The Workhorse Podcast

In today’s episode, Kendall and Jess wrap up the Market in the Mountains catch-up series with a jaw-dropping update that Jess has been keeping under wraps for MONTHS. (Seriously, Kendall has been dying to spill the beans.)

What starts as a failed attempt to buy an old gas station turns into an unexpected whirlwind of small-town gossip, real estate rollercoasters, and—yep—a surprise commercial property purchase just five miles from the ranch.

Spoiler: Jess now owns a restaurant. And it’s at the most iconic corner in Springdale.

What We Dive Into:

1. The dream Jess had for revitalizing an abandoned gas station—and why the deal fell apart just before Market.
2. The wild series of events that led to buying a totally different building… in under a week.
3. The iconic corner property that’s been everything from a diner to a town eyesore—and what it’s about to become.
4. Small-town Facebook drama, including a strip club rumor and LED lights so bright Jess snuck out at night to turn them off.
5. The emotional weight of suddenly becoming a business owner in a town you’ve never felt fully welcome in.
6. What it means to take responsibility for a place, even when the timing is messy and the community is skeptical.

You’ll hear us unpack what it really looks like to follow a gut instinct, even when the plan you thought you had falls apart. This isn’t just a cute fixer-upper story—it’s about being bold enough to build something beautiful where people don’t expect it, and stubborn enough to stay when it would be easier to walk away.

If you've ever had big dreams that felt “too much” for your small town—or worried about how people might talk when you try to raise the bar—you’re going to feel SEEN in this one.

We hope you walk away reminded that:

1. You don’t need anyone’s permission to make something beautiful.
2. You’re not “too much” for your community.
3. Sometimes the most meaningful work is exactly where you never thought you'd end up.

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

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

Whew. Buckle up, friend, this episode is a RIDE.

In today’s episode, we pick up with part two of the Market in the Mountains deep dive, and it’s way more than a recap. Jess gets real about what was happening behind the scenes leading up to—and during—this year’s market, and it’s not all cute banners and happy vendors. From family tensions to land control to a ripped-down banner (yep, during the event), this episode is raw, emotional, and so dang relatable for anyone navigating business inside a family dynamic.

1. Why Jess almost didn’t bring Market in the Mountains back this year—and how deep the challenges ran behind that hesitation.
2. The brutal realities of working on land you don’t own (and don’t control), especially when family and traditional agriculture are part of the equation.
3. The sibling dynamic that made it impossible to keep growing—and the personal toll that came with trying to stay small to avoid conflict.
4. Making the leap: leasing land + buying a tractor to finally gain autonomy over her event and her business’s future.

You’ll hear us unpack the emotional weight of being caught in the middle of generational expectations, pressure to grow, and being a woman in ag who doesn’t get a seat at the decision-making table—until she makes one herself.

If you’ve ever felt like you had to shrink to keep the peace, or wrestled with whether to walk away from something you love to protect your peace—you’re going to feel seen in this one.

We hope you take Jess’s story as a reminder that you’re allowed to set boundaries in your business—even when it’s hard. And sometimes, the best way to honor your business and your sanity is by doing the scariest, most freeing thing: taking control.

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

We knew this one was going to be big, but we had no idea how big until Jess started talking. In today’s episode, we are diving deep into what it takes to run a record-breaking rural event: Market in the Mountains. From broken tents and last-minute rentals to carving a 9-foot foam cow skull (yes, you read that right), Jess takes us behind the scenes of building a literal pop-up city in the middle of a hayfield.

Grab your coffee, because this is the ultimate peek behind the curtain of what it really looks like to lead, build, and survive a major rural market when the stakes (and emotions) are sky high.

1. How Market in the Mountains smashed attendance and sales records (hello 6,000 people!)
2. What went wrong the week of the event—and how Jess and her team pulled it off anyway
3. Vendor check-in drama, internet meltdowns, and why she now swears by a 10-pack of walkie-talkies
4. Creating a jaw-dropping gold “skull sculpture” out of foam board and hair foils at 2am because… of course she did
5. The real-life toll of managing expectations (and family dynamics) when you're the one making it all happen
6. Why the fashion, the VIP tent, and the ranch race still made it all worth it

This one is honest, hilarious, and so real—and if you’ve ever tried to build something big in a small town, you’re going to feel seen.

We hope this episode reminds you that even when it’s hard, even when it’s messy, even when you’re crying in the garage with gold foil stuck to your arms, you can still build something unforgettable.

Don’t miss part two next week, where we get into the emotional aftermath, family pressure, and why Jess wasn’t sure if Market in the Mountains would even come back.

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

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

We’re BACK with Season 2, Episode 2—and oh boy, there’s a lot to catch up on. If you’ve been curious about what it actually looks like to grow a retail store alongside a busy farm business, this is the episode to hit play on.

In today’s episode, Kendall gives us the full download on what’s changed since Central Park Farms opened their brand new farm store back in October. And spoiler alert: it’s been a whirlwind. From $20 maple syrup flying off the shelves to last-minute elderberry syrup bundles for teachers (because kids are gross), we get into all the unexpected lessons that come from growing a rural retail business fast. And as always, Jessica brings the real talk and the thoughtful questions that help unpack what this growth really means for small business owners like you.

Here’s what we dive into:

1. The farm store retail pivot: How Kendall went from a tiny farm stand to 50/50 retail vs. meat sales—plus how they’re using the kitchen and prepared foods to reduce waste and increase profits.
2. Margins, mistakes, and money stuff: What’s working, what didn’t sell (mushroom kits, anyone?), and the real margins behind products like sourdough and specialty cheese.
3. Collaborations that make sense: Why working with Chef Adrian has been a game-changer—and how Kendall is structuring kitchen partnerships to work for everyone.
4. How to retail like a human: From pricing fears to supporting local producers, Kendall shares how to sell with integrity without undercharging or over-explaining.
5. What might be going away: A little teaser on potentially moving away from home delivery and going all-in on the in-store experience.

If you’re a rural woman in business thinking about adding retail—or feeling like your retail side is a hot mess—this episode will give you the behind-the-scenes look you need. It's strategy meets heart, and a whole lot of “learn as you go.”

Make sure to hit follow or subscribe so you don’t miss what’s coming next—including the very juicy episodes where we get into what’s been going on in Jessica’s world. See you next time!

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

*IF APPLICABLE* Some of the links mentioned are affiliate links, which helps to support this podcast at no additional cost to you.

Resources & Links:

1. 
   
2. Anonymous Questions Submission
3. Guest Spot on the Podcast
4. The Workhorse Collective Group Coaching

We didn’t mean to ghost you, but here’s what happened.

In today’s episode, we finally come back after a wild ride that started with “we just need a walk-in freezer” and ended with an atmospheric-rain, brass-fitting-busted, rogue-kitchen-reno adventure that only Kendall could tell. We catch up on why the break from the podcast was longer than planned (spoiler: it involves government red tape, overwhelmed husbands, and some low-key denial), and we dive deep into what really went down behind the scenes of Central Park Farms’ brand new store launch.

Here’s what we get into:

1. The full, chaotic, hilarious, and hard-earned story of transforming a 50-year-old horse barn into a fully functioning farm store and commercial kitchen, complete with homey vibes, antique furniture, and a giant island where customers check out.
2. The reality of running a major construction project without a budget (Kendall’s controller found out via Instagram, yikes).
3. A “grand opening” that almost didn’t happen because Kendall was convinced they wouldn’t pass health inspection... only to sell half a year’s revenue in one day.
4. Honest talk about overextending during build season, what they would (and wouldn’t) do differently, and how Central Park Farms ended up with food-only retail that still feels like home.

If you’re juggling growth, red tape, and the rollercoaster of rural entrepreneurship, this one’s going to make you laugh, nod, and probably gasp once or twice.

Takeaway? Sometimes you don’t need a full plan, you need grit, community, and just enough chaos to build something incredible.

Make sure to follow the show so you don’t miss part two, where we dive into what’s happened since the store opened and what’s next for Central Park Farms.

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

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

Resources & Links:

1. Anonymous Questions Submission
2. Guest Spot on the Podcast

In today's episode, Kendall and Jess are spilling the tea on all the business "nevers" they've completely 180'd on.

From Jessica's adamant stance against TikTok (spoiler: she's now on there with 3,700 followers) to admitting some serious judgment calls that came back to bite them, they're sharing the business moves they swore they'd never make—that turned out to be game-changers.

Get ready for some serious humble pie moments, including Jessica's epic crow-eating session about email responses and Kendall's journey from "never anything restaurant-related" to shopping for food trucks and opening a commercial kitchen.

They talk about:

1. Why Jessica finally joined TikTok after years of saying "absolutely never"
2. The genius hack for reposting content without watermarks (you'll want to write this down)
3. How "the customer is always right" evolved into "sometimes we fire customers"
4. Why AI-generated content is ruining Pinterest and recipe sites
5. Jessica's brutal honesty about judging businesses who didn't respond to emails (and why she's eating crow now)
6. The reality of managing 6,000+ unread emails while still trying to market your business
7. When to give grace vs. when it's truly unacceptable to drop the ball
8. Kendall's complete 180 from avoiding restaurants to planning a commercial kitchen and food truck
9. How government loopholes make you park a food truck INSIDE a building (because that makes total sense)
10. Why changing your mind is actually a sign of business growth, not weakness

Whether you've ever said "I'll never do [insert business thing here]" or you're judging other businesses for things you don't understand yet, this episode is your reminder that growth means being willing to eat humble pie.

Reminder: You don't know what you don't know until you know it—and there's no shame in changing your mind when you learn better.

Recap

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

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

*IF APPLICABLE* Some of the links mentioned are affiliate links, which helps to support this podcast at no additional cost to you.

Resources & Links:

1. The video Jess has reused so many times
2. Episode 1 - Balance in Rural Business: How We Do It All Skip to Minute 40
3. Jess's new Tik Tok
4. Join the Workhorse Collective Email Newsletter on Marketing for Farmers
5. Anonymous Questions Submission
6. Guest Spot on the Podcast
7. The Workhorse Collective Group Coaching

In today's episode, Kendall and Jess tackle one of the heaviest questions they've received: how do you show up on social media when the world feels like it's on fire?

With wildfires, natural disasters, tragic events, and constant crisis news flooding everyone's feeds, they're diving into the real struggle of how to navigate being a business owner when everything around you feels overwhelming.

From Jessica's personal experience going completely dark after a local tragedy involving first responders to the challenge of knowing when to pause, when to post, and when to stay silent, they share honest perspectives on managing business content during hard times.

They talk about:

1. Why sometimes the best thing you can do is add nothing to the noise
2. The difference between performative posting and genuine response
3. How to handle pre-scheduled content when emergencies happen
4. Why "prayers and posts" don't actually help those affected
5. The challenge of balancing business needs with sensitivity during tragedies
6. When to go completely offline for your mental health
7. How your local vs. distant connection to events should affect your response
8. Why it's not your story to tell (and when to step back)
9. The reality that you can't please everyone no matter what you do
10. Practical tips for navigating content during crisis without being tone-deaf

Whether you've struggled with knowing what to say during national tragedies, felt guilty for posting regular content during hard times, or wondered if you should acknowledge every crisis, this episode gives you permission to trust your gut and do what feels right for your business and community.

Reminder: You don't have to show up for everything. Sometimes the most respectful thing you can do is give people space to grieve without adding your voice to the mix.

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

*IF APPLICABLE* Some of the links mentioned are affiliate links, which helps to support this podcast at no additional cost to you.

Resources & Links:

1. Anonymous Questions Submission
2. Guest Spot on the Podcast
3. The Workhorse Collective Group Coaching

In today's episode, we're digging into your questions and serving up some good old-fashioned straight talk, with a side of strategy and a whole lot of honesty. We love these Q&A episodes because they let us get right to the heart of what you're dealing with in your rural businesses. No fluff, no filters. Just real conversations, straight from the inbox.

We kick things off with a big one: marketing beef nationwide when you have limited time, four kids under 12, and a whole lot on your plate. From why going hyper-local can actually make your life easier to how Kendall uses pop-up freezers and mailers to bring in customers, we talk through what works (and what doesn't) when you're not a fan of social media.

From there, we dive into a few more listener-submitted questions about everything from the logistics of transitioning away from in-person sales to what to do when your mother-in-law just won’t stop offering unsolicited advice about your farm store (we had thoughts!).

This one goes a little long, but we cover a lot of ground, and we hope it gives you some practical ideas and the encouragement to trust your gut in building a business that actually works for your life.

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

In this episode, we cover:

• Why marketing nationwide is so dang hard without time or social media
• Smart alternatives to in-person selling like pop-up freezers and mailers
• What to do when your family doesn't support your pricing or vision
• Whether value-added products (like cheese or honey) are worth it
• Real talk on starting and growing an email list
• The power of boundaries, especially when working with family
• How Kendall transitioned from market sales to online (and what she learned)

Want your question answered in a future straight talk episode? Hit the link below and submit it anonymously!

Connect with Kendall:

• Follow on Instagram @marketingforfarmers and @centralparkfarms
• Check out her website

Connect with Jessica:

• Follow on Instagram @moosevalleyranch 
• Check out her website

Resources & Links:

• Anonymous Questions Submission 
• Join The Workshop Waitlist
• Episode 24
• Episode 18

Six Small Fixes That Make a Big Business Impact (Yes, Right Now)

In today’s episode, we’re hitting pause on the big ideas and zooming in on six very doable things you can take action on this week to clean up your business presence and boost your customer experience—especially if you’re selling through social media. Jessica and Kendall are in full-on checklist mode (don’t worry, it’s in the show notes) and delivering that honest, slightly salty, always encouraging energy we all need mid-year.

What we dive into:

• The power of being findable: Jessica shares her late-night rage-clicking rabbit hole trying to locate a dreamy-sounding flower farm (spoiler: it was in the wrong state). We talk about how missing location info in your bio could be costing you sales—and how to fix it in five minutes.
• Simplify the buying process: If your followers can’t figure out how or where to buy from you in under three clicks, they’re out. We talk direct links, pinned posts, smart homepage design, and real talk about reading comprehension and attention spans in 2025.
• Do a content cleanup: Outdated dates, dead links, last year’s info—oh my. We’ve all been there. We walk through how to quickly audit your website and socials so you’re not accidentally sending customers to 2023.
• Face your numbers: Kendall gets real about what it took to stop avoiding her financial data—and how understanding her metrics saved her business. If you’ve been dodging spreadsheets or feeling embarrassed about not “getting” your numbers, this one’s for you.
• Audit your time: Whether you’re a Kendall-style calendar spreadsheet-er or more of a “that event was a waste” gut-checker like Jessica, we talk about how to find what’s draining your time without delivering results.
• Promote. Your. Stuff.: When’s the last time you talked about your actual product on social media? If your feed is all cute kids and summer fun, it might be time to bring your business front and center again—especially before those fall markets roll around.
• We hope you take this list, carve out an hour, and knock out these six mini audits in your business. You’ll be amazed what a difference these small fixes can make—especially when they’re done before the holiday hustle kicks in.

Connect with Kendall:

• Follow on Instagram @marketingforfarmers and @centralparkfarms
• Check out her website

Connect with Jessica:

• Follow on Instagram @moosevalleyranch 
• Check out her website

Episode Links:

• Owning Your Online Presence
• Join the Workshop Waitlist

From a 4-Hour Field Pop-Up to a $2M Economic Powerhouse: Jess’s Business Journey

Ever wonder how a failed pumpkin patch and some wedding gigs turned into one of the most impactful rural events in the region? In today’s episode, we (finally!) stick to the script and dive into Jess’s business story—how Gather was born, how Market in the Mountains exploded, and how this whole thing somehow started with a cold chicken lunch and a DM.

We talk about what it really means to build community from scratch when you live way out of town. Jess shares the “aha moment” that made her realize rural women needed more than a Facebook group, they needed a room, a seat, and a steak knife that didn’t snap. And you’ll hear the backstory on how a few flower centerpieces, a busted name tag system, and a spark of rebellion against crappy hotel banquet rooms led to a full-blown rural movement.

You’ll hear us unpack:

• The not-so-glamorous start of Gather and the surprising inspiration behind it
• How dressing up to connect turned into a six-figure market with over 3,500 attendees
• Why listening to your community beats any fancy business plan
• The real economic impact of Market in the Mountains (spoiler: $2 million!)
• What it means to be seen—by your dad, your neighbors, and your local FFA teens

We hope this episode inspires you to trust your gut, even if it starts with a four-hour field idea that nobody thinks will work. Because you might just be the one to put your small town on the map.

👉 Make sure to follow the podcast so you never miss an episode! And if this one hit home, we’d love for you to leave a review—it means the world to us.

Connect with GUEST:

• Guest links

Connect with Kendall:

• Follow on Instagram @marketingforfarmers and @centralparkfarms
• Check out her website

Connect with Jessica:

• Follow on Instagram @moosevalleyranch 
• Check out her website

Resources & Links:

• Market In The Mountain Tickets