Agriculture has a storytelling problem. We are often silent about our work, leaving the narrative open for others to write—and usually, they get it wrong. In this episode of “Your Ag Empire” podcast, host Jonathon Haralson sits down with Kirbe Schnoor, host of FarmHer and RanchHer, to bridge the gap between production agriculture and the public eye. Growing up on a California almond farm before moving into national media, Schnoor understands the grit required to keep an operation running and the nuance needed to translate that struggle to an outside audience.

The episode dives into the unique pressures facing producers today—from labor laws and water rights in California to the universal challenge of generational transition. Schnoor shares why women are often the best untold story in the industry and how honest, vulnerable conversations can combat the mental health crisis plaguing rural America. This isn't just about pretty pictures on social media; it’s about taking control of the food supply narrative before someone else does.

In this episode, we cover:

1. If farmers and ranchers don’t advocate for themselves, someone else will tell their story—and often get the facts wrong. We cannot afford to be the "quiet bear" in the room anymore; we must actively shape public perception.
2. Women in agriculture are often the best bridge to the consumer. While men are frequently conditioned to shield the family from the volatility of the markets and weather, women are increasingly taking on the role of communicator, combating isolation and opening the door for mental health discussions.
3. Social media creates a polished, unrealistic version of agriculture that can erode confidence. Authenticity beats production value every time; the public is tired of being marketed to and is hungry for the unvarnished reality of where their food comes from.
4. Just like in production, success in media often comes down to timing and the willingness to show up when others won’t. Whether it's starting a farm or building a platform, the opportunity exists for those willing to do the unglamorous work.

Make sure to hit follow/subscribe so you never miss an episode.

Connect with Kirbe Schnoor:

1. Instagram: @iamfarmher (https://www.instagram.com/iamfarmher/)
2. Facebook: (https://www.facebook.com/IAmFarmHer/)
3. Dirt Diaries Podcast: (https://dirtdiaries.captivate.fm/)

Connect with Your Ag Empire:

1. Follow on Instagram @youragempire
2. Follow on Facebook
3. Subscribe on YouTube
4. Follow on LinkedIn
5. Follow on TikTok
6. Check out our website

Resources & Links:

1. Learn more about the Elite Mastermind and how to become a member
2. Protect your livestock investment with Empire Ag’s risk management solutions
3. Join The Dirt email subscription
4. Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services