned in conservative-friendly small-business circles. It was named Small Business of the Week in 2023 by Senator Joni Ernst of Iowa, and its branding leans into patriotic, pro-agriculture, traditional-Americana themes throughout.

Consumer Impact

For shoppers who want to support American farmers and a faith-and-family small business rather than a corporation pushing a progressive agenda, American Farm Company is an outstanding fit. It is founder-led, charitably minded, American-printed, and free of the DEI and Pride activism that drives high woke scores, which together earn it a strong not-woke rating.