The Germinate Podcast
Join Joe Sampson and guests as we explore the intersection of agriculture, business and innovation. With nearly two decades of expertise in agricultural equipment and scaling businesses, this podcast delivers actionable insights, inspiring stories, and strategic advice to help manufacturers and professionals grow their ventures. Whether you're an industry veteran or just starting out, join us every week to cultivate ideas, expand your knowledge, and germinate your path to success.
Episodes
In this heartfelt and deeply engaging episode of the Germinate Podcast, host Joe Sampson is joined by Katie Hall, Senior Director of Advocacy at the Iowa Soybean Association. A farm kid turned ag policy powerhouse, Katie shares her winding journey from soybean fields and organic popcorn to the halls of government in Des Moines and D.C.
Listeners get a front-row seat to her rural Iowa upbringing, her start walking beans, and how that...
In this dynamic episode of the Germinate Podcast, Joe Sampson welcomes seasoned sales leader Brian Kreifels. Brian shares how he maintains confidence in sales, drawing parallels with overcoming the “after-crash” mentality in racing. They emphasize the power of building momentum—compounding small wins instead of swinging for home runs. Brian dives into his engineering-to-sales story, noting how problem-solving and competitiveness le...
Glendon Kuhns joins Joe to share the incredible journey of Norden Manufacturing—from humble beginnings on a family farm to becoming a trusted OEM in hay equipment and beyond. We discuss:- The patented bale accumulator that started it all- Transitioning from outsourcing to full in-house fabrication- Rebranding from Coons Mfg. to Norden- How faith, family, and service guide their leadership- Diversifying with custom manufacturing and...
In this episode, host Joe Sampson chats with Kat Coombes, GM at Tillage Management based in Tulare, California. A marine biology major turned agricultural innovator, Kat shares how a two-month job in 2012 with her family’s company turned into a fulfilling 13-year career. Her journey covers growing up on the family dairy and pistachio farm, working in Japan, and building a diversified product line for orchards, vineyards, and row cr...
In this episode, Joe Sampson and Tim Burenga take listeners on a 45-year journey of WorkSaver—from its founding by Tim’s father in 1980 to its evolution as a dual-focused manufacturer and OEM contract specialist. Tim shares hard-earned lessons in cost control, cash flow management, and the balance between growing the dealer network while protecting its value. They explore challenges from the recession to COVID-19, the resurgence of...
In this episode of The Germinate Podcast, host Joe Sampson sits down with Jesse DePriest and Rick Faber, co-founders of 5L Performance, to discuss what it really takes to scale a business beyond its sticking points. Grounded in decades of leadership, sales, and operational experience, the 5L framework—Love, Listen, Learn, Lead, and Lean—guides organizations from chaos to clarity.
Rick and Jesse share the powerful origin story of 5L ...
In this timely and deeply insightful episode, Joe Sampson welcomes Steven Ford, retired CCO of Lapham Hickey and current M&A consultant, to discuss the wide-reaching implications of the latest U.S. tariffs. Recorded just a day after new trade measures were announced, the conversation dissects the historical roots of steel tariffs, China’s currency manipulation, and how global trade impacts U.S. manufacturing. Ford offers a rare...
In this insightful episode of the Germinate Podcast, host Joe Sampson welcomes media executive and author Cynthia Kay for a deep-dive discussion into what it truly takes to build a sustainable, successful small business. From her humble beginnings sweeping floors at her father’s dry cleaners to leading an award-winning communications company, Cynthia shares hard-earned wisdom from 38+ years of entrepreneurship. They explore the imp...
In this episode of The Germinate Podcast, host Joe Sampson is joined by Scott Post, founder of S Post Consulting, to explore the art and science behind lean operations and business consulting. From manufacturing lines to restaurant chains, Scott applies a laser-focused strategy to help small and medium-sized businesses streamline operations, eliminate waste, and build systems that scale.
They discuss how Scott transitioned from COO ...
In this episode of the Germinate Podcast, host Joe Sampson sits down with Brian Kovar, a seasoned professional in the Outdoor Power Equipment (OPE) world and current business development expert at Ideal Computer Systems. What started as a casual LinkedIn connection has evolved into a robust professional relationship—and today’s conversation dives deep into why data, ethics, and genuine connections are the secret sauce for thriving ...
In this episode of The Germinate Podcast, Joe Sampson reconnects with longtime friend and international trade veteran Alex Mussa, now Director of Business Development at SNA Manufacturing LLC. With decades of experience at the Italian Trade Commission, Alex brings deep knowledge of global ag equipment markets, including the complexities of navigating U.S.–Italy trade relationships.
The two dive into Italy’s pivotal role as one of th...
In this episode of The Germinate Podcast, Joe Sampson sits down with Henry Gordon-Smith, Founder and CEO of Agritecture, a global leader in urban agriculture consulting. Broadcasting from Spain, Henry shares his personal journey — from traveling the world as a digital nomad to becoming a thought leader in vertical farming.
He offers a masterclass on what vertical farming really is, its ancient origins, and how it's becoming ...
Today, we’re diving into what it really takes to grow a business with intention—through systems, strategy, and a deep commitment to people. Joining us is Justin Brown, President of Downing Construction in Indianola, Iowa—a long-time friend and visionary leader whose story of transforming a legacy residential construction firm into a high-performing commercial powerhouse is packed with lessons for every entrepreneur. Downing’s uniqu...
In this episode of the Germinate Podcast, Joe Sampson sits down with longtime friend and manufacturing leader Todd Miller, President of Myers Spring, a third-generation spring manufacturer based in Indiana. Todd shares the powerful story behind the company’s growth, what it takes to build lasting customer relationships, and how the values of integrity, consistency, and trust have helped Myers Spring become a staple supplier in indu...
In this episode of the Germinate Podcast, host Joe Sampson sits down with Celeste Lindsey, Executive Director of EMDA (Equipment Marketing Distribution Association), to explore everything you need to know about the organization supporting reps, distributors, and manufacturers in the shortline ag equipment industry.
Celeste shares her unique path from teaching and recruiting into the world of ag equipment distribution. She explains w...
Joe Sampson welcomes Michael Bird, CEO of Spindustry, to talk about what really matters when it comes to digital marketing and branding in agriculture. Michael pulls back the curtain on why most ag equipment companies are failing at basic digital strategy — and how to fix it.
They dive into:
- Why websites are still the digital front door (even if you're not selling online)
- The truth about SEO vs. Google Ads
- Why your social media isn...
In this episode of The Germinate Podcast, Joe Sampson sits down with Mike Lessiter, President of Lessiter Media, to discuss the evolution of agricultural journalism, the role of media in shaping the farm equipment industry, and how niche publishing serves as a powerful resource for agribusiness professionals.
Mike shares his journey from sports journalism aspirations to leading a respected ag media company, the importance of preserv...
In this episode of The Germinate Podcast, host Joe Sampson sits down with Matthew Meade, founder of FX Machine Tool, to discuss his journey from farm life in Iowa to leading a successful machine tool business. Matthew shares insights on transitioning from engineering to sales, the importance of building strong customer relationships, and how FX Machine Tool has grown into a trusted name in the industry. He also talks about the evol...
Host Joe Sampson sits down with Jeremy Groeteke, Head of IT & Strategy at Syngenta Group, to discuss the future of artificial intelligence (AI) in agriculture and how farmers, agronomists, and agribusinesses can stay ahead of rapid technological advancements.
🌱 What You’ll Learn:
✅ How AI and machine learning are transforming farming & agribusiness
✅ Why agronomists using AI will outperform those who don’t
✅ The impact of tari...
Host Joe Sampson sits down with Matt Perreault, a fourth-generation farmer and former R&D leader at Shoup Manufacturing, to discuss the biggest trends shaping the future of agriculture.
They dive into:
✅ High-speed planting and why farmers are doubling their planter speeds
✅ Strip tillage adoption and how it’s reducing costs & increasing yields
✅ Farm equipment market challenges – rising costs, limited trade-ins &am...
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