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For Eugene (Gene) Massa, fulfilling AgWest’s mission isn’t about stepping into the spotlight; it’s about using and sharing his unique set of skills and knowledge to help others. As Associate General Counsel, VP, he is dedicated to navigating complex legal challenges and empowering others with the tools and confidence to help AgWest customers thrive.

“I am here to help others succeed,” Gene says. “We have an excellent team of attorneys, and we all work as a team. It’s the collective knowledge and teamwork that strengthen how we serve borrowers.”

The legal team at AgWest plays a critical role in ensuring compliance, managing risk and providing guidance on intricate agricultural and business matters. For Gene, success is built on collaboration and trust—values he’s honed over a lifetime of experience in both law and farming.

Gene responds to agricultural law questions for AgWest.

Gene’s connection to agriculture runs deep. A fourth-generation farmer in Princeton, California, he began farming rice in 1975 as a high school freshman. Today, his children, including AgWest Relationship Manager Natalie Geer, continue the family legacy, managing the rice fields on the same land cultivated by his great-grandfather, grandfather, uncle and father.

Gene first joined Farm Credit in the 1980s during a turbulent time for the agricultural lending community. Foreclosures were widespread, tensions were high, and respect among colleagues was hard-earned. These challenges shaped Gene’s commitment to addressing legal matters with empathy and respect for those impacted.

After leaving Farm Credit in the late 1980s, Gene managed a specialty rice mill and operated his own rice farm, gaining invaluable firsthand experience in business operations and leadership. During this time, he also pursued a legal education, specializing in agricultural law with a focus on water rights. During his career he has helped advise through many family disputes, divorces and foreclosures. This unique combination of experiences eventually brought him back to Farm Credit in 2022.

“When I left in the late ‘80s, Farm Credit was struggling,” Gene recalls. “But coming back, the environment felt completely different. It’s now built on collaboration and respect.”

Gene’s journey has come full circle, combining his extensive legal expertise and agricultural background to strengthen AgWest’s mission and support the community he has been part of for decades.

At the core of Gene’s contribution at AgWest is his role as a mentor. He helps Relationship Managers understand complex legal scenarios and regulatory frameworks, creating lasting knowledge rather than offering simple answers.

“If someone asks me a question, I don’t just give them the answer. I reference laws, attach examples and provide resources,” Gene explains. “I encourage our team to grasp the bigger picture so they can confidently work with borrowers.”

This approach mirrors his years running the rice mill, where he mentored employees, encouraging growth and development. For Gene, watching people transform remains one of the most rewarding parts of his career.

Gene walks through the hallways of the Yuba City branch.

Gene shares how he equips colleagues to handle complexities, such as multi-state farming divorce settlements. “A loan officer might see legal decrees from different states and feel unsure. I help them piece it together and understand why it matters, so they’re ready to respond to the unexpected.”

Gene also shares his experiences with Relationship Managers, particularly in handling tense situations in credit resolution and foreclosures. The wisdom he imparts remains clear: treat people with dignity, even during challenging conversations.

“You can’t back people into a corner and expect them to trust you. Our job is to problem-solve, not escalate,” he says. “If I can help a Relationship Manager see the human side of a case, they’ll handle it with more empathy, and that can make all the difference.”

Gene credits AgWest’s collaborative culture for making his work fulfilling. “Here, questions are encouraged, respect is universal, and there’s a shared drive to do what’s best for the customer.”

“When you realize you’ve got years of experience but not years to keep using it, you look for ways to share it. If I can walk away knowing I helped someone else grow—whether it’s a young Relationship Manager or one of our borrowers—then I’ve done my part.”

Through his wealth of knowledge and commitment to building relationships, Gene Massa ensures borrowers benefit from a team that’s informed, empowered and ready to serve.

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