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Since adopting Traction Ag years ago, the single biggest transformation for Tanner Farms has been financial clarity. Before Traction, critical farm data was scattered across various disconnected platforms. Accounting in one place, field activity in another, vendor records elsewhere. This fragmented approach made it difficult to connect costs to operations and nearly impossible to get a reliable view of profitability.

“Prior to using Traction, one of the challenges we faced was the data we were collecting on many other platforms besides our accounting software,” Brian explains. “We really wanted to tie all that data to our financials, because we need to know our true costs.”

They now make breakeven calculations based on actual costs and real-time data, not spreadsheets or year-end estimates. This means Brian can adjust pricing, input strategies, and even decide whether to scale back or double down on a specific enterprise before it’s too late to make a difference.

For Tanner Farms, where they grow a mix of conventional and organic crops including corn, soybeans, peas, and pumpkins for Nestlé, this level of detail is a game changer. Traction doesn’t just show how the farm is performing overall; it helps the Tanners evaluate the profitability of each field, each crop, and each landowner agreement.

“Having a farm accounting platform that easily looks at different enterprises so we know where we're making money and where we're not, helps us make better decisions moving forward,” Brian says, “whether that’s about specific enterprises, different crops, or different opportunities.”

In the past, understanding profitability meant hours of data entry and guesswork. Today, it’s a central part of how Tanner Farms operates.

“Having an accounting platform that helps me out and saves time, and where I still get the information that I need, is one of the most valuable assets that I work with.” - Brian Tanner