As a 5th-generation farmer on Gross Farms, John Gross has deep roots in Sanford, North Carolina, where his family has farmed the land for over a century. When he was in the 11th grade, he became an owner in the operation, managing three acres of Tobacco and working alongside his father, Thomas A. Gross, Sr. Shortly after he began farming, John had to step in and take responsibility for the farm full-time when his father was diagnosed with Alzheimer’s disease. Four children and over four decades later, Gross Farms is now owned and operated by John and his wife, Tina Gross, and their four children, making it a true family farming operation. From growing tobacco and soybeans to managing the U-Pick strawberries and pumpkins, each family member plays a crucial role in the operation. Through the years, John has worked extensively to continue to develop the operation and ensure each of their children’s families can have an active role in Gross Farms.
In 2015, John and Tina evaluated their farm business and considered how they could preserve the family farm for future generations while reducing risk and avoiding liability. They decided to separate the farm business into Limited Liability Companies (LLCs). Gross Farms can be divided into four different business entities. Gross Farms LLC, the equipment entity, consists of equipment and farm vehicles. Gross Land Company, LLC consists of the owned farmland of nearly 1,000 acres. Gross Farms Corn Maze and Pumpkin Patch, LLC is the agritourism business entity which provides jobs for 60 seasonal employees and welcomes more than 10,000 visitors from across the Southeast each fall. Gross Farms Enterprises, LLC is the business operating entity which employs 7 full-time workers, 15 part-time employees, and 21 H-2A workers.
John began the agritourism venture after watching the Sanford, NC area develop from rural to primarily suburban. In response to the changes in demographics, John saw the potential for a successful agritourism operation. In 2002, John and Tina diversified Gross Farms to include the Gross Farms Produce Barn and Gross Farms Corn Maze and Pumpkin Patch. Here, they sell U-pick and pre-picked strawberries and pumpkins. The agritourism part of the farm is advertised through Facebook, Instagram, and the website. From highlights of farm events and history to colorful photos and engaging layouts, consumers see the many positive aspects of farm life and are drawn to visit the operation for themselves.
Along with the agritourism sector, crop production is an important part of the business. John farms 500 acres of tobacco, 100 acres of corn, and nearly 800 acres of soybeans. Tobacco is sold on contract directly to tobacco companies. Corn and soybeans are stored and sold when the market prices are best to capitalize on. John also produces straw hay bales that supply contractors, construction, seeding, and landscape companies.
At the farm, John is focused on prioritizing and managing soil erosion, wildlife, and water quality. With an operation centered on Tobacco production, soil erosion and water quality are extremely important. In 1987 John developed the farm’s first conservation plan and continues to update it as rotations and business aspects change.
A primary goal for John is to leave the land better than before he and Tina began farming it.
“We live, work, and have raised our family on this land,” said John and Tina. “This personal connection compels us to be good environmental stewards of what we have.”
John has worked closely with the NRCS and local Soil and Water Conservation District to protect, enhance, and restore the land he uses. A few of the goals he is constantly improving on include removing environmentally sensitive land from production, planting species that will improve environmental health, and improving water quality.
One of the biggest challenges John faced when he began farming was the fact that his father was unable to mentor him due to his diagnosis. John relied heavily on resources such as NRCS, Soil and Water Conservation, NC Cooperative Extension, and more. Through work with private consultants and technical service providers he established Best Management Practices (BMPs) when it comes to conservation, soil fertility, nutrient management, crop growth, and precision agriculture.
Since 2004, John has been utilizing GPS-guided grid sampling and precision application equipment. Grid sampling allows for application of the correct quantities of the right nutrients for optimum crop growth, while also protecting water quality from excessive nutrients such as nitrogen and phosphorus. For the past twenty years, John has also been using precision sprayers which allow him to turn on and off sections of the spray boom to prevent over spraying and ensure proper placement of chemical herbicides, insecticides, and fungicides.
Gross Farms is currently in the process of building a 38,000 square foot metal building which will house a farm shop, offices, a farm market, and event center.
“Farm improvements at Gross Farms are a continuous work in progress,” said John.
John experiments with new crops to see if something fits well on the farm. A few new crops he has tried include stevia, hemp, and high nicotine tobacco. Through collaborating with colleagues and researchers in the strawberry industry, he’s working on growing new and disease resistant strawberry plant varieties.
All four Gross children—Cody, Colton, Kassidy, and Makayla—are now grown and have an active role in the operation. Makayla’s husband, Wesley Souther, also works full time on the operation. John and Tina encouraged their children to expand their interests and educational opportunities beyond agriculture and the farm. However, their passion clearly lies within the farm and John and Tina are happy to have them back working on it.
“We are humbled and delighted all four children have chosen to take active roles in the operation. Our children are the best crop we have raised. Each family member brings unique skills, talents, perspectives, and strengths to the farm.”
John and Tina are engaged in succession planning and want to be sure each of their children’s families can continue farming together. The goal is to draft and implement a plan that encourages innovation, diversification, management, and financial oversight for the present and future generations to come.
John and Tina are involved in a variety of agricultural organizations on the local, state, and national level. A few of the organizations John serves include the Tobacco Growers Association of North Carolina Board, Lee County, NC Soil and Water District Board, and is a member of the NC Farm Bureau, NC Strawberry Association, and NC Agritourism Networking Association.
John was nominated for the North Carolina Farmer of the Year Award by Tadashi Totten from the North Carolina Farm Bureau Federation.
“I nominated John for this award because of his passion and motivation to keep their family farm for future generations,” said Tadashi. “He is a very passionate farmer and is a great advocate for agriculture, as he and his family serve on many state and national agricultural organizations to discuss the importance of agriculture in rural communities and to the public.”
A distinguished panel of judges will visit each finalist in August and the winner will be announced during the 2026 Sunbelt Ag Expo Southeastern Farmer of the Year Luncheon.
Returning program sponsors in 2026 are Harper Family Holdings, the Alabama Farmers Federation, Arkansas Farm Bureau, Florida Farm Bureau, Georgia Farm Bureau, North Carolina Farm Bureau, South Carolina Farm Bureau, Virginia Farm Bureau, the Georgia Association of Conservation Districts, Ag Georgia Farm Credit, Ag South Farm Credit, and SW Georgia Farm Credit and Arkansas Farm Credit. New sponsors for 2026 include Phoebe Putney Health Systems.
As the state winner of the Sunbelt Expo award, they will receive a $2,500 cash award and an expense-paid trip to the Sunbelt Expo from the sponsors. A vest from the sponsors will be given to each state winner and nominator. The Moultrie Colquitt Co. Chamber of Commerce will give each state winner a local keepsake.
The state winners are now eligible for the $15,000 cash prize awarded to the overall winner by the sponsors. Massey Ferguson North America will provide each state winner with a gift package and the overall winner with the use of a Massey Ferguson tractor for a year or 250 hours (whichever comes first). A jacket from the sponsors will be given to the overall winner. Hays LTI will award the overall winner with a HAYS Smoker/Grill. In addition, the overall winner will receive a Henry Repeating Arms American Farmer Tribute Edition rifle from Reinke Irrigation and a diesel prize package from Howes.