The Germinate Podcast

In this episode of The Germinate Podcast, Joe Sampson sits down with Casey Niemann, founder of AgriSync and former Microsoft and John Deere leader, for a conversation about
entrepreneurship, agricultural technology, customer experience, and what it really takes to build a company from the ground up. Casey’s story begins on a Kansas farm, takes him through a 15-year career at Microsoft, and eventually leads to his basement, where he took a leap of faith to build a technology company focused on solving a very real problem in agriculture.
Casey shares how his career at Microsoft introduced him to the possibilities of cloud technology at a time when scalable software was becoming more accessible to entrepreneurs. Still passionate about agriculture, he began looking at problems within the industry that technology could help solve. Eventually, he made the difficult decision to leave the security of Microsoft and, as he puts it, choose “courage over comfort” to start AgriSync.
The entrepreneurial journey was far from easy. Casey talks candidly about the financial and personal realities of building a startup in his early forties, with a mortgage, children, and a family depending on him. He invested his savings and Microsoft stock into the business, went years without paying himself, and relied heavily on the support of his wife, family, mentors, and early employees. His experience shaped a lesson he now shares with other founders: building something meaningful requires commitment, faith, and the willingness to keep going when the outcome is far from guaranteed.
Joe and Casey dive into the problem that ultimately inspired AgriSync. As farms became increasingly dependent on technology, equipment issues during planting or harvest could bring an operation to a halt. At the same time, the number of people available to support those technologies was limited. Casey saw an opportunity to create a platform that gave farmers faster access to the trusted advisors, dealers, and experts they already relied on, helping resolve problems in minutes instead of waiting hours or days for someone to arrive in the field.
The conversation also explores AgriSync’s acquisition by John Deere in 2021 and what happened after the deal. Casey explains that he didn’t start AgriSync with the goal of being acquired. He started it to solve a problem. When the opportunity with John Deere eventually arrived, the next challenge was learning how to take a startup technology and scale it globally. AgriSync became Expert Connect within the John Deere ecosystem, and Casey reflects on why successfully integrating into a larger company’s strategy can be just as important as building the startup itself.
As the episode comes to a close, Casey reflects on what he values most from the entire journey. It isn’t the technology, the acquisition, or even the company he built. It’s the people who supported him along the way. Technology changes quickly, but the relationships built through difficult seasons can last far longer. Today, Casey is focused in part on giving back by coaching and mentoring other entrepreneurs, particularly those working at the intersection of agriculture and technology.
Throughout the conversation, Casey returns to two qualities that helped carry him through the most difficult moments of entrepreneurship: faith and tenacity. His story is a reminder that successful companies rarely follow a straight path. They’re built through listening, persistence, strong relationships, a willingness to adapt, and the courage to keep moving when the easier choice would be to turn back.

This episode is a recording of The Momentum Network Webinar, originally recorded on July 31, 2026, and has been repurposed for The Germinate Podcast.
In this special episode of The Germinate Podcast, Joe Sampson and Jeremy Groeteke welcome Daniel Schultz, founder of Schultz Collaborative, for a conversation about challenging conventional thinking in agriculture and why the industry may need more than incremental improvements to move forward.
Daniel introduces the idea behind “Ag Done Different,” a philosophy that challenges agriculture leaders to rethink the way they innovate, market, sell, and build businesses. Rather than following the same industry playbook and competing within already crowded markets, Daniel encourages companies to question long-standing assumptions and look for opportunities to create something entirely new.
A major focus of the conversation is category design and what it means for agricultural businesses. Daniel explores why companies often spend so much time competing for existing demand when there may be a greater opportunity to create a new category altogether. By identifying problems differently and developing a clear point of view around those problems, businesses can potentially create demand rather than simply fighting competitors for the same customers.
Joe, Jeremy, and Daniel also examine why incremental innovation may no longer be enough. Agriculture is filled with companies making products slightly faster, more efficient, or more advanced than the previous version. While those improvements have value, Daniel challenges leaders to think beyond small changes and consider whether they’re truly solving problems in a new way.
The conversation also turns to sales and marketing, including some of the common mistakes agricultural businesses continue to make when trying to differentiate themselves. Daniel discusses why simply having a better product doesn’t automatically make a company stand out and how stronger positioning can help customers understand why a business or solution is meaningfully different.
Throughout the discussion, there is a strong emphasis on bold differentiation. In an industry that can sometimes be resistant to change, Daniel argues that the businesses willing to challenge established assumptions may have the greatest opportunity to shape what comes next.
Whether you’re an entrepreneur, executive, marketer, or sales leader, this conversation offers a different way to think about innovation and growth in agriculture. Instead of asking how to compete more effectively within the existing industry playbook, Daniel challenges leaders to consider a bigger question: What if you wrote a new one?

In this episode of The Germinate Podcast, Joe Sampson sits down with Chris Jones, an Iowa scientist, author, and candidate for Iowa Secretary of Agriculture, for a wide-ranging conversation about water quality, the changing economics of farming, agricultural policy, and what the future of Iowa agriculture could look like. With a background in chemistry and contaminant hydrology, Chris has spent much of his career studying the relationship between agriculture and Iowa’s water systems.
The conversation begins with one of Iowa’s most pressing concerns: nitrate levels in drinking water. Chris explains how nitrogen fertilizer used in corn production can eventually convert to nitrate in the soil and move through Iowa’s extensive tile drainage system into rivers, lakes, and groundwater. He discusses communities across the state that have had to address elevated nitrate levels and why the issue has become an increasingly important conversation around public health and agriculture.
Joe and Chris explore the complicated question of how Iowa can improve water quality without placing unrealistic burdens on farmers. Chris discusses several potential approaches, including changes to the timing of fertilizer applications, better nitrogen management, incentives, changes to livestock and manure management, and more targeted policies. He argues that voluntary conservation efforts alone have not produced enough progress and that the state needs to consider additional ways to reduce nutrient loss while keeping farms economically viable.
The discussion also turns to the economics of farming. Joe and Chris talk about tight margins, farm foreclosures, rising input costs, land ownership, government assistance, and the pressure farmers face to continually increase acreage. Chris argues that if farmers are struggling financially while Iowa continues facing environmental challenges, the industry should be willing to reconsider whether the existing production system is creating the best outcomes for either farmers or the public.
Joe and Chris also look at how much Iowa agriculture has changed over the past several decades. They discuss the consolidation of livestock production, larger farming operations, rented farmland, and the shift away from the more diversified farms that once included multiple crops and livestock. Chris makes the case that bringing greater diversity back into agricultural production could give farmers more choices while potentially improving environmental outcomes.
Technology and agricultural equipment also enter the discussion as Joe asks whether better application technology could help reduce pesticide drift and improve the precision of fertilizer and manure applications. Chris points to drones, improved application equipment, and more precise manure systems as examples of how technology could potentially improve environmental outcomes without simply restricting farmers’ ability to operate.
The episode closes with Chris outlining some of the priorities he would pursue as Iowa Secretary of Agriculture, including stronger enforcement around pesticide application, reevaluating how water-quality funding is spent, supporting local food production, and developing infrastructure and markets that give farmers more opportunities to diversify. Throughout the conversation, Joe and Chris return to the same central challenge: how Iowa can protect its agricultural economy and support farmers while also confronting water quality and environmental concerns that have been building for decades.

In this special episode of The Germinate Podcast, hosts Joe Sampson and Jeremy Groeteke welcome Drew Jensen, co-founder of Tredas, for a conversation focused on one of the biggest challenges facing agriculture today: managing risk in an increasingly unpredictable marketplace. As margins tighten and market volatility becomes the norm, the discussion explores how farmers can make more confident, coordinated decisions that strengthen their operations for the long term.
Drawing on his experience in commodity risk management and crop insurance, Drew shares his perspective on how today’s producers can better navigate uncertainty. Rather than viewing grain marketing, crop insurance, and financial planning as separate decisions, he explains why they should be part of one integrated strategy that helps protect farm revenue while creating opportunities for long-term growth.
Throughout the conversation, Joe, Jeremy, and Drew examine how today’s agricultural economy has become significantly more complex. From fluctuating commodity prices and changing weather patterns to rising input costs and shifting global markets, producers are being asked to make more critical decisions than ever before. Drew discusses why having a clear risk management plan is essential for building resilient farming operations that can adapt to changing conditions.
The discussion also explores the future of grain marketing and decision-making. Drew explains how successful producers are moving beyond reacting to market swings and instead building disciplined strategies that allow them to make informed decisions throughout the growing season. By understanding both risk and opportunity, farmers can reduce uncertainty while positioning themselves for long-term success.
Another major focus of the webinar is resilience. Joe, Jeremy, and Drew discuss what separates farms that consistently perform well during challenging market conditions from those that struggle. They explore the importance of planning ahead, evaluating risk from multiple perspectives, and making decisions that align with both short-term profitability and long-term sustainability.
Whether you’re a producer, agribusiness leader, lender, or advisor, this conversation provides valuable insight into the evolving landscape of agriculture and the strategies that can help businesses remain strong through changing market conditions.
This episode is a recording of The Momentum Network Webinar, originally presented on April 24, 2026, and has been repurposed for 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.