Joe Craig, an internationally acclaimed photographer from Dexter, Missouri, is embarking on a deeply personal mission to preserve the vanishing legacy of Southeast Missouri's farming families through his powerful new project called "The Farm Project." The Dexter native, whose work has gained global recognition, is using his signature black-and-white portrait style to capture the dignity, struggles, and stories of agricultural families in Stoddard County, with plans to expand into Dunklin and Butler counties.
Craig's journey into photography began unexpectedly during the Vietnam War era when he was simply trying to avoid the draft by attending college at his father's suggestion. After graduating from Richland High School in 1970, he enrolled at Daytona State College with an initial interest in science. However, fate intervened when his science classes were held in the same building as photography courses. Through a friend who was taking photography classes, Craig became fascinated with darkroom work and the chemistry involved in developing photos. When his friend dropped photography, Craig was already hooked on the medium.
By 1972, Craig had returned home to Dexter and established his first photography studio, initially focusing on traditional work like weddings and high school senior portraits in color photography. However, as his artistic vision evolved, he sought to create more meaningful work that captured the true essence of his subjects. This led to the development of his photography business, Soulmarks, which despite gaining international recognition, still operates from his studio in Dexter.
Over the course of 40 years, Craig perfected his artistic and soulful approach to photography, eventually making the strategic decision to switch to black-and-white portraits just as most photographers were embracing digital color photography. His goal was to create timeless, classic images that would reveal the true character of his subjects and stand the test of time. This expertise led to him becoming not only a master portraiture photographer but also a renowned consultant and lecturer who trains other photographers in his technique through licensing programs available worldwide, including on cruise ships and at destination vacation spots.
As Craig matured as an artist, he came to understand that photography was about much more than creating pleasant images – it was about discovering who his clients truly were and recording history through his classic black-and-white portraits. This realization led him to establish the Soulmarks Foundation, dedicated to documenting the hard work and dignity of working people. His previous projects have included powerful portraits of healthcare workers at what was then Southeast Missouri Hospital and military veterans, with plans to photograph educators in the future.
"The Farm Project" represents Craig's most personal work to date, as he seeks to preserve Southeast Missouri's agricultural roots through portraits of farmers, farming families, and agribusiness professionals. Having been raised in a farm family himself, Craig has firsthand knowledge of how dramatically farming has changed over the decades. He notes that the number of traditional family farms is rapidly decreasing as agriculture becomes increasingly dominated by larger, more corporate operations that are often too expensive for average families to operate.
The economic realities facing modern farmers have become a central theme in Craig's conversations with his subjects. "I've been talking to and photographing farmers who are in their 80s and 90s," Craig explained. "They all talk about how farming has changed. One of them recalled how he bought his first used combine for $250. Now it is not unusual for a farmer to have to spend $500,000 for a modern combine. Now, he says, small farmers can't hardly compete. It takes thousands of acres to get the machinery to pay for itself."
One of Craig's favorite aspects of the project is listening to the rich stories these farmers share. Their faces, whether they belong to someone who is 19 or 99 years old, tell compelling stories of hard work, perseverance, and connection to the land. "I am looking for emotion and expression," Craig explained. "The face, whether it is 19 or 99, tells a story. That is what I want to portray."
The portraits are intended not just for the families of farmers and the agricultural community, but as a living testament to the work these individuals have done in making Southeast Missouri the agricultural center that it is today. Craig expects this exhibit to include at least 25 faces from Southeast Missouri, many of whom he has known for many years, representing the variety of people engaged in the farming industry – from livestock farmers to row crop farmers to the ever-increasing number of young people entering agribusiness.
To find subjects for the Stoddard County portraits, Craig issued a call for volunteers, inviting farmers to sign up for free sessions at his Dexter photography studio over two days in July. He has also encouraged those interested in participating, or those who know someone with "deep roots in the land," to contact the studio through social media at https://www.facebook.com/soulmarksbyjoecraig.
Craig acknowledges that farmers are currently facing some of the most challenging times in agricultural history, with production costs soaring while profits remain at low points due to numerous factors beyond farmers' control. The project represents his personal homage to his rural roots and the agricultural community that shaped him. "I don't think my dad ever quite got over the fact that I did not become a farmer," Craig reflected. "This is my way of honoring these people."
Despite the billions of photographs taken daily with cell phones and the rapid impact of artificial intelligence on the photography industry, Craig believes nothing can replace a skilled photographer who seeks to capture more than just a simple image. "A lot of photographers over-do their photography," he commented. "But what I want to record is the emotion and the feelings of people. It's a recording of humanity. I want something that is timeless and classic."
Craig's career has included notable clients such as singer Sheryl Crow, whose senior portrait he took while she was in high school and whose family he has photographed many times since. His remarkable photographic journey is currently the subject of a documentary titled "Between Worlds," which perfectly captures his outlook on life and art. "It's a journey," he says. "My art captures the liminal space between where you are, and what you are becoming."
One of the most rewarding aspects of Craig's work is how his portraits often reveal things to subjects that they didn't realize about themselves. "Often people tell me that the portrait I did of them helped them see themselves in a new way," he concluded, noting that this represents the magic of life – the idea that we spend our entire lives becoming who we truly are. The documentary about his work is expected to be released in 2026, and he anticipates that his Farm Project will be exhibited throughout Southeast Missouri, serving as a lasting tribute to the region's agricultural heritage.
