Not Just PRF Insurance Agents

Six years ago, if you had told Aaron Orr he would be selling Pasture, Rangeland, and Forage, or PRF, insurance, he would have called you crazy. Insurance was never part of his plan. But today, as an agent with Redd Summit Advisors, Orr is a firm believer in the program — because he’s seen how it helps producers weather tough years and build stronger operations.

His perspective comes from a lifetime in agriculture. He grew up in a ranching and farming family and today runs a hay brokerage, putting up forage across several states. That experience gives him a unique connection with the ranchers he serves. 

“A lot of my current drought customers are current or former hay customers as well,” he says. “When they have a dry year and are struggling, the coverage definitely picks up and helps them get through that.”

When Orr first learned about PRF insurance, he quickly recognized its value. “As I familiarized myself with it, you could see it was a no-brainer. The benefits were huge,” he says.

Breaking Misconceptions

Orr acknowledges that some ranchers hesitate to trust PRF coverage because the program is government-subsidized. For some ranchers, there is a level of pride in not relying on funding from a government program, but he notes, “They’re funding it with their tax dollars anyways, so they might as well receive the benefits of it.”

For cattle producers, PRF is especially important. “Other than LRP, the beef guy really hasn’t had any assistance,” Orr says. However, he points out, LRP is based on outguessing markets, and it is impossible to know in advance whether a payment will be required. 

Unlike other coverage options, PRF is based on data, not market speculation. Therefore, the chance of payouts is considerably higher, Orr explains. “It’s not really a guessing game. You have the data, you have the numbers, the history. You can put together a solid policy that will perform most years.”

A Long-Term Commitment

Orr has watched PRF make a real difference for his customers — from buying hay in a drought to making land payments, even expanding their herds or acreage. But he stresses that success comes with commitment. “If it’s something you want to participate in, you need to look at it like a five-year commitment. The key to it is staying in it. It's a net positive over time.”

That long-term, steady approach reflects Orr’s overall philosophy in helping producers be successful. He takes time to understand each rancher’s financial comfort level and won’t push the program where it doesn’t fit. “I’ve come across those ranches where it just flat doesn’t work,” he says. “In those instances, I will tell them.”

It’s an approach that fits the culture of Redd Summit. “We’re not necessarily insurance agents,” Orr says. “We happen to be selling insurance, but we have a genuine care and concern for the ag industry as a whole.”

For ranchers weighing PRF, Orr’s journey shows what’s possible when real-world experience meets the right program: helping producers not just survive, but plan ahead with confidence.