Tuned in to the Land

Agriculture has never been more visible. As social media gives consumers unprecedented access to life on the farm and ranch, producers have an opportunity—and a responsibility—to share their stories with authenticity and transparency.

In this episode, we sit down with Tucker Brown, a rancher from Throckmorton, Texas, who has built a following of more than 211,000 people on Instagram by documenting the day-to-day realities of his family’s multi-generational ranch. His passion for educating consumers has led to opportunities to speak at NCBA CattleCon and attend events at the White House, all while continuing to steward his family’s ranching legacy.

Tucker shares how he balances tradition with innovation through sound business decisions, social media, and advocacy for the beef industry. We also discuss the challenges facing ranchers today, from changing markets, labor shortages, and new technology to the ongoing loss of working lands, and why it’s more important than ever for producers to tell their agricultural stories, combat misinformation, and build consumer trust in the people and practices behind the food they produce.