Recently, I sat down with Jesse Allen from Agriculture of America (AOA) and Market Talk—two staples under the Farm & Ranch Media umbrella. Jesse’s not only a broadcaster but also a musician, and if you’ve ever heard him, you know he’s got that voice. But more importantly, he’s got the perspective on why media—radio, podcasts, video—still matters, especially in ag.
And let’s be real: it matters more than ever.
At Gate 39, we work with startups and entrepreneurs every day. One common thread? They’re realizing media isn’t optional anymore. If you want visibility, distribution, and an actual connection with your audience, you need to be in the media game.
And Jesse nailed it: in an age when AI can make everything feel anonymous and impersonal, video and audio bring back that human connection. Farmers and ranchers, especially, want authenticity. They want to hear voices they trust; voices that sound like they’re talking with them, not at them.
The National Association of Farm Broadcasting (NAFB) recently found that farmers put real trust in their broadcasters. Why? Familiarity. They know them. They’ve listened for years. They believe the info they’re getting is straight and useful.
That’s what Jesse and his team focus on: telling agriculture’s story. Whether it’s how a company is innovating, or what producers are doing on the ground, the goal isn’t to push ads. It’s to deliver real content that matters.
And that “content matters” piece? Huge. Jesse made the point that if your content is just a product pitch, you’ve already lost. Farmers want ROI, not a glorified infomercial. That’s the trust factor—valuable content that respects their time.
Here’s where it gets tricky for a lot of businesses: should you (yes, you) be the face and voice of your company?
For many, the instinct is to duck the spotlight. Maybe out of shyness, maybe from lack of confidence. But Jesse’s advice is gold: stop thinking about the microphone or the camera, and just have a conversation.
He’s right. Authenticity is everything. Perfectly polished delivery doesn’t connect the way a genuine voice does. Farmers (and all audiences, really) can smell fake a mile away. They want the real deal; even the stumbles, pauses, and unscripted moments. That’s what builds trust.
If you’re leading a company, especially in ag, here are the takeaways:
Don’t overthink it. Just start. The hardest part is hitting “record.”
Lead with value. Farmers care about results, not fluff.
Be authentic. The real you connects better than any script.
Pick the right channel. Radio, podcast, YouTube, etc. Meet your audience where they already are.
Have a strategy. Paid or earned, make sure it serves your audience, not just your agenda.
We also talked about how events like AgMarket.net's in Nashville bring it all together. In-person connections have become rare—and that’s exactly why they’re powerful. When you sit down face-to-face, the trust you build there carries over into everything else you do.
As Jesse put it, “The way we find things and consume information has changed so much. But at the end of the day, it still comes down to a good plan, great content, and working with trusted folks in your industry.”
Remember: media isn’t just about getting airtime. It’s about being authentic, building trust, and telling stories that matter. Whether you’re in agriculture or any other industry, the voices that stand out aren’t the slickest—they’re the most real.
So don’t overthink it. Don’t wait for the “perfect” setup. Start the conversation. That’s where the connection begins.
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