The Intentional Agribusiness Leader Podcast

Join our champion program: mark@themomentumcompany.comAttend a Thriving Leader event: https://thriving-leader-2026.lovable.app/Instagram: @the.momentum.companyLinkedIn: /momentum-companyIn this episode of The Intentional Agribusiness Leader, Mark sits down with Adam Jason, Co-CEO of the Green Coffee Company, for a fascinating conversation about entrepreneurship, international agriculture, capital markets, and what it takes to build a business across cultures and continents.Adam defines intentionality simply:Know where you want to go.The path may not be straight. There will be twists, setbacks, and unexpected opportunities. But intentional leaders create clarity around the destination and continue moving toward it.Adam’s journey is a perfect example.Originally a capital markets attorney advising Fortune 500 companies, boards of directors, and public offerings, Adam found himself at a crossroads familiar to many high performers:Stay on the traditional path—or build something of his own.What started as a month-long trip to Colombia ultimately became a life-changing opportunity. Through a chance introduction, Adam became involved in what would eventually become the Green Coffee Company, helping transform a fragmented agricultural market into the largest coffee operation in Colombia.A major theme throughout the conversation is this:Opportunity often lives where complexity exists.Building a business in rural Colombia required much more than financial expertise.It required:Navigating cultural differencesBuilding trust in local communitiesWorking across language barriersUnderstanding family-owned agricultural operationsEarning credibility through action over timeBecause in many coffee-growing communities, business isn't just business.It's family.It's legacy.It's identity.The conversation also highlights a powerful entrepreneurial lesson:Sometimes the market tells you what it needs.The Green Coffee Company wasn't built around a love of coffee alone.It was built around recognizing investor demand.Investors wanted:Hard assetsAgricultural exposureCash-flowing opportunitiesInternational diversificationCoffee farms became the vehicle that connected those needs with a growing opportunity in Colombia.As the business evolved, so did the vision.What started as an agricultural investment thesis became a vertically integrated coffee enterprise with production, sourcing, processing, branding, and distribution capabilities.Today, the company manages approximately 10 million coffee trees across 10,000 acres and sources additional coffee from thousands of surrounding growers.The episode also explores one of the company's biggest strategic moves:Securing the North American rights to the iconic Juan Valdez coffee brand.Rather than spending decades building awareness from scratch, Adam and his team saw an opportunity to leverage one of the most recognizable names in coffee and pair it with their own production capabilities.It's a reminder that growth isn't always about creating something new.Sometimes it's about recognizing the value that already exists.Another key theme throughout the episode is scale through partnership.Rather than acquiring every available coffee farm, the company is increasingly focused on supporting smaller producers by purchasing coffee directly from local farmers and integrating them into a larger ecosystem.The result:More opportunity for local growersGreater efficiency for the businessIncreased scalability without massive capital investmentThe episode closes with a reminder that entrepreneurship often starts with a simple question:Where is value being overlooked?For Adam, the answer was sitting on the mountainsides of Colombia.For others, it may be somewhere entirely different.But the leaders who build extraordinary businesses are often the ones willing to go where others aren't looking.Because clarity creates momentum.And momentum creates opportunity.Listen if you are:Building a business in a complex or emerging marketInterested in entrepreneurship and capital raisingCurious about the global coffee industryLooking for opportunities hidden inside fragmented marketsLeading a business through growth and expansionInterested in agricultural investing and international markets

​​Join our champion program: mark@themomentumcompany.comAttend a Thriving Leader event: https://thriving-leader-2026.lovable.app/Instagram: @the.momentum.companyLinkedIn: /momentum-companyIn this episode of The Intentional Agribusiness Leader, Mark sits down with Ed Howie, a highly sought-after retention and branding expert whose work has helped generate more than $350 million in incremental revenue for some of the most recognizable brands in the world.This is not a typical agribusiness conversation — and that’s exactly why it matters right now.Ed brings decades of experience working with brands like Chick-fil-A, United Airlines, 7-Eleven, Kroger, and H-E-B, but the heart of this discussion isn’t about big brands. It’s about helping leaders understand how clarity, alignment, and intentional repetition create sales velocity, peace of mind, and long-term profitability.Ed defines intentionality as doing all you can with what you have today — not what you wish you had, not what you used to have. That mindset shift alone reframes leadership from chasing the next thing to optimizing what already exists.A major theme throughout the episode is incremental revenue. Instead of constantly pursuing new customers, Ed challenges leaders to look in their “kitchen cupboard.” What products, services, or solutions already exist that current customers aren’t buying simply because they don’t know about them, forgot about them, or were never intentionally guided toward them?The conversation dives deep into why leaders and teams get distracted by novelty. Internal teams get bored with messaging long before customers do, leading organizations to constantly change their story instead of reinforcing it. Great brands don’t win by being clever — they win by being consistent.Ed also introduces one of the most practical leadership frameworks in the episode: the words you use and the behaviors you choose. Culture isn’t a mission statement or a billboard. Culture is what your people say and do when it matters most. If leaders aren’t clear about the exact words to use — and just as importantly, the words not to use — confusion sets in, customers hesitate, and momentum slows.Using powerful examples from Chick-fil-A, Ed explains how scripting language isn’t about removing authenticity. It’s about creating alignment, confidence, and a consistent experience that customers can trust. Confused customers don’t buy. Clear customers do.Mark connects this directly to leadership inside organizations — from onboarding experiences to sales conversations to client retention. When teams lack clarity, they hesitate. When leaders provide clarity, alignment follows. And when clarity and alignment come together, velocity is the natural outcome.The episode closes with a powerful reminder that leadership isn’t just about ROI — return on investment. It’s about return on impact. When leaders reduce confusion, remove distraction, and focus on what truly matters, the byproduct isn’t just growth. It’s peace of mind. And peace of mind creates joy.This conversation is a masterclass in intentional leadership, retention, and sustainable growth — especially in seasons where margins are tight and distractions are high.Listen if you are:A leader trying to generate growth without burning out your teamStruggling with customer retention or stalled momentumConstantly changing your message but not seeing resultsLooking to drive incremental revenue without chasing strangersSomeone who believes leadership should produce both results and joy

​​Join our champion program: mark@themomentumcompany.comAttend a Thriving Leader event: https://thriving-leader-2026.lovable.app/Instagram: @the.momentum.companyLinkedIn: /momentum-companyIn this episode of The Intentional Agribusiness Leader, Mark sits down with Dean Harder for a powerful conversation about intentionality, purpose, and why most sales conversations fail before they ever begin.Dean’s definition of intentional leadership starts with one word: purpose. Without clearly defined purpose, it’s impossible to lead well, sell well, or even make good decisions. Throughout the episode, Dean challenges listeners to rethink how they define success, how they communicate value, and how they show up in conversations—whether in sales, leadership, or life.One of the central themes of the conversation is the difference between pitching and conversational selling. Dean explains that pitching starts from the inside out—it’s focused on what you do, what you sell, and what you want. Conversational selling flips that model. It starts from the outside in by focusing on what the other person wants, what they care about, and what outcomes they’re trying to achieve.The shift sounds simple, but it’s transformative. Instead of trying to convince, impress, or persuade, the goal becomes understanding. When you understand what someone wants, you earn the right to proceed—and only then does what you offer actually matter.Dean also introduces a powerful framework for influence built on two principles: focus on the other person, and earn the right to proceed. Rather than jumping in with advice or opinions, great leaders and sellers ask permission, make observations, and invite conversation. This approach lowers defenses, builds trust, and creates space for real dialogue.The episode goes deep into mindset and preparation, especially for newer sales professionals who feel stuck or intimidated. Dean emphasizes that confidence doesn’t come from talent—it comes from clarity. When outcomes are clearly defined and expectations are realistic, people are free to grow without comparing themselves to veterans with decades of experience.Mark and Dean also explore accountability, drawing a distinction between monitoring activity and aligning around results. True accountability focuses on outcomes, not micromanaging behavior. When leaders agree on results and review progress consistently, people take ownership—and performance follows.Throughout the conversation, there’s a recurring reminder: improvement doesn’t come from comparison. It comes from progress. Measuring yourself against who you were yesterday, not against someone with 30 years of experience, is how real growth happens.This episode is a masterclass in communication, leadership, and selling with integrity. It’s not about scripts or tactics—it’s about mindset, discipline, and learning how to have better conversations that actually move people forward.Listen if you are:A sales professional who feels stuck pitching instead of connectingA leader responsible for developing people, not just hitting numbersNew to sales and looking for confidence without pressureExperienced in your role but ready to improve how you communicateSomeone who believes relationships still matter in business

​​Join our champion program: mark@themomentumcompany.comAttend a Thriving Leader event: https://thriving-leader-2026.lovable.app/Instagram: @the.momentum.companyLinkedIn: /momentum-companyIn this episode of The Intentional Agribusiness Leader, Mark sits down with Duane Simpson, CEO of the National Council of Farmer Cooperatives, for a wide-ranging and timely conversation on leadership, policy, and navigating uncertainty in agribusiness.Duane brings a rare perspective — blending decades of experience in government, global agribusiness, and cooperative leadership — to help leaders understand what’s really happening behind the headlines in Washington, how policy decisions impact the farmer balance sheet, and why intentional leadership matters more now than ever.This episode isn’t about politics for politics’ sake. It’s about clarity, resilience, and leading people well in a season of volatility.Key TakeawaysIntentional leadership is about designing moments, not just delivering messagesDuane defines intentionality as thinking deeply about what people should feel, know, and do after a leadership moment — whether that’s a major announcement, a transition, or a difficult conversation. Leaders who ignore the emotional component leave impact on the table.The farmer balance sheet is under real pressureAcross agriculture, farmers are navigating rising costs, tight margins, and uncertainty. Duane explains that NCFC’s work centers on two levers: lowering input costs and expanding markets — both critical to long-term farm viability.Policy details matter more than headlinesFrom tariffs to labor to the updated dietary guidelines, Duane breaks down how seemingly distant policy decisions directly affect domestic demand, production costs, and competitiveness for U.S. farmers. The nuance matters — and leaders need to understand it.Ag labor is one of the most pressing cost challengesLabor availability and affordability continue to strain producers, especially in specialty crops and dairy. Duane explains why existing systems like H-2A are imperfect — and why solutions must balance realism with economic sustainability.Technology won’t replace people — but it will reshape rolesAI, automation, and software will elevate average performance faster, reduce friction, and shift how work gets done. The leaders who win will focus on adaptability, resilience, and redeploying people into higher-value roles — not eliminating them.Notable Quotes“Intentionality is thinking about what you want people to come away with — how they feel, what they know, and what they do next.” — Duane Simpson“The volatility and uncertainty are more damaging to the economy than any single tariff.” — Duane Simpson“Technology can’t replace human connection — especially in agriculture.” — Duane Simpson“Intentional leadership matters more now because the noise is louder than it’s ever been.” — Mark JewellAction StepsAudit how you communicate big moments with your team — are you designing the experience or just delivering information?Stay informed beyond headlines. Understand how policy details affect your operation.Plan for workforce transitions. Automation should elevate people, not disconnect them.Create space to think. Reading, walking, and reflection are leadership disciplines — not luxuries.Double down on human connection. In-person conversations still matter.Listen If You AreA co-op, ag retail, or agribusiness leader navigating uncertaintyConcerned about policy impacts on costs and marketsThinking about AI, labor, and workforce transitionsCommitted to leading with clarity, intention, and steadiness

​​Join our champion program: mark@themomentumcompany.comAttend a Thriving Leader event: https://thriving-leader-2026.lovable.app/Instagram: @the.momentum.companyLinkedIn: /momentum-companyIn this episode of the Intentional Agribusiness Leader Podcast, Mark Jewell sits down with Amanda De Jong, CEO of the American Society of Farm Managers and Rural Appraisers (ASFMRA) — a nearly 100-year-old organization representing over 2,000 rural land experts across all 50 states.Amanda brings a deeply grounded, refreshing perspective on leadership, one rooted in active listening, stewardship of time, and respect for legacy. From land transitions and farm succession to culture-building inside long-standing institutions, this conversation highlights the often unseen professionals who quietly shape the future of rural America.This episode is not about loud leadership.It’s about intentional leadership — the kind that listens first, honors history, and builds for the next generation.Key Takeaways1. Intentional Leadership Starts with ListeningAmanda defines intentionality as being fully present — listening deeply to boards, staff, members, and stakeholders before rushing to solutions. Especially when stepping into a role held for decades, listening isn’t passive — it’s strategic leadership.2. Time Is the Most Valuable Resource Leaders StewardIf you take someone’s time, you owe them your attention. Amanda challenges leaders to end meetings that lack engagement and to stop multitasking their way through conversations. Presence builds trust. Distraction erodes it.3. ASFMRA: The Silent Force Behind Land TransitionFarm managers and rural appraisers often work behind the scenes during some of the most emotional moments families face — death, succession, retirement, and land sale. These professionals ensure land is valued correctly, managed responsibly, and preserved for future generations.4. Land Is Personal and Business — Both Can Be TrueAmanda speaks from lived experience as both a farm kid and a farm wife. Legacy isn’t about forcing the next generation into agriculture — it’s about stewarding land wisely so future choices remain possible.5. Culture Isn’t Fixed — It’s FedOrganizational culture is a living system. Amanda emphasizes that culture must be modeled, nurtured, and protected — not “fixed.” Leaders must remove negativity, reward learning, and allow failure without fear.6. The Best Leaders Don’t Have All the AnswersStrong leaders surround themselves with trusted advisors — a “kitchen cabinet” — and listen to those with expertise. Leadership is not knowing everything; it’s knowing who to listen to.7. Agriculture Needs a New North StarThe old rally cry of “feeding the world” no longer resonates in an age of abundance. Amanda and Mark explore a new calling for agriculture — one rooted in stewardship, distribution, legacy, and thriving rather than survival.Notable Quotes“People want to be heard — and there’s usually truth in what they’re saying.” – Amanda De Jong“Time is the most precious resource we have. If I take your time, I’m going to listen.” – Amanda De Jong“Culture isn’t a thing to fix. It’s something you care for.” – Amanda De Jong“The best leaders don’t have all the answers — but they listen to the people who do.” – Amanda De Jong“Land carries emotion, history, and responsibility — not just value.” – Mark JewellAction StepsAudit how present you truly are in meetings and conversations.Identify your personal “kitchen cabinet” — trusted advisors you listen to consistently.If navigating land transition, succession, or acquisition, seek professional guidance early.Reflect on how you’re stewarding time, culture, and legacy — not just results.Consider what thriving (not surviving) looks like in your leadership and operation.Listen If You Are:A landowner, farmer, or agribusiness leader navigating transitionInvolved in succession, appraisal, or farm management decisionsLeading a legacy organization through generational changePassionate about culture, stewardship, and intentional leadershipCurious about the unseen professionals shaping rural America