Marketing Through Headwinds: Ag Marketing Strategies in an Uncertain Economy

Season 5: Episode 213

 In this episode of North American Ag Spotlight, Chrissy Wozniak sits down with Raquel Gottsch Koehler, Co-Owner and Chief Marketing & Creative Officer of Rural Media Group, to talk about how agri-marketing is shifting in 2025 and what’s truly working in today’s uncertain economy.

Raquel shares her unique perspective as the next generation leading RFD-TV, Rural Radio on SiriusXM, and FarmHER + RanchHER, balancing her late father’s legacy with bold innovation. She discusses how rural audiences are consuming content differently than just a few years ago, the growing importance of authenticity in brand storytelling, and why both linear TV and digital streaming still have a place in ag marketing.

The conversation also explores the relaunch of FarmHER + RanchHER, the importance of elevating women in agriculture, and how RMG is tackling big issues like mental health, regenerative agriculture, and entrepreneurship through rural storytelling. Raquel explains what agri-marketers are getting right—and wrong—in 2025, and why genuine connections matter more than ever.

Plus, Raquel previews her upcoming panel at the Women in Agribusiness Summit in Orlando: “Marketing Through Headwinds: Ag Marketing Strategies in an Uncertain Economy.” She’ll be joining other industry leaders to discuss how brands can adapt and thrive through today’s challenges.


Learn more about RMG at https://www.rfdtv.com/

Subscribe to North American Ag at https://northamericanag.com

Transcript

00:00:09:05 - 00:00:33:22
Chrissy Wozniak
Hi, and welcome to North American Ag Spotlight. I'm Chrissy Wozniak Today we're diving into a big question on the minds of every ag communicator, brand and media professional. How has agri marketing shifted in 2025, and what's really working now with the rapid expansion of streaming online content or on demand content and social platforms? AG marketing is no longer just about reaching farmers where they are.

00:00:33:24 - 00:00:54:01
Chrissy Wozniak
It's about engaging them in the right format at the right time, and with the right message. To help us unpack this. I'm joined by someone who knows the heartbeat of rural media inside and out. She's the co-owner and chief marketing and creative officer of Rural Media Group, leading the the vision behind RFD TV for Rural Radio on Sirius XM.

00:00:54:01 - 00:01:24:01
Chrissy Wozniak
147. And, the farmer and rancher. She's building on her family's legacy, transforming RMG into a modern, multi-platform powerhouse while staying true to authentic rural storytelling, which is just incredible to watch. And, coming up soon, she's also going to be participating in a panel at the Women and Agribusiness Summit in Orlando, Florida, an event dedicated to advancing the role of women across the agri food sector.

00:01:24:03 - 00:01:36:19
Chrissy Wozniak
Today, we're talking about marketing through headwinds and marketing strategies in an uncertain economy. And joining me today is Raquel Gotch Color. Welcome, Raquel, and thank you so much for joining me today.

00:01:36:21 - 00:01:49:17
Raquel Gottsch Koehler
Thank you for having me. I'm excited to have this conversation. I saw you kind of started listing off the names of all the companies we have, and it definitely is a mouthful. It's not easy for me either, so trying to figure out how to simplify it is kind of one of our goals moving forward.

00:01:49:19 - 00:02:02:17
Chrissy Wozniak
Yeah, I bet. So you grew up in a family media business. So tell us about your background and what it's like to now step into a leadership role alongside your sister.

00:02:02:19 - 00:02:16:00
Raquel Gottsch Koehler
You know, for me, yes, I grew up in a media business, but I really was my dad at the end of the day. I grew up as a farmer and rancher. He was installed satellite dishes back in the day. So my sister and I actually grew up installing satellite dishes with our dad. And we would do that for dish bands.

00:02:16:00 - 00:02:31:08
Raquel Gottsch Koehler
And so, yeah, if you ask us how to install a satellite dish, even today, the kids are always asking me, I'm the one that has to fix anything that's technology based. But for us, we really grew up on that side of the business and following up with so many customers afterwards. How do you like your system? What would you like to see?

00:02:31:08 - 00:02:50:05
Raquel Gottsch Koehler
And it really was one of those things that we just kept hearing more and more as we were installing them in rural America was that, you know, where are those networks for the farm report? Where is the ranch report, where is what's going on in rural America? And just as things got more aggregated in media and consolidated to the city, news that was coming out of the heartland and coming out of rural America no longer was really there.

00:02:50:05 - 00:03:02:01
Raquel Gottsch Koehler
And we just heard it so much that we thought, well, as nobody else can do it, we can do it. Of course, that was dad's idea and or his daughter. So whatever dad says, you kind of do. So we just kind of followed in the family business are right there with them and built this in the ground up.

00:03:02:01 - 00:03:21:22
Raquel Gottsch Koehler
And RFD TV launched in 2000, and then this year, in 2025, we're actually celebrating 25 years of being in the media business. So for our family company, that's a huge milestone for us especially. We are one of the only independent television networks out there. A lot are owned by bigger conglomerates, whether it's Disney or Comcast or others.

00:03:21:22 - 00:03:36:23
Raquel Gottsch Koehler
But we really are a true family owned business, just like so many farmers and ranchers out there owning your own farms. So that's this is kind of our family farm. What our family started doing. And we are that next generation that's kind of moving it forward, of building on that legacy. But at the same time, how do you modernize up and move forward?

00:03:37:00 - 00:03:40:03
Raquel Gottsch Koehler
Because as we all know, media is right.

00:03:40:05 - 00:03:56:14
Chrissy Wozniak
Yeah, yeah. That's amazing. And RMG has always been rooted in rural America. As you said. How do you balance honoring, tradition and your father while also pushing forward with modern platforms and technology?

00:03:56:16 - 00:04:12:20
Raquel Gottsch Koehler
You know, I think for us, and again, I kind of explain it to the farms, right? Like it's the same thing of your grandma and grandpa had a farm, their parents have a farm. Now, you're the ones going back to that farm or ranch, but you can't keep doing things the way that everybody's always done it. So at the end of the day, you continue with that legacy and that foundation that's been built.

00:04:12:20 - 00:04:30:16
Raquel Gottsch Koehler
But you also have to look at technology and what's happening out there. And how do you start to adapt moving forward? How do you create new revenue streams? How do you create different ways to do new things? And so for us, it's really kind of a lot of similarities. You find within farming and ranching, the same thing that happens in the media business, especially for us going to that next generation.

00:04:30:18 - 00:04:55:07
Raquel Gottsch Koehler
And so for us, it's really looking at how people consume their content today. And at the end of the day, it's not just one way. There are so many different options out there. And so it's how do you start showing up authentically in those different spaces and really meeting people where they are? It's no longer everybody goes in at the end of the day, turns on the television, and the whole family sits around a television set that's a memory that so many of us have, but that just doesn't exist anymore.

00:04:55:13 - 00:05:07:14
Raquel Gottsch Koehler
And so while that still might happen, where we come into the living room, at the end of the day, you have dad that might be watching on the television. You have kids that are watching things on their phone. You got mom that's over here on her iPad. And at the end of the day, those are all your consumers.

00:05:07:14 - 00:05:15:18
Raquel Gottsch Koehler
And so how do you start showing up in those different platforms so people can start to engage with your content? But it's not all one size fits all anymore.

00:05:15:20 - 00:05:34:06
Chrissy Wozniak
Yeah. Great points. And and you're right about the parallels with the family farm too, that you have to you have to move forward and but what what are the values from your father's vision that, that are so special and need to be preserved as you move forward in this way?

00:05:34:08 - 00:05:52:08
Raquel Gottsch Koehler
You know, for us, that's actually something that my sister and I have been talking a lot about over the last year. For those that don't know, we unfortunately lost my dad unexpectedly last May. And so for this last year, it's really okay as we're moving forward with that next generation of leadership. What are those values that really, stand true to us and want to continue and moving forward?

00:05:52:08 - 00:06:09:08
Raquel Gottsch Koehler
And one of those key words, and I think resonates to so many of us is just resourcefulness. At the end of the day, you know, we built this from the bootstraps going up. And so for us, that's something we really want to carry moving forward. Nobody has unlimited budgets and can do whatever they do. So it's really about continuing to stay on track to who you are.

00:06:09:13 - 00:06:28:23
Raquel Gottsch Koehler
That's another value for us. But really getting out there in the community, being a part of the people and listening to them of what they want to see and what they would like us to, you know, focus in on. And that's really what guides us moving forward. But it's authenticity. I would say resourcefulness. Community is a big part of what we do of just authentically showing up in these spaces.

00:06:28:23 - 00:06:44:24
Raquel Gottsch Koehler
This isn't just a television network or a media network. That's for the rural way of living, which really live it every day. At the end of the day, you know, my sister's kids are in for a minor in FFA. We live on a family farm. Obviously, my office is sitting out here in the middle of the field with cows in the background.

00:06:44:24 - 00:06:57:01
Raquel Gottsch Koehler
And so it's just one of those things that we authentically live it and we're part of this. And so I think we just see unique opportunities. And how do we bring that everyday life that means so much to so many of us to life on television, in the media?

00:06:57:03 - 00:07:07:22
Chrissy Wozniak
Yeah, I love that. So in 2025, how has the way that rural audiences consume content changed compared to even three and five years ago?

00:07:07:24 - 00:07:27:04
Raquel Gottsch Koehler
You know, you continue to see that omni channel shift. And so for us, when it comes to Role Media Group and RFD TV, RFD TV was always the flagship. That's the family business that really was our bread and butter. But as the content spectrum has shifted and new platforms have been introduced, that spectrum gets a little bit smaller and smaller and that pie gets broken up into different ways.

00:07:27:04 - 00:07:44:05
Raquel Gottsch Koehler
And so for us each year, you just see the number of cable and satellite in general with cord cutting change. And so there is that side that you're getting decreased viewership on cable and satellite. But at the same time you're seeing an uptick in streaming and digital. And how do you show up on those virtual, platforms that are there?

00:07:44:05 - 00:08:10:18
Raquel Gottsch Koehler
And so at the end of the day, it's taking your content, as I said earlier. And really, how do you show up in these different ways? But it's no longer just your traditional cable and satellite company, and that's the only way you can watch it. And so for us, it's really so you've really seen that shift. I would say, over the last five years, I think for the first time, actually, the Nielsen reports just came out that, YouTube TV or YouTube as a whole has more households, than anything else out there.

00:08:10:20 - 00:08:14:20
Raquel Gottsch Koehler
And so that's a huge part of your, your strategy moving forward.

00:08:14:22 - 00:08:28:15
Chrissy Wozniak
That's crazy thinking about, you know, growing up in the 90s, in 2000 that we, you know, we wouldn't be all sitting with the family in front of the TV. It it's it's pretty, pretty crazy when you think about how fast everything has changed.

00:08:28:17 - 00:08:40:23
Raquel Gottsch Koehler
It does you can't stay on top of it. But at the end of the day, I think you have to pick the platforms that are authentic to you. And at the end of the day, you also have to stay very authentic to you and your storytelling and just not go after that shiny new thing just because it's there.

00:08:40:23 - 00:09:08:05
Raquel Gottsch Koehler
I think you have to be there. You really have to take a step back, especially as it relates to marketing. And how do you show up? Does this platform make sense for us? What is our story? What is our messaging, and how do we authentically tell that on that platform moving forward? I think so many people always go after that new shiny thing because you think you have to stay on top of it, but at the end of the day, you can't just show up and then there's no connection and so for us, it's really making sure that that heartbeat of rural America continues to show up, you know, with RFD TV, not only on

00:09:08:05 - 00:09:24:22
Raquel Gottsch Koehler
our linear television but our digital streaming platforms, but our social media to the events that you come and see us at. If you show up at any one of those spaces, we want you to authentically think that you're being welcomed in RFD TV's living room at the end of the day, and that it all feels the same. You don't want it to feel different.

00:09:24:24 - 00:09:53:03
Chrissy Wozniak
Yeah, yeah. That's amazing. I was fortunate enough to be able to tour the studios in Nashville a couple of years ago with American Agro Women. Oh, wonderful. And, the thing that really struck me was the, the, the live TV, and the and the ag news. And so what role does the live news play now when so many people are moving towards bite sized or on demand content?

00:09:53:05 - 00:10:10:03
Chrissy Wozniak
But what I saw when we were posting to our social media channels with American Agro women, people were like, I love that person. Oh, I love like there was such a strong, bond. You could tell with the with the industry. So yeah. So where do you see the live Agnew's going?

00:10:10:05 - 00:10:28:11
Raquel Gottsch Koehler
You know, for us act, the five hours plus a day is still going to be a big part of RFD TV strategy moving forward. There is an audience that likes to turn that on and listen and tune in throughout the day. Within that five hours, they might tune in over their lunch hour that they come in, they might start their day through it, or they might be in the office and have the luxury of having a TV there that they can listen to.

00:10:28:11 - 00:10:45:06
Raquel Gottsch Koehler
It. We have so many people that also listen to it live streaming on or excuse me, on rural radio on Sirius XM. So the audio version of it. So whether they're in the tractor or the truck or driving around, they can listen to it. So there are people that still like to have that background noise or have it there where they're watching every day.

00:10:45:11 - 00:11:01:10
Raquel Gottsch Koehler
But again, not everybody has that luxury or that's their normal routine every day. So you also have to take that content and figure out how do you slice and dice it in a million different ways. So it does show up and get them those stories and quick bite sized pieces that they maybe didn't get to listen to because they didn't get to tune in to market.

00:11:01:10 - 00:11:15:11
Raquel Gottsch Koehler
They report for the five hours a day. So I think there's different audiences and how people like to work. And at the end of the day, it again, it's really about showing up in those places and making sure that they get the news that they need in a timely manner and the way that they want to consume it.

00:11:15:13 - 00:11:43:05
Raquel Gottsch Koehler
But for us, we are fortunate. We have some amazing personalities, and they really are people that once again, authentically live this lifestyle and people trust them and their voice and they show up in this space. I think they just really, resonate with the audience. And so they build this bond and they become a trusted voice. And so it is very much a family environment for sure, whether it's inside our studios or when you see us out on the road, I know, hopefully we'll have the same thing when we get to Women in Agribusiness here in Orlando in September.

00:11:43:05 - 00:11:46:00
Raquel Gottsch Koehler
As I know several of us are coming to that.

00:11:46:02 - 00:12:01:15
Chrissy Wozniak
Yes, yes, for sure. And for me, marketing is my life and metrics are so important. So how how do you track what's resonating and what metrics really matter for rural media today?

00:12:01:17 - 00:12:24:06
Raquel Gottsch Koehler
You know, again, for us, we're we're still kind of old school in certain aspects of it. My father always put his email address loud and proud on the television network and told people to email him, Patrick at RFD, TV.com. And he really answered those. And I know so many people, wrote us after his passing a really telling us how much, that meant to them as that they never expected if they really emailed him that, he would write them back.

00:12:24:06 - 00:12:38:19
Raquel Gottsch Koehler
But he really did start stop counting after, I think, 100,000 or 200,000 emails that he had answered and that was his lifeline. And so for us, again, it's continuing to do that. But as we go into the next generation, it's not only about email, it's how do you show up on these places? How do you talk to people?

00:12:38:21 - 00:12:56:19
Raquel Gottsch Koehler
I still think for us, the number one, gut check for us is getting out and about to these events and talking to people and understanding what is important to them. What are they there to see? What are they there to learn about? What are those hot topics? Again, talking about women in agribusiness, what are those top panels or very engaged in and want to learn more about?

00:12:56:19 - 00:13:17:07
Raquel Gottsch Koehler
And then how do you take that as inspiration to make sure that sometime throughout your 365 days a year that you're doing news programing, that that's weaved into your content strategy, because it's obviously a hot topic. So I think so much it's about getting out there in the community, do these events and talking to people. But again, there is so much data out there in different research that we've started to really dive deep into focus groups.

00:13:17:07 - 00:13:34:15
Raquel Gottsch Koehler
And as we all know, you have your current audience, but it's really what's that next generation of viewers and listeners and content consumers that you want to have? And so for us, we've invested heavily into those focus groups of that audience and understanding, you know, what it is that they like, how are they consuming their content? What would they like to see more of?

00:13:34:15 - 00:13:53:24
Raquel Gottsch Koehler
Who are their favorite personalities? Who are their favorite brands? How do they decide on brand loyalty? So there's so many conversations that we're starting to also have with that as it relates to focus groups. But but yeah, you kind of use research of your tried and true and what's out there in those great, wonderful organizations that you can use for research.

00:13:53:24 - 00:14:03:08
Raquel Gottsch Koehler
But I still think that there's a big need to get out there and just listen and talk to people and hear from your consumers. And that's really kind of what's been the best gut check for us.

00:14:03:10 - 00:14:04:12
Chrissy Wozniak
Yeah, yeah, let.

00:14:04:12 - 00:14:06:10
Raquel Gottsch Koehler
Me tell you so much.

00:14:06:12 - 00:14:12:10
Chrissy Wozniak
Yeah. That's it. Yeah. You can get data overload and just get bogged down and in it for sure.

00:14:12:12 - 00:14:28:15
Raquel Gottsch Koehler
I personally for me, I love it. I really do. But I think you also can just get so consumed and infatuated with it that you just get lost. And the next thing you know, you're down to another path. And so it's a fine balance. And I think that's just what we find is really take that data, understand it.

00:14:28:15 - 00:14:38:17
Raquel Gottsch Koehler
But at the same time gut check it against your audience. Go out there and talk to people. If that's an audience you're going after, have real conversations with them and don't give them just option A, B, C, or D.

00:14:38:19 - 00:15:00:00
Chrissy Wozniak
Yeah, yeah, yeah. That's awesome. So thinking about the broader agri marketing landscape, what are eager market marketers getting wrong in 2025 when it comes to connecting with farmers and ranchers? Do you see that too many are trying to stay in the past or are they going too far ahead? What do you think?

00:15:00:02 - 00:15:17:08
Raquel Gottsch Koehler
You know what's stood out to me that actually, more than anything, it's kind of what's working that I like to kind of look into. And so for me, it's really, again, back to that authentic, that storytelling. I think you see so many brands that used to be front and center. It was all about their products, and the characters were just kind of there to play a role within that.

00:15:17:08 - 00:15:42:06
Raquel Gottsch Koehler
And I don't think it's any more just hiring characters. It's really funny that authenticity within those lifestyle. Who are those people that utilize your product, trusted voices, trusted faces that it's more about their story and their just happens to be there. And I'll use, you know, the Lay's potato chips is a great example, right? Like in the Super Bowl commercial, it really was about a father that had a daughter there, and she was going to be the next generation taking over it, and they're raising the potatoes, and then they're just happened to be a Lay's potato chip at the back.

00:15:42:06 - 00:15:58:23
Raquel Gottsch Koehler
But before I feel like the Lay's potato chip bag used to be front and center, and it was all about that. And it was just kind of this strategy behind it. And so I think it's really about those people behind these brands and who utilizes these products and who grows our food that goes into the manufacturing or goes into these products.

00:15:58:23 - 00:16:19:21
Raquel Gottsch Koehler
That really has been something that the, brands have been doing really, really well. But I also think, you know, those that are endemics understand it, those that, I would say are non-pandemic a lot of times there's still just a lot of stereotyping out there of kind of that entertainment value. And while it might be funny to some, it's not to the others.

00:16:19:21 - 00:16:38:05
Raquel Gottsch Koehler
So it also can be incredibly polarizing. So I think, again, and pandemic brains really do it. Well, they all understand the authenticity of this lifestyle. But those that are because, you know, role is cool and cowboy culture is popular. And country culture, right now is popular. Everybody wants a piece of it, which is wonderful for all of us.

00:16:38:05 - 00:16:45:09
Raquel Gottsch Koehler
Is it shining a light? But at the same time, you see a lot of those stereotypes still show up and they don't even realize that it's it's there.

00:16:45:11 - 00:16:58:19
Chrissy Wozniak
Yeah, yeah. And anybody, any anybody in our industry that watches TV or watches movies and you just shake your head and go, have they ever been around an animal? That's ridiculous. Why do the horses always make noises in movies? Right.

00:16:58:21 - 00:17:20:06
Raquel Gottsch Koehler
Well, within two seconds you can tell if you're watching a new show that's coming out on Netflix that that person can really ride a horse or not. And so, yeah, different things that, you know, we sniff it out like that. And while I appreciate the content and its storylines and I enjoy it and I'm a consumer, but you also, you know how there's some parts of it where you still have to have that authenticity and, and how are you showing up and how are they dressing and what are they?

00:17:20:12 - 00:17:40:17
Raquel Gottsch Koehler
How are they writing and how are they being trained. And, you know, I do think that's something that Taylor Sheridan specifically does very well. Yeah. Is this where he puts his actors through and they really come out with a huge appreciation for this way of life, too? You know, you hear it from Faith Hill all the time talking about what she really learned, when she was starring in, what was it, 1923 or in 1883?

00:17:40:17 - 00:17:42:01
Raquel Gottsch Koehler
I don't know, I kind of feel.

00:17:42:06 - 00:17:44:00
Chrissy Wozniak
Yeah, I get the numbers mixed up.

00:17:44:02 - 00:18:01:04
Raquel Gottsch Koehler
But, you know, it it is. And so I just think, again, that authenticity. But so much equipped to grab onto this culture which truly appreciate. And you want to leave the gates open and you want to welcome everybody. But at the same time, I think, there's still a lot of stereotypes and they still don't realize that they're stereotyping.

00:18:01:06 - 00:18:29:21
Chrissy Wozniak
Definitely. And, when you, when you work with AG brands, the question is always or when I work with ag brands, it's always a where do we advertise? Where are we going? Is it all digital? Is it all? Is it. So I often get the, you know, is TV advertising still relevant for ag brands. And then but now has digital taken the lead or should they be everywhere?

00:18:29:22 - 00:18:34:01
Chrissy Wozniak
Try to be everywhere. I don't the age old question. I don't think.

00:18:34:01 - 00:18:50:11
Raquel Gottsch Koehler
You have to necessarily tries to be everywhere, but really try to understand who your consumers are and how are they consuming media. And I think looking at those platforms, I do think that there absolutely is still a place for linear television. It's a great place for brand awareness 30s product integration, especially if you have a 20 minute or 30 minute show.

00:18:50:14 - 00:19:09:11
Raquel Gottsch Koehler
So I don't think it's only for sports and art by I think it's also how does that product get integrated when opportunities present themselves, to looking at that. But it is then coupled with your digital strategy too. So it's it's kind of a nice balance, I think. I think at the end of the day, but you might be a little bit heavier digital and a little less linear.

00:19:09:17 - 00:19:29:03
Raquel Gottsch Koehler
Your audience might be a little bit more linear and less digital. You know, I think you just kind of have to know your audience and really understand, how again, how are they consuming their media and where are they showing up. But I do think that at the end of the day, there still is definitely a need for linear television advertising for those that have the budget, to keep that brand awareness there.

00:19:29:05 - 00:19:44:22
Chrissy Wozniak
Yeah, yeah. That's great. So shifting lanes again a little bit. Let's talk about farm her and ranch her. You, spearheaded the relaunch of of both. Why was this so important to you and what impact has it had so far?

00:19:44:24 - 00:20:00:03
Raquel Gottsch Koehler
You know, for us, shining a light on women in agriculture has always been a big part of who we are. My family, you know, with us being my sister and I, we are the next generation of leadership. We are 100% female. On moving forward. And I think which we're double check in everything because you just want to double check.

00:20:00:03 - 00:20:16:12
Raquel Gottsch Koehler
But, that we're the only female owned, media company cable network out there. So there is not another one. So that makes us really unique. But in general, you know, shining a light on women in agriculture, as I said, is just very important to us. It's updating that image. So it's not just, you know, old guys in overalls that farm.

00:20:16:12 - 00:20:31:20
Raquel Gottsch Koehler
It's really that women have been a part of this. And those of us that grew up this way know women have always been a part of this is nothing new. It's just not something that you've always seen. It hasn't been portrayed in media. It's always been, again, what the media's perception of what role America is, what farming and ranching is.

00:20:31:20 - 00:20:49:19
Raquel Gottsch Koehler
That's what you see show up in, whether it's television shows, ads in magazines and prints from the old days or you have, same thing, you know, with your commercial spots. And so it's just updating that image. And I think you see a lot of brands, latching on to that as well. But for us, women are great storytellers.

00:20:49:21 - 00:21:08:12
Raquel Gottsch Koehler
You know, we always joke that if you ask a, you know, a guy about his horse, he tells you he's a good in. But if you ask a woman about her horse, she'll sit there and give you two hours of this fun that they have. And so women are just phenomenal communicators. They're also people trust women, especially other moms in this country of really knowing where your food comes from.

00:21:08:14 - 00:21:25:24
Raquel Gottsch Koehler
They trust a mom from the farm telling that story. And so I think just the way that they're ready to work and articulate that their family history, why they do what they do, what goes into it, it's just something that really resonates not only with those that live this lifestyle every day, but as we look to reconnect city with country and really appeal to those urban areas.

00:21:26:01 - 00:21:46:16
Raquel Gottsch Koehler
It's the story that really connects with them as well. And so for us, it's something that will always be a big part of what we do, just supporting women in agriculture in general. And that farmer and rancher brand ties in nicely with that. So it's something we're looking forward to continuing to expand and grow moving forward. And yeah, just kind of this year it's combined into farmer and rancher.

00:21:46:18 - 00:22:05:10
Raquel Gottsch Koehler
So we did have it as two separate shows. But at the end of the day, it really kind of made sense to kind of combine them more into one. There's a lot more similarities between women that farm and women that ranch, and there are differences. And so again, putting that title on it, yes, you may be a farmer or a rancher that you would identify as, but at the same time, again, there's a lot of similarities there.

00:22:05:10 - 00:22:18:09
Raquel Gottsch Koehler
So we just felt like it was better to combine that show and tell those stories in the most authentic way and travel the country and, draw awareness. So, so far, so good on us and we look forward to expanding it.

00:22:18:11 - 00:22:30:13
Chrissy Wozniak
Yeah. And so where can people find, farmer and rancher and also who are you, who do you target in the show? So like is it right across the country? Is it all, areas of egg?

00:22:30:15 - 00:23:01:24
Raquel Gottsch Koehler
It's all areas of egg. We have traveled the country. So this new season you'll see us going up to Vermont. So we're visiting Maple Farmer. I think they're doing some cranberries. I think there's also some your traditional, you know, corn, wheat, soybeans. I know we've done finger limes in the past from California. So we normally pick different regions that we go and visit throughout the country and do everything from those that might be more of an agritourism type base to those that are, you know, large crop to small animal production, to organic, to just kind of the whole gamut that you see out there with women in agriculture.

00:23:01:24 - 00:23:21:13
Raquel Gottsch Koehler
And that's what we like to specialize in. But right now, the shows available on RFD TV, the New Seasons launch in September. So the first part here right after Labor Day. But then at the same time, we do have all the past seasons of Farm Hard Rancher available on demand and streaming on RFD TV now. So we have about seven seasons in the past that you can go back and watch.

00:23:21:15 - 00:23:36:19
Chrissy Wozniak
Amazing. Something that I would think high school guidance counselors should be watching to show, you know, real jobs. I always think of this, you know, when I was in high school, it was like, you can be a veterinarian if you like animals. That was the only.

00:23:36:21 - 00:23:55:09
Raquel Gottsch Koehler
Only option for, you know, there's so many options nowadays and especially with technology. And again, I think it's just farms and ranches learning how to diversify. Agritourism has been a big part. Director consumer has become a big part. So even if you love marketing and social media, you know you can be in agriculture. And when the opportunities that you can create with just those two things are endless.

00:23:55:09 - 00:24:19:11
Raquel Gottsch Koehler
And so, to me, I always say that when it comes to agriculture, you can do anything that you want to do in agriculture, whether it's, you know, science or you want to do marketing or you want to do production or you want to do mechanics, there's so many different opportunities within agriculture. And so at the end of the day, if it's an industry that you really love and you'd love to continue to be a part of, there's there's going to be a job that fits exactly your talents.

00:24:19:15 - 00:24:23:24
Raquel Gottsch Koehler
I don't think by any means that there's only one way to be a part of this.

00:24:24:01 - 00:24:34:01
Chrissy Wozniak
Yeah, definitely. And what kind of feedback are you receiving from rural women about seeing their themselves, their lifestyles represented in media?

00:24:34:03 - 00:24:52:08
Raquel Gottsch Koehler
I mean, of course, there's a lot of thank you. And they love seeing it. It's very inspiring. It's there is a lot of inspiration that we get emails from people or people writing on social media that you really inspired me to try this or do this or, you know, get the guts to try and, you know, expand our operation or get more involved in the family operation that we've had for so many years.

00:24:52:08 - 00:25:12:11
Raquel Gottsch Koehler
And I've always wanted to get my hands dirty and get out there, but you really inspired me to do that. We also hear a lot from men at the same time. This really is not a show that's only, has an audience for women. It's really 5050 because at the same time we hear from Matt at the end of the day that they all know a woman like that, whether it's their mom, their grandma, their wife, their daughter, they know how strong women are in agriculture.

00:25:12:11 - 00:25:31:16
Raquel Gottsch Koehler
So they love watching this. They love seeing it. I think they also see something, when they see a show, it reminds them of somebody that they might know and so one of my favorite stories always was when I was at the Iowa State Fair, there was a gentleman that came up and told me how much he loved farm her, and then he just went in to tell me this beautiful story about his mom and how she was working on the farm until she was 98.

00:25:31:16 - 00:25:50:04
Raquel Gottsch Koehler
It's and, the stories of her driving a motorcycle up and down the dirt roads and how she raised him and his three brothers, because his or his dad unfortunately passed away from suicide, which we all know, mental health is a big thing on farms and ranches, but, so she really was the one that took over the family farm and raised those three boys to be strong men.

00:25:50:04 - 00:26:12:12
Raquel Gottsch Koehler
But he just had tears in his eyes telling me the story. So she's no longer here anymore, but it farm her, inspired him and reminded him of his mom and what a strong woman she was. And so again, it's nothing new. Women being in agriculture. Those just have been stories that have been out in the open. And so I think farm and rancher does a beautiful job of bringing those stories to life and telling those stories, but then also touching on women's issues.

00:26:12:14 - 00:26:33:19
Raquel Gottsch Koehler
Right. Like at the same time, you know, we have one that was talking about fertility journeys and you're out there and you're harvesting, but you're obviously having to take your IVF shots at the same time. And so there's, a part two is realness I think women can connect to. So there's not always that side of it, but I think it also opens the door to a lot of conversations that have just not been necessarily shared that women can relate to.

00:26:33:21 - 00:26:54:07
Chrissy Wozniak
Yeah, there's a lot more to farming than just farming. And when you're in that lifestyle. Right. Yeah. And that brings me to my next point. It's very obvious. Mental health, entrepreneurship. These are some of the themes that you're, you're focusing on. So why do you think these issues matter so much to today's rural audience?

00:26:54:09 - 00:27:10:13
Raquel Gottsch Koehler
You know, at the end of the day, I think they're issues that matter to the world, right. And for us, it's just having that role. Spin mental health is a crisis across this entire, again, world. And but at the end of the day, there is some serious issues with mental health as it relates to rural America and farmers and ranchers and feeling isolated.

00:27:10:15 - 00:27:38:04
Raquel Gottsch Koehler
So opportunities to connect and have more open dialog around that are important to us. And so whether it is my Mental Health Awareness Month, drawing attention to that, creating more content for that, we do have a studio in the Fort Worth Stockyards that holds 365 soft seats. So starting in 2026, we are looking to do more town halls and certain type of conversations where we can have a live studio audience and a panel really talk about these issues that are important to us in addition to producing, you know, live music programing and stuff.

00:27:38:04 - 00:27:55:23
Raquel Gottsch Koehler
But we have this beautiful venue and this great location. So being able to open up our doors and not only have fun entertainment programing, but also have conversations about issues that really matter and that can affect so many people's lives in a positive way. By just opening that door and having that conversation, are important to us to.

00:27:56:00 - 00:28:00:12
Chrissy Wozniak
I love that. So will that be based out of Nashville or out of Texas?

00:28:00:14 - 00:28:15:20
Raquel Gottsch Koehler
That one's in Texas. So we have two studios. So as you mentioned, you went to the studio there in Nashville, Tennessee, were right there on the heart of Music Row. Great location. Been there for ten years. That's where RFD news and our news programing really, really originates out of. But then we also have the entertainment side of our business.

00:28:15:20 - 00:28:31:02
Raquel Gottsch Koehler
And so we have the studios there in the Fort Worth Stockyards. It's an old auction barn where the cattle used to come through from the early 1900s, that we've now turned into a state of the art television studio with wonderful technology. And so we're gonna start producing new content out of there. That gives us an experience for people to come.

00:28:31:02 - 00:28:39:07
Raquel Gottsch Koehler
And not only interact with our brand and be a part of our programing, but again, have those important conversations. And that's something we're really looking forward to.

00:28:39:09 - 00:28:45:18
Chrissy Wozniak
Oh, that sounds like such a cool format. And will that be live or will that be recorded and shown as a show?

00:28:45:18 - 00:29:02:15
Raquel Gottsch Koehler
You know, I don't you know, I think some things will be like some, you know, music artists love to go in there and edit as much as they can, make sure that it all sounds right. So it just depends what programing it is. But they'll be different events, different festivals, certain things that will create, whether it's a bluegrass music festival and we create 13 shows out of it.

00:29:02:15 - 00:29:34:16
Raquel Gottsch Koehler
Or again, when you have beef month and you have mental Health Awareness month and you have, pork month and you have, you know, AG week and Women's Month, right? Like there's different ways that work the world or the country is talking about that much. How do we tie into that, start having honest conversations, and kind of that sit down format town hall where we would have great panelists up there talking about, whatever the topic may be, and bring in those experts and not only let that live studio audience interact and ask questions, but also make sure that it's broadcast live to a national audience.

00:29:34:18 - 00:29:50:20
Chrissy Wozniak
Amazing. I can't wait to see how this all evolves and comes out that that's very cool. And looking ahead, where do you see the biggest opportunities for growth in ag media over the next, let's say, five years? You know, I.

00:29:50:20 - 00:30:14:08
Raquel Gottsch Koehler
Think again, technology in general right across the board, that is what's enhancing all of our lives right now. And so it's really leaning into that in a positive way. For us. It's transitioning more to that omni channel type strategy. So it is showing up in those content places everywhere that people can be consuming content. So I think the more people lead or lean into technology, obviously AI is a big part of what we are all experiencing moving forward.

00:30:14:08 - 00:30:33:17
Raquel Gottsch Koehler
And so really understanding the capabilities within AI and how you can personalize, whether it's delivering content to your consumers. I think it's all things we're going to have to lean into. And so something we're fully embracing and looking at the technology out there and seeing how it works best for a media company, just like anybody would in their sector of work.

00:30:33:19 - 00:30:48:16
Chrissy Wozniak
Yeah, for sure. And if you had, one piece of advice for marketers in agriculture in agribusiness who want to really stay ahead of the curve for 2025, what would it be?

00:30:48:18 - 00:31:08:05
Raquel Gottsch Koehler
You know, I think for me, I think you can't turn a blind eye. At the end of the day, I think you really have to know. But I think at the same time, just in general, my best advice for any small business or, company moving forward, at the same time, be authentic to who you are, you know, tell your story.

00:31:08:05 - 00:31:29:08
Raquel Gottsch Koehler
So I think at the end of the day, it's the balancing of technology, but still staying authentic to yourself, and how you show up in those spaces. So that's kind of my best advice of how do you stay, you know, on top of what new technologies are and opportunities out there, but still taking the time to make sure that tethers to who you are authentically and how you should show up in those places.

00:31:29:10 - 00:31:55:07
Chrissy Wozniak
I could not agree more. I was at AG Media Summit in Arkansas a few weeks ago and I would. I kind of really absorbed there was the importance of humanity. So we need to really engage in technology and make it more make us more efficient. But really humanity, you know, that that's where our where our secret is, right?

00:31:55:09 - 00:32:12:06
Raquel Gottsch Koehler
And very much is and especially in this way of life, I mean, everybody still wants to get out, want to have that face to face conversation and want to be a part of a community. I don't think that rural America is not a lifestyle or the road lifestyle is not one that just hides behind phones and media. They really love to be outside.

00:32:12:06 - 00:32:28:02
Raquel Gottsch Koehler
They love to be on the land. They love to be caring for their animals. They love to be part of their local community. Those are just things that are just ingrained in them. And so I do think it is definitely, as you said, it's a balance of understand that technology and that AI. But there is that humanity part and still that, you know, we all need connection.

00:32:28:02 - 00:32:30:07
Raquel Gottsch Koehler
At the end of the day.

00:32:30:09 - 00:32:44:08
Chrissy Wozniak
Yeah, absolutely. And my final question, what, what when you boil it all down, what's the thing that gets you out of bed in the morning? Why do you do what you do? What did God put you here on the earth for? Oh.

00:32:44:10 - 00:32:47:10
Raquel Gottsch Koehler
That's a big question.

00:32:47:12 - 00:32:48:21
Chrissy Wozniak
You know, I.

00:32:48:23 - 00:33:12:09
Raquel Gottsch Koehler
I think for us, you know, when it comes to media group, right? We're a purpose driven company. At the end of the day, we don't do this for just more eyeballs and creating great content. There really is a purpose behind what we do. And that's what drives me every single day. It really is getting up and showing the values of a, you know, a lifestyle that we grew up in, in the values that my dad instilled into us and carrying on that family legacy.

00:33:12:09 - 00:33:27:20
Raquel Gottsch Koehler
So it's not about the shiny new thing or entertainment. I think so much of that gets lost in media. But at the end of the day, everything that we do, it comes with a purpose at the end of the day for making those that live in rural America, enhancing their lives. And so it's something that we, we really take great pride in.

00:33:27:20 - 00:33:44:22
Raquel Gottsch Koehler
This isn't something that we just do just because, it really is more of a purpose driven. And I think that's something that, you know, is kind of what gets me out of bed right now. Of course, there's new content ideas of, oh, we should create a show about this, or we should do a show about this. But again, it all comes back to there's a reason behind it because it's education.

00:33:44:22 - 00:34:05:05
Raquel Gottsch Koehler
It's informing, but entertain at the same time. And so, I would say that's what lately gets me up out of bed, which sounds like it's all work focus. But I that's all it's been the last year. I'll be honest. It's been so much of that that there hasn't been too much personal time. But I'm thankful that I get to live this lifestyle and, you know, technology.

00:34:05:05 - 00:34:21:07
Raquel Gottsch Koehler
You can still work from a farm and run a media company at the same time. So how far are technology from it? That wasn't the story even, you know, five, ten years ago. Now that we can do it so efficiently, I think it just kind of allows you to create new opportunities for yourself to.

00:34:21:09 - 00:34:31:17
Chrissy Wozniak
Yeah, for sure. And that's so honorable. And I know on behalf of our industry, thank you for continuing this legacy and, and, and doing what you do.

00:34:31:19 - 00:34:38:10
Raquel Gottsch Koehler
You're very sweet to say that. Thank you. I look forward to meeting you in person in October or excuse me, September in Orlando. So that'll be fun.

00:34:38:10 - 00:34:40:23
Chrissy Wozniak
Yeah. That's right. It's around the corner.

00:34:41:01 - 00:34:44:09
Raquel Gottsch Koehler
It is, I know. I hope we can sneak away to Disney.

00:34:44:11 - 00:35:05:05
Chrissy Wozniak
Yes. Well, thank you so much for joining me today. Sharing your insights and your experience. It's it's just so clear. Real media isn't just surviving the new landscape. It's actually thriving. By, as you said, leaning into us, authenticity, storytelling. And, and really the right mix of channels.

00:35:05:07 - 00:35:10:16
Raquel Gottsch Koehler
Yeah. Well, thank you for saying that. We appreciate it very much. So look forward to meeting you soon.

00:35:10:18 - 00:35:37:18
Chrissy Wozniak
Yeah. And to all those who are watching or listening, if you want to hear more, don't miss, our panel at the Women and Agribusiness Summit. The topic is marketing through headwinds, edgy Marketing Strategies, and in an uncertain Economy on September 23rd in Orlando, Florida, it's, sure to be an energizing conversation about what's working, what's not, and how brands can stay relevant in an evolving rural community.

00:35:37:18 - 00:35:41:12
Chrissy Wozniak
I can't wait to see it. And, yeah, I.

00:35:41:12 - 00:35:46:15
Raquel Gottsch Koehler
Know that it's changing so fast that it will be all new ideas even in 30 days from now.

00:35:46:17 - 00:36:01:12
Chrissy Wozniak
Yes. That's it. Yep. And don't forget, don't forget to subscribe to North American Tech Spotlight on Spotify, Apple, Amazon. If you prefer Video. We're also on Rumble or really wherever you listen to podcasts. If you like this episode, I would love it if you shared it and have a great day!