The People Business: Growing Together… How Do Farmer Cooperatives Work?

In a time of shifting workplace dynamics and increasing interest in purpose-driven business models, cooperatives are quietly reasserting their value. With nearly 30,000 cooperatives operating across the U.S. and serving over 130 million members, their success proves that community-led, member-first enterprises are not relics of the past—they’re blueprints for sustainable growth. And amid the uncertainty and complexity defining today’s business environment, leadership grounded in values, execution, and strategic clarity is more essential than ever.

So how do cooperatives work—and what can their operational playbook teach all organizations about leadership, strategy, and culture?

In this episode of The AppleOne Podcast, host Brett Howroyd welcomes Jason Brancel, President and CEO of OAK Street Resources, to demystify the cooperative model. Drawing on his deep roots in agriculture and decades of executive leadership, Jason shares a framework for high-functioning organizations that’s equally relevant to Fortune 500 firms and mission-driven co-ops alike.

Key takeaways from the conversation:

• Cooperatives thrive by doing collectively what individuals cannot, guided by seven enduring principles such as member control and concern for community.
• Strategy must be connected to execution through honest capability assessments, mission alignment, and a strong culture “by design.”
• Effective hiring and onboarding begin with clarity, panel collaboration, and early engagement, while retention requires ongoing conversations and visible development pathways.

Jason Brancel is a veteran executive with leadership experience across cooperatives generating up to $1.3 billion in sales. From his Wisconsin farm roots to executive coaching and M&A advisory today, Jason’s career spans roles including Chief Financial Officer and CEO. He now helps organizations execute strategic visions with integrity and impact.