Series Inspiration

The Founding Team

Perfect Sundays is the inspirational culmination of the efforts of Sam Goldberg, a spirited New Yorker who wanted to venture out of his concrete backyard into farm country and discovered a ‘calling’, Jason Williamson, a North Carolina native who wanted to infuse hope into agriculture and honor his heritage, Rupa Mehta, an entrepreneur who wanted to tackle the farmer mental health crisis with lasting results, Steve Sukup, a midwest investor dedicated to improving the lives of farmers, and Tyler Wallach, a master storyteller who wanted to weave it all together…

From left: Steve Sukup, Jason Williamson, Rupa Mehta, Sam Goldberg, Tyler Wallach on the set of Perfect Sundays.

"I am grateful for what you all are doing for grain safety, but after this one, please tell the story of farmer suicide. My best friend just took his own life.”

Dale Dobson

Safety Administrator, Kentucky Department of Agriculture

How it began

It all began in the summer of 2018 as we were getting ready to produce our first farm film, SILO. Sam showed up at an event for the local chamber of commerce in Larue County, Kentucky to meet his new friend, and SILO’s biggest supporter, Dale Dobson. As the Safety Administrator for the Kentucky Department of Agriculture - as well as a lifelong farmer and volunteer firefighter - Dale strikes an intimidating figure. But that night, before the event began, he was hunched over a table, crying softly to himself. Sam asked him: “Dale, what’s going on?” And Dale said in his signature southern accent: “Sam, I am grateful for what you all are doing for grain safety, but after this one, please tell the story of farmer suicide. My best friend just took his own life.”

"They stop attending church.”

Ted Matthews

Farmer Mental Health Expert

Understanding the community

Fast forward to 2021. We asked renowned farmer mental health expert, Ted Matthews, about some of the early warning signs that a farmer might be in the throes of a depression, and he answered: “They stop attending church.” This early insight in our research and development for Perfect Sundays highlighted the urgent need for community ties and consistent in-person communication between neighbors in rural communities.

This theme resonated so deeply with us that we decided to structure our series around the importance of Sunday routines to ground communities, and families, in togetherness. With our lead character beginning every episode in church, and ending up back on the farm to open us up to the daily struggles of that world, we sought to showcase a path towards hope for today’s farmers. For our fictional Weeks family, that hope lived inside an ice cream sundae.

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