The Make America Healthy Again (MAHA) movement, championed by Robert F. Kennedy Jr., the U.S. Secretary of Health and Human Services, is poised to reshape the American food system with a focus on combating chronic disease through dietary reform. By promoting whole foods, scrutinizing food additives, and challenging industrial agricultural practices, MAHA could significantly impact American farmers. This article explores what MAHA might mean for farmers, considering opportunities like direct-to-consumer marketing, challenges posed by policies targeting seed oils, and broader shifts in consumer behavior, including the influence of drugs like Ozempic.
Dietary Guidelines and the Push for Whole Foods
MAHA’s influence is already evident in the forthcoming 2025-2030 Dietary Guidelines for Americans, which Kennedy has indicated will emphasize whole foods over processed products. These guidelines, jointly developed by the Department of Health and Human Services (HHS) and the U.S. Department of Agriculture (USDA), shape federal nutrition programs, school lunches, and public health messaging. A focus on whole foods—fruits, vegetables, whole grains, and minimally processed proteins—could boost demand for fresh produce and unprocessed animal products.
For farmers, this shift presents opportunities to market directly to consumers. Direct-to-consumer (DTC) channels, such as farmers’ markets, community-supported agriculture (CSA) programs, and online platforms, have grown in popularity as consumers seek fresher, less processed foods. A Goldman Sachs report notes a consumer trend toward “better-for-you” products, with reduced reliance on ultra-processed foods. This aligns with MAHA’s goals and could reduce the role of middlemen—large food processors and distributors—allowing farmers to retain more revenue. For example, vegetable and fruit growers may find expanded markets as consumers prioritize nutrient-dense foods, while livestock farmers could benefit from demand for grass-fed beef or raw milk, which Kennedy has personally endorsed.
However, scaling DTC models poses challenges. Small and mid-sized farmers may lack the infrastructure, capital, or marketing expertise to compete with established supply chains. Additionally, while MAHA’s rhetoric supports farmers, federal policies would need to provide tangible support—such as subsidies for transitioning to regenerative practices or grants for DTC infrastructure—to make this vision viable.
The Seed Oil Controversy and Its Impact on Farmers
One of MAHA’s more contentious stances is Kennedy’s opposition to seed oils, such as those derived from canola, soybean, corn, and sunflower crops, which he has called “poison” and linked to obesity and inflammation. This position has raised concerns among farmers in states like North Dakota, a leading producer of canola and sunflower oils, where crops are integral to local economies. Kennedy’s advocacy for alternatives like beef tallow could disrupt markets for these crops, potentially reducing demand and prices.
The scientific basis for demonizing seed oils is debated. Nutritionists argue that oils like canola and soybean, when used in moderation, provide essential fatty acids and are healthier than saturated fats like butter or tallow. A 2017 meta-analysis found no significant link between omega-6 fatty acids in seed oils and inflammation or chronic diseases. The American Heart Association also supports seed oils as part of a balanced diet. Conversely, MAHA supporters point to processing methods, such as the use of hexane, as potential health risks, though residual amounts in food are minimal.
For farmers, the anti-seed oil rhetoric could have economic consequences. Soybean and corn, major U.S. crops, are heavily used for oil production, with soybeans alone accounting for a significant portion of agricultural revenue. The Iowa Soybean Association has pushed back, citing evidence that vegetable oils promote cardiovascular health. If MAHA’s policies lead to reduced seed oil use—through taxes, labeling requirements, or outright bans—farmers could face declining markets. In North Dakota, canola acres are projected to drop by 20% due to consumer sentiment and tariff concerns.
On the flip side, farmers growing crops for alternative fats, like avocados or olives, or those raising cattle for tallow, could see new opportunities. However, transitioning crops or livestock practices is costly and time-intensive, and not all regions are suited for such shifts. USDA Secretary Brooke Rollins has pledged to advocate for all agriculture, suggesting a potential balancing act between MAHA’s goals and farmer interests.
Ozempic and Changing Consumer Spending
The rise of GLP-1 receptor agonists like Ozempic, used for weight loss and diabetes management, is another factor reshaping food consumption and, by extension, farming. Ozempic suppresses appetite, leading users to consume fewer calories, particularly from high-calorie, processed foods like snacks, sugary drinks, and fast food. A Numerator survey found that households with GLP-1 users cut back on food and alcohol purchases compared to non-users, though spending rebounds when medication use stops.
This trend aligns with MAHA’s push for healthier diets, as Ozempic users gravitate toward nutrient-dense categories like fruits, vegetables, and lean proteins. Farmers producing fresh produce or pasture-raised poultry may benefit, particularly if they can access DTC markets. However, the reduced demand for processed foods could further pressure crops like wheat, corn and soybeans, which are key ingredients in snacks and sweeteners like high-fructose corn syrup.
Health concerns about Ozempic’s long-term use, including muscle loss and gastrointestinal side effects, have sparked debate. Kennedy’s MAHA movement, which emphasizes “food as medicine,” might advocate for dietary interventions over pharmaceutical solutions, potentially tempering reliance on such drugs. If successful, this could sustain demand for whole foods, benefiting farmers who align with these priorities.
Broader Dietary Trends and Farming
Beyond MAHA’s policies, American diets are evolving due to consumer awareness and economic pressures. The decline in ultra-processed food consumption—down 1% in unit sales for the year ending November 2024, per NielsenIQ—reflects growing demand for clean-label and minimally processed products. This trend, amplified by MAHA, could encourage farmers to adopt regenerative or organic practices, which Kennedy has linked to soil health and nutrient density.
However, MAHA’s skepticism of pesticides and genetically modified organisms (GMOs) could complicate matters. Kennedy has criticized chemical-intensive farming, alleging links to chronic diseases, though evidence tying pesticides like glyphosate to health outcomes remains inconclusive. Restrictions on these inputs could raise costs and reduce yields, challenging farmers already grappling with tariff uncertainties and federal budget cuts.
State-level MAHA-inspired bills, such as Louisiana’s ban on ultra-processed foods in school meals or Iowa’s proposed seed oil disclosures, signal a patchwork of regulations that could disrupt national supply chains. While these align with consumer demand for transparency, they risk creating compliance burdens for farmers and food companies.
Opportunities and Challenges Ahead
MAHA’s vision offers American farmers both opportunities and challenges. The push for whole foods and DTC marketing could empower small farmers, particularly those growing diverse crops or raising pasture-based livestock. Regenerative agriculture, supported by MAHA’s focus on soil health, may attract eco-conscious consumers and improve long-term farm resilience.
Yet, the movement’s anti-seed oil stance and scrutiny of industrial farming practices threaten major commodity crops, potentially destabilizing rural economies. Farmers will need clear guidance and financial support to navigate these shifts. Moreover, MAHA’s success hinges on cooperation between HHS, USDA, and industry stakeholders, as well as public acceptance of dietary changes.
Conclusion
The MAHA movement, with its emphasis on whole foods and healthier diets, is reshaping the agricultural landscape. While it opens doors for farmers to connect directly with health-conscious consumers, it also poses risks for those reliant on crops like soybeans and corn. The influence of drugs like Ozempic and broader consumer trends toward clean eating amplify these dynamics. For MAHA to benefit farmers broadly, it must balance idealism with pragmatism, ensuring that policies are grounded in science and supported by resources to help farmers adapt. As the 2025 Dietary Guidelines take shape, their impact on farming will depend on how effectively Kennedy’s vision translates into actionable, fair policies.