In Focus

We're wrapping up season 4 with a story of transformations. As equine massage therapist Chelbie Engle has discovered, they happen everyday. What started as a way to help horses feel better has turned into a mission to change lives. Chelbie has found a transformation within herself, her customers and their horses. And she is amazed everyday at the experiences she encounters.

Successful people make a plan and achieve it. They don't settle and they don't wait for someone to do it for them. That's the mindset that has helped Adam Harms and Lorenzen Farms become one of the largest seedstock operations in Illinois. Their goal of perfection keeps them striving for better genetics and opportunity, even when their cattle are already excelling.

Every obstacle is an opportunity, whether it's health related, weather induced, or the result of business operations. For Summer Terry, working smarter instead of harder, has helped find the opportunity with great success. Her desire to create a future for her equine massage business has spurred her to think outside-the-box and take advantage of difficult situations to grow and thrive.

Customized service and personal relationships are the driving force behind LAG Industries and the Brackman family. What started in 2015 as a vision to create better livestock handling equipment has become a mission to make every customer a part of the family. Co-owner Bradley Brackman knows that going the extra mile for product design, installation and customer service sets him apart from the competition and helps develop lasting relationships with his customers.

Susan Hart and Kathy Heim had no interest in helping their dad on the ranch as kids. But now, they are fully vested into helping his invention find a home on every ranch. Not only did they bring a new product to market, they found a calling to change lives and provide a better experience for building fence. Learn how this sister duo has carried on their father's vision, found their own mission and turned misfortune into a journey of success.

When you give more than you take, you receive greater success. It goes against reasoning, but it's the reality of life and business. Jeff Kaprelian has taken this sentiment to heart and created Kapco Futures to provide value above and beyond the normal call of duty. Seeing the gaps in the brokerage industry, Jeff created his company to serve and help customers in new ways. His commitment to transparency and customer success have helped him find satisfaction and growth for his team and his clients.

You'll never truly succeed until you step out of your comfort zone. In Jason Yordy's case, that meant reaching new people and building relationships to grow his business. Today, the 5th generation turkey and row crop farmer has his sights on making TurkeyTrac the household name in turkey and chicken barns nationwide. Yordy relies on his background in poultry production and engineering to connect with farmers and help them improve flock performance so they make more money.

Discipline + Proven Genetics = Value That's the mantra that has helped Josh and Corry Worthington grow their operation for the past 18 years. With a strong focus on creating cattle that meet the future demands of producers and consumers both, Worthington Angus continues to pursue bigger and better plans for their operation and their customers. Josh knows the breeding and management decisions he makes today will impact the end product 5-6 years down the road.

If you can't laugh at others, laugh at yourself! There's plenty of laughter in this week's episode as Matt and Rockael Stubblefield reminisce about their journey with Brush Creek Valley Farms. We talk about the challenges, struggles and triumphs experienced as this couple jumped head first into farm to fork marketing.

Small town roots and big time dreams drive Brian and Bret Kennon to be the go-to land realtor in Missouri. The 4th generation to run Stewart & Kiefer Real Estate, these brother take their legacy and job very seriously as help land owners on both sides find their dream property. Brian and Bret know that success is the result of investing time and energy into the places and people you want to help.

It's not often that a beef producer gets the same benefits from genetic selections as his customer. For more than 12 years, Schu-Lar Herefords has placed intense focus on balanced trait selection, with an emphasis on feed efficiency. But not only does it benefit their commercial bull customers, it helps them produce high quality beef of their own. As the market for direct beef grows for Bryce Schumann, he believes the story of efficient genetics will bring more value to producers.

Business, marketing, finances, personal development….this conversation covers it all! Corey Rozenboom runs Alpha Ag Research, a contract research company serving seed and crop protection companies across the Midwest. His passion for excellent customer service and commitment to sound business practices is second to none.

To say that Katie Nixon is an advocate of food security would be an understatement. For more than 12 years, she has served in volunteer and professional capacities across the world to connect producers and consumers with affordable food and profitable markets.

Even a simple product like ear tags can make a big difference. Over the past 4 years, Livestock Lens has brought efficiency, accountability and transparency to the beef industry like never before. People still can't believe the simplicity of this company's technology to record herd data, track animals through the supply chain and even count a pasture full of cows in seconds.

When you've been a warrior and risked your life, losing a little bit of money is far from the worst-case scenario. Army Ranger Veteran Patrick Montgomery relies on that mindset to help drive KC Cattle Company to success. Selling Wagyu beef and Berkshire pork direct to consumers has allowed him to fulfill a dream and passion for helping others through agriculture.

Having a plan has saved Daniel Diederich's dairy more than once. In his 10+ years as owner of the family operation, he's experienced nearly as many challenges. But a commitment to the long-term vision and the ability to adapt and pivot has kept him from selling the farm.

Feed efficiency isn't always a highly valued trait. But the Green Feed and Smart Feed systems from C-Lock intend to change that sentiment. Manager of Beef Systems & Solutions, Ted Cunningham provides an exciting discussion around the new technology available to producers to manage feed intake and efficiency, improving profitability on their operations.

Chris Scheutze is passionate about mineral. More importantly, he's passionate about helping people. With the science to prove their success, Tracer Minerals is on a mission to help livestock producers, crop farmers and humans capture improved health and performance with chelated trace minerals.

Kevin Johansen has seen both sides of the labor battle in agriculture. From working as a freelancer on cattle operations and show strings to hiring his own help, he understands the struggles each side experiences. That's why he created the AgButler App and why he is on a mission to revolutionize the workforce and labor shortage in rural America.

The Valley Oaks Angus crew knows adding value is the basis for success. Through their customer loyalty programs offered to bull buyers, and a commitment to providing quality local beef, the Ward family places an innate focus on going above and beyond to ensure customer success. Tony and his family believe in providing the best genetics, best marketing opportunities and best customer service they can every day. They know the importance of progress and are always looking for new ways to grow.

Quality service and good first impressions-Ethan Dade hangs his hat on being personable and reliable when it comes to transporting cattle, hogs and cargo across the country. His naivety helped him approach the business with an open and eager mind. And his persistence allowed him the opportunity to turn his idea into a reality. Now, he's hauling cattle, hogs and farm cargo across the country and looking to future expansions in the years to come.

When it comes to connecting people, Dr. Meghan Burns takes the task to heart. She operates Connect Veterinary Consulting with the mission of connecting her customers with their target audience as well as colleagues and industry partners. And her goal is to provide more than just a quality service, but excellence within her service! Dr. Burns knows that long-term success is built on relationships and a genuine interest in serving others.

The hardest part about transition is respecting the legacy and hard work of those before you while improving and advancing your management for the future. But that's exactly what Traves Merrick is doing at Gleonda Angus Farm.

A Marine Corps veteran and farm boy at heart, Matt Flax's passion for serving people has helped him become a skilled financial advisor for Edward Jones. He knows the importance of looking ahead and guiding his customers to their financial dreams by watching the big picture. And he believes every farm family has the opportunity to leave a legacy to their children. Matt takes great pride in fostering relationships that help him understand the dreams and desires of his customers beyond their account balances

If there's one thing Luke Frantz has learned over the past year, it's how to be flexible and find a balance. His love of cattle and entrepreneurial spirit led him to leave graduate school and start ranching. This 26-year old go-getter now works as a commodity broker, PBR bucking bull investor, part-time rancher and co-owner of Graized grassfed beef. Learn about his journey to success with direct beef marketing and how 2020 taught him how to survive amidst changing environments.

Richard Nevels grew up catching cows, training horses and riding bucking bulls on the PBR circuit. But when his country was under attack, he stepped up to help. After serving in the Department of Homeland Security for 15 years, he returned to the farm to raise bucking bulls and enjoy life as a dad and grandpa. Learn how honesty and integrity have helped him develop a reputation in the rodeo industry for over 4 decades.

"What a fun way to end season 2 of #InFocus! Matt Brechwald from the Off-Farm Income podcast joins us to talk about measuring the success of your campaign. And guess what - it's not all about the numbers. We talk about brand awareness and customer relations in this honest and direct chat that you're sure to enjoy. Listen and learn at www.backroad-productions.com/podcast/14-2"

It's real talk this week on In Focus as we join Kellie Lasack from Roan Marketing & Communications to talk about Calls-to-Action. If you've ever been leary about asking for a direct sale or don't feel comfortable telling people to "Buy Now", this is the episode that will bring you comfort and confidence! Check out www.backroad-productions.com/podcast/12-2 to watch the interview video.

Numbers don't lie. But sometimes they surprise-and sometimes your video performs better than expected. This week on In Focus we visit with Chip Kemp from the American Simmental Association to learn how they determine the length of their video and marketing campaign. Chip shares how they have experimented and founds patterns that continue to prove successful. Visit www.backroad-productions.com/podcast/11-2 to watch the interview video.

Good storytelling is rooted in authentic emotion and captivating details. This week's In Focus episode features Matthew Schramer with Mazer Media as we dig into how he guides outdoor brands to create fictional stories with video that come to life in the viewer's minds. Visit www.backroad-productions.com/podcast/10-2 to watch the interview video.

Top Dollar Angus General Manager, Jared Wareham, has over 20 years experience helping brands create a loyal following and serving customers through strategic relationships. His success is derived from understanding the person's wants, needs and desires and then working tirelessly to stay top-of-mind when they are ready to do business. Watch the full interview at www.backroad-productions.com/podcast/09-2

Season 2 of the In Focus podcast is here and we're kicking it off with Samantha Riley of the Missouri Beef Industry Council! The MBIC has had great success in recent video campaigns by selecting a specific audience and focusing on real connection. Learn how they have realized the need to have very specific, and very broad, audience demographics to achieve success through video marketing. Visit www.backroad-productions.com/podcast/08-2 to watch the video.

Our final episode of season 1 will leave you motivated and inspired to take the next step with your video marketing. Learn how to measure and manage the performance of your new campaign! Marketing expert Christopher Engel has worked with Merck Animal Health and others to create powerful campaigns that generate results. He credits his success to active campaign monitoring and adapting his approach to meet the desired goal.  Visit www.backroad-productions.com/07engel to watch the interview video

Episode 6 is the delayed climax of the video strategy process. Because once the campaign is planned, success all hinges on getting it to the right people. Without a strategic distribution plan, everything else is a waste. Marketing and Strategy Guide Christy Smallwood discusses how to select the right outlet for our campaign. We learn mistakes you should avoid and the importance of spreading content across multiple platforms. Visit www.backroad-productions.com/06smallwood to watch the interview video.

Unless you tell your customer exactly what to do, they will do nothing. That's why creating a clear Call-to-Action is imperative for your business and your customer.  In episode 5, Certified Storybrand Guide Josh Cantrell walks us through how to create CTA's that guide our customers along a natural path to doing business with us. And we discover tips on how to sell without being a "salesperson". Visit www.backroad-productions.com/05cantrell to watch the interview video

Episode 4 can be summed up in 3 words "It all depends". Because when you determine how long your video or campaign should last, that's the first answer.  Natalie McFarland is an experienced film producer and expert in the western an agriculture industries. Find out why need a short version of every video and how to determine if your production should last 30-seconds or 3-minutes. Visit www.backroad-productions.com/04mcfarland to watch the interview video

Episode 3 is all about how to capture your customer's attention. In a world full of marketing messages, a clarity is key in getting people to take notice and buy from you. With a passion for storytelling and building relationships, our guest Ryan Koral loves to help businesses grow their brand through video. In 15 years of running his video production company, Ryan has seen important a well-crafted message is for marketing. Visit www.backroad-productions.com/03koral to watch the interview video

Episode 2 discusses how to reach your customer with the right information. Do they need to know about the company, about the product or about the price to begin doing business?  Professional photographer and marketer Lora Thorson walks us through how to communicate the What, Where and Why of our business in a way that always leads to sales.  Visit www.backroad-productions.com/02thorson to watch the interview video.

We're kicking off season 1 with marketing guru Rachel Cutrer of BR Cutrer Inc and Ranch House Designs. Rachel has mastered the art of marketing for agriculture and outdoor brands and works everyday to help ranchers and agribusinesses connect with their customers across the world. In this episode, we discuss how to strategize a video marketing campaign and develop customer personas for our audience.  Visit www.backroad-productions.com/01cutrer to watch the interview video