Vision:
To be the Heartland's leading promoter of American Agricultural education and values.

Mission:
To promote and celebrate the excellence in agricultural progress and develop future generations of leaders through agrarian values, disciplines and expressions of skills.

As an organization dedicated to youth and education, the American Royal reaches over 20,000 students annually with educational programs and events yearlong through the American Royal Museum, School Tours, Ranch Camp, KALF (Kids Agriculture Learning Fest) and various other programs. In 2012, the American Royal granted over $1,400,000 towards its purpose in the form of scholarships, competitive prize monies and educational awards.

The American Royal, one of Kansas City’s premier fall events, annually hosts the World's largest barbecue contest, one of the Midwest's largest and oldest livestock exhibitions and professional rodeos, prestigious horse shows and is home of the National Championship Saddlebred horse competition. During September, October and November, more than 270,000 people attend the American Royal events. In addition to its educational mission, the American Royal generates some $60 million of economic impact, $4.4 million in local tax revenues, and supports 450 jobs.