Tanner Winterhof on Cultivating the Next Generation of Agricultural Media Leaders

The agricultural industry faces a generational challenge. Traditional media channels that served farmers for decades are struggling to connect with younger audiences, and the aging demographic of agricultural professionals has created a widening gap between those who hold institutional knowledge and those who will need to carry the industry forward.

For Tanner Winterhof, co-host of the Farm4Profit podcast, the solution isn’t complicated: bring young people to the table and give them the tools to lead.

“Engaging youth in agricultural media is crucial for several reasons,” Winterhof explains. “First off, it can help bridge the generational gap in agriculture, making the sector more appealing and relevant to younger audiences. Secondly, the younger generations bring fresh perspectives and innovative ideas, which are going to be key in tackling modern agricultural challenges such as sustainability and climate change.”

A Chance Meeting on the Sugar Express

One of the clearest examples of Winterhof’s commitment to developing young talent came from an unexpected encounter. While touring US Sugar in the Everglades of Florida—a trip that included riding the Sugar Express train—the Farm4Profit team met a young FFA member named Paige who happened to be on the same tour.

That chance meeting turned into something more significant. Paige has since joined the Farm4Profit team and is now developing a show designed to engage young adults in agriculture, starting with FFA members and expanding from there.

For Winterhof, who grew up on a farrow-to-finish hog farm in northwest Iowa and still keeps his connection to agricultural youth organizations runs deep. He sees platforms like Farm4Profit as vehicles for giving the next generation opportunities that didn’t exist when he was coming up.

Why Youth Belong in Agricultural Media

Winterhof points to the transformation that young content creators have driven in other industries as evidence of what’s possible in agriculture. In fashion, young influencers have reshaped how trends are consumed and marketed. In gaming, personalities have built massive followings and fostered vibrant communities through platforms like Twitch and YouTube.

“By tapping into the creativity and technological proficiency of today’s youth, we can bridge this gap and cultivate a generation passionate about agriculture,” Winterhof says.

The involvement of youth in agricultural media has the potential to transform the sector in similar ways. Young content creators can make agriculture more appealing and accessible to their peers by highlighting modern farming practices, sustainable initiatives, and the importance of food security in engaging and innovative ways.

At Farm4Profit, this philosophy shows up in practical ways. Winterhof has enlisted younger staff members, including those active in FFA, to ensure every podcast episode reaches audiences across multiple social media platforms. This approach leverages the social media expertise of the younger generation while tapping into the network and credibility of established agricultural organizations.

Mentorship as a Core Value

Winterhof takes his mentorship role seriously. He views empowering youth in agricultural media as more than a business strategy—it requires providing them with platforms, resources, and guidance.

This can take many forms: creating dedicated spaces where young people can share agriculture-related content, offering access to digital tools and training, or hosting workshops and mentorship programs that equip young content creators with the skills they need to produce high-quality work. Winterhof has said he is proud to have served in a mentorship role for the young employees he has brought onto his team at Farm4Profit.

Looking ahead to 2025, Farm4Profit is directing more resources toward youth engagement. The goal, as Winterhof describes it, is to connect with young people early and let them know that resources are available to make the scary decisions less scary—and to make sure they don’t feel alone going through things.

Showing the Full Picture of Agriculture

One of the primary challenges in engaging youth is addressing misconceptions about what agriculture actually is. Many young people perceive farming as a traditional, labor-intensive field with little room for innovation or modern technology.

Winterhof emphasizes that the agricultural sector goes far beyond traditional farming. It includes agronomy, horticulture, animal husbandry, agricultural technology, and sustainable farming practices. By highlighting the variety of career paths and innovative opportunities within the sector, young people can see the broader impact agriculture has on the world.

Through engaging multimedia content, interactive social media campaigns, and real-life success stories, the diversity of agriculture can inspire a new generation to explore and contribute to this vital industry. Content creators who merge education with entertainment—using humor, storytelling, and visual effects to attract and retain the interest of young viewers—are showing the exciting and dynamic side of agriculture that traditional media often misses.

The Future Requires Youth at the Forefront

As more young individuals become involved in agricultural media, Winterhof believes the sector will evolve into a more dynamic, inclusive, and forward-thinking space. This evolution will help bridge the gap between urban and rural communities and foster a deeper understanding of the critical role agriculture plays in everyday life.

With youth leading the charge, agriculture stands to see a surge in innovation, engagement, and advocacy—ensuring the industry remains relevant and impactful in the digital age.

For Winterhof, the message to young people considering a path in agricultural media is straightforward: the industry needs your voice, your creativity, and your perspective. The platforms exist. The opportunities are real. And organizations like Farm4Profit are actively looking for the next generation of leaders to help shape the conversation.