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The new value-added organization previously known as Heartland AgVenture has a new name and a new director but the same objective – to help farmers increase their bottom lines and create new markets for their products.

Now known as Heartland Agdeavor, the organization will be headed by Larry Thompson, who will be employed by Ohio Farm Bureau Federation (OFBF), which provides contract management services for Heartland.

"We decided to make a play on the word ‘endeavor.’ That’s how we created ‘Agdeavor,’" Thompson said.

Nothing was "wrong" with the AgVenture name other than that several other agricultural-related organizations used the same or a variation of the word in their names. "Things were getting a bit confusing for some folks. So, even though the original name was perfectly legal and wasn’t infringing on any other group’s name, we felt it would be better to just change the name of the organization early in the game to try to avoid any more confusion," Thompson explained.

Heartland Agdeavor is an association of farmers, agricultural organizations, private sector businesses, Ohio State University and other public institutions. The association will identify, validate and commercialize value-added business opportunities for the agricultural industry.

As executive director, Thompson, of Chillicothe, will work with the agricultural community to create opportunities for farmers to gain higher profits. He will help farmers earn income from beyond the production of their crops and livestock. Through Heartland Agdeavor, producers will share in the income generated by processing, manufacturing and distribution of the commodities they've grown.

Thompson is a graduate of Ohio University with a bachelor's degree in business administration. Before joining Farm Bureau he was business development manager for Cooperative Business International.

For more information about value-added business opportunities, contact Thompson at Heartland Agdeavor at 614-249-8321.