The work never stops at Alsum Farms and Produce in Friesland, Wis., as the team packs potatoes of all sorts and sizes, preparing to ship them to grocers across the country.
“The company is 52 years old, and we’re very proud of that history,” says Larry Alsum, owner and CEO. “We started out repacking potatoes and onions as a small business that was literally a pickup truck and garage startup.”
Today, the company moves millions of pounds of produce a year.
For its success in the business of agriculture, Alsum Farms and Produce was named the 2026 Top Producer of the Year. Recognized at the 2026 Top Producer Summit, the award, sponsored by BASF and Fendt, is based on entrepreneurial originality, business progress and leadership. Congratulations to the Alsum family as well as the 2026 Top Producer of the Year award finalists, Dalton Farms and Splitter Farms.
Building the Business
Alsum has been part of the operation for 45 years after leaving a public accounting job to take the reins following the death of his cousin, who died in a small plane crash.
“It took me about a month, a lot of prayer, a lot of soul searching about what my future was going to look like and searching for what God wanted me to do,” Alsum remembers.
Ultimately, he and his family moved home, near the dairy farm he grew up on, to try his hand at something new. His new job meant running a business that bought 100 lb. bags of potatoes and onions and repacked them into smaller bags for grocery stores.
“The first couple of years were rough, and I had a lot to learn,” Alsum says. “We survived, and as we grew, I saw opportunities to do things differently.”
Always willing to learn and try something new, the business continues to evolve today. The operation not only packs, but it also washes, sorts and sells to a number of grocers like Costco Wholesale. They also farm and grow their own produce, including several hundred acres of pumpkins.
“In 2020, some land became available for sale, and so as part of that we were able to purchase a pumpkin packing shed,” Heidi Alsum-Randall says. “Diversification is key for any business.”
Randall and her sister, Wendy Alsum-Dykstra, help run this business with their father. Together, they share the chief operating officer role.
“My siblings and I all grew up working in the family business,” Dykstra adds. “We all held a variety of jobs. My brothers did some of the lawn mowing. We all did some potato grading.”
It’s been a lifetime of experience they’re now putting to use, working alongside their father to build toward the future.
“We are growing, but we’re a relatively small business in a very small community,” Dykstra says. “We employ many people we know, many people in our local communities, some relatives and friends. It’s a great place to work.”
“Without the 200-plus employees, we wouldn’t be in business,” Randall echoes. “That piece of making sure that we’re treating our people right and fairly, that we are caring about their overall health and wellness, is a big thing for us as an organization.”
Harnessing AI and High-Tech Innovation
More recently, that workforce is getting help from high-tech hands. Artificial intelligence is now sizing and sorting produce, which is improving both speed and efficiency.
“A lot of the jobs that we need today weren’t even in existence five or 10 years ago,” Randall says. “So, it is really changing how we operate and do things.”
“Technology can be challenging,” Dykstra adds. “Change can be a challenge. I think getting our team on board, embracing the newest technology, embracing change, embracing new software that helps us process information in a better way, has been both a challenge and an opportunity.”
Even as technology grabs a seat at the table, the picture of this business to consumers is its heartfelt connection to the farm. Alsum continues to be the face of the brand.
“The average consumer doesn’t really know where their food comes from, and so we wanted to show there’s a farmer, there’s land and fields involved in the process,” he explains. “It’s very important for the consumer to understand that their food is grown in a very safe, very high-quality way.”
As they drive forward, this focused family hasn’t forgotten the years of tough times and tight margins.
“If I can help a farmer, if I could help a customer and add value to the whole process, that’s what I’ve always felt was our opportunity to grow the business,” Alsum says.
