Farming on Purpose

Lexi Wright
  • 5.0 (16)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

A podcast for farmers and ranchers ready to shift for a stronger future... Stronger farm families Stronger food systems Stronger rural legacies

  1. 5H AGO

    How Local Farmers Are Reaching Customers Beyond the Farmers Market

    “Farmers markets are great — but they’re a narrow pipe between farmers and consumers.”  In this episode of Farming on Purpose, I sit down with Dan Brunner, founder of Market Wagon, to talk about one of the biggest challenges in local food systems: distribution.  Dan comes from a background in software and logistics, but his interest in food systems goes back decades. Long before grocery delivery was common, he believed consumers would eventually buy more of their food online. When he met a farmer who shared a similar vision, they partnered to launch Market Wagon in 2017 — a platform designed to connect local farmers and food producers directly with consumers through an online marketplace and delivery network.  We talk about the hidden complexity of the modern grocery supply chain, why farmers markets alone can’t scale access to local food, and how Market Wagon is widening the connection between producers and consumers.  Dan also shares how the company grew from a single city to serving dozens of regional markets, what the COVID grocery shift revealed about consumer behavior, and why transparency around food production is becoming increasingly important.  This episode is a great listen for producers interested in expanding direct-to-consumer sales, farmers navigating multiple marketing channels, and anyone curious about how local food systems are evolving in the digital age.    Key Topics:  The logistics problems inside the modern grocery supply chain  Why farmers markets represent only a small slice of food distribution  How Market Wagon connects producers and consumers through weekly delivery hubs  The two-sided challenge of building a marketplace for both farmers and shoppers  How COVID accelerated online grocery adoption and local food interest  Inventory management and pricing for farmers selling through the platform  The role of transparency in helping consumers understand how food is produced  Why product diversity actually benefits farmers in a shared marketplace  What producers should know before joining Market Wagon    LINKS  Learn more about Market Wagon:  https://www.marketwagon.com  Sign up for the 8-Hour Marketing Plan here!  Marketing Routine class, do so here!  Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  Check out our favorite software tool for online sales: Thrivecart  I may earn affiliate commissions from links on this page.    Other Episodes You May Enjoy:    Episode #125: Raising More Than Livestock: Building a Multi-Generation Direct-to-Consumer Farm Business – A conversation with Nola and Mikaela Schultz about building Schultz Country Market and selling farm products directly to customers. This episode dives into pricing, processing challenges, marketing meat, and what it takes to grow a farm business that supports both the family and the land.  Episode #73: Income Streams, Marketing Beef, and Taking the Leap with Rancher Jess – Jess Perez shares how she returned to agriculture and built a cow-calf operation while selling beef directly to consumers. This episode explores online storytelling, building an audience, and creating multiple income streams in agriculture.  Episode #74: Capturing Profit from Heifers with Direct-to-Consumer Beef with Amanda of 2383 Farms – Amanda shares how she found her place in a multi-generation cow-calf operation and started selling beef directly to customers. The conversation covers diversification, building new revenue streams, and the real financial considerations behind direct-to-consumer agriculture.     About the Host of Farming On Purpose, Lexi Wright:     I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.     Connect with me on Instagram, Facebook, and TikTok.

    33 min

  2. MAR 3

    Resource Allocation Through the Eras — What Agriculture’s Past Reveals About Our Future

    “Every generation of farmers has asked the same question: What do we do with what we have?”  In this solo episode of Farming on Purpose, I take a deep dive into the history of agriculture — not just as a timeline of events, but as a story of resource allocation.  From subsistence survival to the Homestead expansion, through industrialization, the Green Revolution, the 1980s farm crisis, and into today’s era of transition and generational transfer, one theme remains constant: producers must decide how to allocate what is scarce.  In earlier eras, it was labor. Then land. Then machinery. Then knowledge. Then capital. Today? It may be energy, leadership, and continuity.  This episode explores how global events reshaped agriculture in 20-year spans — and why the next 20 years may change more than we realize as 70% of U.S. farmland is expected to change hands.  If you are thinking about transition, sustainability, leadership, or simply trying to build something that lasts — this episode will challenge how you think about your operation.    Key Topics:  The Subsistence & Survival Era: Farming when the margin for error was zero · The Homestead Era: Expansion, ownership, and the belief that growth meant opportunity · Industrialization: Tractors, mechanization, and managing debt as a new resource  · The Green Revolution: Science, yield, and knowledge replacing land as the growth engine  · The 1980s Farm Crisis: Debt, collapse, and the emotional toll rarely discussed  · How farm size grew 200% while the farm population fell 97%  · Why local food sales increased 140% before 2020  · The largest generational land transfer in U.S. history happening right now  · Why management — not land — may be the true limiting factor today  · Sustainability as personal, financial, and generational — not just environmental    Reflection Questions from This Episode:  This episode closes with practical questions every producer should consider:  Where is my energy actually going?    What resources am I protecting — and which ones am I spending without realizing it?    What am I doing out of habit instead of intention?    If I stepped away for six months, what would break?    What problem is my operation actually solving?    Am I allocating resources reactively or strategically?    Am I building something transferable — or something only I can carry?    What resource will matter most in the next 20 years?    What does sustainability really mean in my context?    Who needs to be part of these conversations before they become urgent?  LINKS  Sign up for the 8-Hour Marketing Plan here!  Marketing Routine class, do so here!  Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  Check out our favorite software tool for online sales: Thrivecart  I may earn affiliate commissions from links on this page.      Other Episodes You May Enjoy:  Farm Succession Planning: Securing Your Family’s Legacy – A practical conversation about transition planning, family communication, and protecting the long-term future of your operation. A strong follow-up to Jace’s insights on decentralized leadership and building a farm that outlasts one generation.  Listen: https://podcasts.apple.com/us/podcast/episode-87-farm-succession-planning-securing-your/id1652386715  Marriage, Parenthood & Building a Business – An honest look at building a growing business while raising a family. This episode pairs well with Jace’s discussion on leadership, structure, and creating a business that supports your life instead of consuming it.  Listen: https://podcasts.apple.com/us/podcast/marriage-parenthood-building-a-business/id1652386715  Year-End Tax Planning and Financial Confidence on the Farm – A finance-focused episode covering taxes, recordkeeping, and strategic cash flow planning. Perfect for listeners who want to go deeper after hearing Jace explain why monthly financial clarity matters.  Listen: https://podcasts.apple.com/us/podcast/year-end-tax-planning-and-financial-confidence/id1652386715        About the Host of Farming On Purpose, Lexi Wright:     I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.     Connect with me on Instagram, Facebook, and TikTok.

    46 min

  3. FEB 24

    Stop Hoping. Start Knowing: A New Standard for Farm Finances

    “You don’t know what you don’t know — and that’s what keeps people up at night.”  In this episode of Farming on Purpose, I sit down with Jace Young, founder and CEO of Legacy Farmer, to talk about the financial side of agriculture that most producers avoid — until they can’t.  Jace grew up on a multi-million-dollar Kansas farm that ultimately went bankrupt. Years later, working in ag banking — including at the same banks his family once approached — he gained access to the financial documentation behind the collapse. What he discovered changed the direction of his life.  We talk about centralized leadership, pride, emotional decision-making, and why updating your numbers once a year isn’t enough. Jace shares what he sees inside banks today, how loan committees actually think, and why producers who understand their balance sheets have leverage most others don’t.  This episode is a must-listen for producers stepping into leadership roles, families navigating transition, and anyone who wants to build a farm business that outlasts one generation.    Key Topics:  Growing up inside a 14,000-head feedyard and watching it go bankrupt  What ag banking revealed about financial blind spots in farm businesses  Centralized vs. decentralized leadership in agriculture  Why updating financials monthly changes everything  How to build trust (and leverage) with your banker  Farm debt trends and what tightening credit could mean for 2026  Why service-based businesses create stability alongside production agriculture  Exposing financial weaknesses without destroying family relationships  Transition planning through transparency, not secrecy    LINKS  Learn more about Legacy Farmer:  https://www.legacyfarmer.com  Sign up for the 8-Hour Marketing Plan here!  Marketing Routine class, do so here!  Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  Check out our favorite software tool for online sales: Thrivecart  I may earn affiliate commissions from links on this page.      Other Episodes You May Enjoy:  Farm Succession Planning: Securing Your Family’s Legacy – A practical conversation about transition planning, family communication, and protecting the long-term future of your operation. A strong follow-up to Jace’s insights on decentralized leadership and building a farm that outlasts one generation.  Listen: https://podcasts.apple.com/us/podcast/episode-87-farm-succession-planning-securing-your/id1652386715  Marriage, Parenthood & Building a Business – An honest look at building a growing business while raising a family. This episode pairs well with Jace’s discussion on leadership, structure, and creating a business that supports your life instead of consuming it.  Listen: https://podcasts.apple.com/us/podcast/marriage-parenthood-building-a-business/id1652386715  Year-End Tax Planning and Financial Confidence on the Farm – A finance-focused episode covering taxes, recordkeeping, and strategic cash flow planning. Perfect for listeners who want to go deeper after hearing Jace explain why monthly financial clarity matters.  Listen: https://podcasts.apple.com/us/podcast/year-end-tax-planning-and-financial-confidence/id1652386715    About the Host of Farming On Purpose, Lexi Wright:     I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.     Connect with me on Instagram, Facebook, and TikTok.

    52 min

  4. FEB 17

    From One Cow to a Full-Time Farm: Building a First-Generation Farm with Intention

    “You’re going to make mistakes — and then you’re going to learn from those mistakes.”  In this episode of Farming on Purpose, I sit down with Hayley Darnielle, owner of Crooked Creek Farms in Montana, to talk about building a diversified, direct-to-consumer farm business from the ground up.  What started as a simple Facebook page and one milk cow has grown into a full-time operation providing raw milk, pork, poultry, eggs, and more to local families. Hayley shares what it’s really like to be a first-generation farmer, how Montana’s Food Freedom Act shaped her business, and why responsibility, transparency, and boundaries matter just as much as growth.  This conversation explores diversification with intention, navigating customer relationships, using grants to fuel growth, and building a farm that supports both family life and long-term sustainability.    Key Topics:  Starting a farm business without growing up in agriculture  How Montana’s Food Freedom Act opened the door for direct-to-consumer sales  Diversifying livestock with purpose and limited acreage  Balancing motherhood, farm work, and business growth  Learning through trial, error, and knowing when to scale back  Building infrastructure as a first-generation producer  Navigating customer expectations and setting boundaries  Using the USDA Value-Added Producer Grant to accelerate growth  Growing two farm operations side by side    LINKS  Follow Crooked Creek Farms and learn more about Hayley’s operation:  https://www.crookedcreekfarmsmt.com  Follow Crooked Creek Farms on Facebook, Instagram, and TikTok:  Crooked Creek Farms MT  Sign up for the 8-Hour Marketing Plan here!  Marketing Routine class, do so here!  Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  Check out our favorite software tool for online sales: Thrivecart  I may earn affiliate commissions from links on this page.    Other Episodes You May Enjoy    #122: How Agritourism Is Transforming Farming – A look at how opening the farm to the public through agritourism can create new income streams, strengthen community trust, and support long-term farm sustainability.  #125: Raising More Than Livestock: Building a Multi-Generation Direct-to-Consumer Farm Business – An honest conversation about diversification, family roles, and building a direct-to-consumer business that supports both the farm and the people behind it.  #76: Ag Entrepreneurship & Conviction in Fighting for the Family Farm with Amanda Radke – A conversation about purpose, priorities, entrepreneurship, and building income beyond tradition while staying rooted in agriculture.    About the Host of Farming On Purpose, Lexi Wright:     I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.  Connect with me on Instagram, Facebook, and TikTok.

    43 min

  5. FEB 10

    Milking More Than Cows: Diversifying the Farm Through Storytelling, Farm Camp, and Purpose

    “You don’t have to have a perfect farm — you just have to open the gate.”  In this episode of Farming on Purpose, I sit down with Megan Daluge, a fifth-generation Wisconsin dairy farmer and co-founder of Milk’n Mamas, to talk about what diversification really looks like when you’re committed to keeping the dairy — and the family — at the center.  Megan shares how she and her sister navigated family transition, industry pressure, and a tough dairy economy by building multiple income streams alongside their 100-cow dairy. From launching farm camps and agritourism to running a women’s boutique and coaching farmers on social media storytelling, this conversation is an honest look at resilience, creativity, and evolving with purpose.  This episode is a must-listen for farmers, ranchers, and ag entrepreneurs who feel pulled in more than one direction — and want permission to try something new without losing what matters most.    Key Topics:  Navigating family transition on a multi-generation dairy farm    Knowing when “enough cows” is enough    Launching farm camp and agritourism with minimal overhead    Overcoming fear around opening the farm to the public    Diversifying income without abandoning production agriculture    Using social media to tell your farm story without burnout    Setting boundaries, handling criticism, and staying authentic online    Embracing failure, pivots, and being multi-passionate in agriculture      LINKS  Follow Milk’n Mamas on Instagram: @milknmamas  Find Daluge Farm on Facebook  Follow Milk’n Mamas on TikTok  Sign up for the 8-Hour Marketing Plan here!  Marketing Routine class, do so here!  Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  Check out our favorite software tool for online sales: Thrivecart  I may earn affiliate commissions from links on this page.    Other Episodes You May Enjoy    #122: How Agritourism Is Transforming Farming – A look at how opening the farm to the public through agritourism can create new income streams, strengthen community trust, and support long-term farm sustainability.  #125: Raising More Than Livestock: Building a Multi-Generation Direct-to-Consumer Farm Business – An honest conversation about diversification, family roles, and building a direct-to-consumer business that supports both the farm and the people behind it.  #76: Ag Entrepreneurship & Conviction in Fighting for the Family Farm with Amanda Radke – A conversation about purpose, priorities, entrepreneurship, and building income beyond tradition while staying rooted in agriculture.    About the Host of Farming On Purpose, Lexi Wright:     I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.     Connect with me on Instagram, Facebook, and TikTok.

    36 min

  6. FEB 3

    Why Farm Succession Planning Can’t Wait: Conversations, Control, and the Future of Our Land

    “If you don’t start early enough to make a plan, it never takes care of itself.”  In this episode of Farming on Purpose, I sit down with Heidi Olson, certified farm succession planner and founder of Pathfinder Legacy Advisor, LLC, to talk about why succession planning is about far more than paperwork—and why waiting too long puts both farm families and farmland at risk.  Heidi brings decades of experience in banking, wealth management, trusts, and estate planning, along with firsthand experience navigating succession planning within her own family. We talk through how to start difficult conversations, why communication breakdowns are often the biggest obstacle, and what farm families of every size should be thinking about now as millions of acres of farmland prepare to change hands.    Key Topics:  Why farm succession planning can’t be postponed  The risks of waiting too long to start the conversation  How to structure productive family meetings  Why succession planning is operational—not just legal  Managing control and change across generations  Communication challenges inside family-run operations  Succession planning for small, part-time, or diversified farms  What to look for in a qualified farm succession planner  Preparing the next generation without forcing outcomes    You can learn more about Heidi and her work at pathfinderlegacy.com, or reach out directly at heidi@pathfinderlegacy.com. Heidi also hosts the Pathfinder Legacy Podcast, which is linked on her website.    LINKS  Sign up for the 8-Hour Marketing Plan here!  Marketing Routine class, do so here!  Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  Check out our favorite software tool for online sales: Thrivecart  I may earn affiliate commissions from links on this page.  Other Episodes You May Enjoy:     Episode 87: Farm Succession Planning: Securing Your Family's Legacy  Episode 8: Shifting Seasons in Motherhood and Ranching with Richelle Barrett  Episode 19: Homesteading Skills with a Farm Family with 14 Hands Ranch     About the Host of Farming On Purpose, Lexi Wright:     I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.     Connect with me on Instagram, Facebook, and TikTok.

    40 min

  7. JAN 20

    Ranch Roots, Rhinestones & Real Life: Carrying Western Culture Through Music with Olivia Harms

    “You don’t just clock out of agriculture — it’s a lifestyle.”  In this episode of Farming on Purpose, I sit down with Olivia Harms — a sixth-generation rancher, country-western artist, and self-employed musician balancing life on the ranch with life on the road.  From growing up on a family ranch dating back to 1872, to performing on national television and major rodeo stages, Olivia shares what it really takes to carry Western culture forward while building a creative career. We talk about authenticity in music, advocating for agriculture in urban spaces, navigating burnout, and balancing ranch life, marriage, and a demanding touring schedule.  This episode is a powerful reminder that agriculture and creativity are both lifestyles — not jobs you clock out of — and that staying rooted matters, even when your work takes you far from home.    Key Topics:  Growing up on a sixth-generation ranch and carrying agricultural heritage forward    Using music as a platform to advocate for agriculture and Western culture    Behind-the-scenes realities of national television and music competition shows    Balancing ranch life, marriage, and a self-employed creative career    Burnout, creativity, and reconnecting with what matters most    Writing authentic music rooted in real-life experiences    Advice for dreamers pursuing unconventional or creative careers    LINKS  Follow Olivia Harms and explore her music, tour dates, and merch:  https://www.oliviaharms.com  Follow Olivia on Instagram, Facebook, and TikTok:  @oliviaharmsmusic  Sign up for the 8-Hour Marketing Plan here!  Marketing Routine class, do so here!  Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  Check out our favorite software tool for online sales: Thrivecart  I may earn affiliate commissions from links on this page.      Other Episodes You May Enjoy:  #120: Finding Where You Belong on the Farm or Ranch – A thoughtful conversation about identity, purpose, and discovering your role within agriculture, especially when your path looks different than expected. Farming on Purpose  #124: Marriage, Parenthood & Building a Business – A real-life look at balancing marriage, family, and entrepreneurship while building a business alongside life in agriculture. Farming on Purpose  #117: Raising Kids, Cows, and Conversations: Paige Dulaney’s Real-Life Look at Ranching, Transition, and Family – Honest stories about family roles, legacy planning, and mixing business with relationships. Farming on Purpose    About the Host of Farming On Purpose, Lexi Wright:  I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.     Connect with me on Instagram, Facebook, and TikTok.

    34 min

  8. JAN 13

    Raising More Than Livestock: Building a Multi-Generation Direct-to-Consumer Farm Business

    “You can’t raise a cow that only has steaks on it — it doesn’t exist.”  In this episode of Farming on Purpose, I sit down with Nola and Mikaela Schultz, a mother-in-law and daughter-in-law team behind Schultz Country Market, to talk about what it really takes to build a direct-to-consumer meat business inside a multi-generation farm.  We cover the realities of processing, pricing, inventory management, and marketing — along with the family conversations, faith, and perseverance required to grow a business that supports both the farm and the people behind it.  Nola and Mikaela share honest lessons from launching an on-farm market, navigating processor relationships, learning how to price meat sustainably, and using social media to reach customers far beyond their local community. This episode is a must-listen for anyone exploring direct-to-consumer sales, diversification, or family business transitions in agriculture.    Key Topics:  Transitioning from a multi-generation farm to a direct-to-consumer meat market  Processing challenges and how to work with the right partners  Pricing meat for sustainability — not comparison  Managing inventory, bundles, and value-added products  Using Facebook Live and TikTok to grow a local and regional customer base  Navigating family roles, succession, and hard conversations  Faith, resilience, and staying the course during hard seasons    LINKS  Sign up for the Schultz Country Market shipping waitlist:  https://www.schultzcountrymarket.com  Sign up for the 8-Hour Marketing Plan here!  Marketing Routine class, do so here!  Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  Check out our favorite software tool for online sales: Thrivecart  I may earn affiliate commissions from links on this page.    Other Episodes You May Enjoy:     #117: Raising Kids, Cows, and Conversations: Paige Dulaney’s Real-Life Look at Ranching, Transition, and Family – Honest stories about family roles, legacy planning, and mixing business with relationships. Farming on Purpose    #74: Capturing Profit from Heifers with Direct-to-Consumer Beef with Amanda of 2383 Farms – A deep dive into selling beef direct to consumers, including challenges and pricing decisions. Farming on Purpose    #76: Ag Entrepreneurship & Conviction in Fighting for the Family Farm with Amanda Radke – An entrepreneurial exploration of finding purpose, priorities, and diversified income on the farm.     About the Host of Farming On Purpose, Lexi Wright:     I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.     Connect with me on Instagram, Facebook, and TikTok.

    56 min
See All (134)

5
out of 5
16 Ratings

About

A podcast for farmers and ranchers ready to shift for a stronger future... Stronger farm families Stronger food systems Stronger rural legacies

Information

  • Creator
    Lexi Wright
  • Years Active
    2022 - 2026
  • Episodes
    134
  • Rating
    Clean
  • Copyright
    © Copyright 2024 All rights reserved.
  • Show Website
    Farming on Purpose

You Might Also Like