Re-engaging Traditional Students and Attracting New Talent to Agricultural and Applied Economics Curricula and Agribusiness Careers

Higher education enrollment has been declining, with particularly pronounced decreases among students from rural communities. Broader demographic shifts, declining public funding for higher education, structural inequities, and growing skepticism about the value-added of a college degree have exacerbated decreases in overall enrollment and pose unique challenges for agricultural economics and agribusiness programs. Yet growth opportunities exist, and programs that effectively engage traditional student populations while attracting new talent can play a pivotal role in meeting the tremendous demand for graduates with agricultural degrees in both private industries and the public sector. This commentary summarizes and discusses specific challenges and key recruitment strategies shared during semistructured interviews with representatives of these programs offered across various institutional settings (e.g., privately and publicly funded regional schools, HBCUs, and R1 land-grant universities). Targeted recruitment initiatives, personalized outreach, and digital or social media campaigns featuring students from diverse backgrounds and highlighting well-paid career paths were most frequently described as effective recruitment strategies, regardless of the institutional setting. Programs that maintained or increased their enrollment numbers further report leveraging industry partnerships, creating professional networks, and promoting inclusive and experiential learning opportunities that extend beyond the classroom.