Agriculture has a storytelling problem. We are often silent about our work, leaving the narrative open for others to write—and usually, they get it wrong. In this episode of “Your Ag Empire” podcast, host Jonathon Haralson sits down with Kirbe Schnoor, host of FarmHer and RanchHer, to bridge the gap between production agriculture and the public eye. Growing up on a California almond farm before moving into national media, Schnoor understands the grit required to keep an operation running and the nuance needed to translate that struggle to an outside audience.

The episode dives into the unique pressures facing producers today—from labor laws and water rights in California to the universal challenge of generational transition. Schnoor shares why women are often the best untold story in the industry and how honest, vulnerable conversations can combat the mental health crisis plaguing rural America. This isn't just about pretty pictures on social media; it’s about taking control of the food supply narrative before someone else does.

In this episode, we cover:

1. If farmers and ranchers don’t advocate for themselves, someone else will tell their story—and often get the facts wrong. We cannot afford to be the "quiet bear" in the room anymore; we must actively shape public perception.
2. Women in agriculture are often the best bridge to the consumer. While men are frequently conditioned to shield the family from the volatility of the markets and weather, women are increasingly taking on the role of communicator, combating isolation and opening the door for mental health discussions.
3. Social media creates a polished, unrealistic version of agriculture that can erode confidence. Authenticity beats production value every time; the public is tired of being marketed to and is hungry for the unvarnished reality of where their food comes from.
4. Just like in production, success in media often comes down to timing and the willingness to show up when others won’t. Whether it's starting a farm or building a platform, the opportunity exists for those willing to do the unglamorous work.

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

Connect with Kirbe Schnoor:

1. Instagram: @iamfarmher (https://www.instagram.com/iamfarmher/)
2. Facebook: (https://www.facebook.com/IAmFarmHer/)
3. Dirt Diaries Podcast: (https://dirtdiaries.captivate.fm/)

Connect with Your Ag Empire:

1. Follow on Instagram @youragempire
2. Follow on Facebook
3. Subscribe on YouTube
4. Follow on LinkedIn
5. Follow on TikTok
6. Check out our website

Resources & Links:

1. Learn more about the Elite Mastermind and how to become a member
2. Protect your livestock investment with Empire Ag’s risk management solutions
3. Join The Dirt email subscription
4. Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

American agriculture is suffering from a massive empathy gap, and it is time to stop pretending that "hard work" is the only variable for success. In this episode of “Your Ag Empire” podcast, Jonathon Haralson dismantles the "pull yourself up by your bootstraps" narrative, arguing that it ignores the critical role of timing and inheritance. He contrasts the reality of sixth-generation farmers operating on paid-for land with the impossible math facing first-generation producers drowning in high-interest debt.

Haralson calls for an end to the "competence trap"—the false belief that struggling operations are simply poorly managed—and advocates for a unified front to address systemic issues like land access, input costs, and policy failures. This isn't about playing the victim; it's about acknowledging that the economic ladder has been pulled up, and until the industry admits the playing field isn't level, we will continue losing good operators to a broken system.

In this episode, we cover:

1. Hard work is universal in agriculture, but outcomes are often determined by timing and historical advantages (like the Homestead Act or cheap land prices) rather than individual effort.
2. There is a dangerous divide between established multi-generational farms and beginning operators; the former must acknowledge their "inheritance advantage" rather than attributing their stability solely to superior management.
3. High interest rates, inflated input costs, and stagnant commodity prices mean that business models that worked in the 1970s are mathematically impossible for new entrants in the 2020s.
4. High suicide rates and family breakdowns in ag are symptoms of a rigged economic game, not a lack of grit or competence among producers.
5. Solving the crisis requires policy reform on credit and land access, not just better budgeting advice or platitudes about working harder.

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

Connect with Your Ag Empire:

1. Follow on Instagram @youragempire
2. Follow on Facebook
3. Subscribe on YouTube
4. Follow on LinkedIn
5. Follow on TikTok
6. Check out our website

Resources & Links:

1. Learn more about the Elite Mastermind and how to become a member
2. Protect your livestock investment with Empire Ag’s risk management solutions
3. Join The Dirt email subscription
4. Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

Most producers dread January because they attempt to compress a year’s worth of financial data into three weeks of chaos. This episode dismantles the traditional "shoebox of receipts" panic and replaces it with a structured, year-round workflow designed specifically for agricultural operations. Host Jonathon Haralson argues that effective tax preparation begins on January 2nd, the previous year, not weeks before the deadline. He illustrates how a proactive system saves thousands in penalties and missed deductions while preserving mental energy for producers.

The discussion outlines a practical "Three Bucket" method for managing documentation, mandating immediate receipt capture and quarterly financial check-ins rather than annual autopsies. Haralson explains how to vet financial partners who understand the nuances specific to agriculture, ensuring the relationship drives profitability rather than just compliance. By shifting the financial workload from an emergency sprint to a consistent routine, producers can make calculated business decisions based on accurate data rather than deadline pressure.

In this episode, we cover:

1. Treating financial documentation as a seasonal event forces producers into emotional, high-stakes decisions under duress, whereas consistent tracking allows for calculated adjustments throughout the fiscal year.
2. Chaotic records carry a quantifiable cost, ranging from compounding failure-to-file penalties and accrued interest to substantial missed deductions for equipment use and mileage.
3. The "Three Bucket" Method: This system organizes financial duties into three distinct categories—immediate receipt capture via digital tools, quarterly trajectory reviews with a financial partner, and December consolidation—to ensure data remains clean and accessible.
4. An effective financial relationship requires a professional who comprehends agricultural specificities, such as lumpy cash flow and depreciation schedules, rather than a generalist focused solely on filing returns.
5. Consistent financial tracking functions as a crucial business tool, allowing operators to evaluate structural changes—such as S-corp elections or major capital purchases—with accurate numbers well before the fiscal year concludes.

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

Connect with Your Ag Empire:

1. Follow on Instagram @youragempire
2. Follow on Facebook
3. Subscribe on YouTube
4. Follow on LinkedIn
5. Follow on TikTok
6. Check out our website

Resources & Links:

1. Learn more about the Elite Mastermind and how to become a member
2. Protect your livestock investment with Empire Ag’s risk management solutions
3. Join The Dirt email subscription
4. Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

Most producers can tell you exactly what fuel mixture their tractor needs or the precise ration for their herd, yet they run their own bodies on empty. In this episode of “Your Ag Empire” podcast, registered dietitian Sheri Glazier joins Brooke Taylor to dismantle the idea that nutrition requires perfection or a Whole Foods down the street. Known as the "Dirt Road Dietitian," Glazier understands when the nearest grocery store is 30 miles away and harvest is in full swing, you need practical strategies rather than judgment.

Glazier breaks down how she is bringing high-level nutrition consulting to rural America through virtual coaching. The conversation covers why traditional "food police" tactics fail in agriculture and how to fuel your body for a 16-hour workday without giving up the foods you love. Whether you are grabbing lunch at a gas station or trying to manage cholesterol during calving season, this episode provides a realistic roadmap to getting your health back on track.

In this episode, we cover:

1. You are the most valuable asset in your operation. If you remove yourself from the equation, the farm stops, so you cannot afford to treat your body worse than your equipment.
2. Geography is no longer a barrier to specialized healthcare. Virtual coaching allows rural families to access board-certified nutritionists without driving into the city or losing half a day of work.
3. Perfection is the enemy of progress. You do not have to eat "cardboard and bark" to be healthy; you just need to learn how to navigate real-world choices like gas station lunches or fast food.
4. Farmers are endurance athletes who play a game that lasts 16 hours a day. You cannot perform at a high level or make million-dollar decisions with a foggy brain caused by poor fueling.
5. Insurance often covers nutrition services. Many producers are unaware that their existing health plans may fully cover preventative dietary counseling, making it accessible regardless of the market cycle.

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

Connect with Sheri:

1. Website (https://www.dirtroaddietitian.com)
2. Facebook: (https://www.facebook.com/dirtroaddietitian)
3. Instagram: (https://www.instagram.com/dirtroaddietitian/)

Connect with Your Ag Empire:

1. Follow on Instagram @youragempire
2. Follow on Facebook
3. Subscribe on YouTube
4. Follow on LinkedIn
5. Follow on TikTok
6. Check out our website

Resources & Links:

1. Learn more about the Elite Mastermind and how to become a member
2. Protect your livestock investment with Empire Ag’s risk management solutions
3. Join The Dirt email subscription
4. Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

There is a distinct difference between owning land and running a business, and too many producers are blurring that line to their own detriment. Cassidy Johnston, a first-generation rancher and founder of JRC Ranch Management & Consulting, joins host Jonathon Haralson to dismantle the "this is how we’ve always done it" mindset that plagues the industry. In this episode of “Your Ag Empire” podcast, Johnston brings an outsider’s tactical perspective to multi-generational problems, arguing that treating a ranch like a lifestyle project rather than a multi-million dollar asset is a fast track to mediocrity. She breaks down why profitability is not a dirty word and why emotional attachment to tradition often becomes the biggest barrier to longevity.

This conversation goes beyond cattle genetics and grazing rotation. Johnston and Haralson dig into the silent operational leaks that drain bank accounts, specifically the high cost of employee turnover caused by poor culture and housing. They also tackle the disconnect in modern agricultural advocacy, challenging producers to stop preaching to the choir and start providing actual value to consumers. Whether you are managing an inherited legacy or trying to build a foothold in the industry from scratch, this episode offers a necessary reality check on what it takes to build an operation that lasts.

In this episode, we cover:

1. Treating your operation like a lifestyle rather than a business is the quickest way to lose it. If you do not know your bottom line or have clear systems in place, you are just hoping for a good market rather than managing for profit.
2. "This is how we've always done it" is an expensive mindset. Johnston encourages producers to question every default decision, from weaning dates to salt placement, to find efficiencies that others miss.
3. Employee turnover is a massive, often invisible cost on the balance sheet. Retaining good help usually comes down to more than just offering a paycheck.
4. Data doesn't always have to be a spreadsheet. Qualitative data—like the condition of your pastures, the disposition of your herd, or the stress level on shipping day—are critical metrics you need to track.
5. Modern advocacy is failing because it focuses on the producer, not the customer. Instead of just "sharing your story," focus on answering the questions the consumer is actually asking and providing value they can use.

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

Connect with Cassidy:

1. JRC Ranch Management & Consulting – jrcranchconsulting.com
2. CKJ Consulting and Communications – casskjohnston.com
3. LinkedIn: @casskjohn (https://www.linkedin.com/casskjon)

Connect with Your Ag Empire:

1. Follow on Instagram @youragempire
2. Follow on Facebook
3. Subscribe on YouTube
4. Follow on LinkedIn
5. Follow on TikTok
6. Check out our website

Resources & Links:

1. Learn more about the Elite Mastermind and how to become a member
2. Protect your livestock investment with Empire Ag’s risk management solutions
3. Join The Dirt email subscription
4. Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

We all have the same 24 hours in a day, but how you spend them determines if your operation grows or stalls. In this episode, host Jonathon Haralson breaks down the “1,000 Minute Rule,” a concept adapted from business heavyweights Ryan Serhant and Codie Sanchez. It challenges the traditional agricultural mindset that working harder is the only way to win. We look at how to stop trading your time for hourly wages and start investing your minutes like capital to get a real return on your day.

This discussion moves beyond theory and offers a tactical seven-day audit to expose where your time is actually going. Learn how to categorize tasks into high-value work that only you can do versus low-level work that drains your focus. The goal is to stop acting like an employee in your own business and start leading like the CEO your land needs. If you are tired of running on empty, this episode gives you the structure to take control back.

In this episode, we cover:

• Every producer starts the day with roughly 1,000 productive minutes, and you need to budget them as strictly as you budget your operating capital.
• Entrepreneurs get paid for solving problems and creating solutions rather than how many hours they spend grinding on tasks that could be delegated.
• A seven-day time audit is the most effective way to identify the “red tasks” that waste your day and the “green tasks” that actually drive revenue.
• You cannot afford to spend your time on low-value labor when your operation requires high-level strategic decision-making to survive and grow.

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

Connect with Your Ag Empire:

• Follow on Instagram @youragempire
• Follow on Facebook
• Subscribe on YouTube
• Follow on LinkedIn
• Follow on TikTok
• Check out our website

Resources & Links:

• Learn more about the Elite Mastermind and how to become a member
• Protect your livestock investment with Empire Ag’s risk management solutions
• Join The Dirt email subscription 
• Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

In this eye-opening conversation, estate attorney Kyle Post pulls back the curtain on the critical importance of succession planning for farm and ranch families. Drawing from years of experience helping agricultural operations navigate complex transitions, Post offers candid insights into why so many avoid estate planning, the risks of inaction, and practical steps families can take to protect their legacy. 

Beyond just the legal and financial considerations, Post digs into the human element of estate planning - the difficult conversations families must have, the balance between fairness and equality for heirs, and how to structure plans that reflect a family's values. He emphasizes that there's no one-size-fits-all approach, sharing real-world examples of both successful transitions and cautionary tales. For any farmer or rancher who has worked a lifetime to build their operation, this episode offers an essential roadmap for ensuring that the legacy endures for generations to come.

In this episode, we cover:

• Common estate planning mistakes made by agricultural families and strategies for dividing land and assets between heirs 
• Legal tools like trusts, LLCs, and power of attorney documents, and how to minimize estate and gift taxes
• The importance of having difficult family conversations early and practical first steps for families without an existing plan
• Balancing fairness vs equality when it comes to heirs

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

Connect with Kyle:

• kylepostlaw.com

Connect with Your Ag Empire:

• Follow on Instagram @youragempire
• Follow on Facebook
• Subscribe on YouTube
• Follow on LinkedIn
• Follow on TikTok
• Check out our website

Resources & Links:

• Learn more about the Elite Mastermind and how to become a member
• Protect your livestock investment with Empire Ag’s risk management solutions
• Join The Dirt email subscription 
• Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

Not everyone upholding a legacy wears boots every day. Some manage from behind a laptop, two states away, ensuring the books are clean and the cattle fed. In this episode, Mary Kate Pedigo shares her non-traditional involvement in her family’s 120-year cattle operation, proving one does not have to be physically on the ranch to be an integral part of its legacy.

Pedigo, a creative agency owner and co-founder of The Moore House, shares her unique perspective on honoring a family legacy when traditional roles evolve, blending a deep-seated connection to the land with modern entrepreneurship and remote management. Her insights cover navigating generational shifts, embracing technology, and discovering unexpected opportunities, demonstrating that an impactful role in a family operation can take many forms.

In this episode, we cover:

• Contributing to a family's century-old ranch from afar, managing critical backend tasks like leases and payments through technology.
• How staying involved in the ranch's business operations arose from necessity, leading her to protect family assets and develop a fair profit-share partnership.
• The transformation of her grandparents' 1919 home into "The Moore House," an agritourism destination in Willcox, Arizona, that blends history with hospitality.
• Her diverse life involves managing a creative agency, raising a family in East Texas, and working cattle in Arizona, all held together by a commitment to legacy.

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

Connect with Mary Kate Pedigo:

• The Moore House: (https://www.moorehouseaz.com/)
• Instagram: @staythemoore (https://www.instagram.com/staythemoore) @marykatepedigo(https://www.instagram.com/marykatepedigo)

Connect with Your Ag Empire:

• Follow on Instagram @youragempire
• Follow on Facebook
• Subscribe on YouTube
• Follow on LinkedIn
• Follow on TikTok
• Check out our website

Resources & Links:

• Learn more about the Elite Mastermind and how to become a member
• Protect your livestock investment with Empire Ag’s risk management solutions
• Join The Dirt email subscription 
• Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

In this bonus episode, host Jonathon Haralson brings together key players in the beef industry to discuss cutting-edge developments in cattle genetics, feed efficiency, and sustainability. Featuring Roland Sanchez from Red Dock Farm, Mark Nelson from Greensteak, and Keaton Dodd, the new executive director of the Santa Gertrudis Association, the conversation delves into how data-driven breeding programs and innovative testing methods are shaping the future of beef production.

In this episode, we cover:

• Feed efficiency testing and Real Progeny Data (RPD): Highlighting the critical role of feed efficiency testing in cattle breeding programs and the significance of RPD in making data-driven breeding decisions.
• Red Dock Farm and Greensteak collaboration: Showcasing Red Dock Farm's approach to data collection and genetic improvement, alongside Greensteak's role in verifying and valuing calves based on performance data.
• The importance of sustainability metrics, including water intake measurements, and the industry's focus on balancing efficiency, profitability, and environmental considerations.
• Exploring the potential of Santa Gertrudis genetics in enhancing commercial herds and the development of Greensteak's certification program for enrolled calves to promote superior genetics.

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

Connect with our guests: 

• https://reddocfarm.com/
• Instagram: @reddocfarm (https://www.instagram.com/reddocfarm
• Facebook: https://www.facebook.com/RedDocFarm
• Santa Gertrudis Association: https://santagertrudis.com/

Connect with Your Ag Empire:

• Follow on Instagram @youragempire
• Follow on Facebook
• Subscribe on YouTube
• Follow on LinkedIn
• Follow on TikTok
• Check out our website

Resources & Links:

• Learn more about the Elite Mastermind and how to become a member
• Protect your livestock investment with Empire Ag’s risk management solutions
• Join The Dirt email subscription 
• Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services

In this episode, we dive deep into the story of Red Doc Farm with Dr. Roland "Scooter" Sanchez II and Dr. Adolfo Sanchez. From a teenage dream at the New Mexico State Fair to one of the region's most respected Santa Gertrudis operations, the Sanchez family's journey offers valuable lessons for cattlemen everywhere.

Scooter and Adolfo share how their father's analytical mindset as an engineer-turned-physician shaped their approach to cattle breeding, leading to innovations in efficiency testing and carcass quality. They discuss the pivotal role of Cherokee General in elevating their genetics and how partnerships with major industry players like King Ranch and AZTX Feeders validated their breeding program.

Whether you're a seasoned rancher or just starting out, this episode offers valuable insights into building a sustainable and profitable cattle operation focused on genetic improvement and customer satisfaction.

In this episode, we cover:

• Building a data-driven breeding program that balances productivity with adaptability to harsh environments
• The advantages of Santa Gertrudis genetics for commercial cattlemen, including heterosis benefits and feed efficiency
• Their approach to vertical integration, from forage production to feedlot trials
• Strategies for passing down a multi-generational ranching legacy
• Data collection and analysis are crucial, but can be challenging to manage at scale
• The importance of building long-term relationships with customers, viewing them as partners in genetic improvement
• Young producers should approach ranching with a business mindset while maintaining a connection to the land

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

Connect with Red Doc Farms: 

• https://reddocfarm.com/
• Instagram: @reddocfarm (https://www.instagram.com/reddocfarm
• Facebook: https://www.facebook.com/RedDocFarm
• Red Hot Female Sale: https://reddocfarm.com/red-hot-female-sale/

Connect with Your Ag Empire:

• Follow on Instagram @youragempire
• Follow on Facebook
• Subscribe on YouTube
• Follow on LinkedIn
• Follow on TikTok
• Check out our website

Resources & Links:

• Learn more about the Elite Mastermind and how to become a member
• Protect your livestock investment with Empire Ag’s risk management solutions
• Join The Dirt email subscription 
• Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services