Farmers Turned Creators

Farming has always been about hard work, long days, and adapting to whatever comes your way.

But today, there’s something new happening in agriculture.

Farmers aren’t just producing crops and raising livestock anymore. Some are picking up a camera, documenting their lives, and building audiences that reach far beyond their local communities.

In this episode of The Germinate Podcast, Joe Sampson sits down with Emily and Avery Elsing of New Age Custom Farming to talk about how they’ve turned their day to day life on the farm into a growing media platform.

And what they’re doing says a lot about where agriculture is headed.

From Farm Life to YouTube

Like a lot of ideas, this one started simple.

Avery was already watching other farmers on YouTube after long days on the farm. Emily, who had a background in social media and marketing within agriculture, saw an opportunity.

Instead of just watching, why not create?

At first, there was hesitation. Would anyone care? Would people actually watch their day to day life?

But they leaned into it.

They started filming, editing, and sharing their story. And over time, something clicked. Their audience began to grow, and what started as an experiment turned into a real platform.

A Modern Farm Is More Than One Business

One of the things that makes their story stand out is just how much they have going on.

This isn’t a single focus operation.

They’re managing cash crops, running a custom forage harvesting business, operating a custom spraying service, raising cattle, selling beef directly to consumers, hosting events, and even competing in tractor pulling.

On top of all of that, they’re producing multiple videos every week and managing the business side of content creation.

It’s a reminder that modern farming isn’t just about production anymore.

It’s about diversification, adaptability, and finding new ways to create value.

Content Creation Isn’t as Simple as It Looks

From the outside, it’s easy to assume that creating content is as simple as picking up a phone and hitting record.

But the reality is very different.

Every video requires planning, filming, editing, and publishing. There are brand partnerships to manage, emails to respond to, and business decisions to make.

What looks like a casual video is often the result of hours of work behind the scenes.

And consistency is everything.

They’re not just posting when they feel like it. They’re committing to a schedule, showing up multiple times a week, and treating it like the business that it is.

Because that’s exactly what it’s become.

Why Authenticity Wins

One of the biggest reasons their audience continues to grow is simple.

They’re real.

They don’t just show the good days. They show the mistakes, the breakdowns, the frustrating moments, and everything in between.

And that matters.

Because people aren’t looking for perfection. They’re looking for something they can relate to.

In a world where so much content feels polished and scripted, authenticity stands out.

It builds trust.

And in agriculture, trust means everything.

The Shift in Agricultural Marketing

What Emily and Avery are doing isn’t just about entertainment.

It’s changing how companies connect with farmers.

Traditional marketing methods don’t carry the same weight they used to. People don’t want to just read about a product. They want to see it in action, hear real feedback, and understand how it performs in real world conditions.

That’s where creators like them come in.

They bridge the gap between companies and customers by providing honest, firsthand experiences.

But that only works if the trust is there.

Which is why they’re selective about the brands they work with and the products they promote.

If they don’t believe in it, they won’t share it.

And that credibility is what makes their platform valuable.

Why Relationships Still Matter Most

Even with all the talk about technology and innovation, one thing hasn’t changed.

Relationships still drive agriculture.

Whether it’s working with a local equipment dealer, partnering with a brand, or connecting with an audience, trust and reliability are what keep things moving forward.

Emily and Avery highlight that when it comes to equipment, it’s not just about the brand. It’s about the people behind it.

The dealer who answers the phone.
The service team that shows up when something breaks.
The support system that keeps the operation running.

That human element is still at the core of everything.

Farming, Business, and the Bigger Picture

At the heart of this conversation is something bigger than content creation.

It’s about what farming looks like today.

It’s no longer just one lane. It’s a combination of production, business strategy, marketing, and storytelling.

It’s about finding ways to stay sustainable in an industry that is constantly changing.

And it’s about being willing to evolve while still holding onto what matters.

For Emily and Avery, that means continuing to farm, continuing to share their story, and continuing to build something that goes beyond the field.

Final Thoughts

The next generation of agriculture is already here. It’s not just about who can grow the most or produce the most efficiently.

It’s about who can adapt, connect, and tell their story.

Because the farms that stand out in the future won’t just be the ones doing the work.

They’ll be the ones showing it.

And in doing so, they’ll bring more people into agriculture than ever before.

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