WEBVTT 00:00:10.220 --> 00:00:14.039 Creeping across the pasture land. Got dirt on 00:00:14.039 --> 00:00:18.719 the boots and a working hand. From the milk house 00:00:18.719 --> 00:00:24.000 home to the auction call. These are the folks 00:00:24.000 --> 00:01:01.880 standing strong and tall. Yeah, this is... Hey 00:01:01.880 --> 00:01:04.959 there, dairy industry friends. Welcome back to 00:01:04.959 --> 00:01:08.219 the Bullvine Podcast. I'm your host, and today 00:01:08.219 --> 00:01:10.680 I've got a story that's going to challenge everything 00:01:10.680 --> 00:01:13.700 you think you know about agricultural advocacy. 00:01:14.319 --> 00:01:17.140 So picture this. You're scrolling through social 00:01:17.140 --> 00:01:20.159 media, probably seeing the same old posts about 00:01:20.159 --> 00:01:23.219 somatic cell counts and feed conversion ratios, 00:01:23.540 --> 00:01:26.180 right? And then you stumble across this account. 00:01:26.599 --> 00:01:29.340 where there's a mom in barn boots chasing twin 00:01:29.340 --> 00:01:32.159 toddlers through a milking parlor while her husband 00:01:32.159 --> 00:01:34.799 rolls his eyes in the background. You think, 00:01:34.920 --> 00:01:39.659 wait, this is dairy farming content? That's exactly 00:01:39.659 --> 00:01:41.840 what happened to me when I discovered Annalise 00:01:41.840 --> 00:01:44.280 Wegner, better known as the modern -day farm 00:01:44.280 --> 00:01:48.239 chick. And folks, what I found completely flipped 00:01:48.239 --> 00:01:50.900 my understanding of how we should be talking 00:01:50.900 --> 00:01:53.700 to consumers about our industry. Here's the thing 00:01:53.700 --> 00:01:56.390 that blew my mind. While most of us in the dairy 00:01:56.390 --> 00:01:58.950 world are still posting charts about butterfat 00:01:58.950 --> 00:02:01.810 percentages and trying to educate consumers with 00:02:01.810 --> 00:02:05.010 technical data, Annalise built a community of 00:02:05.010 --> 00:02:08.969 over 100 ,000 followers by doing the exact opposite. 00:02:09.629 --> 00:02:12.889 And get this, she's not just building followers, 00:02:13.189 --> 00:02:15.789 she's building multiple revenue streams that 00:02:15.789 --> 00:02:18.449 are putting real money back into her family's 00:02:18.449 --> 00:02:22.250 farm operation. Let me tell you Annalise's story. 00:02:22.669 --> 00:02:25.009 because it started in the most unexpected way. 00:02:25.590 --> 00:02:28.229 Picture a young dairy farmer, fresh out of UW 00:02:28.229 --> 00:02:31.169 River Falls with a dairy science degree, working 00:02:31.169 --> 00:02:34.030 alongside her husband Tom at Wegner Land Dairy 00:02:34.030 --> 00:02:37.389 in Wisconsin. They're milking about 650 Holstein 00:02:37.389 --> 00:02:40.949 cows, solid operation, impressive 93 -pound herd 00:02:40.949 --> 00:02:44.509 average with 4 .4 % butterfat. Everything's going 00:02:44.509 --> 00:02:47.370 great until life throws her a curveball. Twins. 00:02:47.729 --> 00:02:50.280 Now, I don't know about you, but I've seen plenty 00:02:50.280 --> 00:02:53.139 of farm families navigate the chaos of newborns. 00:02:53.159 --> 00:02:55.939 But Annalise describes this transition in a way 00:02:55.939 --> 00:02:59.139 that hit me right in the gut. She told me, My 00:02:59.139 --> 00:03:01.840 transition from full -time farmer to part -time 00:03:01.840 --> 00:03:05.419 farmer and full -time butt wiper was tough. I 00:03:05.419 --> 00:03:07.759 remember feeling so happy to be a mother, but 00:03:07.759 --> 00:03:10.919 also a little lost. I had always been a farmer. 00:03:11.080 --> 00:03:13.979 What was I now? This is where her story gets 00:03:13.979 --> 00:03:16.840 interesting. Instead of retreating from agriculture, 00:03:17.469 --> 00:03:20.469 She turned to social media as a lifeline. But 00:03:20.469 --> 00:03:22.849 here's the kicker. She wasn't trying to become 00:03:22.849 --> 00:03:25.490 an influencer. She just started sharing blog 00:03:25.490 --> 00:03:28.229 posts with her grandparents and posting on Facebook 00:03:28.229 --> 00:03:30.689 about the basic stuff happening on their farm. 00:03:31.389 --> 00:03:33.669 Then came the moment that changed everything. 00:03:34.150 --> 00:03:37.110 She posted about treating a cow with mastitis, 00:03:37.330 --> 00:03:40.169 explaining how they use antibiotics, and all 00:03:40.169 --> 00:03:43.229 the steps they take to ensure antibiotics don't 00:03:43.229 --> 00:03:46.750 end up in the food supply. That post went viral. 00:03:47.050 --> 00:03:49.569 It grew my following significantly, she told 00:03:49.569 --> 00:03:52.449 me, and made me realize that people really care 00:03:52.449 --> 00:03:54.689 and want to learn more about their dairy products. 00:03:55.349 --> 00:03:57.550 But here's what's brilliant about Annalise's 00:03:57.550 --> 00:04:00.210 approach. She didn't double down on the technical 00:04:00.210 --> 00:04:03.650 education. Instead, she had this lightbulb moment. 00:04:04.430 --> 00:04:06.650 Consumers weren't hungry for more agricultural 00:04:06.650 --> 00:04:09.409 lectures. They were hungry for authenticity. 00:04:10.590 --> 00:04:12.870 Now, this is where it gets really interesting 00:04:12.870 --> 00:04:15.680 for all of us listening. who are trying to figure 00:04:15.680 --> 00:04:19.480 out how to connect with consumers. Annalise discovered 00:04:19.480 --> 00:04:22.000 something that completely contradicts conventional 00:04:22.000 --> 00:04:26.379 ag advocacy wisdom. She told me, Someone once 00:04:26.379 --> 00:04:28.699 told me that the best way to promote ag is by 00:04:28.699 --> 00:04:32.139 not talking about it. Seems wild, but I've come 00:04:32.139 --> 00:04:34.939 to see the truth in it. People connect with people, 00:04:35.060 --> 00:04:38.160 not with their job. Think about that for a second. 00:04:38.399 --> 00:04:40.519 While we're out here defending our practices 00:04:40.519 --> 00:04:43.529 with data and studies, She's building relationships 00:04:43.529 --> 00:04:46.529 by sharing her morning fitness routine, her twins 00:04:46.529 --> 00:04:49.509 helping with calf chores, and Tom's perpetual 00:04:49.509 --> 00:04:52.790 eye rolls at being filmed. Her content strategy 00:04:52.790 --> 00:04:56.310 is genius in its simplicity. If you look at her 00:04:56.310 --> 00:04:59.269 feed, you'll find a 4 to 1 ratio of lifestyle 00:04:59.269 --> 00:05:03.290 content to education content. She's sharing recipes 00:05:03.290 --> 00:05:06.709 featuring dairy products, workout routines, parenting 00:05:06.709 --> 00:05:10.009 struggles, and farm life humor. And here's the 00:05:10.009 --> 00:05:13.269 magic. When she does share agricultural content, 00:05:13.569 --> 00:05:16.470 her audience is already invested in her as a 00:05:16.470 --> 00:05:19.730 person. She calls it sliding in the vegetables, 00:05:19.910 --> 00:05:22.410 like sneaking nutrition into mac and cheese. 00:05:23.389 --> 00:05:25.949 Years ago, I started selling skincare online 00:05:25.949 --> 00:05:28.490 and had the opportunity to meet women outside 00:05:28.490 --> 00:05:31.529 of my ag circle, she explained. We bonded over 00:05:31.529 --> 00:05:34.370 skincare, motherhood, being goal -oriented, so 00:05:34.370 --> 00:05:36.970 many things, and now I am their go -to person 00:05:36.970 --> 00:05:39.850 when they have a question about dairy. It's pretty 00:05:39.850 --> 00:05:43.600 cool. Here's where this story becomes a masterclass 00:05:43.600 --> 00:05:46.800 in agricultural entrepreneurship. What started 00:05:46.800 --> 00:05:49.519 as therapeutic blogging has evolved into a legitimate 00:05:49.519 --> 00:05:52.939 second income for the Wegner family. We're talking 00:05:52.939 --> 00:05:56.339 multiple revenue streams, sponsored content with 00:05:56.339 --> 00:05:58.740 agricultural brands like Armor Animal Health, 00:05:58.980 --> 00:06:02.019 Her Farm Plus Grow Co., community offering workshops 00:06:02.019 --> 00:06:05.279 and masterminds, speaking engagements at agricultural 00:06:05.279 --> 00:06:08.420 conferences, merchandise featuring phrases like 00:06:08.759 --> 00:06:11.699 I enjoy long, wet, romantic walks down the cheese 00:06:11.699 --> 00:06:14.720 aisle. When I asked her about monetizing her 00:06:14.720 --> 00:06:17.480 platform, her response was telling. Isn't that 00:06:17.480 --> 00:06:20.300 crazy? When I started sharing on social media 00:06:20.300 --> 00:06:22.699 over 12 years ago, I never thought I would be 00:06:22.699 --> 00:06:25.779 able to monetize it. But here's what impressed 00:06:25.779 --> 00:06:28.920 me most. She hasn't let commercialization corrupt 00:06:28.920 --> 00:06:32.699 her voice. I still create the same fun, real, 00:06:32.779 --> 00:06:35.000 and raw content because that's what my community 00:06:35.000 --> 00:06:38.149 loves, she insisted. She's even brought on a 00:06:38.149 --> 00:06:41.029 bookkeeper and podcast manager to handle the 00:06:41.029 --> 00:06:43.629 business side while staying true to her authentic 00:06:43.629 --> 00:06:47.629 approach. Now, one of my favorite aspects of 00:06:47.629 --> 00:06:50.370 Annalise's brand is how she's navigated the challenge 00:06:50.370 --> 00:06:52.930 of including her family in her public platform 00:06:52.930 --> 00:06:56.110 while respecting boundaries. Her husband, Tom, 00:06:56.310 --> 00:06:58.670 has become somewhat of a folk hero among her 00:06:58.670 --> 00:07:02.069 followers as the unwitting participant who's 00:07:02.069 --> 00:07:04.089 always getting dragged into content creation. 00:07:04.689 --> 00:07:07.379 But here's what's interesting. That reluctant 00:07:07.379 --> 00:07:10.459 husband persona? It's mostly character at this 00:07:10.459 --> 00:07:13.600 point. He is actually the best supporter and 00:07:13.600 --> 00:07:16.139 even shares content ideas from time to time, 00:07:16.279 --> 00:07:19.579 she revealed. Don't get me wrong, he still hates 00:07:19.579 --> 00:07:21.980 a camera in his face, but he kinda knows that 00:07:21.980 --> 00:07:25.360 my followers love him and his antics. This evolution 00:07:25.360 --> 00:07:28.279 reflects something crucial for any farm family 00:07:28.279 --> 00:07:31.579 considering this path. Your family's understanding 00:07:31.579 --> 00:07:34.480 and buy -in will grow as they see the positive 00:07:34.480 --> 00:07:37.610 impact you're making. but it starts with clear 00:07:37.610 --> 00:07:41.110 boundaries and respect for comfort levels. Perhaps 00:07:41.110 --> 00:07:43.389 the most impressive part of Annalise's journey 00:07:43.389 --> 00:07:46.449 is how she's used her platform to lift up other 00:07:46.449 --> 00:07:50.290 voices in agriculture. Through her podcast, Ag's 00:07:50.290 --> 00:07:53.350 Most Okayest Farm Girls with Courtney Feigl and 00:07:53.350 --> 00:07:56.069 her Farm Plus Grow Co. initiative, she's specifically 00:07:56.069 --> 00:07:58.930 focused on empowering women in agriculture to 00:07:58.930 --> 00:08:01.769 share their stories. Listen to this tagline from 00:08:01.769 --> 00:08:04.230 her podcast. For women who are craving connection, 00:08:04.860 --> 00:08:08.379 laughter, solidarity, camaraderie, and just overall 00:08:08.379 --> 00:08:10.720 encouragement in your everyday life and dreams. 00:08:11.060 --> 00:08:13.779 The underlying message is powerful. Our whole 00:08:13.779 --> 00:08:16.839 message is, we are not perfect. We are not the 00:08:16.839 --> 00:08:20.199 best at what we do. Nobody is. It's okay to just 00:08:20.199 --> 00:08:23.620 be okay. You're doing great. In a world of Instagram 00:08:23.620 --> 00:08:26.680 perfection, this permission to be okay -est is 00:08:26.680 --> 00:08:30.079 revolutionary, and it's working. Through Farms 00:08:30.079 --> 00:08:32.799 Grow Co., she offers workshops like finding your 00:08:32.799 --> 00:08:35.850 authentic ag voice, and masterminds focused on 00:08:35.850 --> 00:08:38.090 social media strategy for farm entrepreneurs. 00:08:38.629 --> 00:08:41.269 When I asked what holds people back from sharing 00:08:41.269 --> 00:08:44.809 their stories, her answer was immediate. Confidence. 00:08:45.429 --> 00:08:47.929 I have found that so many women don't think they 00:08:47.929 --> 00:08:51.049 have a story to tell. They tell themselves things 00:08:51.049 --> 00:08:54.090 like, I'm not on the farm enough to share, or 00:08:54.090 --> 00:08:56.730 I'm just a farm mom, or I won't make a difference. 00:08:57.289 --> 00:09:00.129 I've even heard, I'm not pretty enough. It's 00:09:00.129 --> 00:09:03.350 absolute bullshit. Your story matters and you 00:09:03.350 --> 00:09:05.509 can make a difference, but you have to get started. 00:09:06.070 --> 00:09:08.769 Now, let's talk about something every agricultural 00:09:08.769 --> 00:09:12.529 advocate faces, controversial topics. From animal 00:09:12.529 --> 00:09:15.450 welfare to GMOs, we all know the scrutiny modern 00:09:15.450 --> 00:09:18.909 farming faces. Annalise's approach here is particularly 00:09:18.909 --> 00:09:21.830 enlightening. Just keep it simple and share the 00:09:21.830 --> 00:09:24.889 truth, she advises. I try to put myself in their 00:09:24.889 --> 00:09:26.929 shoes and understand where they are coming from. 00:09:27.169 --> 00:09:29.789 I have learned that if I get defensive, it will 00:09:29.789 --> 00:09:33.330 only escalate the situation. Positivity and being 00:09:33.330 --> 00:09:36.730 honest goes a long way. She shared a perfect 00:09:36.730 --> 00:09:40.330 example from her husband's class reunion. A classmate 00:09:40.330 --> 00:09:43.529 was ranting about factory farms and how big farms 00:09:43.529 --> 00:09:46.389 are bad. When he learned that Wegnerland Dairy 00:09:46.389 --> 00:09:50.070 milks 600 cows, his response was telling, well, 00:09:50.190 --> 00:09:52.230 I know you guys though. I know you aren't like 00:09:52.230 --> 00:09:55.309 that. Just because you don't know the farmer 00:09:55.309 --> 00:09:57.889 doesn't mean they are bad or operate like a factory, 00:09:58.110 --> 00:10:01.740 she told him. This conversation crystallized 00:10:01.740 --> 00:10:04.820 her approach. Consumers need to get to know their 00:10:04.820 --> 00:10:08.240 farmers. Instead of myth -busting through confrontation, 00:10:08.700 --> 00:10:11.399 she promotes what she loves rather than bashing 00:10:11.399 --> 00:10:15.139 what she hates. There are so many myths and negative 00:10:15.139 --> 00:10:18.500 stories we as farmers would like to bust, but 00:10:18.500 --> 00:10:20.960 I have found that there is no need to bring more 00:10:20.960 --> 00:10:24.220 attention to these things. Using a positive approach 00:10:24.220 --> 00:10:27.279 to shed light works better. and makes you more 00:10:27.279 --> 00:10:31.039 approachable for future questions. So what can 00:10:31.039 --> 00:10:33.360 we learn from Analisi's approach? She offers 00:10:33.360 --> 00:10:35.659 some refreshingly practical advice for dairy 00:10:35.659 --> 00:10:38.019 farmers wanting to improve their consumer communication. 00:10:38.700 --> 00:10:42.059 First, do it. Share because your story matters 00:10:42.059 --> 00:10:44.860 and can make a difference. The way I talk about 00:10:44.860 --> 00:10:47.320 agriculture may not resonate with someone, but 00:10:47.320 --> 00:10:50.899 the way you talk about it could. Second, you 00:10:50.899 --> 00:10:52.860 don't have to have thousands of followers or 00:10:52.860 --> 00:10:56.120 posts daily to make an impact. Create quality 00:10:56.120 --> 00:10:58.740 and authentic content, but most importantly, 00:10:58.960 --> 00:11:02.779 let people get to know you. And third, be real. 00:11:03.039 --> 00:11:05.500 I often hear that people are fearful to share 00:11:05.500 --> 00:11:07.960 because they don't know it all. Shit, neither 00:11:07.960 --> 00:11:10.759 do I. But I do have a perspective and knowledge 00:11:10.759 --> 00:11:14.139 to share. Her advice for finding your platform 00:11:14.139 --> 00:11:17.179 is equally straightforward. Just have fun and 00:11:17.179 --> 00:11:19.799 be yourself. You don't have to utilize every 00:11:19.799 --> 00:11:22.620 social media platform. Find what works for you 00:11:22.620 --> 00:11:26.000 and what you enjoy. Most importantly, understand 00:11:26.000 --> 00:11:28.679 your worth. You do have a story to share and 00:11:28.679 --> 00:11:31.720 people need to hear it. After diving deep into 00:11:31.720 --> 00:11:34.259 Annalise's approach, I think her success comes 00:11:34.259 --> 00:11:37.500 down to five key ingredients. She leads with 00:11:37.500 --> 00:11:40.779 vulnerability, not expertise. By acknowledging 00:11:40.779 --> 00:11:43.340 what she doesn't know and sharing her struggles 00:11:43.340 --> 00:11:46.299 alongside her successes, she creates space for 00:11:46.299 --> 00:11:49.379 genuine conversation rather than one -way information 00:11:49.379 --> 00:11:53.340 delivery. She prioritizes connection over conversion. 00:11:54.039 --> 00:11:56.500 Rather than trying to immediately convince consumers 00:11:56.500 --> 00:11:59.059 about farming practices, she builds relationships 00:11:59.059 --> 00:12:02.220 first, making her a trusted source when agricultural 00:12:02.220 --> 00:12:06.120 questions do arise. She makes agriculture approachable. 00:12:06.240 --> 00:12:08.519 By integrating farming into broader lifestyle 00:12:08.519 --> 00:12:11.360 content, she meets people where they are, rather 00:12:11.360 --> 00:12:14.240 than demanding they enter her world first. She 00:12:14.240 --> 00:12:17.519 embodies authenticity. In every post, podcast 00:12:17.519 --> 00:12:20.580 episode, and workshop, Annalise shows up as herself. 00:12:21.129 --> 00:12:24.590 Unpolished, imperfect, and utterly genuine. In 00:12:24.590 --> 00:12:27.409 a world of carefully curated content, this realness 00:12:27.409 --> 00:12:30.809 is magnetic. And finally, she remembers the human 00:12:30.809 --> 00:12:34.149 element. Behind every consumer question or concern 00:12:34.149 --> 00:12:37.070 is a person trying to make good choices for their 00:12:37.070 --> 00:12:40.470 family. By honoring this human element, she creates 00:12:40.470 --> 00:12:44.129 conversations rather than confrontations. Here's 00:12:44.129 --> 00:12:47.049 what really gets me about Analisi's story. She's 00:12:47.049 --> 00:12:49.429 proving that our industry's obsession with technical 00:12:49.429 --> 00:12:52.850 education might actually be backfiring. Consumers 00:12:52.850 --> 00:12:55.049 don't trust lectures about butterfat percentages. 00:12:55.450 --> 00:12:59.250 They trust farmers they know personally. While 00:12:59.250 --> 00:13:02.830 operating a progressive 650 -cow Holstein operation 00:13:02.830 --> 00:13:05.809 with impressive production metrics, she built 00:13:05.809 --> 00:13:08.929 100 ,000 -plus social media followers not by 00:13:08.929 --> 00:13:11.950 explaining Dairy Comp 305 data, but by sharing 00:13:11.950 --> 00:13:15.629 authentic motherhood and farm life moments. Her 00:13:15.629 --> 00:13:18.610 connection before curriculum approach has generated 00:13:18.610 --> 00:13:21.529 multiple revenue streams and created a community 00:13:21.529 --> 00:13:24.450 of consumers who trust agriculture because they 00:13:24.450 --> 00:13:27.769 trust her. This challenges every dairy farmer 00:13:27.769 --> 00:13:30.789 still posting somatic cell count charts instead 00:13:30.789 --> 00:13:33.330 of building genuine relationships with the people 00:13:33.330 --> 00:13:36.529 buying their products. Progressive operations 00:13:36.529 --> 00:13:38.730 worldwide are discovering that vulnerability 00:13:38.730 --> 00:13:41.950 and storytelling create stronger consumer loyalty 00:13:41.950 --> 00:13:45.950 than technical specifications ever could. As 00:13:45.950 --> 00:13:48.679 I wrap up this story, I keep coming back to something 00:13:48.679 --> 00:13:51.899 Annalise said. Your story can be the bridge between 00:13:51.899 --> 00:13:54.740 some mom's grocery cart and agriculture's future. 00:13:55.340 --> 00:13:58.059 In her hands, that bridge isn't built with statistics 00:13:58.059 --> 00:14:01.340 or lectures. It's built with authenticity, humor, 00:14:01.460 --> 00:14:04.259 and the everyday moments that make us all human. 00:14:05.120 --> 00:14:08.240 Through twin tantrum stories, Tom's good -natured 00:14:08.240 --> 00:14:11.340 eye rolls, calf care tips, and unfiltered glimpses 00:14:11.340 --> 00:14:14.139 of dairy life, she doesn't just educate, she 00:14:14.139 --> 00:14:17.059 welcomes people in. She makes Who Grew My Cheese 00:14:17.059 --> 00:14:21.259 feel as personal as How's Your Day? And in doing 00:14:21.259 --> 00:14:23.919 so, she's transformed the modern -day farm chick 00:14:23.919 --> 00:14:26.799 from a blog for grandparents into a powerful 00:14:26.799 --> 00:14:29.620 platform for connection that's changing how people 00:14:29.620 --> 00:14:32.399 think about dairy farming one post at a time. 00:14:32.779 --> 00:14:35.059 So here's my challenge to every dairy farmer 00:14:35.059 --> 00:14:38.080 listening. Stop defending your practices and 00:14:38.080 --> 00:14:41.500 start sharing your story. Your operation's profitability 00:14:41.500 --> 00:14:45.159 and our industry's future may depend on it. Because 00:14:45.159 --> 00:14:47.740 at the end of the day, in an era where consumers 00:14:47.740 --> 00:14:50.240 are increasingly disconnected from food production, 00:14:50.500 --> 00:14:53.480 people crave authentic connection with the humans 00:14:53.480 --> 00:14:57.220 behind their food. And that, my friends, is exactly 00:14:57.220 --> 00:15:00.700 why Annalise Wegner is worth following, both 00:15:00.700 --> 00:15:03.860 literally and figuratively. Thanks for joining 00:15:03.860 --> 00:15:06.240 me today on the Bullvine Podcast. Until next 00:15:06.240 --> 00:15:08.960 time, keep thinking differently about how we 00:15:08.960 --> 00:15:11.980 connect with the people who matter most. The 00:15:11.980 --> 00:15:14.200 consumers choosing our products every single 00:15:14.200 --> 00:15:14.480 day.