Guiding Principles

We Believe In

• Agrarian Values

• Inspiring Leaders

• The Impact of Agriculture

• Personal Growth through Competition

• Fun and Celebration

We Are

• Food and Agriculture Leaders

• A Catalyst for Innovation

• A Trusted Resource

• Conveners and Collaborators

• A Valued Partner

Strategic Objectives

• Produce High-Quality Agricultural Events and Experiences

• Deliver Agricultural Discovery, Learning, and Engagement

• Inspire and Develop Talent for Food and Agriculture

• Build the Nation’s Premier Agriculture Event, Entertainment, and Engagement Campus

• Lead and Influence Food and Agriculture

• Be a High-Performance Organization

MISSION

The American Royal’s mission is to be the Nation’s leader for food and agriculture education, events, and engagement. With the move to Wyandotte County, Kansas, the Royal has embraced the opportunity to create a destination unlike any other: a place where consumers connect directly with the story of agriculture. Through immersive learning spaces, innovative programming, and experiences that break down stereotypes around food and farming, the new campus will serve as an epicenter for knowledge, trust, and innovation in food and agriculture for generations to come.

VISION

Our vision is a world where food and agriculture are celebrated, and all generations are committed to its future. The new American Royal campus is designed to invite everyone in: intentional visitors, families, tourists, competitors, barbecue fans, and the casually curious alike. With education imbued throughout our campus, every step offers a chance to learn, explore, and return again. High-tech, interactive experiences will connect food to people, cultivating understanding, trust, innovation, and leadership in the pursuit of global food security.

Purpose

We exist to champion food and agriculture. For more than a century, the American Royal has given children, families, and communities a trusted way to understand where their food comes from. From the first touch of a horse or cow to conversations with young producers, our programs bring agriculture to life. The new campus expands that purpose on a national stage, creating opportunities for discovery, career pathways, and trusted dialogue across rural, suburban, and urban audiences. Guided by six strategic objectives, our future holds not just a new home, but a renewed promise: to lead, educate, and inspire in food and agriculture.