The Workhorse Podcast

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.
What We Dive Into:
Why Jess almost didn’t bring Market in the Mountains back this year—and how deep the challenges ran behind that hesitation.
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.
The sibling dynamic that made it impossible to keep growing—and the personal toll that came with trying to stay small to avoid conflict.
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:
Follow on Instagram @marketingforfarmers and @centralparkfarms
Check out her website

Connect with Jessica:
Follow on Instagram @moosevalleyranch
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.
In this episode, we talk about:
How Market in the Mountains smashed attendance and sales records (hello 6,000 people!)
What went wrong the week of the event—and how Jess and her team pulled it off anyway
Vendor check-in drama, internet meltdowns, and why she now swears by a 10-pack of walkie-talkies
Creating a jaw-dropping gold “skull sculpture” out of foam board and hair foils at 2am because… of course she did
The real-life toll of managing expectations (and family dynamics) when you're the one making it all happen
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:
Follow on Instagram @marketingforfarmers and @centralparkfarms
Check out her website

Connect with Jessica:
Follow on Instagram @moosevalleyranch
Check out her website

We’re BACK with Season 2, Episode 2—and oh boy, there’s a lot to catch up on. If you’ve been curious about what it actually looks like to grow a retail store alongside a busy farm business, this is the episode to hit play on.
In today’s episode, Kendall gives us the full download on what’s changed since Central Park Farms opened their brand new farm store back in October. And spoiler alert: it’s been a whirlwind. From $20 maple syrup flying off the shelves to last-minute elderberry syrup bundles for teachers (because kids are gross), we get into all the unexpected lessons that come from growing a rural retail business fast. And as always, Jessica brings the real talk and the thoughtful questions that help unpack what this growth really means for small business owners like you.
Here’s what we dive into:
The farm store retail pivot: How Kendall went from a tiny farm stand to 50/50 retail vs. meat sales—plus how they’re using the kitchen and prepared foods to reduce waste and increase profits.
Margins, mistakes, and money stuff: What’s working, what didn’t sell (mushroom kits, anyone?), and the real margins behind products like sourdough and specialty cheese.
Collaborations that make sense: Why working with Chef Adrian has been a game-changer—and how Kendall is structuring kitchen partnerships to work for everyone.
How to retail like a human: From pricing fears to supporting local producers, Kendall shares how to sell with integrity without undercharging or over-explaining.
What might be going away: A little teaser on potentially moving away from home delivery and going all-in on the in-store experience.

If you’re a rural woman in business thinking about adding retail—or feeling like your retail side is a hot mess—this episode will give you the behind-the-scenes look you need. It's strategy meets heart, and a whole lot of “learn as you go.”
Make sure to hit follow or subscribe so you don’t miss what’s coming next—including the very juicy episodes where we get into what’s been going on in Jessica’s world. See you next time!
Connect with Kendall:
Follow on Instagram @marketingforfarmers and @centralparkfarms
Check out her website

Connect with Jessica:
Follow on Instagram @moosevalleyranch
Check out her website

*IF APPLICABLE* Some of the links mentioned are affiliate links, which helps to support this podcast at no additional cost to you.
Resources & Links:

We didn’t mean to ghost you, but here’s what happened.
In today’s episode, we finally come back after a wild ride that started with “we just need a walk-in freezer” and ended with an atmospheric-rain, brass-fitting-busted, rogue-kitchen-reno adventure that only Kendall could tell. We catch up on why the break from the podcast was longer than planned (spoiler: it involves government red tape, overwhelmed husbands, and some low-key denial), and we dive deep into what really went down behind the scenes of Central Park Farms’ brand new store launch.
Here’s what we get into:
The full, chaotic, hilarious, and hard-earned story of transforming a 50-year-old horse barn into a fully functioning farm store and commercial kitchen, complete with homey vibes, antique furniture, and a giant island where customers check out.
The reality of running a major construction project without a budget (Kendall’s controller found out via Instagram, yikes).
A “grand opening” that almost didn’t happen because Kendall was convinced they wouldn’t pass health inspection... only to sell half a year’s revenue in one day.
Honest talk about overextending during build season, what they would (and wouldn’t) do differently, and how Central Park Farms ended up with food-only retail that still feels like home.

If you’re juggling growth, red tape, and the rollercoaster of rural entrepreneurship, this one’s going to make you laugh, nod, and probably gasp once or twice.
Takeaway? Sometimes you don’t need a full plan, you need grit, community, and just enough chaos to build something incredible.
Make sure to follow the show so you don’t miss part two, where we dive into what’s happened since the store opened and what’s next for Central Park Farms.
Make sure to hit follow/subscribe so you never miss an episode!
Connect with Kendall:
Follow on Instagram @marketingforfarmers and @centralparkfarms
Check out her website

Connect with Jessica:
Follow on Instagram @moosevalleyranch
Check out her website

Resources & Links:
Anonymous Questions Submission
Guest Spot on the Podcast

In today's episode, Kendall and Jess are spilling the tea on all the business "nevers" they've completely 180'd on.
From Jessica's adamant stance against TikTok (spoiler: she's now on there with 3,700 followers) to admitting some serious judgment calls that came back to bite them, they're sharing the business moves they swore they'd never make—that turned out to be game-changers.
Get ready for some serious humble pie moments, including Jessica's epic crow-eating session about email responses and Kendall's journey from "never anything restaurant-related" to shopping for food trucks and opening a commercial kitchen.
They talk about:
Why Jessica finally joined TikTok after years of saying "absolutely never"
The genius hack for reposting content without watermarks (you'll want to write this down)
How "the customer is always right" evolved into "sometimes we fire customers"
Why AI-generated content is ruining Pinterest and recipe sites
Jessica's brutal honesty about judging businesses who didn't respond to emails (and why she's eating crow now)
The reality of managing 6,000+ unread emails while still trying to market your business
When to give grace vs. when it's truly unacceptable to drop the ball
Kendall's complete 180 from avoiding restaurants to planning a commercial kitchen and food truck
How government loopholes make you park a food truck INSIDE a building (because that makes total sense)
Why changing your mind is actually a sign of business growth, not weakness

Whether you've ever said "I'll never do [insert business thing here]" or you're judging other businesses for things you don't understand yet, this episode is your reminder that growth means being willing to eat humble pie.
Reminder: You don't know what you don't know until you know it—and there's no shame in changing your mind when you learn better.
Recap
Make sure to hit follow/subscribe so you never miss an episode!
Connect with Kendall:
Follow on Instagram @marketingforfarmers and @centralparkfarms
Check out her website

Connect with Jessica:
Follow on Instagram @moosevalleyranch
Check out her website

*IF APPLICABLE* Some of the links mentioned are affiliate links, which helps to support this