In the heart of Maquoketa, Iowa, farm families uphold the rich traditions of their agricultural heritage while embracing innovation and community. Among them stands the Heinrich family, recipients of the esteemed Way We Live Award, sponsored by Iowa Farmer Today and WHO Radio, The Big Show. This accolade honors Iowa farm families who exemplify dedication to agriculture and embody the state’s core farm values.
A Farm Rooted in Passion and Tradition
The Heinrich family, represented by Joe and Shelley Heinrich; their daughter, Amber Selman, and her husband, Ben; as well as nephew, Troy Petersen, and his wife, Anessa, manage the robust farming operations at Peterson Cattle and Grate View Farm. On these farms, they raise beef cow/calf pairs, milk 60 Holstein and Jersey dairy cattle and cultivate corn, soybeans, alfalfa and oats.
Selman and her husband have breathed new life into the family’s dairy operation since 2019, ushering in a modernization of practices and nearly doubling milk production.
Shelley instills passion within the family, with each member playing a pivotal role in the success and growth of the farm, supported by their community. Whether managing the day-to-day operations of the dairy, overseeing crops and livestock or raising pork, beef, and lamb on ancestral land, the Heinrich family continues to embody a balance of tradition and progress.
Sharing Stories and Engaging Communities
The Heinrichs value sharing their stories within their community. Actively involved, they engage in everything from opening their farm for educational visits to participating in various agricultural programs. Selman’s involvement in Midwest Dairy’s DEAL program exemplifies their commitment to advocating for the industry they love.
Having left for Iowa State University, Selman did not initially envision returning to the family farm. Yet, as fate would have it, she rejoined in 2016, embracing her role with enthusiasm.
“God and fate stepped in,” she shares.
Humorously referring to herself as the “third-string quarterback” for milking, Selman primarily focuses on calf care, simultaneously managing the farm’s website and social media. Through these platforms, she educates others on their dedication to land and livestock care.
The Selman children, Ellie, Anna and Weston, also partake in farm life, growing up with their grandparents nearby — a privilege the family treasures.
“We wanted the farming goodness for our family,” Selman explains, recalling the closeness she valued growing up.
Being honored with the Way We Live Award is a humbling acknowledgment for the Heinrich family, who stand among six distinguished families awarded in 2025. The nomination —initially a surprise to Joe — reinforces their role as stewards of Iowa’s agricultural heritage. It signifies a deep-rooted connection to the community and a recognition of their continued contribution to farming excellence and education.
“We are so honored and appreciate all of the support from Midwest Dairy,” Selman says.
Generational Continuity and Challenges
Like any generational farm, the Heinrich family faces the challenges of ensuring a seamless transition to the next generation. As an entirely family-run operation, they are forward-thinking, ensuring opportunities in farming are available to those interested while encouraging passions outside of agriculture when desired.
“How do you continue the family farm for the next generation?” Selman ponders.
The answer lies in forward-thinking strategies, ensuring those eager to farm can do so. Despite challenges, their commitment to innovation and stewardship remains strong. As Selman notes, there’s excitement in both farming evolution and processing innovations.
“There is not only a lot of evolution and innovation on the farm with robotics and all of that. But there’s also innovation on the processor side,” she shares. “It all excites us.”
The Heinrich family’s story is not just one of farming success but of cultivating a community connection deeply embedded in agriculture, family, and faith. As they look forward to the future, they continue to inspire and be inspired by the evolving landscape of the dairy industry and the enduring spirit of farming in Iowa.
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