In an era where content creation often prioritizes algorithms over audiences, one agricultural podcast has discovered that genuine community engagement isn't just good ethics—it's excellent business. Farm4Profit, co-hosted by Tanner Winterhof, has built its remarkable success not through sophisticated marketing tactics or industry connections, but through an unwavering commitment to serving the needs of its farming audience.
"We're only as good as our audience," says Winterhof, articulating a philosophy that has transformed Farm4Profit from a small podcast into a burgeoning media company with over 2 million downloads across 400+ episodes.
What distinguishes this growth story from countless other entrepreneurial narratives is its foundation in genuine audience connection. While many content creators chase trends or algorithms, Winterhof's team recognized a fundamental truth: real success comes from solving real problems. Their journey offers valuable insights for anyone seeking to build trust in an increasingly skeptical digital landscape.
Crisis as Catalyst: Responding to Community Needs
The pivotal moment for Farm4Profit came during one of the agricultural community's darkest hours. In August 2020, a devastating derecho storm tore through Iowa, leaving a 40-mile-wide, 180-mile-long path of destruction. Farms were decimated, crops destroyed, and farmers were left facing immense emotional and financial challenges.
While many media outlets covered the event, Farm4Profit took a different approach. Rather than simply reporting on the devastation, Winterhof and his team produced a series of emergency reactive episodes designed to provide immediate, practical help to affected farmers. They brought on pastors and mental health experts to address the emotional toll, crop insurance adjusters to explain coverage options, property casualty insurance representatives to discuss claims processes, and experts on short-term grain storage solutions.
"We realized that we did that because we were getting asked," Winterhof explains, describing the moment that fundamentally shifted their approach. "That switched the mindset. It was no longer about me trying to look like the best banker in the area. It was what do farmers need?"
This response to the derecho marked a turning point in Farm4Profit's evolution. By prioritizing the immediate needs of their community over self-promotion, they not only provided valuable service but also cemented their position as a trusted resource in times of crisis. The audience growth that followed wasn't just substantial—it was built on a foundation of genuine trust.
Audience-Driven Content: Letting Listeners Lead
The derecho response revealed something powerful to the Farm4Profit team: their listeners often knew better than they did what content would be most valuable. This realization led to a fundamental shift in their content strategy, with the team actively soliciting feedback and suggestions from their audience.
"When we started taking listener requests or taking those text feedbacks, the social media connections that said, 'Hey, I don't know what this means. Could you find someone to explain it to us?' and we follow that," Winterhof says.
This approach quickly generated such an extensive list of potential topics and guests that the team expanded to two episodes per week to keep pace with listener demand. The results were undeniable: episodes based on audience suggestions consistently outperformed those generated internally.
One particularly notable example came when listeners expressed interest in learning about prairie seeds, an alternative crop not commonly discussed in the Midwest's corn and soybean-dominated agricultural landscape. The team invited an expert to discuss the market potential and cultivation practices for prairie seeds, introducing their audience to a potentially valuable diversification opportunity.
The episode sparked extensive discussions across social media, with listeners sharing insights, asking follow-up questions, and debating the viability of this alternative crop. This organic engagement demonstrated the power of truly listener-driven content to generate not just passive consumption but active community participation.
Building Community Through Charitable Initiatives
While responding to immediate needs and producing relevant content built Farm4Profit's audience, Winterhof and his team recognized that true community extends beyond content consumption to active participation and shared purpose.
In 2021, inspired by a charitable initiative organized by Mike Birkhart in Indiana to support the Travis Birkhart Foundation (which helps where insurance stops for those in need), the Farm4Profit team organized their own fundraising event after experiencing "FOMO" (fear of missing out) from not attending the original gathering.
What began as a simple "swag auction" offering branded merchandise from various agricultural content creators quickly evolved into something much larger. Agricultural businesses and individuals donated valuable items, including a land plane from Cody Gere and various whiskey and bourbon products.
"We ended up raising 41,000 over 40 grand dollars for the Travis Burkhart Foundation," Corey Hillebo, Winterhof's co-host, proudly notes. This successful charitable initiative not only benefited a worthy cause but also strengthened the bonds within the agricultural content creator community and the broader farming audience.
The fundraiser exemplified another key insight from Farm4Profit's growth: community building happens most effectively when it's centered around helping others. By focusing outward rather than inward, they created an opportunity for meaningful connection beyond typical content consumption.
The Power of Authentic Feedback
Perhaps one of the most surprising elements of Farm4Profit's community-building approach is their openness to criticism—even harsh criticism—from their audience. This was dramatically demonstrated in March 2020, when Corey Hillebo appeared as a guest on the podcast and afterward delivered a brutally honest assessment of the show's format.
"Your content's good, but your delivery sucks," Hillebo told Winterhof and his original co-host, Dave Whitaker. Hillebo, who had been listening to podcasts outside the agricultural space, recognized that Farm4Profit's lecture-style format was missing the engaging, conversational tone that characterizes the most successful podcasts.
Rather than becoming defensive, Tanner embraced this feedback, inviting Hillebo to help create a new, more casual format called "Farm for Fun." This segment, which featured less structured conversations over beer, immediately connected with listeners. Downloads doubled weekly, quickly growing from 100 to 800 listeners.
This willingness to accept and act on audience feedback—even when it's uncomfortable—has become a cornerstone of Farm4Profit's approach. By creating an environment where listeners know their opinions genuinely matter, they've fostered a community that actively participates in shaping the podcast's evolution.
From Content Consumption to Collaborative Creation
As Farm4Profit has grown, the relationship between the podcast and its audience has evolved from a traditional broadcaster-listener dynamic to something closer to collaborative creation. Listeners who see their suggestions implemented are more likely to participate in discussions, share episodes, and recommend the podcast to others.
"Responding to listener suggestions transforms a podcast from a one-way broadcast into a truly interactive and community-oriented experience," explains Winterhof. This approach has built a network of listeners who actively contribute to the podcast's evolution.
This collaborative approach extends beyond content creation to expertise sharing. The Farm4Profit team frequently finds themselves in consulting roles with their partners and listeners, providing guidance on agricultural business challenges even beyond their official podcast content.
"We have a lot of partners that are, they're truly partners. I mean friends of ours that we have developed this relationship that we almost find ourselves in consulting roles," notes Hillebo, highlighting how their community-focused approach has created value beyond their media products.
The Future of Community-Centered Agricultural Media
Looking ahead, Winterhof and his team are focused on expanding their community-building efforts to new audiences, particularly young people interested in agriculture. They're developing a show specifically targeted at FFA (Future Farmers of America) members and young adults, aiming to provide resources and guidance for those entering the agricultural industry.
This initiative reflects their understanding that community building isn't just about serving existing audiences but also about expanding the conversation to include new voices and perspectives. By engaging young people early in their agricultural careers, they hope to create a more connected and supportive industry for the future.
The Farm4Profit story demonstrates that in an increasingly disconnected digital world, there remains immense value in genuine community building. By prioritizing audience needs, embracing feedback, responding to crises, and creating opportunities for collective action, they've built something far more valuable than a successful podcast—they've created a trusted community resource that serves as both information provider and connection point for the agricultural industry.
"If you're only doing 50 shows a year, that's two years worth of content," Winterhof notes about their extensive list of audience-suggested topics. This backlog of community-generated ideas isn't seen as a burden but as evidence of a thriving, engaged audience that will fuel their growth for years to come.
In a media landscape often characterized by fleeting attention and superficial engagement, Farm4Profit's community-centered approach offers a refreshing and effective alternative—one built on the simple principle that genuine service to your audience is the surest path to sustainable success.
