In this episode of Dirt Diaries, we’re sitting down with Jennifer Boka, Senior Livestock Director and Industry Relations Leader for the National Western Stock Show. She reflects on a career that has connected every corner of the agriculture industry, gives insight into the rich traditions that make National Western so special, and tells us how meaningful experiences can connect consumers with the people who raise their food. Jennifer also opens up about balancing motherhood with a demanding career, the lessons livestock judging taught her about resilience, why mentorship matters, and the importance of listening before leading. Whether you're a stock show exhibitor, rodeo competitor, livestock enthusiast, or simply someone who appreciates the people behind agriculture, this conversation is packed with wisdom, perspective, and a deep appreciation for the traditions that continue to shape our industry. Let’s get dirty with Jennifer!

Socials/Resources:

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

LinkedIn: Jennifer Altenburg Boka

Facebook: JenniferCBoka

Instagram: @boka_jenn

Mentioned in this episode:

Nationwide

Follow us on social media

Follow us on social media

John Deere

John Deere

Nationwide

This week, we're joined by one of the most connected and creative minds in the Western industry—Jessica Shae Craven. While many know Jessica as the woman behind rodeo superstar Rocker Steiner's brand, her story stretches far beyond the arena. From producing fashion shows and building partnerships in Nashville's music scene to working with major brands across NASCAR, country music, and Western sports, Jessica has built a career by turning bold ideas into reality. In this conversation, she shares how growing up in an entrepreneurial family shaped her mindset, why relationships are the foundation of everything she does, and how she's helping bring new audiences into the Western lifestyle. We also dive into the evolution of influencer marketing, the future of Western entertainment, unforgettable moments with artists and athletes, and the power of dreaming big—even when the path isn't obvious. If you've ever wondered what happens behind the scenes of the biggest partnerships in country music and rodeo, or what it takes to build a career fueled by creativity and relentless hustle, you're going to love this episode. Let’s get dirty with Jessica!

Socials/Resources:

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

IG: https://www.instagram.com/the.blankcanvasagency/?hl=en

Linkedin: https://www.linkedin.com/in/jessicashaebbeattie/

Mentioned in this episode:

Nationwide

John Deere

Follow us on social media

Follow us on social media

John Deere

Nationwide

Today, we’re honored to sit down with one of agriculture's most influential voices, Chief Aubrey Bettencourt, Chief of the USDA Natural Resources Conservation Service (NRCS). From growing up on a diversified family farm in California's Central Valley to helping shape conservation policy in Washington, D.C., Aubrey's career has been driven by a passion for protecting natural resources, advocating for farmers and ranchers, and ensuring agriculture remains strong for future generations. In this episode, Aubrey shares her perspective on the critical role agriculture has in feeding the nation, the importance of keeping working lands in working hands, the future of conservation, and why women are helping lead agriculture into its next chapter. She also opens up about the lessons she learned growing up on the farm, the mentors who shaped her career, and the values she hopes to pass on to her daughter. It's an inspiring conversation about leadership, resilience, stewardship, and the people working every day to keep agriculture thriving. Let’s get dirty with Chief Bettencourt!

Socials/Resources:

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

Mentioned in this episode:

Nationwide

John Deere

Nationwide

Follow us on social media

Follow us on social media

John Deere

Today we're sitting down with a woman who has helped shape one of the most recognizable brands in the western industry. Erin DeLong is the Marketing Manager for Durango Boots, where she's spent more than a decade helping grow the brand, building meaningful partnerships, and telling the stories that connect western lifestyles to consumers around the world. From her roots in agriculture and 4-H to leading marketing campaigns, athlete partnerships, and major industry events like The American Rodeo and the National Finals Rodeo, Erin shares what it's really like behind the scenes of one of the industry's biggest brands. We talk about career growth, staying loyal to a company in a world that often encourages job hopping, the power of storytelling in marketing, western culture's mainstream rise, and the faith, family, and values that continue to guide Erin's journey. Plus, you'll definitely want to stick around for some hilarious Dirt Diaries games where we learn about Erin's love of laminating, her unexpected loyalty to the Kentucky Wildcats, and the sandwich we think she should pitch to Subway. So grab a coffee, pull on your boots, and let's get dirty with Erin.

Socials/Resources:

Instagram:

@edelong7

@durangoboots

Website:

www.durangoboots.com

Facebook:

https://facebook.com/durangoboot

https://facebook.com/erin.delong.7

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

Mentioned in this episode:

Nationwide

John Deere

John Deere

Nationwide

Follow us on social media

Follow us on social media

We’re sitting down with Sarah Daniels, Product Marketing Manager for John Deere's largest tractors and a proud farm kid from the Iowa-Minnesota border. Sarah shares how growing up on a first-generation family farm shaped her work ethic, passion for agriculture, and understanding of the people who power rural America. From study animal science and agronomy at Iowa State University to building a career with John Deere, Sarah's journey is proof that there are countless ways to make an impact in agriculture beyond the farm gate. Throughout the conversation, Sarah opens up about navigating a male-dominated industry, the mentors who have helped shape her career, and why having a seat at the table means bringing your own unique strengths to the conversation. She also reflects on the sacrifices her parents made to build their farm, the lessons she's learned from her mom's quiet leadership, and the importance of showing up for the people who matter most. This episode is a reminder that agriculture is built on relationships, resilience, and a willingness to keep growing—and Sarah Daniels embodies all three. Let’s get dirty with Sarah!

Socials/Resources:

Instagram:

@sarah.e.daniels

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

Mentioned in this episode:

Nationwide

John Deere

Follow us on social media

Follow us on social media

Nationwide

John Deere

This week, we're catching up with a familiar face and one of agriculture's biggest champions for women in leadership—Svitlana "Lana" Synkovska, Portfolio Director for Women in Agribusiness. With more than 20 years of experience spanning consulting, communications, international trade and event leadership, Lana has built a career connecting people across the agricultural value chain. Today, she's leading one of the industry's most influential gatherings—the Women in Agribusiness Summit—as it celebrates its 15th anniversary in New Orleans. In this episode, Lana shares how a city girl with summers spent on her family's farm found her calling in agriculture, why she's so passionate about creating opportunities for women, and what makes the Women in Agribusiness community unlike any other event in the industry. We also talk about the future of agriculture and why investing in relationships may be one of the most valuable career moves you can make. Let’s get dirty with Lana!

Socials:

Resources

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok
• Women in Agribusiness: Website | Facebook | X | YouTube | LinkedIn

Mentioned in this episode:

Nationwide

John Deere

Nationwide

John Deere

This week, we're sitting down with Mamie Brown McKee—a Texas native, boutique owner, mother of three, and passionate advocate for western culture and community. Mamie grew up between Texas and Colorado before finding her way back home to Texas, where she now helps lead Tucker Brown, her family's clothing business that has been serving customers for more than four decades. From the heart of Fort Worth's Stockyards, she's helping shape how people connect with western fashion, heritage, and the stories behind the products we wear every day. In this episode, Mamie shares what it's like working alongside family, raising three boys while running a business, navigating the challenges of leadership, and why creating freedom—not just success—has become her definition of a life well lived. We also dive into western style, the evolution of cowboy culture, fun fashion games, and the lessons she's learning through every season of life. Grab a seat and join us for a conversation filled with laughter, honesty, friendship, and a reminder that sometimes the most meaningful legacies are built one day at a time. Let’s get dirty with Mamie!

Socials/Resources:

Instagram:

@tuckerbrown1986

@itsmamiebrown

Website:

Tucker Brown

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

Mentioned in this episode:

Nationwide

John Deere

John Deere

Nationwide

On this episode, we have Emily Jackson, Vice President of Arcadia Commodity Opportunity, to talk about the business side of the cattle industry and the unique path that led her there. Raised in Canada by a family deeply rooted in the cattle business, Emily originally pursued a career in finance before discovering her passion for cattle feeding, risk management, and commodity markets. From buying cattle across North America to navigating market volatility, technology, AI, and supply chain challenges, Emily offers an inside look at what it takes to make disciplined decisions in one of agriculture’s most dynamic sectors. She also shares her experiences as a woman in a traditionally male-dominated industry, the mentors who helped shape her career, and why she believes there’s a place for everyone in agriculture. Whether you're involved in the cattle business or simply curious about the people behind the beef industry, this conversation is full of insight, humor, and real-world perspective. Let’s get dirty with Emily!

Socials/Resources:

Instagram:

@emilyjjackson

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

Mentioned in this episode:

Nationwide

John Deere

Follow us on social media

Follow us on social media

John Deere

Nationwide

Today we’re joined by Lauren Lovelace Murray, Executive Vice President of the Fort Worth Stock Show & Rodeo and the first woman to hold the role in the organization's 130-year history. Lauren shares her remarkable journey from a horse-crazy kid growing up in Grapevine, Texas to helping lead one of the most iconic events in agriculture and Western heritage. Along the way, she reflects on the mentors who shaped her career, the importance of creating opportunities for young people from all backgrounds, and the responsibility of preserving tradition while embracing innovation. From barrel racing dreams and stock show memories to leadership lessons, friendship, family support, and the future of the Fort Worth Stock Show & Rodeo, Lauren offers an inspiring look at what it means to serve an industry and community she loves. Whether you're a lifelong stock show family or simply passionate about leadership, service, and agriculture, this conversation is one you won't want to miss. Let’s get dirty with Lauren!

Socials/Resources:

Instagram:

https://www.instagram.com/laurenmurray0212/

www.instagram.com/fwssr/

LinkedIn:

https://www.linkedin.com/in/llovelacemurray/

https://www.linkedin.com/company/fort-worth-stock-show-and-rodeo

Facebook:

https://www.facebook.com/laurenlv15

https://www.facebook.com/fwssr

Additional Links:

Fort Worth Stock Show & Rodeo History Video

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

Mentioned in this episode:

John Deere

John Deere

Nationwide

Follow us on social media

Follow us on social media

Nationwide

Intro: We're welcoming back a familiar face and one of our favorite advocates for agriculture, Krista Soda. As a leader with Nationwide Agribusiness, Krista has spent more than two decades helping build the future of agriculture through talent development, youth engagement, and support for women in the industry. But beyond her impressive career, Krista is known for her infectious positivity, practical wisdom, and genuine passion for helping others succeed. In this conversation, we dive into everything from her legendary travel spreadsheets and love of dry shampoo to the lessons she's learned as a mother, leader, and lifelong problem solver. Most importantly, we have an honest discussion about mental health in rural America, why it's okay to ask for help, and how organizations like Nationwide are working alongside industry partners to bring awareness and resources to farming and ranching communities. Krista brings humor, heart, and a refreshing perspective to every topic, making this one of those conversations that feels like catching up with an old friend. So grab your coffee, settle in, and join us for another episode of Dirt Diaries. Let’s get dirty with Krista!

Socials:

Instagram: @spen_71

LinkedIn: Krista Soda - Nationwide Agribusiness Insurance Company | LinkedIn

• Connect with FarmHER + RanchHER
• Sign up for our Newsletter
• FarmHER: Instagram | Facebook | TikTok | X | Pinterest | YouTube | LinkedIn
• RanchHER: Instagram | Facebook | TikTok | YouTube
• Kirbe Schnoor: Instagram | Facebook | TikTok

Mentioned in this episode:

John Deere

Follow us on social media

Follow us on social media

Nationwide

Nationwide

John Deere