Professional Farm Management in the midwestern USA involves the management of farmland which varies in size, quality, and type of leasing agreement. Clear and continuing communication between the manager and client and the manager and operator are critical to effective management. Marketing, managing money and people, and the selection of farm operators are among the tasks of a farm manager. Knowledge of a candidate's education, experience, financial condition, and goals are essential in the selection of a farm operator. The American Society of Farm Managers and Rural Appraisers was organised in 1929 and has assisted its members since then.