New CEO of GreenStone Farm Credit Services looks toward future 
Farm at harvest time


GreenStone Farm Credit Services’ newly appointed CEO Travis Jones is at the helm of the more than 100-year-old organization and building upon the strong foundation laid by previous CEO Dave Armstrong. 




Jones, who previously served as CFO of the company, assumed his role as CEO Aug. 1, 2022, following Armstrong’s retirement. Throughout Jones’ 15-year tenure with GreenStone, he has consistently supported the rural and agricultural communities in Michigan and northeast Wisconsin with a primary goal to help them grow, thrive, and succeed.  


“Transitioning from CFO to CEO is certainly a big step, and it's a step that I've been preparing for,” Jones said. “I valued Dave Armstrong’s mentorship and really paid attention to his personal approach, forward-moving thought process and inclusive leadership, so it does feel like a natural progression to carry that forward. GreenStone has a fantastic team at every level, and that is helping make this transition seamless.” 


GreenStone is a member of the Farm Credit System cooperative founded as part of the Farm Credit Act of 1916. Since 2000, GreenStone has grown on average roughly 9% each year, from $1.8 billion to $12 billion in total assets by advancing financial solution offerings to meet the evolving needs of farmers and rural consumers. GreenStone supports rural communities and agriculture with reliable, consistent financing options for farming, agribusiness, country homes, and recreational property, as well as financial services to support customers’ risk management needs including accounting and tax services and crop and life insurance options.  


“GreenStone has been around for more than a century, and as I take the reins of the organization, we remain focused on continued solid growth through impeccable service to our members and superior engagement within our talented team,” Jones affirmed. 


As a cooperative, GreenStone partners with more than 28,000 members in Michigan and northeast Wisconsin through service provided by more than 600 teammates. Those members once again indicated 95% customer satisfaction with GreenStone in 2022, a factor evaluated closely by the cooperative to help ensure customers receive the support, service and products needed to help them be successful. That service is directly tied to the engagement of the GreenStone team, which also rates its employer in the top 90th percentile among other organizations in the nation for its employee support and engaging culture. 


With a commitment to “customers first,” Jones and the entire GreenStone team work with a mindset of customer satisfaction and consistent quality with an emphasis on individual solutions and support for agriculture and rural living as well as young, beginning, and small farmers.  


“Our young, beginning and small farmers are very diverse in terms of their farm size, location, products grown, services provided and the consumers they connect with,” Jones said. “We recognize the value in cultivating relationships with these passionate farmers and helping to mentor and guide them to be the next generation of successful farmers.”  


Jones grew up on a small family farm in rural Chapin, Michigan, and was involved in livestock auctions from a very young age. He now lives in Owosso with his wife Sue, where they together raised three children.  


“I was very excited to come to GreenStone 15 years ago and reconnect with my agriculture background,” Jones said. “I know my grandparents would be proud of me, and my parents are grateful for the positive impact we’re a part of helping our members make. This is a very rewarding place to work, and I know firsthand we have some of the best customers in the world thanks to their role in feeding and serving our rural communities!” 


Jones is involved on the board of the Michigan Finance Authority to help provide impactful, affordable loans for cities, colleges, and public schools; he also serves on the Michigan FFA Association board providing support to year-round agriscience curriculum and youth development activities.  


Hear firsthand from Travis on his fond agricultural memories and his excitement for the strength and future of GreenStone and its members: 



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