This past winter, one of my pals, Zack Smith aka The Stock Cropper, reached out to me.
I've known Zack for more than twenty years. He was the bass player of one of my favorite Iowa bands ever, Keepers of the Carpet. Back in the early 2000s, they recorded an album in my basement in Ames, Iowa. My little record label, By-Fi Records, released it, even back then we were trying cool marketing things.. Cause they were game..
Thanks to my family's printing company, we even printed four different album covers in four different colors. It was DIY, it was creative, and for a hot second, that record caught fire on college radio shooting up the CMJ charts. We had no idea what we were getting into but we were having a blast sharing this band with the world..
Fast forward 20 some years.. What I've always appreciated most about Zack, is his passion and his heart. He puts his whole self into everything he does.. Like creating new exciting ways of farming.. like inventing a solar-powered electric chicken coop.
Sadly, when he called me this winter, it wasn't about making another record. He wanted to talk about something I didn't know much about.
He and two other Iowa farmers— James Hepp and Matt Bormann had started a project called The Lobe Rangers. Their goal was simple: give farmers a voice in conversations about conservation, clean water, and Iowa's troubling cancer rates. They wanted to show that caring about the land, protecting water quality, and embracing conservation practices shouldn't be political.. they should simply be part of being good stewards.
They asked if I could help consult them and get this idea off the ground. Cause you don't want me near a tractor, that's for damn sure.. But I'm happy to talk about marketing and good storytelling with anyone.
We sat down. We talked strategy. We built a website. I helped launched their social media presence. We developed messaging that was authentic to who they are. We worked on telling their story instead of just promoting an organization.
I did the work completely pro bono and in my free time.. which I have very little of. Not for any other reason, other than.. I believed in what they are trying to accomplish and I love Zack.
Watching that strategy come to life has been incredibly rewarding. Recently, local television featured The Lobe Rangers, calling them "farmfluencers." Their audience continues to grow at a rapid rate, and it feels like this is only the beginning and Politicians and other big Iowa organizations are taking notice. Bigger conversations are happening because three farmers decided to speak honestly about the challenges facing rural Iowa.
I have been honored to help, amplify their voices about important issues. Marketing when done right is helping good people with worthwhile ideas find the audience they deserve.
Five years ago, my dad passed away from cancer. Like so many Iowans, I've watched family members, friends, neighbors, and coworkers battle the disease. The number of cancer diagnoses across our state feels impossible to ignore. I don't pretend to know what the answer is, but I do believe asking hard questions, listening to science, and having honest conversations about water quality and conservation are worthwhile pursuits.
If my experience in branding, digital strategy, websites, and storytelling can help amplify voices working toward those conversations, then that's exactly the kind of work I want to do.
Helping organizations grow is always rewarding. But helping good causes grow is something even more meaningful to me at this point.
If you haven't discovered The Lobe Rangers, I encourage you to follow their work. They're sharing practical conservation practices, honest conversations about farming, and thoughtful discussions about the future of Iowa agriculture. They're also hosting an upcoming open house where people can learn more, ask questions, and show support for cleaner water and healthier communities.
You can check out this feature on KCCI to learn more and don't forget to give them a follow on Facebook and instagram.