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In this episode of The Intentional Agribusiness Leader, Mark sits down with Duane Simpson, CEO of the National Council of Farmer Cooperatives, for a wide-ranging and timely conversation on leadership, policy, and navigating uncertainty in agribusiness.

Duane brings a rare perspective — blending decades of experience in government, global agribusiness, and cooperative leadership — to help leaders understand what’s really happening behind the headlines in Washington, how policy decisions impact the farmer balance sheet, and why intentional leadership matters more now than ever.

This episode isn’t about politics for politics’ sake. It’s about clarity, resilience, and leading people well in a season of volatility.

Key Takeaways

Intentional leadership is about designing moments, not just delivering messages

Duane defines intentionality as thinking deeply about what people should feel, know, and do after a leadership moment — whether that’s a major announcement, a transition, or a difficult conversation. Leaders who ignore the emotional component leave impact on the table.

The farmer balance sheet is under real pressure

Across agriculture, farmers are navigating rising costs, tight margins, and uncertainty. Duane explains that NCFC’s work centers on two levers: lowering input costs and expanding markets — both critical to long-term farm viability.

Policy details matter more than headlines

From tariffs to labor to the updated dietary guidelines, Duane breaks down how seemingly distant policy decisions directly affect domestic demand, production costs, and competitiveness for U.S. farmers. The nuance matters — and leaders need to understand it.

Ag labor is one of the most pressing cost challenges

Labor availability and affordability continue to strain producers, especially in specialty crops and dairy. Duane explains why existing systems like H-2A are imperfect — and why solutions must balance realism with economic sustainability.

Technology won’t replace people — but it will reshape roles

AI, automation, and software will elevate average performance faster, reduce friction, and shift how work gets done. The leaders who win will focus on adaptability, resilience, and redeploying people into higher-value roles — not eliminating them.

Notable Quotes

“Intentionality is thinking about what you want people to come away with — how they feel, what they know, and what they do next.” — Duane Simpson

“The volatility and uncertainty are more damaging to the economy than any single tariff.” — Duane Simpson

“Technology can’t replace human connection — especially in agriculture.” — Duane Simpson

“Intentional leadership matters more now because the noise is louder than it’s ever been.” — Mark Jewell

Action Steps

• Audit how you communicate big moments with your team — are you designing the experience or just delivering information?
• Stay informed beyond headlines. Understand how policy details affect your operation.
• Plan for workforce transitions. Automation should elevate people, not disconnect them.
• Create space to think. Reading, walking, and reflection are leadership disciplines — not luxuries.
• Double down on human connection. In-person conversations still matter.

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