Best-selling author and former associate athletic director of student counseling at the University of Michigan, Greg Harden, will address attendees as closing general session keynote speaker during the 2024 American Farm Bureau Convention on Monday, Jan. 22.

Harden counseled more than 400 student athletes who would go on to careers in the four major professional sports – football, baseball, basketball and ice hockey. He shared his counseling expertise with seven-time Super Bowl champion Tom Brady and Heisman Trophy winners Desmond Howard and Charles Woodson, as well as 120 Olympians, including competitive swimmer Michael Phelps, winner of 23 gold medals. But just as important to Harden were the countless other students he counseled who went on to become highly successful doctors, lawyers, teachers, business leaders and professionals in all walks of life.

Harden’s book, “Stay Sane in an Insane World: How to Control the Controllables and Thrive,” published in August, was an instant New York Times bestseller. It also hit the bestseller list on Amazon (at one time the #1 bestselling book in all of America), as well as in USA Today, Wall Street Journal and Publishers Weekly.

“Persistent, patient and resilient are among the traits that professional athletes share with farmers and ranchers, which is why Greg’s message about coaching and mentorship is so timely,” said AFBF President Zippy Duvall. “The line-up for our entire convention is outstanding. In addition to great speakers and exciting competitions, we’ll host important conversations about top priorities for agriculture including the farm bill.”

Convention Registration

“New Frontiers” is the theme of AFBF’s 105th convention, which will be held Jan. 19-24, 2024, in Salt Lake City, Utah, with President Zippy Duvall giving his annual address to Farm Bureau members during the opening general session on Sunday morning, Jan. 21.

View the high-level convention agenda here. Members may register for the convention and tours through their state Farm Bureau office HERE. The official event hashtag is #AFBF24 and the event website is