The Germinate Podcast

In this episode of The Germinate Podcast, Joe Sampson sits down with Pete Casamento, owner of GBGI, and Mark Adams, Vice President of Sales, for a conversation about American manufacturing, agricultural innovation, customer relationships, and what it takes to build a resilient business in today’s rapidly changing economy. Recorded on-site at GBGI’s headquarters in Chardon, Ohio, the discussion offers an inside look at how a family-owned manufacturing company continues to grow by investing in people, embracing innovation, and staying committed to quality.
Pete shares the story of GBGI’s beginnings in the early 1990s, when the company started with just two employees, one lathe, and one mill. What began as an aftermarket bearing repair business has grown into a fully integrated American manufacturer producing engineered agricultural components for both OEMs and the aftermarket. Along the way, GBGI has continually reinvested in new equipment, automation, engineering capabilities, and its workforce, creating a business built around long-term growth rather than short-term gains.
The conversation explores the realities of manufacturing in today’s agricultural economy. Pete and Mark discuss the challenges brought on by supply chain disruptions, tariffs, fluctuating OEM demand, and the cyclical nature of agriculture. Rather than viewing these obstacles as setbacks, they explain how GBGI has responded by diversifying its customer base, strengthening domestic sourcing, and developing maintenance-free products that solve real problems for farmers and equipment dealers. Throughout the discussion, they emphasize that periods of uncertainty often create opportunities for companies willing to adapt.
Innovation becomes one of the central themes of the episode. Pete explains that during market downturns, standing still is not an option. Instead, GBGI has focused on developing new products, beta testing solutions with customers, and bringing innovations to market that improve reliability while reducing maintenance. Mark adds that many of the company’s most successful products didn’t originate inside the business but came directly from listening to growers, dealers, and customers who shared the challenges they faced in the field. Together, they reinforce the idea that successful innovation begins by solving real customer problems.
Joe, Pete, and Mark also discuss the importance of relationships within agriculture. While artificial intelligence and new technologies continue transforming business operations, they agree that agriculture remains a relationship-driven industry. From attending planter clinics and meeting farmers face-to-face to building partnerships with independent dealers and precision agriculture specialists, GBGI has found that trust is earned through personal interaction, consistent quality, and standing behind every product they manufacture. Technology may improve efficiency, but it cannot replace genuine relationships built over time.
The episode concludes with an exciting announcement about GBGI’s new partnership with Yetter Manufacturing and Martin-Till, which will expand the availability of GBGI’s aftermarket planter parts through an even broader dealer network. Pete and Mark reflect on how years of reinvesting in the business, focusing on quality, and building strong industry relationships have created opportunities like this one. Throughout the conversation, there is a strong focus on American manufacturing, continuous improvement, innovation, teamwork, and the belief that businesses succeed by investing in people, solving meaningful problems, and never losing sight of the customer.

In this special episode of The Germinate Podcast, Joe Sampson and Jeremy Groeteke bring listeners a recording from The Momentum Network Webinar, featuring Alexandra Russomagno, who leads AGCO Ventures, the corporate venture capital arm of AGCO. This conversation explores the future of agricultural innovation, venture investment, artificial intelligence, and what manufacturers, startups, and ag leaders need to understand as the industry continues to evolve.
Alexandra shares her perspective from the intersection of agriculture, emerging technology, and venture capital, offering an inside look at how major industry players identify promising innovations and decide where to invest. With experience spanning strategic innovation, commercialization, and startup growth, she provides valuable insight into what separates exciting ideas from truly scalable, fundable businesses.
Throughout the discussion, Joe, Jeremy, and Alexandra examine where innovation is gaining momentum across agriculture and why the current market presents both challenges and opportunities for entrepreneurs. They discuss how economic conditions are influencing investment decisions, what strategic partners are looking for in early-stage companies, and why founders need to think beyond great technology when building businesses that can successfully scale.
The conversation also dives into the growing role of artificial intelligence in agriculture. Rather than focusing on hype, Alexandra shares a practical perspective on how AI is likely to shape the industry over the next several years, where it can create meaningful value, and how manufacturers and ag companies should be preparing for the next wave of technological change.
Listeners will also gain insight into the corporate venture capital landscape, including how organizations like AGCO Ventures evaluate partnerships, acquisitions, and investment opportunities. Alexandra explains the qualities that make startups attractive to large strategic organizations and highlights common mistakes founders make when approaching potential investors and partners.
Whether you’re leading an established agricultural business, building a startup, investing in ag technology, or simply curious about where the industry is headed, this webinar recording offers thoughtful perspectives on innovation, investment, and the future of agriculture.

In this episode of The Germinate Podcast, Joe Sampson sits down with Lauren Goodell, entrepreneur, AI sales strategist, and former top-performing sales executive at Microsoft and Salesforce, for an insightful conversation about sales, artificial intelligence, entrepreneurship, personal branding, and the future of work. What begins as a discussion about Lauren’s impressive career journey quickly evolves into a broader conversation about human connection, productivity, leadership, and why relationships will always be the foundation of successful selling.
Lauren reflects on her path from growing up in small-town Nebraska to becoming one of Microsoft’s top sales performers before moving to Salesforce, where she experienced a seven-figure commission year at just 27 years old. While many would consider that the pinnacle of a sales career, Lauren shares why financial success alone wasn’t enough. She explains how reaching every professional milestone she had dreamed of ultimately revealed that fulfillment comes from continual learning, growth, and building something of her own.
The conversation explores Lauren’s transition into entrepreneurship. After launching her first startup while still working at Salesforce, she eventually left corporate America to build her own companies. She candidly discusses the highs and lows of startup life, from raising venture capital and scaling businesses to navigating setbacks and learning that success often comes through resilience rather than perfection. Joe and Lauren reflect on the importance of betting on yourself while leaving every opportunity and relationship stronger than you found it.
A major theme throughout the episode is the impact artificial intelligence is having on modern sales. Lauren explains that while AI is rapidly changing how sales professionals prospect, research, and communicate, it should never replace authentic human relationships. She introduces the concept of “The Great Ignore,” where mass automation and generic AI-generated outreach have dramatically reduced email engagement and made it harder than ever for sellers to stand out. Rather than using AI to replace personal connection, Lauren believes the most successful salespeople will use it to become more efficient while spending more time building genuine relationships with customers.

Joe and Lauren also discuss how AI is transforming the workplace far beyond sales. From optimizing travel schedules and drafting emails to supporting startup founders and streamlining business operations, Lauren shares practical examples of how professionals can leverage AI to work smarter without losing the human touch. She also offers her perspective on the future of CRM platforms, automation, and how technology will continue reshaping the way businesses operate.
The episode also explores productivity, leadership, and personal well-being. Lauren discusses the importance of focusing on work that creates energy rather than drains it, encouraging leaders to evaluate where they spend their time and eliminate activities that no longer serve their goals. She also shares how fitness, yoga, and maintaining physical health have played an essential role in managing the pressures of entrepreneurship and sustaining long-term performance.
The conversation closes with an optimistic look at the future of artificial intelligence and entrepreneurship. Lauren believes AI will dramatically lower the barriers to starting businesses, allowing more entrepreneurs than ever before to build companies, solve meaningful problems, and compete on a global scale. Throughout the episode, there is a strong focus on curiosity, continuous learning, authentic relationships, innovation, and the belief that while technology will continue evolving, people will always remain at the heart of great sales and great businesses.

In this episode of The Germinate Podcast, Joe Sampson sits down with Jennifer Edney, fourth-generation leader and CEO of Edney Distributing Company, for a thoughtful conversation about family business, leadership, succession planning, innovation, and preparing organizations for the future. What begins as a discussion about Edney Distributing’s 75-year history quickly becomes a broader conversation about leading through change, building strong teams, embracing technology, and creating a legacy that extends beyond one generation.
Jennifer shares the remarkable story of Edney Distributing, a family-owned wholesale agricultural equipment distributor founded in 1951 by her great-grandparents, Fred and Fern Edney. What started at a kitchen table has grown into a company serving more than 1,200 dealers across the Upper Midwest. As a fourth-generation leader, Jennifer reflects on the responsibility of honoring the company’s legacy while continuing to evolve for the next generation.
The conversation explores Jennifer’s unexpected path into the family business. After the loss of both of her grandparents within a matter of months, she stepped away from her career to help her father navigate one of the most difficult seasons of his life. What began as a one-year commitment to support him through succession, human resources, and organizational development eventually became an 18-year career leading the company. Jennifer explains that working alongside her father strengthened both their relationship and her passion for the agricultural industry.
Joe and Jennifer spend significant time discussing succession planning and what it takes to build a family business that can thrive across multiple generations. Jennifer shares how Edney intentionally restructured its governance by creating an independent board of directors, separating the responsibilities of ownership, governance, and management. While the decision faced resistance initially, she explains that bringing outside perspectives into the business has strengthened accountability, improved decision-making, and positioned the company for long-term success.
Another major theme throughout the episode is organizational leadership. Jennifer explains how implementing the Entrepreneurial Operating System (EOS) transformed the way the company operates. From establishing long-term vision and accountability to creating leadership rhythms and empowering employees to solve problems, she discusses how structured systems have helped the organization become more collaborative, aligned, and prepared for growth. Rather than relying on one person to make every decision, Edney has built a leadership culture where every team member has a voice and a clear role in moving the company forward.
The discussion also looks toward the future of agriculture and technology. Jennifer shares why Edney has invested time learning about autonomous equipment, robotics, and artificial intelligence, while maintaining that technology should enhance people rather than replace them. She discusses partnerships with emerging ag-tech companies, the growing role of robotics in farming, and how AI can improve efficiency while still requiring human judgment, ethics, and leadership.
The conversation closes with a reflection on leadership itself. Jennifer explains that one of the greatest responsibilities of any leader is taking care of both their people and themselves. She discusses the importance of mentorship, CEO peer groups, lifelong learning, and maintaining the mindset of a “corporate athlete”—investing in physical, mental, and emotional well-being in order to lead others effectively. Throughout the episode, there is a strong focus on legacy, curiosity, servant leadership, continuous improvement, and the belief that the most successful family businesses are those willing to evolve while remaining grounded in their core values.

In this episode of The Germinate Podcast, Joe Sampson sits down with Craig Scholz of Southern Marketing Affiliates for a conversation about agriculture, aftermarket parts, customer service, leadership, and the importance of investing in the next generation.
Craig shares his journey from growing up around agriculture to studying agribusiness and animal science at the University of Wisconsin-Platteville before beginning his career in dealerships and eventually joining Tisco. After nearly three decades connected to the Tisco brand, Craig reflects on how the aftermarket parts industry has changed and how Southern Marketing Affiliates has continued to grow through strategic acquisitions, strong people, and a deep commitment to serving customers.
The conversation explores the role SMA plays in the agricultural ecosystem, supplying everything from sprayer parts and tillage components to hydraulics, PTO shafts, tractor parts, and other essential products that keep farms, dealerships, hardware stores, repair shops, and rural communities moving.
Craig explains how Southern Marketing Affiliates has grown by acquiring strong, successful businesses with great people already in place. From Tisco to Canadian Farm Supply and other regional expansions, SMA has built a broader footprint while preserving the relationships, knowledge, and customer service mindset that made those businesses valuable in the first place.
A major theme throughout the episode is customer service. Craig explains that SMA’s philosophy is rooted in what they call “the SMA Way” — treating people the way you want to be treated, going the extra mile, and serving both internal and external customers well. He emphasizes that no business can succeed without understanding and supporting the people who buy from them.
Joe and Craig also discuss how customer service has evolved in a digital world. With a large portion of SMA’s business now happening online, the customer service team is no longer just taking orders. Instead, they are solving problems, answering questions, handling challenges, and helping customers get what they need as quickly and accurately as possible.
The conversation also looks at the future of distribution, automation, and efficiency. Craig explains how SMA has invested in systems that improve warehouse operations, including custom box-making technology and better picking processes, while still recognizing the importance of knowledgeable people behind the work.
Another major focus is Craig’s passion for leadership and youth development. Through his work with 4-H and FFA, Craig has helped young people discover opportunities in agriculture, build confidence, develop communication skills, and prepare for future leadership roles. He shares a powerful story about mentoring a young FFA member who went on to become a Wisconsin state officer, showing how meaningful it can be to help others grow into their potential.
The episode closes with a reflection on leadership, service, and purpose. Craig explains that whether he is leading people at SMA, mentoring students, or supporting customers, his goal remains the same: helping people grow. Throughout the conversation, there is a strong focus on agriculture, relationships, service, faith, leadership, and the belief that business works best when people are genuinely committed to helping one another succeed.