Glitter Boots to Grassroots: Janice Wright on Farm Marketing That Works

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When I sat down to talk with Janice Wright of Rooted in NC, I knew it was going to be a fun conversation — anyone who shows up to farms in rhinestone boots is clearly not afraid to stand out. And honestly, those glittery boots are more than just a fashion statement. They’re symbolic of exactly who she is: bold, authentic, grounded in agriculture, but bringing her full personality into spaces that don’t always expect it. She’s proof that you can walk through mud and still sparkle.

Janice didn’t grow up in agriculture, which makes her perspective especially powerful. She learned it from the outside in — asking the questions, sitting in the rooms, listening to farmers who are often too humble to tell their own stories. And that outsider-turned-advocate lens is exactly what so many farms need. Because the average customer isn’t speaking “soil science” — they’re speaking curiosity, connection, and community.

What really stayed with me is something she hears all the time: “I became a farmer, not a marketer.” And I understand that deeply. But Janice reminds us that marketing doesn’t mean becoming an influencer — it means becoming visible. It means showing up, telling your story, and inviting people in. Just like her boots, it doesn’t have to be stiff or polished — it can be real, a little sparkly, and completely you. And sometimes that authenticity is the very thing that draws people through the gate.

Rooted in NC
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