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In this episode of The Intentional Agribusiness Leader, Mark reconnects with one of the first CEOs he ever worked for, Rich Reynertson, President of Cultura Technologies.

Rich oversees a portfolio of 14 agricultural software companies that touch nearly every part of the ag supply chain—from grain scale systems to compliance tracking in global fruit and vegetable markets. With more than 500 employees and consistent double-digit growth, the complexity is real.

But this conversation isn’t about software.

It’s about intentional leadership.

Rich defines intentionality through mission clarity: deploy capital at strong returns while improving the agricultural supply chain. Everything filters through those two commitments.

During COVID, he embraced a powerful leadership insight: you can’t give employees certainty—but you can give them clarity. He challenges leaders to help their teams focus on three things:

• Know who you are.
• Know your role.
• Be a positive influence in your community.

As Cultura expanded through acquisitions, Rich faced a common growth challenge: strong independent companies that lacked a shared identity. Instead of forcing alignment through top-down mandates, he adopted a different model.

“Circles are better than rows.”

Rows create spectators. Circles create ownership.

By forming intentional circles—small groups committed to shared outcomes—Cultura fostered collaboration across businesses that once operated independently. These circles duplicate each year, growing culture organically rather than imposing it from above.

The conversation also dives into the friction of mergers and acquisitions. Integration always creates resistance—on both sides. Employees worry about job security. Acquirers sometimes underestimate the emotional impact on their own teams. Rich reminds leaders that friction isn’t failure—it’s part of the process.

Beyond business growth, Rich shares two books that shaped his leadership journey:

Corporate Life Cycles by Ichak Adizes — a framework comparing business growth stages to human development, helping leaders anticipate natural organizational transitions.

Strength to Strength by Arthur Brooks — a reflection on career transitions, long-term happiness, and preparing for the next season of contribution beyond traditional career milestones.

The episode closes with a powerful reminder: leadership isn’t about holding onto people. It’s about helping them grow—even if that growth eventually leads them elsewhere.

If you can help people know who they are, understand their role, and become a positive force in their community—you’ve done your job.

Listen if you are:

• Leading through acquisitions or rapid growth
• Trying to unify independent teams under one culture
• Navigating merger friction
• Building leadership pipelines inside your organization
• Thinking about your own next season of leadership