The Social Side of Ag: Connecting Consumers, Producers, and Community

In this episode of Conservation Stories, Tillery sits down with Dr. Jason Headrick, a Kentucky-born farm kid turned leadership professor in Texas Tech’s Department of Agricultural Education & Communications. From growing up on a tobacco and timber farm to researching civic leadership in rural communities, Jason shares how his roots shaped his passion for people, place, and the “social side” of agriculture.

Together, they dig into the importance of bridging the gap between consumers and producers, tackling misinformation about agriculture and food systems, and teaching students how to think critically about the news they consume. Jason also introduces his “We Love West Texas” project—an ambitious study across 41 counties looking at rural strengths, challenges, mental health, access to healthcare, and the surprising tension around cost of living. The conversation turns to who holds power in rural communities, how to make room for new and underrepresented voices at the table, and practical ways people of all ages can get involved—through surveys, local committees, festivals, and simply showing up.

If you care about the future of rural communities, leadership, or what it really means to belong and participate where you live, this episode is for you.

More about our guests: 

Dr. Jason Headrick, Assistant Professor of Leadership & Community Development, Texas Tech University, Department of Agricultural Education & Communications

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Upcoming Episodes Include: 
• Todd Baughman and Peter Dot
• Brandon Lipps, Co-Founder & Principal, Caprock Strategies