Farm Broadcasting Loses a Legend

Farm broadcasting legend Orion Samuelson, a long-time NAFB member and retired emeritus, passed away on March 16, 2026, at the age of 91. The “American Farmer’s Best Friend” was a legend whose career likely won’t be duplicated. Affectionately known as “Big O,” he changed the farm media business and had a profound impact on all of agriculture. Samuelson was one of agriculture’s few celebrities, known to millions by his first name only. Entire generations grew up on the farm while listening intently when his voice came on the radio. Samuelson brought agriculture to life through decades of reporting on WGN radio and television. He was host for The U.S. Farm Report” and later helmed “This Week in Agribusiness.” Overall, Samuelson spent 60 years in the broadcasting business until his retirement in 2020. Orion grew up on his family’s dairy farm near La Crosse, Wisconsin, and then went into the radio business.