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

In this episode, Jonathon Haralson sits down with James Clement, a rancher, Marine currently serving in the reserves, and tech executive leading soil strategy at Earth Optics. They delve into how these seemingly disparate worlds collide to shape his perspective on land stewardship and the future of agriculture.

James brings a unique "boots on the ground" perspective to topics like soil health, carbon credits, remote monitoring, and how AgTech can truly serve the land and its caretakers. It’s a conversation that explores the intersection of tradition and innovation, challenging long-held beliefs about ranching and profitability.

In this episode, we cover:

• Grounded in Legacy, Wired for the Future: How James's diverse background as a rancher, Marine, and tech exec informs his approach to agriculture.
• A 400-Year Ranching Legacy: How his family's deep roots in ranching have shaped his perspective on land stewardship.
• Carbon Credits Without the Fluff: Demystifying carbon credits as a revenue stream and how Earth Optics makes the process usable and transparent for producers.
• AgTech & Practicality: Leveraging AI and monitoring tools like Ranchbot and Frontiers Market to make better daily decisions and improve ranching observations.
• The Long Game in Land Ownership: The philosophy of leaving land better than you found it and the "100-year decision" mindset.
• Evaluating Ranch Purchases: Beyond traditional metrics, considering all revenue streams and focusing on the long-term health of the land.
• The Land Board: How a diverse board of experienced professionals can serve as an advisory resource for ranching operations.
• Addressing Misconceptions: Busting myths about soil health, AgTech, and the evolution of carbon credits.

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

Connect with James

• www.earthoptics.com
• https://ranch-bot.com
• https://frontiersmarket.com
• https://www.thelandboard.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, Jonathon Haralson visits with Wesley Thorp, a 10-time NFR qualifier and 3-time world champion team roper who proves that hard work, long hauls, and performing under pressure can coexist with family life and strong values.

They explore what it takes to stay sharp year-round, how horse health impacts career longevity, and where team roping is heading as a business. More than just a rodeo star, Thorp is a grounded role model and a testament to the power of perseverance, humility, and faith.

Whether you're chasing a world championship or building your own ag empire, this conversation will inspire you to stay true to your values and find a winning formula that works for you.

In this episode, we cover:

• Wesley Thorp's rodeo journey began with ranching roots and strong family influences, leading him to set ambitious goals from a young age.
• Despite a demanding travel schedule, Thorp prioritizes his family, marrying young and finding ways to balance his rodeo career with his roles as a husband and father.
• Staying sharp and maintaining a winning streak requires focus and dedication, along with a good partner and good horses.
• Thorp emphasizes that horse health is essential for career longevity, viewing his equine partners as athletes deserving of top-tier care.
• Looking ahead, Thorp sees team roping moving toward increased specialization, as well as opportunities in branding and business ventures.

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

Connect with Wesley Thorp:

• Website: [wesleythorp.com](https://wesleythorp.com/)
• Instagram: @wesley.thorp

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, Jonathon Haralson welcomes Hannah Ferri, Director of Growth & Operations at Empire Ag, for a peek behind the curtain. They explore what it takes to scale a rapidly growing business, the importance of putting the right people in the right seats, and why a little bit of process can go a long way.

Hannah shares her journey from South Texas roots to leading operations at Empire Ag, offering actionable insights on building systems, onboarding clients, and empowering a high-performing team. Whether you're a solo entrepreneur or leading a growing organization, this episode will inspire you to lead with grit, build real systems, and embrace the power of saying "yes" to the right help.

In this episode, we cover:

• A disaster-turned-opportunity with the "Going Coastal" brand
• Why processes matter (especially in a growing business)and how creating efficiency relieves bottlenecks.
• Putting the right people in the right seats allows people to flourish
• Touchpoints, communication, and processes, and how Empire Ag’s client onboarding process has changed
• Empowering employees, prioritizing responsibilities, and making sure all of Empire Ag’s brands align have built internal clarity and successful growth.
• What's Next at Empire Ag: The future of branding, adding key personnel, and continuing to scale with intention.

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

Connect with Hannah:

• Follow on Instagram @hannahmo_stx
• Goin' Coastal @goincoastaloutfitters
• Ranch & Reef Outfitters @ranchandreefoutfitters
• www.hannahmo.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, Jonathon Haralson tackles a topic at the heart of every business, farm, and life decision: money. Drawing from “The Psychology of Money,” by Morgan Housel, he emphasizes the emotional side of finances, revealing that money is far more than spreadsheets and numbers. Haralson dives into how our upbringings, experiences, and fears play a significant role in our financial decision-making.

He challenges the idea that success is all about skill, reminding listeners that luck plays a part, and calls for humility and grace in the high-stakes game of agriculture. Beyond the balance sheet, Haralson pushes listeners to take ownership of what money really means to them. Whether you’re chasing millions or starting from scratch, this episode encourages you to stay grounded, stay grateful, and remember that you are worth more than paper.

In this episode, we cover:

• The psychological baggage we bring to money decisions
• The role of luck in success and failure
• Why grace and humility matter in agriculture
• The "more" trap and chasing the horizon
• Compounding principles beyond finance
• What it takes to get wealthy vs. staying wealthy
• How defining "enough" leads to freedom
• Financial planning with reason, not perfection
• Why your scoreboard isn't everyone else's

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