A voice that helped people understand agriculture
For generations, the agricultural industry has been contextualized over the airwaves.
And for many, that voice was Orion Samuelson.
Samuelson, one of the most influential farm broadcasters in American history and a longtime friend of the College of Agricultural, Consumer and Environmental Sciences at the University of Illinois Urbana-Champaign, passed away on March 16, 2026, at the age of 91.
For more than 60 years, he helped people make sense of agriculture: what it is, why it matters, and how it connects to their everyday lives. His message was simple: If you eat, you’re involved in agriculture.
Raised on a dairy farm in Wisconsin, Samuelson brought a firsthand understanding to his reporting. He joined WGN Radio in 1960 and became a steady presence for generations of listeners, covering the issues shaping agriculture. Through U.S. Farm Report and This Week in Agribusiness, he reached audiences far beyond traditional farm communities, helping bridge the gap between producers and the public.
He interviewed presidents and policymakers, but his primary focus was on the people doing the work and the systems that sustain us all.
“Orion helped generations of people better understand agriculture and the role it plays in all of our lives,” said Germán Bollero, dean of ACES. “Whether emceeing the Sale of Champions or hosting in the ACES tent at the Farm Progress Show, he helped ACES deliver on our land-grant mission. He will be greatly missed.”
Samuelson’s connection to the college spanned decades and was recognized through a series of honors. In 2001, he received an honorary degree from the University of Illinois. He was later named a National 4-H Hall of Fame laureate and received the University of Illinois Presidential Award and Medallion. He was also named a “Friend of ACES,” a distinction created in recognition of his lasting contributions.
He is also remembered for his mentorship. His impact on journalists and agricultural professionals spanned the country and included many connected to ACES and what is now the Agricultural Leadership, Education and Communications (ALEC) program, where students are preparing to communicate the story of agriculture.
The platforms may evolve, but the need for clear, credible voices remains.
The Orion and Gloria S. Samuelson Scholarship in Agriculture Fund supports students pursuing careers in agriculture and communication, ensuring the next generation is prepared to inform, connect, and lead.
Memorial contributions may be directed to the University of Illinois Foundation for the Orion and Gloria S. Samuelson Scholarship in Agriculture Fund (771954). Gifts may be made online or sent by check to the University of Illinois Foundation, P.O. Box 734500, Chicago, IL 60673-4500. Memorial donation questions may be directed to Stacey Cole at smcole@illinois.edu.