From a general business perspective, marketing is key. If his product is exceptional, as previously stated, it needs to be documented. If he wants to sell his product, he needs to market. If he wants to pass on his legacy, he needs to teach the next generation, and probably write a book.
I am not familiar with assistance organizations, however, here I would recommend talking with the local conservation district or agricultural research university to assist in either studying his approach and/or developing a marketing plan. Usually if it is advantageous to the university or organization they will attempt to allocate the resources with grant funds. Another ideas it to acquire his own grant funds and hire a private research firm to do the work for him, which could be costly, and may not be cost effective. It is imperative to have a cost-benefit analysis of any endeavor. It sounds like there may be a lot of potential to increase profitability, but "what you see is what you get" only works when you're rich and already have a large following.