Explore Inspiring Episodes

 ”We're trying to create awareness to critical issues in food production that are important to consumers.” 

Farming and ranching come with a lot of responsibility—and even more moving parts. Most of us are juggling land, livestock, weather, business, and family, all at once. It’s a lot to carry, and there’s no one-size-fits-all path through it. 

That’s why I appreciate conversations that invite reflection without judgment. Robby Sansom is someone whose story did just that. His perspective didn’t ask me to toss out what I know—it just gave me something new to think about. 

He’s the CEO and co-founder of Force of Nature, a regeneratively sourced meat company out of Austin, Texas. He’s also a dad, a husband, and someone who understands that real change doesn’t come from blame—it comes from deeply caring about the land, the animals, and the people who feed the world. 

From Big Business to Bison 

Robby didn’t start out in agriculture full-time. He was raised in the Hill Country of Texas and spent his early years outdoors—hunting, fishing, and running through the greenbelts near Austin. He went the traditional route: business degrees, big job titles, and all the “right” moves. But somewhere along the way, chasing promotions and paychecks didn’t feel right anymore. 

He made a big pivot—left the big corporate world and joined friends to build a meat-based snack company called Epic (yep, the protein bar people). That path eventually led him to co-found Force of Nature, where he works alongside producers to build a more regenerative food system. 

And he does it while raising bison, regeneratively, on his own ranch called ROAM. 

Why Regenerative Matters (and What It Actually Means) 

Let’s get one thing clear: regenerative ag isn’t just a trend or a fancy buzzword. It’s a response to what’s been lost over the years—our soil, our water, and our way of life. Robby didn’t sugarcoat it. The current food system isn’t just broken for consumers—it’s wearing producers down too. 

Regenerative ag is about mimicking nature, not fighting it. It means: 

• Keeping soil covered with plants  

• Letting animals move the way they would in nature  

• Using fewer chemicals and less tillage  

• Letting roots stay in the ground  

• Growing a wide variety of plants, not just one crop  

• Paying attention to your local context and conditions  

It’s not about being perfect. It’s about moving in the right direction. Improving soil health. Letting water soak in. Building up the land instead of stripping it down. 

And Robby made one point I can’t stop thinking about—healthy soil stores more water. Every 1% increase in soil carbon stores 20,000 more gallons of water per acre. That matters in a drought. That matters when storms hit. And it definitely matters when you’re trying to leave something better behind for your kids. 

But What About the Farmers Already Doing Everything They Can? 

Let’s talk about the elephant in the room. It’s hard not to feel like folks talking about regenerative ag are pointing fingers at the rest of us. Like we’ve done something wrong. 

But here’s the truth: farmers and ranchers aren’t the bad guys. We’re victims of a system that rewards debt, drives land prices up, and pays us less every year. Robby sees that. He made it real clear—regenerative ag isn’t about blaming producers. It’s about offering another option when the current one just isn’t working anymore. 

Most farmers he knows didn’t jump into regenerative because it was trendy. They tried it because they were desperate. Because their old way wasn’t working. Because they couldn’t afford another year scraping by. 

How Do You Start If You’re Barely Hanging On? 

Robby offered some solid advice here: start slow. This isn’t an all-or-nothing deal. You don’t have to flip the whole farm overnight. You can start with a mindset shift, and one small change at a time. Cover your soil more. Cut back on inputs just a bit. Let your cattle stay in one spot a little less time. 

And there’s help out there: 

• Noble Research Institute  

• Understanding Ag  

• Savory Institute  

• Rodale Institute  

• Local groups or even nearby producers walking the same road  

You don’t have to figure it out alone. And you don’t have to spend a fortune. A lot of resources are free or low-cost. But the key is connecting with people who’ve done it—people who understand your region, your weather, and your crops or livestock. 

What About the Money? 

Let’s be real. We measure a lot by the bank account. And if you’re already stretching every dollar, the idea of a 7-year transition might feel impossible. 

Robby gets that. And he’s not promising a get-rich-quick plan. But he does say there’s hope. A regenerative system might not double your profit right away. But it can reduce input costs. Improve yield over time. And create more revenue streams—especially when you grow more diverse crops or sell direct to consumers. 

One thing that really stuck with me was how much damage comes from chasing higher yields while our soil gets worse and our debt goes up. Regenerative ag isn’t a miracle, but it can help stop the bleeding. 

Reaching Consumers (Without Losing Your Mind) 

Force of Nature works hard to educate consumers—not just sell to them. And they do a great job of telling the full story, from land to plate. But Robby was honest: a lot of consumers still don’t know what “regenerative” means. They just want food that’s good for their families, good for animals, and not full of chemicals. 

As producers, that’s our opening. We don’t have to teach them soil science. We just have to tell our story. Share the values behind what we do. Let them see that the same care we put into feeding our families is the care we’re putting into feeding theirs. 

And for those of us who don’t want to manage a website or ship orders every week? There are companies out there—like Force of Nature—who want to partner with us and help get that story and product to people who care. 

You’re Not Alone 

Whether you’re trying to figure out your next move on the farm, struggling to find your place in the food system, or just wanting a better way to raise your kids and run your business—you’re not alone. 

This journey isn’t about doing everything perfect. It’s about doing what’s right for you, your land, and your legacy. 

There’s no single right answer. But there is a better future, and it’s one we can build together—one choice, one season, and one connection at a time. 

To connect with Robby or learn more about Force of Nature, check out their website, Instagram, and Twitter.  

More from Farming on Purpose 

The 8-Hour Marketing Plan is your step-by-step roadmap to a clear, effective strategy—built just for you, in just one day. No more second-guessing or wasted time. Get a plan that fits your business and drives results. Sign up here!  

If you are interested in signing up for the Marketing Routine class, do so here! 

If you would like to support the podcast or be a part of the conversation join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.  

Check out our favorite software tool for online sales! 

Thrivecart is a software tool you can use to design online checkouts with every option you can dream up. You can sell physical and digital products, connect to loads of other softwares you use for your website, accepting payments, email marketing, and more. This is the most powerful tool I use and the lowest cost one. I recommend it for anyone who accepts online payments who wants to increase their revenue or average order value. Learn more about what Theivecart can do for your business here: https://backpocketsocial--checkout.thrivecart.com/thrivecart-standard-account/ 

I may earn affiliate commissions from links on this page. 

Listen wherever you get your podcasts! 

About the Host of Farming On Purpose, Lexi Wright: 

I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture. 

I’m so glad you’re here and I hope you’ll take a moment to join the conversation with me and other listeners on social media.  

Connect with me on Instagram, Facebook, and TikTok.  

Rate, Review & Follow on Apple Podcasts 

“  I think the biggest thing is just starting that conversation and thinking about it and like coming up with a plan that works for you and your family, and that's gonna look different for everybody based on how old your kids are, how much you trust your kids.” 

On today’s episode of the Farming on Purpose Podcast, I had the chance to talk with someone who’s seen both sides of the farm accident conversation—Katie Hammock. She’s not just a dairy farmer’s wife and mom of a toddler, she’s also an ER nurse at a level one trauma center in Virginia, where she sees agricultural injuries more often than any of us would like to imagine. 

 ” Every little boy wants to be a cowboy when he grows up and so I think that's kind of kinda where it started.” 

I’ve met a lot of folks in agriculture over the years. Some inherited the family operation. Others married into it. But every once in a while, I talk with someone who’s building it all from scratch. That’s what today’s conversation is about: grit, goats, and growing a ranch when no one hands you the reins. 

Zak Copeland is a first-generation rancher running cattle and a goat grazing business out in Idaho. And I’ve got to tell you—his story hit home for me. 

” Just having the confidence and the know-how that, like if something were to happen like 2020 did we'd be good for a while. And I want other people to feel that way too.”  

Back in 2020, my guest Emmaline Newton had no idea that a couple of ducks and a handful of chickens would spark a whole new way of life. Fast forward a few years, and her family has turned three wooded acres into a thriving homestead, raising their own meat, growing a big garden, and teaching their kids the value of hard work. 

 ” No matter what, if you don't care for your animal, no matter what size of farm, if you don't care for it, it's not gonna produce milk. And if they don't produce milk, then we're out of a job.”  

Farming is in your blood. That early morning routine, the smell of silage, the way the cows know you by your boots. It's not something you do—it's something you live. And if you're raising kids at the same time, you know the line between "work" and "life" is pretty much nonexistent. 

 ”I feel like it's my chance to tell my story because if I don't tell it, Netflix and Amazon and somebody else is gonna tell it for me. So it's my chance to tell the truth about how we do things here.”  

Farming is more than a job—it’s a way of life. It’s early mornings, late nights, and everything in between. It’s raising kids in the middle of it all, teaching them lessons in hard work, responsibility, and the beauty of growing something from the ground up. 

”  That's why I always say things don't happen to you. They happen for you.” 

Growing up in a farm family teaches you a lot—about hard work, responsibility, and what it means to build something that lasts. But it also shows you the struggles that can come with it—conflict, long hours, and the pressure to keep the family legacy alive. 

 ” You have to bring value back to the family operation if you want it to be sustainable for future generations.” 

There’s something about growing up on a farm that pulls you back, even when you think you’ll never return. Maybe it’s the land, the family history, or just the way life feels simpler when you’re working with your hands. But for a lot of people, moving back home isn’t as easy as just packing up and showing up. The farm has to be able to support another family, and that’s where creativity, resilience, and a little business sense come in. 

That’s exactly what Lettie Nickell did when she found her way back to her family’s operation in Southwest Kansas. She didn’t just come home—she built something of her own to make it work.