The new Farm Strong® partnership, launched last month by the Iowa Farm Bureau Federation (IFBF) and the Iowa State University (ISU) Athletics Department, builds on a strong and enduring relationship to highlight the characteristics of farmers and share the story of today’s agriculture to a new audience of consumers, officials said.

“We are very pleased and honored to collaborate and build on the partnership that we’ve had for years to create another opportunity to show what Iowa farmers do for the world,” Jamie Pollard, ISU athletic director, said at a recent press conference announcing the Farm Strong...