Farm broadcasting legend Orion Samuelson, long-time member of NAFB and retired Emeritus, passed away March 16, 2026, at the age of 91. Samuelson would have been 92 years old on March 31.
Orion Samuelson, the “American Farmer’s Best Friend,” is a legend whose career is likely never to be duplicated. Affectionately known as ‘Big O’, Orion changed the farm media business and had a profound impact on all agriculture. He is one of agriculture’s few celebrities, known to millions by his first name only. Entire generations have grown up on the farm listening intently when his trusted baritone voice came on the radio. His impact and influence transcended generations.
Orion brought agriculture to life through decades of reporting on WGN Radio and television. He was the host for U.S. Farm Report and later This Week in Agribusiness. Samuelson spent 60 years in broadcasting until his retirement in 2020.
Orion grew up on his family’s dairy farm near LaCrosse, WI, and then went into the radio business. He first considered becoming a Lutheran pastor before deciding on six months of radio school. He spent his first eight years in Wisconsin at WKLJ/Sparta and later became program director for Appleton’s WHBY. Prior to being named farm service director for WGN, he served as farm director of WBAY and WBAY-TV in Green Bay.
Orion joined WGN Radio on September 26, 1960, and his radio career was varied and distinguished. He hosted the WGN Radio Barn Dance and broke the news to Chicagoans of the JFK assassination. He met with and interviewed government officials and dignitaries from around the world and served as a mentor to countless young students and professionals who were preparing for careers in agriculture. He spent decades reporting on and analyzing information for the farming community while also reminding urban dwellers that “if you eat, you’re involved in agriculture.”
In the 1960s, Orion hosted a show titled “Top of the Morning” on WGN-TV and went on to host a farm show with Max Armstrong that was syndicated to small TV markets across the country. From 1975 to 2005, Orion was the host of U.S Farm Report, a weekly television newsmagazine dedicated to agriculture. He hosted a similar show, This Week in Agribusiness, along with his longtime collaborator Max Armstrong until his retirement. During retirement, he continued to contribute occasional commentaries on the show with Max as host. Both shows aired on 190 Midwest stations via syndication.
During his career, Orion interviewed eight U.S. presidents, including President John F. Kennedy. He also interviewed 23 secretaries of agriculture, four of them “acting” secretaries. He traveled with several of them, both internationally and domestically. His travels took him to 44 countries, including 10 times to China and four times to Russia. He traveled with Secretary Dan Glickman on his only trip around the world. He also had the opportunity to meet and shake hands with Fidel Castro and Mikhail Gorbachev, as well as the prime minister of India and the president of Taiwan.
On September 23, 2020, Orion announced his retirement from WGN Radio. His final broadcast on WGN was the noon business report on December 31, 2020. He has been the recipient of countless awards and honors including the American Farm Bureau’s Distinguished Service Award in 1998; the National 4-H Alumni Award; and he is the only broadcaster in the nation to receive two Oscars in Agriculture – one each for radio and television
He had a tremendous influence in the farm broadcasting community, mentoring and encouraging countless young journalists on their career journeys. He served as NAFB president in 1965 and continued to serve in active roles throughout his membership. He was inducted into the NAFB Hall of Fame in 1999 and into the Radio Hall of Fame in 2003.
In 2014 the CME Group and the National Association of Farm Broadcasting (NAFB) Foundation announced the inaugural recipient of the Orion Samuelson Scholarship for a senior studying agriculture communications. That scholarship continues today.
The “Big O” had an indelible impact on countless people within and outside of agriculture. He was one of agriculture’s greatest treasures.
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