Explore every episode of the podcast Leaders Of The West
| Title | Pub. Date | Duration | |
|---|---|---|---|
| 147. Mentorship and Leadership in Agriculture with Laurie Lickley | 17 Mar 2026 | 00:39:59 | |
This week on Leaders of the West, Mentor March continues with Laurie Lickley, a rancher from Jerome, Idaho, a former member of the Idaho State House of Representatives, and one of the few women to have led both the Idaho Cattle Association and the Idaho Beef Council. Laurie shares how growing up along the Salmon River shaped her work ethic and leadership style, and how she and her husband, Bill, built their lives in the beef industry during one of agriculture’s most challenging eras. From crying while moving hand lines to building a legacy in the cattle industry, Laurie reflects on the resilience required to build a life in agriculture. We also discuss the power of mentorship, public service, and leading with both kindness and conviction. Laurie reflects on the mentors who shaped her career, the lessons she learned serving in the legislature, and why compromise, collaboration, and empathy are essential in strong leadership. Above all, she shares her hope to leave a legacy of opportunity for the next generation of leaders in agriculture. Be sure to subscribe/follow the show so you never miss an episode! Connect with Jessie:
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| 146. Building Brands That Last with Jillian Murphy | 10 Mar 2026 | 00:34:45 | |
This week on Leaders of the West, Mentor March continues with Jillian Murphy, a sales strategist and former food and beverage distribution executive who helped bring brands like Boom Chicka Pop, PopCorners, and Health-Ade Kombucha to market. Jillian shares how she transitioned from corporate sales into building her own multi-seven-figure consulting business and what it really takes for products to stand out and scale in retail. We also talk about simplifying business growth, the importance of relationship capital, and why entrepreneurs need to focus on the right audience instead of trying to sell to everyone. From 90-day business sprints to believing in the product you sell, this conversation is full of practical insight for anyone building a brand or growing a business. Be sure to subscribe/follow the show so you never miss an episode! Connect with Jillian:
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| 137. Someone Copied You, Now What? With Attorney at Law, Andrea Sager | 06 Jan 2026 | 00:39:25 | |
This week, I’m joined by Andrea Sager, founder of The Legalpreneur, podcast host, mom of two, and one of the most candid, insightful voices in the small business legal world. Andrea’s story is anything but traditional. After walking away from her “dream job” at a big law firm, she built a new model that helps entrepreneurs legally protect their businesses while staying true to who they are. We talk about why she left big law, how she pivoted after her divorce, and the major mindset shifts that helped her rebuild her life and her company with more alignment. Andrea shares how she’s regulating her nervous system, reshaping her approach to success, and why she believes women are meant to build wealth. You’ll leave this one feeling inspired to bet on yourself on your own terms. Resources & Links:
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| 54. Strategies and Investments for a Successful Event with Jess Crouch | 04 Jun 2024 | 00:33:59 | |
On today’s episode, we have the founder and designer of Heritage Brand, Jess Crouch, on the show. Jess shares the emotional challenges of phasing out the original horse tack line, the growth and evolution of her business, and the importance of customer relationships. We also dive into everything that goes into a successful setup at NFR. Even if you aren’t planning to go to NFR specifically, the content in this episode applies to setting up ANY event; whether that’s a farmer’s market, the Houston Rodeo, or Pendleton Round-Up. No matter what event you’re going to, you have to put in the work ahead of time and establish a solid foundation to set yourself up for a successful event. Jessica Crouch is the Founder and Lead Designer at Heritage Brand. Jess founded Heritage Brand in 2002 and has grown the company from a single-person operation in her garage to a team of artisans and creators in a state-of-the-art space in Tumalo, OR. After creating the famous Heritage Brand Marilyn Bag in 2019, she has garnered attention for her edgy designs in the western fashion space. Each bag design that has followed Marilyn has garnered further notoriety. The Heritage Brand Lyrik Bag was featured on Yellowstone, carried by Lainey Wilson's character, Abby. Lainey continues to wear her Heritage Brand cuffs on stage routinely, further cementing Heritage Brand as a leader in the western fashion industry.
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| 53. How I Protect My Time | 28 May 2024 | 00:19:13 | |
This time of year can be tough to juggle all the things and be intentional with your time. In today’s episode, I’m going to share what we’ve been up to lately - both personally and professionally - and how I’ve been setting boundaries to protect my time. I want to encourage you that you CAN find a way to do it all, you just can’t do it all at the same time. Jessie was born and raised on her family’s cattle ranch in Southern Idaho, which at an early age, instilled in her the importance of a strong work ethic, and a deep appreciation for the American West. In addition to her lifelong involvement raising cattle, Jessie has had over a decade’s worth of experience in print and digital media, both writing for and producing various agriculture and western fashion publications, as well as freelancing in ag and western communications. As someone who has been on all sides of the spectrum—as a job seeker, a business owner, someone looking for various service providers, and as a freelancer—Jessie deeply understands the obstacles one must navigate when job hunting or looking to hire for employment or project purposes in the west. Jessie’s proudest accomplishment(s) in life is that of her family—her husband Justin, her son, Jhett, and baby girl, Jaxyn.
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| 52. Community Over Competition with Ashley Alderson | 21 May 2024 | 00:42:08 | |
Today’s episode is extra special because I’m sitting down with my personal mentor and one of my very best friends, Ashley Alderson, the founder and CEO of The Boutique Hub. This episode covers so much goodness from the impact of words and thoughts on reality, to scarcity mindset vs. abundance mindset, and recognizing and redirecting negative self-talk. Ashley shares her heart for building community and her focus on community over competition. Today, The Boutique Hub connects boutique owners with every possible tool, training, wholesale brand, and resource they could need. The Hub connects the global boutique industry. Serving thousands of boutique owners, eCommerce stores, wholesale brands, and service providers across 50 US States and 6 Countries, The Boutique Hub has been recognized as one of the top 10 fastest growing companies in the midwest and featured in INC, Forbes, and Entrepreneur. Ashley is a busy wife to her hubby Eric, and mom to 3 awesome kids. She’s a sports mom and loves basketball, rodeo, football, and any opportunity to be outside. She’s also a motivational speaker, cancer survivor, agriculture advocate, and barrel racer. Someone once told her, ‘good luck with your little project’, and ever since, she’s vowed to be a voice for anyone with a big dream!
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| 51. How Being Proactive Pays Off with Alyssa Scholz | 14 May 2024 | 00:45:54 | |
Today’s guest is the lovely Alyssa Scholz and you guys are in for such a treat with this episode! We dive into Alyssa's journey of working in the ag industry but not growing up in it, the power of being involved in organizations and networking, and managing marketing trends while staying authentic. Alyssa also shares tips on how to find creative inspiration and one of her marketing pet peeves. Learn more about Alyssa and Sweet Briar Creative HERE!
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| 50. Building a Culture of Appreciation | 07 May 2024 | 00:13:18 | |
I want to talk about compliments and putting good into the world. I want to build a culture where we aren’t just making our voices heard when we’re complaining, but that we’re proactively giving compliments, support, and appreciation. Today I want to challenge you that instead of being quick to offer our criticism, let’s see the good and acknowledge it because the world needs more of that! Jessie was born and raised on her family’s cattle ranch in Southern Idaho, which at an early age, instilled in her the importance of a strong work ethic, and a deep appreciation for the American West. In addition to her lifelong involvement raising cattle, Jessie has had over a decade’s worth of experience in print and digital media, both writing for and producing various agriculture and western fashion publications, as well as freelancing in ag and western communications. As someone who has been on all sides of the spectrum—as a job seeker, a business owner, someone looking for various service providers, and as a freelancer—Jessie deeply understands the obstacles one must navigate when job hunting or looking to hire for employment or project purposes in the west. Jessie’s proudest accomplishment(s) in life is that of her family—her husband Justin, her son, Jhett, and baby girl, Jaxyn.
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| 49. The Equine Industry, AI, and The Cowgirl Gathering with Dave Dellin | 30 Apr 2024 | 00:35:33 | |
On today’s episode, we have special guest, Dave Dellin. Dave is the CEO of APHA and he’s sharing his diverse background and journey in the equine industry. We also talk about their event, The Cowgirl Gathering; where the idea came from, who it’s for, and what the event will entail this year. Dave shares how valuable being a continuous learner is, the power of self-reflection, and his take on the future of the horse industry and AI. David Dellin is CEO of the American Paint Horse Association, a multi-million dollar international organization and the world’s second largest equine breed registry. He leads APHA’s family of brands: the non-profit American Paint Horse Association, its wholly owned for-profit subsidiary Marked For Greatness Properties LLC, and the charitable American Paint Horse Foundation. An Oklahoma State University graduate, Dellin first joined APHA as director of judges in 2012 and was instrumental in the development of innovative showing- and judge-education resources, including APHA’s interactive learning platform horseIQ.com. Dellin’s expertise and experience has yielded partnerships between APHA and other equine organizations to streamline, modernize, and create their own stakeholder resources through APHA’s proprietary platform. Dellin assumed the position of CEO in 2023. Previously, Dellin was a professional horse trainer and judge; he also served as past president of the National Snaffle Bit Association.
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| 48. Harnessing Your Creative Power with Quincy Eldridge | 23 Apr 2024 | 00:31:22 | |
On today’s episode we have special guest Quincy Eldridge on the show! We’re diving into Quincy's upbringing on a California cattle ranch, her family's influence on her creativity, and her journey into fashion design. Quincy also shares her brand’s evolution, how she overcomes industry challenges, and strategies for overcoming creative ruts.
Quincy Freeman Eldridge grew up on a cattle ranch in the Central Valley of California. Rodeo has always been a part of Quincy’s life from her lineage of well-known cowboys and cowgirls to Quincy herself, who competed in rodeo and was a member of the Cal Poly Rodeo team during college in San Luis Obispo, California. It was only shortly after she graduated from Cal Poly that Quincy began the journey of combining her passion for rodeo, the western lifestyle, and her entrepreneurial pursuits, into a wholesale and retail business, Rodeo Quincy. Quincy has put her heart and soul into the business; growing and expanding every step of the way. Today, you can find Rodeo Quincy designs in over 300 stores across the US. Being a true rodeo cowgirl with a unique sense of fashion that inspires her creative designs. In 2018, Quincy married the love her life, a blue-eyed, Nevada cowboy, and professional rodeo steer wrestler, Dakota Eldridge. The couple resides in California and enjoy a fast-paced rodeo lifestyle.
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| 47. A Tip to Gain Clarity and Increase Productivity with Jessie Jarvis | 16 Apr 2024 | 00:14:12 | |
In today’s episode, I’m sharing a trick to settle my mind. Sometimes I feel like my brain is going in 50 different directions at once, making it hard to concentrate or get anything accomplished. So I’m going to share my simple yet effective process for managing this so that I can get to a place of clarity, calmness, and productivity. Jessie was born and raised on her family’s cattle ranch in Southern Idaho, which at an early age, instilled in her the importance of a strong work ethic, and a deep appreciation for the American West. In addition to her lifelong involvement raising cattle, Jessie has had over a decade’s worth of experience in print and digital media, both writing for and producing various agriculture and western fashion publications, as well as freelancing in ag and western communications. As someone who has been on all sides of the spectrum—as a job seeker, a business owner, someone looking for various service providers, and as a freelancer—Jessie deeply understands the obstacles one must navigate when job hunting or looking to hire for employment or project purposes in the west. Jessie’s proudest accomplishment(s) in life is that of her family—her husband Justin, her son, Jhett, and baby girl, Jaxyn.
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| 46. Focusing on Your Customer with Natalie McFarland | 09 Apr 2024 | 00:42:10 | |
On today’s episode, we have the amazing Natalie McFarland on as our guest. Natalie is the founder and president of McFarland Productions and she’s sharing the power of resonating within a community, telling your customers’ stories, and focusing on their wins and successes. She also dives into her take on the evolution of marketing and lessons she has learned along the way.
After freelancing her way through college, Natalie officially established McFarland Productions in 2014 which has continued to grow rapidly over the last few years. Her passion and focus have always remained the same, telling stories and building communities surrounding the businesses, brands, organizations, and events of the western and agriculture industries.
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| 45. Leadership, Entrepreneurship, and Daily Routines with Jessie Jarvis | 02 Apr 2024 | 00:17:48 | |
Today we’re sharing a bit of behind-the-scenes with our third Q&A episode! I recently put up a question box on Instagram for you all to ask questions that I would answer on the podcast. And let me tell ya, you guys delivered! The questions you submitted were SO GOOD. I narrowed the questions down to four that I’ll answer today, but this Q&A series will be recurring on the podcast going forward. The four questions I answer are:
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| 136. Lessons from Leading 36,000 Volunteers with Melinda Underhill | 30 Dec 2025 | 00:38:42 | |
This week, I’m joined by Melinda Underhill, the powerhouse VP of Human Resources at the Houston Livestock Show and Rodeo, aka the largest event of its kind in the world. With over 36,000 volunteers, 109 committees, and a year-round operation, Melinda offers a behind-the-scenes look at how RodeoHouston runs like a well-oiled (and wildly passionate) machine. We talk about how they cultivate volunteer leadership, create accountability without burnout, and keep communication flowing across thousands of people. Melinda also shares her thoughts on leading with integrity, building family-first cultures, and the powerful role that celebration and recognition play in long-term success. This is a masterclass in people-first leadership, whether you’re running a local booster club or the biggest rodeo in the world. Resources & Links:
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| 44. The Art of Listening with Vance Crowe | 26 Mar 2024 | 00:33:09 | |
Today’s guest is Vance Crowe and we’re talking all about the art of listening. Vance discusses his journey from a small-town upbringing to engaging with global technologies, emphasizing the importance of interest-based negotiation and effective listening. He shares insights on building relationships and the value of genuine dialogue with one of many great tips of: being interested vs. interesting. As the former Director of Millennial Engagement for Monsanto, Vance is an experienced negotiator who has spoken before more than 250,000 people, addressing complaints and questions about controversial topics like GMO’s and pesticides. Vance has worked around the globe; the World Bank Group, the U.S. Peace Corps, in media at NPR and PBS stations, and even as a deckhand on a ship. There are few in agriculture with an understanding of Globalism, International Organizations, and the power of the media. Vance holds a degree in communications from Marquette University and a Master’s degree in cross-cultural negotiations. Vance is a fellow at the Seton Hall Center for Peace Studies, an honorary member of the Alpha Gamma Rho Agriculture Fraternity and the 2021 Communicator of the Year for the American Society of Farm Managers and Rural Appraisers (ASFMRA)
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| 43. Exploring the Most Under-Used Marketing Platform with Jane Kasper | 19 Mar 2024 | 00:46:53 | |
Today’s guest is my friend, Jane Kasper, and she’s going to share her wisdom and insight on all things email marketing. We’re diving into the effectiveness of email marketing (hello ROI!), tips for crafting quality emails, and even the basics of text marketing including all the regulations that go along with it. If you have a business of any kind, don’t sleep on email marketing any longer! Jane Kasper is the Founder of Glow Group, the leading Klaviyo partner for boutiques using Shopify! As a shop owner herself, Jane has mastered how to design flows to encourage quick product turnover, high profit, and (most importantly) brand consistency. She grew her store from $187K to $5M in just one year, starting as an Etsy shop in 2013. Following 'retiring' from her corporate job, she dove into flows and how to make her business work more for itself while retaining a high ROI. Jane grew up on a ranching operation in California. She and her husband, dairyman Peter Kasper have two children, and currently reside in California.
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| 42. 3 Pieces of Advice from Jessie Jarvis | 12 Mar 2024 | 00:19:31 | |
On today’s episode, I’m giving an update on what we’ve been up to lately at Of The West. Then I’m diving into three separate topics that I’ve been thinking a lot about lately that I want to share. Each of these topics are valuable, but didn’t hold enough weight on their own to have their own episode, so I’m combining them into this “small bites” episode. The topics are the importance of action over procrastination, understanding that situations may worsen before improving, and the significance of giving and receiving grace.
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| 41. The #1 Thing to Change Your Life + Career with Tyson Durfey | 05 Mar 2024 | 00:40:00 | |
Today’s guest is the one and only Tyson Durfey to talk all about mental toughness and the power of mindset. He shares how to cultivate a strong mindset, how to continue to be positive even when you’re in a slump, and the power of always going back to the basics. Tyson Durfey is a World Champion Rodeo Athlete, Speaker, Entrepreneur, and Mental Toughness expert. He has mentored thousands of athletes in his No Limits Mentorship Program and continues to push the boundaries of what is possible on a daily basis. Tyson always says “Teaching is just another opportunity to learn” so he is quick to share his experience on social media to lift up, motivate and inspire others. Tyson teaches the techniques he used to become a World Champion athlete to individuals from all walks of life. His belief is that if he shares his knowledge they can “Time Collapse” on it and achieve their goals much faster. He believes in learning from other mistakes as much as possible and avoiding your own. This can only be achieved through committed effort and the sharing of knowledge.
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| 40. Creating a Strong Brand Identity with Katie Beal Brown | 27 Feb 2024 | 00:32:28 | |
Today is our first episode with a repeat guest! The one and only Katie Beal Brown is back on the show and we’re talking all about creating a strong brand identity. We’re diving into the importance of knowing your audience, the power of storytelling, and the opportunities and challenges that come with being the face of your brand. Katie Beal Brown is a fourth-generation West Texan, born and raised in Midland, TX. Growing up, some of her fondest memories were from the time spent with her grandparents out on their family’s ranch in Far West Texas near Fort Davis. Katie attended Southern Methodist University in Dallas, TX, where she met her future husband, Tyler Brown, a Houston native and seventh-generation Texan. Katie and Tyler Brown married in her hometown of Midland in 2013 and immediately moved to New York, NY where he had an opportunity in private equity real estate and she continued to grow her career in advertising. With years of experience at industry-leading agencies, she set out on a new venture to build her own brand, Lone River, celebrating her roots in West Texas. Lone River pioneered the tequila-style hard seltzer category with its introduction of Lone River Ranch Water and more recently Lone River Ranch Rita. After less than a year of record sales, Lone River Beverage Company was purchased by Diageo, one of the world's largest producers of spirits and beers including world class brands like Casamigos, Crown Royal, Johnnie Walker, Smirnoff, Guinness and more. Lone River now leads the tequila-style seltzer category as the #1 Ranch Water in the U.S. Katie continues to lead the business on a day-to-day basis, as CEO of the brand and works closely with Diageo leadership to build further on Lone River’s success.
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| 39. Never Backing Down from Your Dreams with Trey Wasserburger | 20 Feb 2024 | 00:35:55 | |
On today’s episode, I am interviewing Trey Wasserburger, owner of TD Angus and co-founder of Sustainable Beef. We are discussing the interconnected nature of Trey's operations, from ranching to processing beef within a 15-mile radius. Trey also dives into how necessary it is to have mentors, the power of hard work, and building your mental toughness muscle. He also highlights the crucial role his wife plays in his life and businesses and how to get comfortable with being uncomfortable and taking risks. Trey and his wife, Dayna, are the owners of TD Angus, a registered seedstock operation in North Platte, Nebraska that markets 350+ Angus bulls annually. His family also operates a 30k capacity feedlot in Hershey, Nebraska where they also host the TD Angus Feed Test where commercial ranches can compete for $25,000 in cash for winning 5 industry-relevant categories. He is also a Co-Founder of Sustainable Beef LLC, the producer-owned packing plant that is in construction now and will be in operation in 2025 and was invested in by Walmart.
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| 38. Mentorship & Business Strategies with Josi Young of Silver Lining Herbs | 13 Feb 2024 | 00:43:17 | |
On today’s episode, I am joined by former rodeo professional and current owner of Silver Lining Herbs, Josi Young. We are diving into Josi’s rodeo background, his transition to business, and the importance of mentorship. Josi emphasizes the significance of company culture, aligning goals within an organization, and the impact of leading by example. Josi Young is originally from the heart of south central Idaho. His journey has been quite the ride—from growing up in the countryside to chasing his dreams in the world of rodeo and now finding fulfillment in family and entrepreneurship. His path took a thrilling turn after high school when he embarked on a rodeo scholarship journey at Idaho State University. At just 20, he ventured into the professional rodeo circuit, carving his place among the top cowboys worldwide. Despite enduring numerous broken bones along the way, the thrill of competition fueled his passion for the sport. However, as life often does, it ushered in a new chapter. Transitioning to family life, he embraced the role of a devoted husband and father to two beautiful children. Simultaneously, he embraced the world of business, becoming the CEO of Silver Lining Herbs, their family-owned venture. Outside of work, he cherishes spending quality time with his family, enjoying the simple pleasures of life amidst Idaho's scenic beauty. He also has a deep love for animals and the outdoors, finding solace in nature's embrace.
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| 37. Connecting Freelancers with Clients - The Directory | 06 Feb 2024 | 00:36:29 | |
Today I am joined by Of The West’s Director of Marketing, Sarah Wilson. We're going to unveil all the details of The Directory and how it will connect creatives with potential clients. We’re discussing the platform’s history, its rebuild for improved user experience, and its focus on serving the agriculture and western industries. The Directory will feature a range of services and various business types. With advanced search capabilities and customizable profiles, The Directory aims to be a comprehensive resource for creatives of all levels and for those looking to hire said creatives.
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| 36. Stepping Into Your Potential with Karlee Peterson, Executive Producer at The Cowboy Channel | 30 Jan 2024 | 00:39:48 | |
Today’s guest on the podcast is my friend, Karlee Peterson. Karlee shares her career progression from college finals to the NFR, lessons from her past role at Bass Pro Shop, and her instrumental role in establishing the Cowboy Channel. She reflects on the impact of divine timing in her career, earning respect as a woman in leadership, and the importance of humility and empowering your team. Born & raised in South Dakota, Karlee has a natural passion for agriculture and the western way of life that’s been instilled from a young age. With appreciation for the sport of rodeo and putting it into play on screen, Karlee has used her skill set learned at school and various roles throughout the industry to capitalize on television production and bring rodeo to the major platform. She understands that a girl in her 20s with a dream for media production and the love for the land and cowboy way of life, there’s always a story to be told. She has produced the broadcast on some of the biggest events of 2023 such as the Inaugural Governor’s Cup, Larry Mahan Memorial, launching the Cowgirl Channel to EP of the NFR Shows. Karlee’s dedication has led to multiple prestigious broadcast awards including Cynopsis Best of the Best in Sports Programming and the PRCA Excellence in Broadcast Journalism.
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| 35. Understanding Yourself and the Enneagram with Terryn Drieling | 23 Jan 2024 | 00:38:39 | |
On today’s episode, we have special guest Terryn Drieling and we’re talking all about the Enneagram, how it can expedite self awareness, and how it can help us improve both our personal and professional relationships. Terryn shares her Good Movement theory and how it correlates to both livestock and humans and helps us improve our communication. Terryn Drieling grew up on a small feed yard in Northeast Nebraska. She now lives and works on a large ranch in the Sandhills with her husband and their three kids. She believes the stockmanship principle of good movement applies no matter what species we're interacting with. Over the past several years, she’s taken what she knows about that principle, studied the Enneagram, read countless books on brain science, psychology, generational trauma, and communication. Terryn has used what she’s learned to develop her “Good Movement” coaching and trainings, and started the Good Movement Draws Good Movement podcast to help fellow farmers, ranchers, and rural folk improve communication and grow relationally.
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| 135. Girl Talk: My Decision to Get a Blepharoplasty | 23 Dec 2025 | 00:32:32 | |
In this honest solo episode, I’m pulling back the curtain on a personal decision I wrestled with for months: getting an upper blepharoplasty. If you’ve ever looked in the mirror and felt unsure about whether it’s okay to want a change (especially as a mom or role model), this episode is for you. I walk through what the surgery is, why I chose to do it now, and how I reconciled that decision with my desire to model confidence and self-love for my daughter. I also share my full experience, from cost, healing time, and recovery tips to the unexpected emotional side of cosmetic surgery. Whether you’ve been curious about eyelid surgery, are navigating your own self-care journey, or just want to hear a very real perspective on beauty, aging, and womanhood, this episode is full of heartfelt, unfiltered conversation. Resources & Links:
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| 34. Importance of Finding Life in the Small Things | 16 Jan 2024 | 00:17:21 | |
I know that as a rural woman, it is so hard to make and take time for ourselves. So in 2024 we’re going to change that! On today’s episode, I’m going to share my strategy for ditching the guilt and carving out my quiet/refresh time while juggling responsibilities. It is so important that we prioritize what fills our cup and find peace in the small things.
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| 33. Being a Change Maker with Pat Fitzgerald | 09 Jan 2024 | 00:36:30 | |
Today’s guest, Pat Fitzgerald, is the CEO of the National Cowboy and Western Heritage Museum. In today’s episode, Pat shares his diverse background, including roles at Campbell Soup, Citibank, Walt Disney, and Apple, and his journey to becoming the museum's CEO. He discusses the museum's mission to authentically represent cowboy and Native American cultures, the importance of storytelling and technology in engaging audiences, and the balance of tradition and innovation in agriculture and western industries. The conversation also covers the traits of high achievers, advice for entrepreneurs, and Pat's personal values and influences. Pat is currently the President and CEO of The National Cowboy & Western Heritage Museum where he is building on the rich Art, Artifacts, Culture, and History of the West through and with the addition of transformational Guest Experiences and Story Telling. This National Museum is a treasure located in the heart of the United States in Oklahoma City and is frequented by Guests from all around the world. Pat has relocated frequently and through this and his travels has been very fortunate to experience new places and opportunities. Pat received his BS from Southwestern Oklahoma State University with a double major in Marketing & Accounting. Pat moved back to Oklahoma in 2015 with his wife Barb of 35 years and they have a daughter, son, daughter-in-law and two granddaughters all who also reside in Oklahoma.
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| 32. Building a Place for Yourself and a Strong Family Relationship with Alex Templeton | 02 Jan 2024 | 00:44:30 | |
In today’s episode, I’m sitting down with Alex (Templeton) O’Connor as we discuss Alex’s life on the ranch, her relationship with her dad, and the joys and challenges of balancing motherhood and ranching. Alex also shares her experiences of being a woman in a male-dominated industry and the importance of being strong-willed. Alex is a 31 year old farmer and rancher living in Northwestern Missouri. She’s living the life she’s always wanted; right in her hometown, working on her family's farming and ranching operation. Her opinion of the "finer things in life" may be a little different than most ...She loves a cold beverage after a long day of working outside in the heat, heifers that calve in a tight window, freezing temperatures on the opening day of deer season, and getting her hair done.
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| 31. Setting Your Sights on Self-Awareness and the New Year with Jessie Jarvis | 26 Dec 2023 | 00:20:03 | |
As we find ourselves in the last week of the year, it’s so important to reflect back on the past year as well as look ahead to your upcoming goals. On today’s episode, I’m going to share the value of using a data-driven approach as you set goals, the importance of celebrating achievements, and my personal journey of self-awareness and growth. Jessie was born and raised on her family’s cattle ranch in Southern Idaho, which at an early age, instilled in her the importance of a strong work ethic, and a deep appreciation for the American West. In addition to her lifelong involvement raising cattle, Jessie has had over a decade’s worth of experience in print and digital media, both writing for and producing various agriculture and western fashion publications, as well as freelancing in ag and western communications. As someone who has been on all sides of the spectrum—as a job seeker, a business owner, someone looking for various service providers, and as a freelancer—Jessie deeply understands the obstacles one must navigate when job hunting or looking to hire for employment or project purposes in the west. Jessie’s proudest accomplishment(s) in life is that of her family—her husband Justin, her son, Jhett, and baby girl, Jaxyn.
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| 30. Sustainably Scaling a Business with Amanda Kimes | 19 Dec 2023 | 00:38:40 | |
On today’s episode, I have the inspiring Amanda Kimes as a guest on the show and we’re talking all about scaling a business. Amanda shares the value of having an organized hiring plan, the necessity of slowing down to focus on internal restructuring, and tips when it comes to working with friends. She also shares her insights on embracing failures and the importance of trusting your gut.
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| 29. Agritourism, Agvocacy, and Innovation with Tyler Froberg | 12 Dec 2023 | 00:43:50 | |
Today’s episode is jam-packed with nuggets of wisdom and insight from my guest, Tyler Froberg. We’re covering a number of topics such as tips on agritourism, advocating for Ag, and what makes “good content.” Tyler also shares how innovation has been a huge factor in the success of their operation. Tyler Froberg is a 5th generation Alvinite. After Graduating Alvin Highschool in 2010, he served 4 years in the United states army. Once he came home, he attended Alvin Community College and then Texas Tech University where he received a bachelors in Agriculture. Tyler spent a short time as an Agriculture Science teacher at Alvin High School before going to run a non-profit farm training fellow veterans to be farmers. Today he proudly helps run his family farm, Frobergs Farm, alongside his uncle Alfred Froberg. He is married to Kristi Froberg who also works at the farm and they have 3 boys.
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| 28. How to Push Through a Losing Season | 05 Dec 2023 | 00:29:54 | |
On today’s episode, I’m discussing the concept of “losing seasons” in both personal and professional life. I share the hardest year of my personal life, with hopes of encouraging you that tough seasons always pass and you can get through them. I also share advice on how to navigate losing seasons in your business with analyzing patterns and strategic planning and preparation. Lastly, I share both a practice and a mindset that will help you get through any hardship; whether personally or professionally. Jessie was born and raised on her family’s cattle ranch in Southern Idaho, which at an early age, instilled in her the importance of a strong work ethic, and a deep appreciation for the American West. In addition to her lifelong involvement raising cattle, Jessie has had over a decade’s worth of experience in print and digital media, both writing for and producing various agriculture and western fashion publications, as well as freelancing in ag and western communications. As someone who has been on all sides of the spectrum—as a job seeker, a business owner, someone looking for various service providers, and as a freelancer—Jessie deeply understands the obstacles one must navigate when job hunting or looking to hire for employment or project purposes in the west. Jessie’s proudest accomplishment(s) in life is that of her family—her husband Justin, her son, Jhett, and baby girl, Jaxyn.
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| 27. Managing Conflict, Personally and Professionally, with Jeff Jones | 28 Nov 2023 | 00:41:59 | |
On today’s episode I have the honor of chatting with Jeff Jones all about managing conflict. Whether the conflict is personal or professional, conflict is unavoidable, and I’m confident that this episode will give some helpful tips on managing and resolving conflict. Jeff Jones currently serves as CFO for Twisted X, a footwear wholesaler based in Decatur, Texas. Resilient in helping organizations flourish, he pursues the diversity and challenges of all role types. As his leadership skills span across CFO, COO, GM, IT, HR, Sales, Trainer, and Consultant roles, Jones demonstrates that in order to understand the goals and needs of a company, you need to understand every department and, more importantly, place the right people in the best position to succeed with the leadership and tools needed. The ability to take a holistic view of an organization, and, be successful in getting the people and numbers to work in sync is his passion. Additionally, Jones is a mental momentum coach, speaker and writer on topics that include leadership development and management, team building, conflict resolution, peacemaking, and time management. His favorite quote is “It’s better to make a difference than to make a point.”
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| 26. Leading with Innovation with NCHA Executive Director Jay Winborn | 21 Nov 2023 | 00:37:34 | |
On today’s episode, we have the Executive Director of the National Cutting Horse Association, Jay Winborn as a guest. Jay is so well-respected and admired not only for his leadership style but also for his innovation and forward-thinking. Today we’re diving into the importance of innovation, how to instill a culture of innovation, and the value of building confidence and buy-in amongst your teammates. Jay Winborn has an extensive background not only in the equine industry but in growing and developing brands across all businesses. Prior to being at NCHA, Jay was the Executive Director at NRHCA. During his time at the NRCHA he developed and implemented numerous programs that doubled membership, grew both participant and spectator involvement, developed event production and led the NRCHA to financial success. Prior to the NRCHA, Jay served as Marketing Director for Hatco, and directed the Stetson and Resisitol brands for the largest hat manufacturer in the world, and the energy drink company, Red Bull as a marketing manager and event producer.
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| 25. How To Be a Lifelong Learner with BEX Founder Jason Adams | 14 Nov 2023 | 00:42:02 | |
On today’s episode, we have a special guest, Jason Adams. Jason is the founder and president of BEX Sunglasses. BEX is known for its world-class fit and for being the standard in reliable eyewear. I know first-hand the incredible quality of their product because BEX is all that my husband and I wear so I’m so excited to share this conversation with you. Jason shares his knowledge and perspective on the characteristics it takes to build a business, the importance of being a lifelong learner, and the value of a niche audience.
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| 134. When Goals Shift with Shada Brazile | 16 Dec 2025 | 00:31:17 | |
This week, I’m joined by Shada Brazile, barrel racer, horsewoman, business owner, mom, and someone I deeply admire. From growing up in a rodeo family to building one alongside her husband, Shada has lived a life steeped in the Western lifestyle. In our conversation, she opens up about the realities of balancing rodeo life, marriage, motherhood, horses, and hustle, and how she’s learned to do it all without chasing perfection. In this episode, we talk about the highs and lows and everything in between. Shada’s story is proof that you can pursue your own path and still show up fully for the people and passions that matter most. Resources & Links:
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| 24. Quitting Your Corporate Job and Coming Back to the Farm with Mary Pat Sass | 07 Nov 2023 | 00:40:22 | |
Today’s guest is the one and only Mary Pat Sass! I am so excited about this conversation because we’re discussing what led Mary Pat to leave her corporate career to come back to her husband's family farming operation and raise her kids as a stay at home mom and become a multi-passionate entrepreneur. I know this topic will resonate with so many listeners because for so many of us, it’s on our heart to leave our corporate job to be more present with our family and our operation. But, the off-farm income is so important to our livelihood. In today’s episode, Mary Pat shares her story of navigating this big decision and leaning into what her new roles on their operation look like. Mary Pat Sass is a farm wife and mom who grew up on a dairy farm in Wisconsin. She married a grain farmer from Illinois and now farms alongside her husband's parents, his two brothers, and their families. She shares their farming story on social media and focuses on connecting with other farm women, hoping to inspire them to find the roles that fill their cups. She also enjoys educating consumers on farm basics.
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| 23. How to Add a Revenue Stream to Your Operation with LandTrust Founder Nic De Castro | 31 Oct 2023 | 00:35:39 | |
Today we have the coolest guest, Nic De Castro. Nic is full of tenacity and passion, and today he shares his story of founding LandTrust. He talks about the power of trust in relationships, using tech as a connection point between two different audiences, what prepared him to launch a new business, and quite possibly the best part of his story: his growing appreciation for farmers and ranchers since the start of his company. Nic De Castro is an entrepreneur based in Bozeman, MT where he's building LandTrust, a recreation access network that opens up outdoor recreation opportunities on private lands across the US. Prior to founding LandTrust, Nic spent a decade in the marketing & advertising technology industry where he led sales & partnerships for early-stage companies and built relationships with Fortune 500 companies. Nic grew up fishing, surfing, spearfishing, hunting, and playing baseball in Southern California. Resources & Links:
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| 22. 3 Things I've Learned in 3 Years of Of The West | 24 Oct 2023 | 00:29:54 | |
Today’s episode is a celebration of THREE years of Of The West! In honor of our birthday, we have a brand new website and brand refresh that I’m so excited for you guys to see. In this episode I’m sharing why we updated the website and some of the awesome new features it has to serve you better. I’m also sharing three of the biggest lessons I’ve learned in the last three years of business. Jessie was born and raised on her family’s cattle ranch in Southern Idaho, which at an early age, instilled in her the importance of a strong work ethic, and a deep appreciation for the American West. In addition to her lifelong involvement raising cattle, Jessie has had over a decade’s worth of experience in print and digital media, both writing for and producing various agriculture and western fashion publications, as well as freelancing in ag and western communications. As someone who has been on all sides of the spectrum—as a job seeker, a business owner, someone looking for various service providers, and as a freelancer—Jessie deeply understands the obstacles one must navigate when job hunting or looking to hire for employment or project purposes in the west. Jessie’s proudest accomplishment(s) in life is that of her family—her husband Justin, her son, Jhett, and baby girl, Jaxyn. Resources & Links:
Connect with Jessie:
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| 21. How To Cultivate Confidence with Lindsay Branquinho | 17 Oct 2023 | 00:44:40 | |
On today’s episode, I have guest Lindsay Branquinho and we’re talking all about how to cultivate confidence. We cover the importance of getting out of your comfort zone, that action breeds confidence, the value of leaning into who you truly are, and how it’s always worth it to be brave. Lindsay Branquinho is a mother of three, wife of a rodeo cowboy, business owner of 10+ years, and podcast host. She grew up in Northern Arizona to a family with deep roots in agriculture and a rich heritage in the western way of life. Rodeo has been a part of her life for as long as she can remember and she left college to pursue a professional rodeo career where she met her husband, 5x world champion steer wrestler, Luke Branquinho. Together they have been raising their three boys both on the family cattle ranch in California, and now in Texas. Resources & Links:
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| 20. Growing Through Hardships with Katelyn Kaney | 10 Oct 2023 | 00:41:54 | |
On today’s episode, I have guest Katelyn Kaney as she shares her impressive and inspiring story of navigating and growing through hard times in life and business. Katelyn Kaney is an American businesswoman. She is the CEO of Cattaneo Bros, a handcrafted snacks company, that was founded in 1947 and remains one of the oldest family owned and operated jerky and sausage factories in America. Katelyn’s journey through the loss of her parents and her brother Michael Kaney II, has left her with a renewed mission to raise awareness about healthy eating, the importance of reading ingredients, and living an active lifestyle. With a background in agriculture, she has always valued knowing where her food came from and fostering respectful relationships with ranchers and farmers. When Katelyn is not running Cattaneo Bros you will find her in her most important role as mom to her twin 8 year old boys, Brody and Hudson. She loves to golf and do all things outdoors with her boys, as well as volunteering in the community and continuing to build on the strong foundation that her parents left for her. She also owns and operates, The Mercantile, a modern mercantile and specialty gift shop in downtown SLO and she just recently opened her new venture, The Hat Bar by Kate Kaney in downtown SLO. Resources & Links:
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| 19. Q&A #2: Getting Personal with Jessie Jarvis | 03 Oct 2023 | 00:29:19 | |
Today we’re sharing a bit of behind-the-scenes with our second Q&A episode! A few weeks ago, I had you guys submit questions about Of The West; whether the questions were about ranch life, personal life, business or entrepreneurship related - nothing was off limits. With me today is our amazing Marketing Director of Of The West, Sarah Wilson, to put me in the hot seat. Today’s particular questions are a bit more personal and will hopefully help you get to know me a bit better. I’ll share my answers to these questions:
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| 18. Preparing For the Future While Honoring the Past with Logan Ipsen | 26 Sep 2023 | 00:40:42 | |
Today we have the president of Western Livestock Journal, Logan Ipsen. I’m so excited to share Logan's career experiences and knowledge with you because his career trajectory is so relatable and encouraging. We cover the challenges and opportunities that come with staying relevant, preparing for the future, and evolving while also honoring the past. Logan Ipsen grew up in Montpelier, ID on a cow/calf operation where he was the fifth generation to be raised. He went on to Utah State University where he received an education in Animal Science and AgBusiness. After college, he was hired by the American Angus Association to cover CA, NV, AZ, and UT. In 2012, he transitioned to Western Livestock Journal . In 2022, National Livestock, Oklahoma City, OK, purchased WLJ and the transition into the role as president took shape. He is tasked with being a team leader, helping field staff on key accounts, and building the WLJ brand. The main goal is to find ways to bridge the gap between print vs digital.
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| 17. How to Create a Life in Western Sports without Industry Experience with Jenna Morr | 19 Sep 2023 | 00:38:27 | |
On today’s episode, I’m joined by Jenna Morr. Jenna has a wide range of experiences and today she shares her story on creating a life in western sports without having grown up in the industry. The power of networking, staying true to your authentic self, and the importance of over delivering are all pieces of her success that we cover today. Jenna Morr grew up in a small town in Indiana and found herself ready to take a leap of faith into the western sports industry. Working at PBR, Cavender's, and now with Teton Ridge Sports, a western sports, entertainment, and media company where she is Director of Content and Social Media. Although her background spans experience in marketing, PR, events, and athlete relations, her primary focus is bringing to life The American Rodeo and the Arizona Ridge Riders through the storytelling of athletes, brands, and partnerships in the social and digital space. Her love for the western lifestyle and culture has grown beyond just a job or career, but instead a passion for elevating the industry's growth opportunities, especially for athletes. Jenna is an avid fan of live music, traveling, the Michigan State Spartans, and basset hounds. Resources & Links:
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| 16. Q&A #1 with Jessie Jarvis | 12 Sep 2023 | 00:32:02 | |
Today we’re sharing a bit of behind-the-scenes in our first Q&A episode! A few weeks ago, I had you guys submit questions about Of The West; whether the questions were about ranch life, personal life, business or entrepreneurship related - nothing was off limits. You all had great questions and I’m so excited to answer some of them today! With me today is our amazing Marketing Director of Of The West, Sarah Wilson, to put me in the hot seat and ask me these questions. I’ll share my answers to these questions:
Resources & Links:
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| 15. Embracing Change Within Your Career with Tara Vander Dussen | 05 Sep 2023 | 00:33:37 | |
On today’s episode, I’m joined by Tara Vander Dussen as we talk all about embracing change within your career, leaning into your unique experiences, and moving forward with where you’re being called. Tara is a dynamic and passionate individual hailing from the beautiful state of New Mexico. As a fifth-generation dairy farmer, she carries on a proud family tradition rooted in the land. While her husband, Daniel, manages the day-to-day operations of his family's dairy farm, Tara has carved out her own niche as an environmental consultant, speaker, online agriculture advocate, and podcaster. Tara's influence extends far beyond the borders of her home state. She has been invited to speak at prestigious national and global conferences, showcasing her knowledge and insights on dairy sustainability.
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| 133. Keeping Rodeo Relevant with Tiah DeGrofft | 09 Dec 2025 | 00:35:23 | |
This week, I’m joined by Tiah DeGrofft, the first-ever female president of the iconic Pendleton Round-Up. Tiah has lived nearly every chapter of Round-Up tradition: from growing up in the grandstands to serving as a princess, queen, board member, and eventually president of one of the most historic rodeos in the world. In this episode, we talk about the depth of community behind the Pendleton Round-Up, what it really takes to run a legacy event, and the leadership lessons Tiah has learned along the way. She shares what her background in sports marketing and the PGA Tour taught her about rodeo as a business, why hospitality is the best ROI, and how Round-Up’s 1,200+ volunteers make it all possible. We also dive into her favorite rodeos, what every event can do to create a memorable experience, and how women can relentlessly pursue big dreams without giving up their seat at the table. Resources & Links:
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| 14. Building A Strong Leader Reputation with Keith Mundee | 29 Aug 2023 | 00:34:34 | |
On today’s episode, I’m joined by Keith Mundee, the President of American Hat Company. Keith is a very successful leader and has been at the helm of many western brands. Today he’s giving us insight as to how he has built his leadership style, qualities he looks for when hiring, tips for managing employees, the power of goal-setting, and so much more! Keith Mundee is the President of American Hat Company and has been in the western apparel industry for the past 23 years. He’s married to his wife of 38 years, Terri, and they have two grown daughters and five grandchildren. Keith and Terri reside in Bowie, Texas. Resources & Links:
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| 13. The Power in Leading by Example | 22 Aug 2023 | 00:16:35 | |
On today’s episode, I’m talking all about the power of leading by example. As a leader in any capacity, it is so important to be an encouragement to those around you by walking the walk, not just talking the talk. Life is really less about what we say, and more about what we do, and doing the things ourselves that we expect of others. Jessie was born and raised on her family’s cattle ranch in Southern Idaho, which at an early age, instilled in her the importance of a strong work ethic, and a deep appreciation for the American West. In addition to her lifelong involvement raising cattle, Jessie has had over a decade’s worth of experience in print and digital media, both writing for and producing various agriculture and western fashion publications, as well as freelancing in ag and western communications. As someone who has been on all sides of the spectrum—as a job seeker, a business owner, someone looking for various service providers, and as a freelancer—Jessie deeply understands the obstacles one must navigate when job hunting or looking to hire for employment or project purposes in the west. Jessie’s proudest accomplishment(s) in life is that of her family—her husband Justin, her son, Jhett, and baby girl, Jaxyn. Resources & Links:
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| 12. Solution-Based Entrepreneurship with Mary Heffernan of Five Marys Farms | 15 Aug 2023 | 00:38:13 | |
On today’s episode, I’m joined by Mary Heffernan of Five Marys Farms. In our conversation, Mary shares their approach of solution-based entrepreneurship, her perspective on including kids on the ranch and in business, and leaning into the hard to persevere past roadblocks. Mary and her husband, Brian, of Five Marys Farms spent years in the business world in Silicon Valley before becoming cattle ranchers almost 10 years ago, alongside their four daughters (all named Mary!) in the mountains of Northern California. Mary has started over 20 small businesses in different industries and shares her knowledge about building a business from scratch with other entrepreneurs through her business courses. Mary has authored two cookbooks and is focused on building businesses around the heart of the ranch, including Five Marys Burgerhouse, M5 Ranch School, M5 Entrepreneurs Academy, Five Marys Custom Meat Co., and more! Resources & Links:
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