The Germinate Podcast

In this special episode of The Germinate Podcast, Joe Sampson pays tribute to Don Landoll, founder of Landoll Corporation in Marysville, Kansas, who passed away on October 31, 2026, at age 83.
In 1963, Don and a partner bought a small welding shop in Marysville, when Don was just 20. Over six decades it grew into one of the most recognized names in trailers, tillage and ag equipment. As Joe puts it, you don’t just have a trailer, you have a Landoll.
Joe starts with a lobby conversation at the FEMA convention in New Orleans with Jim and Connie Hellbusch of Duo Lift Manufacturing. It reminded him how industry legends once made time for a young guy like him, and why we owe the same to the next generation. Then he tells the story of his recent visit to Marysville: Don walking into the conference room unannounced, lunch at a local cafe where everyone knew him, and a two-hour factory tour from the front seat of Don’s Lincoln Navigator, driven right onto the shop floor.
Along the way, Joe reflects on a lesson from The Goal. Every business has to make money, but becoming truly iconic takes something more: believing your people and your customers matter most. Don lived that every day.
In this episode:
Who Don Landoll was and what he built in Marysville
What Jim and Connie Hellbusch taught Joe about mentoring young people
Why caring about people is what separates good companies from legendary ones
The factory tour no one at Landoll had ever taken before
Passing the torch to the next generation in ag manufacturing
Chapters

0:00 Welcome and why this episode is special
1:21 Remembering Don Landoll
1:51 FEMA New Orleans and a conversation with Jim and Connie Hellbusch
4:22 Don’t write off the next generation
5:44 Meeting a larger-than-life figure
6:30 From a welding shop at 20 to an iconic brand
8:00 The Goal: why making money isn’t enough
11:19 A surprise in the Landoll conference room
13:59 Lunch in Marysville, where everyone knew Don
15:46 Touring the factory in Don’s Lincoln
21:03 Six decades of lives touched
21:32 Pride you can see in every weld
23:18 Saying goodbye
24:19 Passing the torch

In memory of Don Landoll: Memorial contributions may be made to The Landoll Foundation, in care of Kinsley Mortuary, P.O. Box 147, Marysville, KS 66508. Full obituary and service details: https://www.kinsleymortuary.com/obituaries/don-landoll
Rest in peace, Don. Thank you for everything you built and everyone you lifted up.

In this episode of The Germinate Podcast, Joe Sampson sits down with Glenn Danuser, fourth-generation owner and operator of Danuser Manufacturing, to discuss the evolution of a family-owned agricultural equipment business, the challenges facing manufacturers and dealerships, and why relationships remain one of the most important parts of doing business.
With more than a century of history behind the Danuser name, Glenn brings a unique perspective on what it takes to build a company that lasts. From navigating changing agricultural markets to adapting sales and distribution strategies, this conversation explores how businesses can continue growing without losing sight of the values that made them successful.
Glenn begins by sharing his perspective on the current agricultural equipment market. While many manufacturers are navigating uncertainty, Danuser experienced a strong start to the year, with orders arriving faster than the company could fulfill them. He discusses the challenges of managing lead times, replenishing distributor inventory, and balancing seasonal demand across the company’s attachment and OEM divisions. With customers spanning agriculture, livestock, construction, and rental markets, diversification has become an important part of maintaining stability.
The conversation then takes a look back at Danuser Manufacturing’s history, beginning in 1910 when Casper Danuser established a blacksmith shop in Fulton, Missouri. What started as a small operation repairing wagons and equipment eventually grew into a nationally recognized agricultural equipment manufacturer. Glenn shares stories of the generations that followed, including the development of the company’s posthole digger in the 1940s and early partnerships with Henry Ford and J.I. Case that helped introduce Danuser products to a broader market.
Joe and Glenn also explore what it means to grow up inside a family business. From riding his bicycle through the factory as a child to working various jobs on the production floor, Glenn learned the business from the ground up before stepping into a leadership role. Today, he and his sister Janae represent the fourth generation of family ownership, with complementary responsibilities that allow them to focus on their individual strengths while continuing to move the company forward.
As the discussion shifts toward modern sales and marketing, Glenn explains why Danuser continues to rely on its distributor and dealer network despite the growing popularity of direct-to-consumer online sales. While selling products online may offer convenience, he believes something valuable can be lost when customers no longer have knowledgeable people helping them understand their options. For equipment purchases, having someone explain the product, demonstrate its capabilities, and recommend the right solution can make all the difference.
Glenn also shares Danuser’s approach to product development and innovation. Rather than competing in crowded markets with common attachments, the company focuses on specialized, often patent-protected products designed to solve real problems. Many ideas begin with challenges Glenn encounters on his own property, where he personally tests equipment before it reaches customers. For him, developing a successful product isn’t simply about adding features. It’s about creating something that makes a customer’s work easier, more efficient, or more productive.
Whether you’re a manufacturer, dealer, distributor, business owner, or agricultural industry professional, this episode offers an insightful look at the challenges and opportunities shaping the future of equipment sales and manufacturing.

In this episode of The Germinate Podcast, Joe Sampson welcomes back Brian Kreifels, now with Wyffels Hybrids, for his third appearance on the show. What starts as a conversation about career changes quickly turns into a candid discussion about sales leadership, navigating a challenging agricultural market, and why some of the most effective sales strategies still come down to listening, building relationships, and understanding your customers.
Brian opens up about his recent transition from a large global organization to Wyffels Hybrids, a family-owned company focused on the Corn Belt. He shares why the decision wasn’t about leaving a bad job or chasing a bigger title, but about finding a better personal and professional fit. For Brian, the opportunity to help grow a company while spending more time with his family was worth making a significant career change.
From there, Joe and Brian explore the importance of recognizing what makes each salesperson unique. Not everyone is motivated by the same things, and not every sales strategy works for every individual. They discuss why effective sales leaders need to identify their team’s strengths, support areas of weakness, and avoid forcing everyone into the same playbook.
The conversation shifts to the farm show circuit, where Joe shares his frustration with exhibitors who seem to be waiting for customers rather than actively creating opportunities. Brian explains why successful trade shows require preparation, proactive communication, scheduled customer visits, and meaningful reasons for attendees to engage. Drawing from his recent experience at the Farm Progress Show, he illustrates how planning can turn an expensive event into a valuable relationship-building opportunity.
Joe and Brian also tackle one of the biggest challenges facing agricultural sales professionals: maintaining momentum when the market is struggling. With commodity prices, input costs, and economic uncertainty creating pressure throughout the industry, it’s easy for sales teams to become discouraged. Brian explains why acknowledging those challenges is important, but allowing them to become permanent excuses can prevent progress. His approach focuses on breaking large problems into manageable pieces, identifying what can be controlled, and developing practical plans with the people closest to the customer.
They also discuss the difference between staying busy and being productive. Whether it’s making comfortable sales calls to familiar customers, chasing activity metrics, or avoiding difficult conversations, sales professionals can easily fall into routines that feel productive without generating meaningful opportunities. Joe and Brian emphasize the value of strategic prospecting, customer-specific preparation, and focusing time and energy where it can make the greatest difference.
The conversation expands beyond traditional sales into inventory management, supply chain challenges, and the importance of lead times. Brian explains why companies need to distinguish between good inventory and bad inventory rather than simply reducing stock to meet short-term financial targets. Together, they examine how production, logistics, operations, and sales must work together to deliver value to customers. Even the strongest sales team can struggle if the organization cannot deliver the right product at the right time.
Ultimately, this episode is a reminder that great salesmanship isn’t about having the perfect script, making the most calls, or following a rigid formula. It’s about understanding people, focusing on the right opportunities, and creating value through genuine relationships.
Whether you’re leading a sales team, working directly with customers, or trying to find your way through a difficult market, this conversation offers a practical perspective on what it takes to keep moving forward.

This episode is a recording of The Momentum Network Webinar, originally held on October 1, 2026, and has been repurposed for The Germinate Podcast.
In this special episode of The Germinate Podcast, hosts Joe Sampson and Jeremy Groeteke sit down with Corey Hillebo, Chief Talent Officer at Farm4Profit, for a candid conversation about one of the biggest challenges facing Midwest agriculture: Has the corn and soybean system become a trap, and is there a realistic way out?
For decades, the corn and soybean rotation has been the backbone of Midwest farming. It has shaped everything from equipment and infrastructure to input decisions and farm profitability. But as production costs continue to put pressure on margins and farmers face increasingly difficult financial decisions, it’s worth asking whether the system that has supported agriculture for generations is still working for producers today.
The conversation takes a closer look at the current state of corn and soybean production, examining what’s working, what isn’t, and why changing an established agricultural system is far more complicated than simply planting something different. With so much of the industry built around these two crops, farmers must balance tradition, profitability, and risk when making decisions about the future of their operations.
Joe, Jeremy, and Corey also explore the economics behind crop rotation strategies. While corn and soybeans have long been the standard across much of the Midwest, does following that traditional rotation still make the most financial sense? The discussion raises important questions about whether alternative cropping strategies can offer meaningful opportunities or whether the numbers continue to favor the familiar system.
Input costs and risk management are another major focus. With profitability under pressure, farmers are forced to evaluate every decision, from what they plant to how they manage expenses and protect their operations against market uncertainty. The challenge isn’t simply finding a different approach. It’s finding one that makes financial sense while managing the realities of running a farm.
The discussion also examines the potential for alternative crops and whether diversification is a viable opportunity for Midwest producers. While growing something other than corn and soybeans may sound appealing, farmers must consider available markets, infrastructure, equipment, and the financial risks associated with making a change. How much flexibility do producers really have when so much of the surrounding agricultural economy is designed around the existing system?
At its core, this conversation isn’t about dismissing the success of corn and soybean production or suggesting that farmers have been doing things wrong. It’s about taking an honest look at the economic pressures, established practices, and limitations shaping today’s agricultural decisions.
Ultimately, The Corn & Soybean Trap: Is There a Way Out? challenges farmers, agronomists, agribusiness leaders, and anyone invested in the future of row-crop agriculture to think critically about where the industry stands and where it goes from here.
The question isn’t just whether agriculture can change. It’s whether the current system gives farmers the financial freedom and practical options to make those changes possible.

In this episode of The Germinate Podcast, Joe Sampson sits down with Clayton Lind, founder of Atlas Media Group, along with Jeremy, for a candid conversation about one of the biggest questions facing American agriculture: Has the industry become too dependent on corn and soybeans, and what would it actually take to change the system?
Clayton brings a unique perspective to the conversation. Originally from California with a background as a diesel mechanic, he found his way into Iowa agriculture during COVID, eventually working on farms, building a media and marketing company, and returning to farming himself. Through Atlas Media Group and his work across the industry, Clayton has gained exposure to farmers, processors, technology companies, agribusinesses, and food companies across the U.S. and beyond. He has also built a reputation for being willing to ask uncomfortable questions about the systems agriculture has relied on for decades.
The conversation begins with Joe’s recent experience at the Farm Progress Show and a question that has been driving several episodes of the podcast: why does so much of the agricultural economy rise and fall with the prices of just two commodities? From equipment manufacturers and seed companies to suppliers, dealerships, and rural communities, the health of agribusiness is deeply connected to what happens with corn and soybean markets. Clayton and Jeremy unpack how that system developed and why changing it is far more complicated than simply telling farmers to grow something different.
Clayton traces some of that history through the Great Depression, the Dust Bowl, World War II, changing global food demand, and the farm crisis of the 1980s. Over time, infrastructure, markets, government programs, equipment, and risk-management tools increasingly supported a system where corn and soybeans became the logical choice for many Midwestern operations. The problem, Clayton argues, is that while agriculture has built a strong system for helping producers operate within those commodities, there are far fewer established pathways for farmers who want to diversify.
The same commodity cycle extends far beyond the farm gate. When commodity prices fall, farmers spend less, equipment sales slow, manufacturers reduce production, suppliers feel the pressure, and jobs throughout rural communities can be affected. When prices rebound, the industry ramps up again. Clayton questions whether agriculture has become too comfortable riding that cycle instead of using stronger years to prepare for the next downturn.
Joe, Clayton, and Jeremy also tackle some of the environmental questions surrounding the current system, including crop rotation, soil health, pest and disease pressure, chemical use, and water quality. Rather than reducing those issues to one cause or one solution, the conversation highlights how interconnected they are. More diverse rotations can change pest and disease pressures, while improving water quality may require solutions both on the farm and through better treatment infrastructure.
Clayton closes with a more optimistic way of looking at the challenge. Agriculture is only one piece of a much larger food economy that includes processing, transportation, restaurants, distribution, and countless other businesses. Instead of seeing commodity prices as the only path to opportunity, he encourages entrepreneurs, farmers, and agribusiness leaders to look further across the food system and ask where new value can be created.
There may not be one solution to agriculture’s corn-and-soybean cycle. But there may be far more opportunities than the industry realizes.