A nearly century-old name in Nebraska farm and ranch management is entering a new chapter.
United Farm and Ranch Management (UFARM) has officially rebranded as Peoples Company following its acquisition by the Iowa-based firm in January 2025. The transition brings UFARM’s longtime Nebraska team under a national brand with expanded resources and services for landowners.
Mike Waller, senior land manager with Peoples Company, told the Rural Radio Network the transition has been nearly two years in the making.
“People knew who UFARM was, or United Farm and Ranch Management,” Waller said. “We feel really, really good about the transition, the rebranding and everything that’s going on.”
The former UFARM operation, headquartered in Lincoln with offices in Kearney and Norfolk, brought more than 90,000 acres of managed farm and ranch land into Peoples Company.
Waller said one of the biggest changes has been allowing employees to specialize in specific services. Previously, he divided his time between managing farmland and handling real estate transactions. Today, his focus is primarily on land management.
“Peoples Company has resources like I’ve never seen before,” Waller said.
Listen to the full conversation with Mike Waller below.