NASA Acres on the Road with the Sandhills Area Research Association (SARA) at the Amarillo Farm Show (AFS)
Tillery Sims (Sand Hills Area Research Association), Tavin Dotson (Ducks Unlimited), two Amarillo Farm Show Attendees, and Azalin Rothwell (SARA).
In December, the Sandhills Area Research Association (SARA) helped expand awareness of NASA Acres at the Amarillo Farm Show (AFS), a major regional event that brings together nearly 500 exhibitors and thousands of producers from across the Texas Panhandle and surrounding states. With packed exhibit halls and steady engagement throughout the event, AFS provided an ideal opportunity to connect directly with farmers, ranchers, and community members while highlighting NASA Acres as a practical bridge between space-based science and on-the-ground agricultural decision-making.
“Keep up the good work!”
- A brief exchange that captured why face-to-face outreach matters in building trust and understanding.
SARA, a new NASA Acres partner, is a Texas-based conservation nonprofit that supports farmers by advancing soil and water health, responsible land stewardship, and sustainable agricultural practices, while also fostering education, partnerships, and market opportunities in rural communities. At AFS, the SARA team—under the direction of Tillery Sims—staffed a booth alongside partners including Tavin Dotson of Ducks Unlimited, Joe Richards of Tomorrow’s Water, and Ashlyn Ellis of Texas A&M University. Together, they gave visitors a snapshot of the conservation, water, and agricultural research efforts underway across the region. NASA Acres resources and stickers, pins, hats, and informational materials from all of the organizations at the SARA booth proved very popular with visitors of all ages.
Throughout the show, conversations frequently began with excitement and curiosity about NASA’s role in agriculture. Many producers were especially interested in how satellite-based Earth observations can support real-world decisions, such as understanding soil moisture, assessing drought risk, monitoring crop health, and informing crop selection and crop, water, and land management strategies to improve productivity and resilience. These discussions helped underscore NASA Acres’ role in partnering with farmers and land managers to translate data into usable tools that meet their needs.
Display table promoting NASA Acres, SARA Conservation Stories, and Caesar Kleberg Wildlife Institute.
Another recurring theme was the importance of making these tools more visible, particularly for younger and early-career producers who are eager for data-driven decision support but may not yet know where to find satellite resources or how to apply them. By sharing how NASA Acres supports user-driven tool development, expands access to free Earth observation data, and fosters collaboration among researchers, nonprofits, and agricultural communities, the team helped attendees better understand how NASA’s work can directly support their operations.
One interaction in particular stood out: a family stopped by the booth to learn more about drought conditions in the Texas Panhandle, asking thoughtful questions about how dry conditions are measured and tracked. As the conversation wrapped up, the mother offered simple encouragement—“Keep up the good work!”—a reminder that this information matters not only to producers, but also to families and communities whose livelihoods depend on reliable water and agricultural stability.
Overall, the Amarillo Farm Show strengthened community engagement, increased visibility for NASA Acres, SARA, and other partners, and reinforced the importance of translating cutting-edge science into practical resources that support farmers and ranchers. As NASA Acres continues to expand its tools and outreach nationwide, events like AFS remain critical for ensuring that innovation is both informed by and responsive to the needs of agricultural communities.
Photos and information courtesy of the Sandhills Area Research Association (SARA) and Azalin Rothwell.