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Why narrow my focus to ag?


Farm and woodland birthday cakes

In contemplating “what’s next,” I considered something entirely different … but what? I liked baking and became pretty creative with my girls’ birthday cakes each year. I liked guiding my teammates in their careers … maybe something in training and development? Working in my yard was rewarding … it’s way more physically active than sitting behind a computer all day … maybe something in landscaping. These were fun to entertain, but the reality was I needed to look at my strengths and what will pay the bills while allowing me flexibility for my other job as a mom.


This realization wasn’t defeating because the opportunity to work with an ag client had already presented itself, and it tapped into my strengths of client service, research and writing. Then a referral came in for another ag client who needed media relations support, and this was something I excelled at early in my career, landing at least a half dozen cover placements in the ag trades … back when print was “it.”

So that settled it, I’d start my own company, and my focus would be on ag.

Some may see this decision as limiting my reach with potential clients. But this is where my passion lies, and there are numerous sectors within the ag industry. I spent 23 years working in crop protection for nearly every crop across the U.S. But my new clients are in agtech, animal nutrition and Asian aquaculture.


Plus, ag is something fewer and fewer people understand but is more and more important to our expanding population. And while I realize my work likely won’t engage with the general consumer, it’s the sense of purpose and deeper meaning that keeps me connected to this industry.


Fixing a tire on the farm.

I may tend to think too simplistically about the ag industry … that “big ag” isn’t evil like some want to portray. I’d like to see more people think of these companies as being made of people … many people who came from farms, who know the hours farmers keep, who know how hard farmers work, who know the struggle farmers battle in trying to do right by their land or animals and community and pocketbook.


Farm play time.

I am one of those people … I used to rise at 5 a.m. with my dad to feed and milk our animals, sweat in the sun as I unloaded wagons of hay, freeze my fingers and toes going between buildings to care for our animals in the dead of winter. It’s not a 40-hours-a-week profession; it’s often double that. It’s grueling, high-tech, personal, low-tech, family, rewarding, hands-on, innovative. And it feeds us.


These reasons and so many more are “why ag.”

If you work in ag and want to know how I can support your communication efforts, reach out and let's chat.

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