Season 5: Episode 217

In this episode of North American Ag Spotlight, Chrissy Wozniak welcomes back Gwendoline Legrand, Co-Director of FIRA, to discuss the upcoming FIRA USA 2025 event taking place October 21–23 in Woodland, California. Known as the premier gathering for agricultural robotics and automation, FIRA USA brings together growers, innovators, OEMs, startups, and investors for three days of live demos, collaboration, and networking.

Gwendoline shares what makes Woodland such a strong venue, why in-field demos are critical for showing growers real-world solutions, and how FIRA continues to evolve by listening directly to farmers and industry stakeholders. She also reveals exciting new announcements, including John Deere’s autonomous ultra tractor demo and the strong involvement of New Holland and other leading manufacturers.

This year marks the launch of the Women in Ag Robotics Award, celebrating trailblazing women shaping the future of automation in agriculture. Gwen explains why this award is so important, how it will highlight women across all roles in the industry, and how it aims to inspire the next generation of leaders.

With more than 40 states and 50 countries represented, FIRA USA 2025 is set to be a truly global event, offering growers free registration and unmatched access to the future of farming.


Learn more about about at https://fira-usa.com/
Learn more about the Women in Ag Robotics Award at https://airtable.com/appngGw7fx3GXRLN5/pagSGexHt8UUIrYFA/form

#farm #farming #agriculture

North American Ag is devoted to highlighting the people & companies in agriculture who impact our industry and help feed the world. Subscribe at https://northamericanag.com

Want to hear the stories of the ag brands you love and the ag brands you love to hate? Hear them at https://whatcolorisyourtractor.com

Don't just thank a farmer, pray for one too!

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Ecorobotix, together with DFS Finance & AgDirect, is making it easier for growers to access the ARA Ultra High Precision Sprayer. Flexible purchase and lease programs offer competitive rates, deferred payments, and end-of-term options, helping farms cut inputs, reduce labor & boost profitability without straining cash flow. Learn more HERE

Subscribe to North American Ag at https://northamericanag.com

Season 5: Episode 216

 In this episode of North American Ag Spotlight, Chrissy Wozniak sits down with Jacqui Fatka, Lead Economist for Farm Supply and Biofuels at CoBank, to discuss the shifting landscape of biofuels and the growing role of aviation fuels in agriculture. With over two decades of experience in ag policy, trade, and renewable fuels, Jacqui provides valuable insights into how demand for aviation fuel is reshaping feedstock markets and creating both opportunities and challenges for U.S. farmers.

The conversation explores how federal policy is driving investment in biofuels, how aviation fuels are influencing traditional crops like corn and soy, and what new feedstock options may come into play. Jacqui shares her perspective on how producers can prepare for increased volatility, how trade and global markets tie into this shift, and what rural cooperatives and agribusinesses need to know to stay ahead.

Looking forward, Jacqui highlights the biggest hurdles to scaling aviation fuels and the role of infrastructure, investment, and innovation in meeting demand. She also previews her upcoming role as moderator of the Sustainable Aviation Fuels panel at the Women in Agribusiness Summit this September, where industry leaders will discuss biofuels investment trends and how aviation fuel adoption will impact feedstock markets.

Learn more about CoBank at https://cobank.com/
#farm #farming #agriculture

North American Ag is devoted to highlighting the people & companies in agriculture who impact our industry and help feed the world. Subscribe at https://northamericanag.com

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Season 5: Episode 215

In this episode of North American Ag Spotlight, Chrissy Wozniak sits down with Xinnan Li, VP and Senior Packaging Analyst at Rabobank, to discuss how customer trends and evolving food preferences are reshaping agricultural markets. Xinnan shares her journey from studying biology and food science to analyzing packaging, logistics, and consumer-driven change for one of the world’s largest agri-focused banks.

The conversation explores how shifting demographics, particularly the influence of Gen Z and millennials, are driving demand for local and organic foods—yet also how tightened disposable income is limiting higher-priced categories. Xinnan highlights the long-term rise of convenience, the impact of weight loss medications on portion sizes, and how packaging has become a powerful tool for both branding and efficiency.

They also dive into the rise of the MAHA movement and what it signals for future consumer behavior, the risks producers face when markets overcorrect, and the ways demographic changes and global diversity will continue to shape food demand. Xinnan emphasizes the importance of transparency, storytelling, and aligning operations with consumer expectations.

Looking ahead, she previews her upcoming presentation at the Women in Agribusiness Summit in Orlando this September, where she’ll provide a data-driven look at these same themes—demographics, disposable income, trade, and consumer bifurcation—and what they mean for the future of agriculture.

Learn more about Rabobank at https://rabobank.com
Learn more about Women in Agribusiness at https://www.womeninag.com/

#farm #farming #agriculture

North American Ag is devoted to highlighting the people & companies in agriculture who impact our industry and help feed the world. Subscribe at https://northamericanag.com

Want to hear the stories of the ag brands you love and the ag brands you love to hate? Hear them at https://whatcolorisyourtractor.com

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Season 5: Episode 214

In this episode of North American Ag Spotlight, Chrissy Wozniak is joined by Matt Durian, Livestock Manager at the American Royal, and Mae Boedeker, Livestock and Rodeo Coordinator, to talk about the upcoming American Royal Fall Livestock Show. A Kansas City tradition since 1899, the American Royal has been inspiring and educating generations through its nationally recognized livestock shows, rodeos, equine events, and the world’s largest barbecue competition.

The Fall Livestock Show, set for October 10–26, 2025, is one of the premier livestock events in the country, bringing exhibitors together from across the United States and beyond. Matt and Mae share what makes this show stand out, from its exhibitor-friendly approach to its rich history spanning over 126 years. This year, attendees can look forward to the return of the Boer goat show, expanded divisions, and even the excitement of the World Hereford Conference being held in conjunction with the American Royal.

Matt and Mae also reflect on what excites them most about the show, from Junior Market Week to the unforgettable Royalty Drive under the bright lights of Hale Arena. They discuss the importance of connecting the public with agriculture, the life lessons youth gain from showing livestock, and the friendships and bonds that exhibitors build along the way.

For families traveling to Kansas City, Matt highlights the city’s famous barbecue and local attractions, while Mae shares her favorite coffee spots to keep exhibitors and visitors fueled during show week. With the registration deadline coming up on September 10, and late entries accepted until September 15, they encourage exhibitors to enter early at americanroyal.com.

The American Royal’s mission goes beyond competition, with proceeds supporting scholarships and educational initiatives. Matt and Mae encourage both individuals and businesses to get involved through sponsorships, donations, or volunteering to ensure the continued success of this historic event.

Don’t miss this conversation about why the American Royal Fall Livestock Show is so deeply cherished by exhibitors and the agriculture community.


Learn more at https://americanroyal.com/
#livestock #farming #agriculture

North American Ag is devoted to highlighting the people & companies in agriculture who impact our industry and help feed the world. Subscribe at https://northamericanag.com

Want to hear the stories of the ag brands you love and the ag brands you love to hate? Hear them at https://whatcolorisyourtractor.com

Don't just thank a farmer, pray for one too!

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Season 5: Episode 213

 In this episode of North American Ag Spotlight, Chrissy Wozniak sits down with Raquel Gottsch Koehler, Co-Owner and Chief Marketing & Creative Officer of Rural Media Group, to talk about how agri-marketing is shifting in 2025 and what’s truly working in today’s uncertain economy.

Raquel shares her unique perspective as the next generation leading RFD-TV, Rural Radio on SiriusXM, and FarmHER + RanchHER, balancing her late father’s legacy with bold innovation. She discusses how rural audiences are consuming content differently than just a few years ago, the growing importance of authenticity in brand storytelling, and why both linear TV and digital streaming still have a place in ag marketing.

The conversation also explores the relaunch of FarmHER + RanchHER, the importance of elevating women in agriculture, and how RMG is tackling big issues like mental health, regenerative agriculture, and entrepreneurship through rural storytelling. Raquel explains what agri-marketers are getting right—and wrong—in 2025, and why genuine connections matter more than ever.

Plus, Raquel previews her upcoming panel at the Women in Agribusiness Summit in Orlando: “Marketing Through Headwinds: Ag Marketing Strategies in an Uncertain Economy.” She’ll be joining other industry leaders to discuss how brands can adapt and thrive through today’s challenges.


Learn more about RMG at https://www.rfdtv.com/

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Season 5: Episode 212
 
In this episode of North American Ag Spotlight, Chrissy Wozniak is joined by Jaime Jerrels, Senior Director of Policy and Outreach at the Florida Farm Bureau Federation, to discuss one of the most powerful and overlooked challenges in agriculture today: farmer mental health. Florida Farm Bureau, in partnership with UF/IFAS and the Mind Your Melon Foundation, has released its first-ever statewide mental health report—and the findings are deeply personal, alarming, and a call to action.

Jaime brings more than just her professional insights to the conversation. Raised on a peanut and cattle farm in Levy County and now raising five children on that same land with her husband, she speaks from the heart—both as a policy advocate and as a woman of faith. Her passion for standing in the gap for farmers who often carry the weight of the world in silence is rooted in her belief that agriculture is more than an industry—it’s a mission field.

The conversation goes far beyond statistics, touching on hurricanes, financial stress, isolation, and the unique burdens of rural life. Jaime shares her firm belief that faith, prayer, and community can bring healing and strength where it’s needed most. She encourages struggling producers to lean on their relationship with God, seek out trusted connections, and remember that telehealth and other support tools are available—and confidential.

Chrissy and Jaime also explore the critical role churches, Farm Bureau, and peer-to-peer relationships play in restoring connection and hope to those silently struggling.

Learn more and view the full 2025 Mind Your Melon Farmer Wellbeing Survey at: https://www.floridafarmbureau.org

North American Ag is devoted to highlighting the people & companies in agriculture who impact our industry and help feed the world. Subscribe at https://northamericanag.com

Want to hear the stories of the ag brands you love and the ag brands you love to hate? Hear them at https://whatcolorisyourtractor.com

Don't just thank a farmer, pray for one too!

Send us a text

Ecorobotix, together with DFS Finance & AgDirect, is making it easier for growers to access the ARA Ultra High Precision Sprayer. Flexible purchase and lease programs offer competitive rates, deferred payments, and end-of-term options, helping farms cut inputs, reduce labor & boost profitability without straining cash flow. Learn more HERE

Subscribe to North American Ag at https://northamericanag.com

Season 5: Episode 211

As the ag tech sector matures, the industry is finally shifting its focus from flashy innovations to solving real problems on the ground. In this episode of North American Ag Spotlight, Chrissy Wozniak explores how the ag tech space is becoming more practical, profitable, and proven — especially when it comes to addressing the core issue that keeps most farmers up at night: labor. Joining the conversation from St. Louis, Missouri is Connie Bowen, Founding Partner of Farmhand Ventures, a venture firm focused on the future of work in U.S. agriculture.

Connie shares how her background — spanning from engineering to hands-on farm work in Oregon’s Willamette Valley — shaped her laser focus on labor as agriculture’s most pressing challenge. She discusses how investor enthusiasm surged after high-profile acquisitions like Monsanto’s purchase of Climate Corp, but notes the disconnect between capital flowing into ag tech and the slow pace of on-farm adoption. That’s where Farmhand Ventures comes in — helping startups build with the farmer, not just for them.

Throughout the conversation, Connie breaks down what makes an idea investable in the ag space, why founders must collaborate closely with growers and farmworkers from day one, and how including the voices of those doing the work creates smarter, more successful tools. She explains that while sustainability and climate concerns may attract outside capital, these investors often fail to understand the farmer’s “hair-on-fire” problems — like labor shortages and razor-thin margins — which must be addressed first.

Connie also talks about mistakes she sees ag tech startups making, including overpromising, chasing the wrong markets, or designing without true farm-level feedback. She emphasizes the importance of field trials, user input, and ongoing proof, comparing startup success to a sports team that has to earn its wins every season. Looking ahead, she predicts robotics will play an increasingly critical role in specialty crops and emphasizes the need for tech to help elevate workers into higher-value roles rather than displacing them.

This episode highlights a turning point in ag tech — one where the best solutions come from close collaboration, practical thinking, and a deep respect for the realities of farm work.

Learn more about Connie and Farm Ventures at https://www.farmhandventures.com/

#agtech #smartfarming #agriculture

North American Ag is devoted to highlighting the people & companies in agriculture who impact our industry and help feed the world. Subscribe at https://northamericanag.com

Want to hear the stories of the ag brands you love and the ag brands you love to hate? Hear them at https://whatcolorisyourtractor.com

Don't just thank a farmer, pray for one too!

Send us a text

Ecorobotix, together with DFS Finance & AgDirect, is making it easier for growers to access the ARA Ultra High Precision Sprayer. Flexible purchase and lease programs offer competitive rates, deferred payments, and end-of-term options, helping farms cut inputs, reduce labor & boost profitability without straining cash flow. Learn more HERE

Subscribe to North American Ag at https://northamericanag.com

Season 5: Episode 210

In this episode of North American Ag Spotlight, Chrissy Wozniak sits down with Jeffrey Smith of Valent U.S.A. and Dr. Frank Wong of Bayer Crop Science to discuss the essential and often misunderstood role of crop protection in modern agriculture. Representing the Growing Matters coalition, Jeff and Frank dive into the importance of science-based advocacy, the value of stewardship, and the continued fight to ensure farmers have access to the tools they need to protect their crops and yields.

The conversation covers the mission of Growing Matters and the BeSure! campaign, the science behind neonicotinoid products, and the regulatory challenges posed by misinformation and shifting political winds. Jeff shares insight from his decades of work building coalitions to defend key crop protection chemistries, while Frank explains the rigorous safety and regulatory processes behind pesticide approvals and the responsibility that applicators hold.

Listeners will walk away with practical reminders about treated seed, foliar applications, label compliance, and why good stewardship matters—not just for safety, but for the long-term resilience of agriculture. With a candid and even humorous look at the intersection of science, policy, and public perception, this episode offers clarity in a time when growers need it most.

To learn more about Brenda and her services, visit https://growingmatters.org.

#farm #smartfarming #agriculture

North American Ag is devoted to highlighting the people & companies in agriculture who impact our industry and help feed the world. Subscribe at https://northamericanag.com

Want to hear the stories of the ag brands you love and the ag brands you love to hate? Hear them at https://whatcolorisyourtractor.com

Don't just thank a farmer, pray for one too!

Send us a text

Ecorobotix, together with DFS Finance & AgDirect, is making it easier for growers to access the ARA Ultra High Precision Sprayer. Flexible purchase and lease programs offer competitive rates, deferred payments, and end-of-term options, helping farms cut inputs, reduce labor & boost profitability without straining cash flow. Learn more HERE

Subscribe to North American Ag at https://northamericanag.com

Season 5: Episode 209

This special episode of the Ag Sales Professionals Podcast is being featured on North American Ag as Chrissy Wozniak was recently invited by host Greg Martinelli to join him for a conversation about ag marketing, media, and the rapidly evolving world of ag technology. We're excited to offer this episode to our listeners, as Chrissy shares her perspective on how to effectively communicate in the ag space, the importance of cutting through buzzwords, and what producers really want from the companies that serve them. From her work with North American Ag to her role at Ecorobotix and American Agri-Women, Chrissy opens up about her journey and her mission to help tell the real story of agriculture. We're proud to bring this important conversation to our audience. 

Send us a text

Ecorobotix, together with DFS Finance & AgDirect, is making it easier for growers to access the ARA Ultra High Precision Sprayer. Flexible purchase and lease programs offer competitive rates, deferred payments, and end-of-term options, helping farms cut inputs, reduce labor & boost profitability without straining cash flow. Learn more HERE

Subscribe to North American Ag at https://northamericanag.com

Season 5: Episode 208

In this episode of North American Ag Spotlight, Chrissy Wozniak sits down with Brenda Heymer, owner of Heymer Management Accounting in Amarillo, Texas. With a deep-rooted background in agriculture and over three decades of accounting experience, Brenda shares her passion for helping producers move beyond traditional, tax-based accounting to embrace management accounting rooted in accrual principles. Through a thoughtful and in-depth conversation, Brenda explains how aligning production data with financials gives producers a more accurate view of their cost of production and overall business performance.

Chrissy and Brenda discuss the critical need for better financial visibility, especially in a time of rising input costs and uncertain market conditions. Brenda breaks down how management accounting differs from typical bookkeeping—focusing on internal decision-making tools rather than tax returns—and why accrual accounting is essential to track commodity-level performance across production years. She also highlights CenterPoint Accounting for Agriculture, a robust Red Wing Software tool built specifically for ag producers that allows for detailed inventory, allocations, and side-by-side cash and accrual reporting—something QuickBooks simply can't offer.

Brenda walks listeners through the conversion process from QuickBooks to CenterPoint, noting how her team goes deep into their clients’ data to lay the foundation for better decision-making. She shares real-world examples of how clients have uncovered inefficiencies at specific ranches or crop fields, and how this information helps them project cash flow, streamline operations, and manage risk more effectively. Chrissy and Brenda also talk about the challenges of data overload in modern ag and how Brenda’s team helps transform that raw data into usable, actionable insights through personalized meetings and scenario planning.

Throughout the episode, Brenda shares not only her technical knowledge but also her heart for agriculture. She challenges producers to step out of their comfort zones and embrace their roles as business owners, encouraging them to build teams and delegate tasks outside their core strengths. Brenda emphasizes that having better information leads to better decisions and that it’s okay not to know everything—but vital to get the right help.

Whether you’re just starting to explore accrual-based accounting or are ready to overhaul your financial systems, Brenda offers sound advice for producers through 2025 and beyond. Her mission is clear: to change agriculture for the better, one accurate report at a time. 

To learn more about Brenda and her services, visit www.heymermanagement.com.

#farm #smartfarming #agriculture

North American Ag is devoted to highlighting the people & companies in agriculture who impact our industry and help feed the world. Subscribe at https://northamericanag.com

Want to hear the stories of the ag brands you love and the ag brands you love to hate? Hear them at https://whatcolorisyourtractor.com

Don't just thank a farmer, pray for one too!

Send us a text

Ecorobotix, together with DFS Finance & AgDirect, is making it easier for growers to access the ARA Ultra High Precision Sprayer. Flexible purchase and lease programs offer competitive rates, deferred payments, and end-of-term options, helping farms cut inputs, reduce labor & boost profitability without straining cash flow. Learn more HERE

Subscribe to North American Ag at https://northamericanag.com