In today’s episode, Kendall and Jess wrap up the Market in the Mountains catch-up series with a jaw-dropping update that Jess has been keeping under wraps for MONTHS. (Seriously, Kendall has been dying to spill the beans.)

What starts as a failed attempt to buy an old gas station turns into an unexpected whirlwind of small-town gossip, real estate rollercoasters, and—yep—a surprise commercial property purchase just five miles from the ranch.

Spoiler: Jess now owns a restaurant. And it’s at the most iconic corner in Springdale.

What We Dive Into:

1. The dream Jess had for revitalizing an abandoned gas station—and why the deal fell apart just before Market.
2. The wild series of events that led to buying a totally different building… in under a week.
3. The iconic corner property that’s been everything from a diner to a town eyesore—and what it’s about to become.
4. Small-town Facebook drama, including a strip club rumor and LED lights so bright Jess snuck out at night to turn them off.
5. The emotional weight of suddenly becoming a business owner in a town you’ve never felt fully welcome in.
6. What it means to take responsibility for a place, even when the timing is messy and the community is skeptical.

You’ll hear us unpack what it really looks like to follow a gut instinct, even when the plan you thought you had falls apart. This isn’t just a cute fixer-upper story—it’s about being bold enough to build something beautiful where people don’t expect it, and stubborn enough to stay when it would be easier to walk away.

If you've ever had big dreams that felt “too much” for your small town—or worried about how people might talk when you try to raise the bar—you’re going to feel SEEN in this one.

We hope you walk away reminded that:

1. You don’t need anyone’s permission to make something beautiful.
2. You’re not “too much” for your community.
3. Sometimes the most meaningful work is exactly where you never thought you'd end up.

Make sure to hit follow/subscribe so you never miss an episode!

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

Whew. Buckle up, friend, this episode is a RIDE.

In today’s episode, we pick up with part two of the Market in the Mountains deep dive, and it’s way more than a recap. Jess gets real about what was happening behind the scenes leading up to—and during—this year’s market, and it’s not all cute banners and happy vendors. From family tensions to land control to a ripped-down banner (yep, during the event), this episode is raw, emotional, and so dang relatable for anyone navigating business inside a family dynamic.

1. Why Jess almost didn’t bring Market in the Mountains back this year—and how deep the challenges ran behind that hesitation.
2. The brutal realities of working on land you don’t own (and don’t control), especially when family and traditional agriculture are part of the equation.
3. The sibling dynamic that made it impossible to keep growing—and the personal toll that came with trying to stay small to avoid conflict.
4. Making the leap: leasing land + buying a tractor to finally gain autonomy over her event and her business’s future.

You’ll hear us unpack the emotional weight of being caught in the middle of generational expectations, pressure to grow, and being a woman in ag who doesn’t get a seat at the decision-making table—until she makes one herself.

If you’ve ever felt like you had to shrink to keep the peace, or wrestled with whether to walk away from something you love to protect your peace—you’re going to feel seen in this one.

We hope you take Jess’s story as a reminder that you’re allowed to set boundaries in your business—even when it’s hard. And sometimes, the best way to honor your business and your sanity is by doing the scariest, most freeing thing: taking control.

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website

We knew this one was going to be big, but we had no idea how big until Jess started talking. In today’s episode, we are diving deep into what it takes to run a record-breaking rural event: Market in the Mountains. From broken tents and last-minute rentals to carving a 9-foot foam cow skull (yes, you read that right), Jess takes us behind the scenes of building a literal pop-up city in the middle of a hayfield.

Grab your coffee, because this is the ultimate peek behind the curtain of what it really looks like to lead, build, and survive a major rural market when the stakes (and emotions) are sky high.

1. How Market in the Mountains smashed attendance and sales records (hello 6,000 people!)
2. What went wrong the week of the event—and how Jess and her team pulled it off anyway
3. Vendor check-in drama, internet meltdowns, and why she now swears by a 10-pack of walkie-talkies
4. Creating a jaw-dropping gold “skull sculpture” out of foam board and hair foils at 2am because… of course she did
5. The real-life toll of managing expectations (and family dynamics) when you're the one making it all happen
6. Why the fashion, the VIP tent, and the ranch race still made it all worth it

This one is honest, hilarious, and so real—and if you’ve ever tried to build something big in a small town, you’re going to feel seen.

We hope this episode reminds you that even when it’s hard, even when it’s messy, even when you’re crying in the garage with gold foil stuck to your arms, you can still build something unforgettable.

Don’t miss part two next week, where we get into the emotional aftermath, family pressure, and why Jess wasn’t sure if Market in the Mountains would even come back.

Make sure to hit follow/subscribe so you never miss an episode!

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website