When I first joined Ambrook Research, I asked if my new colleagues were married to the name. I envisioned something more evocative, something to convey the flavor of what I hoped to build into a bold and unique media outlet. As an example I remember sharing The Furrow, the quarterly magazine funded by John Deere.
I was politely told “not yet” — Ambrook Research was intended to help build name recognition for its parent company, a relative newcomer in the ag space. John Deere is a household name; Ambrook was still hoping to get there. It was a sensible approach, and I grew to embrace and enjoy the name.
Now, nearly three years later, Ambrook — the software company — has grown and thrived, building a thousands-strong customer base among the agricultural community it serves. Meanwhile Ambrook Research has attracted nearly 140,000 subscribers, earned accolades and awards, and established itself as a strong voice in the modern media landscape. Some of you have been with us since the very beginning; you’ve gotten to see us grow and thrive.
That’s why, with these milestones under our belt, I’m here with a big announcement for all our readers: Ambrook Research is now Offrange! The name change reaffirms our commitment to editorial independence, to clarify that our news and perspectives are not directed by — nor do they represent the views of — the parent company.
But what does Offrange mean, exactly? Our creative team spent many hours searching for a name that would capture the publication’s farming roots, while evoking America’s wide open spaces and natural beauty. It also speaks to our core purpose: bringing stories off the range — from farms, ranches, and agrarian communities — to a broader audience. Offrange is for anyone interested in how our food is produced, how our land is managed, and how life in rural America thrives amid myriad challenges.
If I’m honest, change can be a bit scary. After years building the identity of “Ambrook Research,” it is no small thing to introduce a brand new name. So we’re stepping into this new era with a few jitters — but mostly just excitement. We truly hope you, our loyal readers, enjoy the new name and look. Offrange would not exist without your support — please reach out to share voices you’d like to hear in future stories, story ideas, or anything on your mind!
