Our Leadership

Farm Journal has one of the most experienced teams in agriculture and business solutions.

Prescott Shibles




Shibles is a highly regarded digital media and business information leader with more than 20 years of history delivering data- and technology-driven transformations. He has held leadership roles at five of the nation’s most progressive B2B data and media companies, driving innovation using digital engagement, market intelligence, machine learning and artificial intelligence to create new standards for how clients accelerate growth.
Charlene Finck




Finck oversees all Farm Journal franchises including magazines, websites, digital offerings, events and broadcast programs as well as data and human resources functions of the company. She served for a decade as the ninth editor of Farm Journal magazine before moving into the company’s executive team, and founded the Farm Journal Test Plots program, which independently tests production practices, equipment and technology on U.S. farms. Under her leadership, the company launched the Farm Journal Legacy Project, an advocacy effort helping farm families transfer wealth and leadership to the next generation. Finck joined Farm Journal in 1989, as machinery editor after serving on the staff of Successful Farming magazine. An agricultural journalism graduate of the University of Missouri, she grew up on a Missouri crop and livestock farm, which is still active as a family operation today. She has been recognized as the American Agricultural Editors’ Association “Writer of the Year,” has won the Citation of Merit from the University of Missouri Alumni Association and honored as a corporate visionary by the FOLIO Top Women in Media. Finck serves as president of the Farm Journal Foundation, is a member of the AEM Sustainability Task Force, Farm Foundation Board of Directors and the National FFA Foundation Board of Trustees.
Jeff Pence



Chief Operating Officer

Pence is responsible for company infrastructure including finance, accounting, technology and systems as well as strategic business development and mergers and acquisitions. During his tenure with Farm Journal, Pence’s roles have included serving as division president where he focused on strategy development, integrated media sales and division management of the broadcast, produce, AgWeb and Pro Farmer divisions. Before joining Farm Journal in 1998, he was president at Qualitron Media, the production/syndication company for the “AgDay” and “Weekend Market Place” television programs. He’s a graduate of Purdue University with a bachelor’s degree in mechanical engineering and a master’s from Purdue University’s Krannert School of Management.
Mitch Rouda



Chief Strategy Officer

Rouda is responsible for leading innovation and business change at Farm Journal. He drives the development of data, digital and technology capabilities and leads the transformation of the company toward data-driven market solutions. He guided the start-up of Trust in Food™, the company’s mission-driven initiative to advance the adoption of regenerative agricultural practices. He previously served as chief revenue officer for the company and before that as president of Farm Journal’s digital media business. Before joining Farm Journal in 2009, Mitch was president and founder of an eMedia consulting group and served in chief digital officer and editor-in-chief positions at other leading media companies. He is a graduate of Carnegie Mellon University with a bachelor’s degree in architecture.
Matt Morgan



Executive Vice President, Produce

Morgan leads Farm Journal’s full produce portfolio, including print, digital and events tied to The Packer, Produce Retailer and the Produce Market Guide marketplace. He has also held the position of senior vice president of data and digital and vice president of digital and row crops. Joining Farm Journal with the acquisition of Vance Publishing in 2015, Matt was the leader of the agribusiness division, and has prior experience as a content manager and director in the areas of livestock and agribusiness. He grew up on a farm in southwest Iowa before his family relocated to Garden City, Kan. Matt is a graduate of Kansas State University with a degree in public relations.
Amy Cole


Skoczlas Cole

President, Trust in Food

Cole leads Trust In Food, a mission-driven division working to mainstream and accelerate climate-smart agriculture from producers to consumers and everyone in between. Cole has spent 30 years working to reimagine the systems that deliver sustainable food, clean water, and low-carbon energy to society. Before joining Farm Journal, she served as managing director of The Water Main, a social impact enterprise of American Public Media. Previously, she served as vice president of sustainability for Pentair and executive director of the Pentair Foundation, and the founding director of sustainability and social enterprise at eBay. Cole started her career with Conservation International where, as vice president of corporate partnerships, she partnered with food, fiber, and fuel companies to advance sustainability and carbon issues.
Joseph Matthews



Senior Vice President and Chief Financial Officer

Joining Farm Journal in 1998, Joseph Matthews has been an integral part of the company’s growth and success over the years. His responsibilities include overseeing all financial functions, partnering across the business groups on strategic long-range planning, budgeting, forecasting, mergers and acquisitions and corporate development. Previously an audit manager with Deloitte & Touche, he has a valuable background and well-rounded experience in all areas of finance. Matthews is a graduate of Temple University – Fox School of Business and Finance and is a licensed certified public accountant.
Dustin Johansen



Senior Vice President, Livestock

Johansen leads the Farm Journal livestock portfolio, including print, digital and events tied to Drovers, Dairy Herd Management, MILK Business Quarterly, Farm Journal’s PORK and Bovine Veterinarian. Prior to joining Farm Journal, he managed livestock accounts at Osborn & Barr and was manager of the agriculture segment at Caterpillar. Johansen grew up on a registered beef cattle operation in central Missouri and his family is involved in the beef cattle industry today. He has a degree in agricultural economics from the University of Missouri.
Jennifer Perkins



SVP, HR & Talent Development

Perkins brings nearly 20 years of human resources expertise to Farm Journal. She oversees HR services for both Farm Journal and Machinery Pete, and strategically supports the company’s growth through the employee life cycle. Previously, Perkins served as human resources manager for World Fuel Services based in Miami, where she specialized in HR operations for the M&A team. A self-proclaimed “culture steward,” she earned a bachelor’s degree from Northwest Missouri State University and holds both her Sr Professional HR (SPHR) and SHRM-Senior Certified Professional (SHRM-SCP) certifications.



Executive Advisor

Custer retired from his position as president of Farm Journal in 2020 but continues as an executive advisor to the company. He spent the first half of his career working for major marketing communications companies, including Leo Burnett, DDB Needham and Young & Rubicam. After joining Farm Journal in 1998 as vice president and director of marketing, he quickly rose through the ranks becoming president in 2014. Along the way, he farmed in Pennsylvania for over 20 years. Custer was raised in rural Iowa in the shadow of a family farm equipment business. He holds a bachelor’s degree in marketing from the University of Northern Iowa and a master’s degree in advertising from Michigan State University.
Eric Peterson



Chief Executive Officer, Machinery Pete

Latest news

MILK to Recognize Leaders at Annual Conference

Lenexa, Kan., (September 25, 2023)

Dairy producers will gather to recognize award winners and network with industry peers Nov. 28-30...

Pro Farmer Crop Estimates Below USDA Expectations

Lenexa, Kan., (August 25, 2023)

Cedar Falls, Iowa (Aug. 25, 2023) — Pro Farmer, a division of Farm Journal, shared its much-anticipated production...

Annual Pro Farmer Crop Tour Will Assess Drought Impact and Crop Health

Lenexa, Kan., (August 21, 2023)

Cedar Falls, Iowa (Aug. 21, 2023) — Scouts will fan out across the Midwest this week to...