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In this episode of The Intentional Agribusiness Leader, Mark sits down with Jay Doan of Black Leg Ranch — a fifth-generation North Dakota ranch that has evolved far beyond cattle into a stacked, regenerative, value-added agribusiness.

Jay shares what it really takes to keep a family operation alive across generations, from brutal honesty about debt and communication to the decision to go regenerative long before it was trendy. This isn’t a polished Instagram version of ranch life — it’s the real work of leadership, culture, and stewardship.

If you lead a farm, ranch, or family business, this conversation will challenge how you think about legacy, diversification, health, and intentional leadership.

Key Takeaways

Intentional leadership starts with honest self-conversation

Jay defines being intentional as being genuinely honest with yourself about where you are and where you’re going, not just what sounds good on the surface. Without that self-honesty, every big decision eventually cracks under pressure.

Multi-generational success is built on communication, not nostalgia

Five and six generations working together isn’t romantic — it’s heavy. Jay explains that what keeps Black Leg Ranch intact isn’t just tradition, but the willingness to have open, sometimes uncomfortable conversations across generations.

Regenerative agriculture was a survival decision, not a trend

The ranch nearly collapsed in the 1980s and 90s. That pressure forced Jay’s father to rethink soil health, grazing, and debt — pushing them toward cover crops, holistic management, and biodiversity long before it became mainstream.

Diversity is risk management for the land and the business

Black Leg Ranch didn’t stack enterprises because it was fashionable — they did it because monoculture is fragile. Cattle, bison, hunting, agritourism, beer, and meat sales all create resilience when markets, weather, or supply chains break.

Your health and the land’s health are inseparable

Jay connects regenerative farming directly to human health — pointing out that a society growing sick food produces sick people, and that consumers are beginning to demand something better.

Notable Quotes

“Being intentional is being genuinely pointed with an end goal in mind — and being honest with yourself about it.” — Jay Doan

“There’s a weight that comes with legacy. You don’t want to be the generation that screws it up.” — Jay Doan

“We were homesteading before it was cool.” — Mark Jewell

“Run your operation like a business first — lifestyle second.” — Jay Doan

Action Steps

• Have the hard conversation with your family or partners about where the business is really headed.
• Audit your diversity. Are you exposed to one crop, one market, or one buyer?
• Look at soil health and financial health together — they’re connected.
• Write down the stories of the generation ahead of you before they’re gone.
• Get outside your comfort zone — internships, travel, and outside perspectives build better leaders.

Listen If You Are

• Part of a family farm or ranch trying to survive generational transition
• Exploring regenerative agriculture or diversified revenue streams
• Feeling the pressure of debt, stress, and monoculture risk
• A leader who wants to build something that lasts longer than you