Plainview couple named ‘outstanding’ farmers by Texas Farm Bureau
(ARLINGTON, Texas)—A Plainview couple known for bringing farm-fresh food directly to their community has been recognized by Texas Farm Bureau (TFB) for their innovation, drive and commitment to agriculture.
Layton and Jessi Schur were named winners of TFB’s 2025 Outstanding Young Farmer & Rancher (YF&R) Award at the organization’s 92nd Annual Meeting in Arlington.
“Young farmers and ranchers like Layton and Jessi are building a strong future for Texas agriculture,” TFB President Russell Boening said. “Their shared passion and hard work are a testament of their commitment to agriculture. We are proud to recognize their dedication and efforts with this award.”
The couple has a direct-to-consumer retail store, Frontier Market, in Plainview that provides their community with access to fresh produce and beef from their farm. They manage a 32-acre market garden, growing more than 30 seasonal vegetables, and raise Limousin cattle. They provide meat and produce to farmers markets across the Panhandle, in addition to their store.
Layton also grows sorghum and cotton alongside his father on the same land his grandfather bought in 1956. Jessi was an elementary math teacher before the couple started their storefront, which she now manages.
“What makes our operation unique is that everything we sell is either grown or raised by us,” Jessi said. “Frontier Market isn’t just a business. It’s a mission to feed people well, steward the land with care and inspire younger generations to see a future in agriculture.”
The Schurs also make time to be involved in TFB and Hale County Farm Bureau. Jessi serves on TFB’s YF&R Advisory Committee, and they are both active in their church where Layton serves as head elder.
“Rising input costs and market volatility make it especially challenging for young farmers to succeed today, but the Schurs are finding new ways to grow their farm while also caring for the land and natural resources,” Boening said. “We are proud of their dedication to Texas agriculture and Farm Bureau."
State prizes
The Outstanding YF&R contest recognizes farmers and ranchers between the ages of 18 and 35 for their hard work and dedication to agriculture, Boening noted. To be eligible for the contest, young farmers and ranchers must be TFB members and earn the majority of their income from production agriculture.
As winners of the Outstanding YF&R contest, the Schurs will receive a $60,000 member-dealer voucher to be used at Ford, Case IH, Grasshopper, CAT or John Deere, courtesy of Texas Farm Bureau Insurance Company; and expense-paid trips to the TFB Annual Meeting and American Farm Bureau Federation (AFBF) Annual Convention in Anaheim, Calif.
Other finalists in this year’s competition include Colin and Joy Graff of Hondo and Colby and Ashley McClendon of Lavon.
The two runners-up will receive a $500 cash award courtesy of Southern Farm Bureau Life Insurance Company; and an expense-paid trip to the TFB Annual Meeting.
The couple will go on to represent Texas in AFBF’s Achievement Award competition.
National prizes
The winner of the national Achievement Award will receive a $35,000 credit toward a new Ford vehicle and paid registration to the Farm Bureau FUSION Conference, courtesy of Ford Motor Company.
The national runner-up will receive a $25,000 credit toward a new piece of equipment from Case IH, courtesy of Case IH.
Third place in the national competition will receive a $2,500 Investing in Your Future cash prize, courtesy of AmericanAg; and $2,500 worth of Stanley Black & Decker merchandise, courtesy of Stanley Black & Decker; and Case IH merchandise, courtesy of Case IH.
The fourth-place national finalist will receive a Case IH merchandise, courtesy of Case IH.
Contest information
Information on the contest and other young farmer and rancher activities can be found online at texasfarmbureau.org/YFR.