#107: Building a Business, Raising a Family, and Keeping Agriculture Strong
“The other thing that really just brings joy to me is the little moments of farm life. So whether that's just like checking cows on pasture in the summer, that's some of my favorite memories growing up. And just holding on to those things when the ag economy or other things seem a little heavy, then it's those little moments that I think really grounds a person and why a lot of us are in agriculture.”
The world of agriculture has a way of shaping people. It teaches resilience, hard work, and the value of family. For those of us in farming and ranching, it’s more than just a business—it’s a way of life. That’s exactly the story of Hannah Klitz, the owner of Oak Barn Beef and founder of Rural Edge Marketing, who built a business from the ground up while navigating marriage, motherhood, and entrepreneurship.
Finding Her Path in Agriculture
Hannah grew up with agriculture in her blood. Raised in Colorado, she got her start in the livestock world through 4-H and showing cattle. But when her family moved to Nebraska, she experienced a shift—from a more urban-rural mix to full production agriculture. That transition gave her a unique perspective. She understood how consumers outside of agriculture see the industry and, at the same time, had firsthand experience with the daily work of raising cattle.
When she started college at the University of Nebraska-Lincoln, she decided to major in animal science. But it wasn’t just the science of cattle that caught her interest—it was the idea of building something of her own. That’s where Oak Barn Beef was born. Through an entrepreneurship program, she turned her passion into a business, bringing premium Nebraska-raised beef straight to customers’ doors.
Learning the Ropes of a Direct-to-Consumer Business
Starting a business isn’t just about having a good product—it’s about figuring out all the moving parts. For Hannah, that meant understanding the processing side of beef production. While she knew a lot about raising cattle, the butchering, packaging, and shipping processes were a whole new world.
Finding the right butcher was key. She needed someone who would work with her, answer her questions, and not just look to her dad for the final say (something many women in agriculture can relate to). Communication was also critical—she learned to document everything, from cutting instructions to order requests, to keep things running smoothly.
One of the biggest breaks in her early journey came from an internship with Five Marys Farms, one of the largest direct-to-consumer beef businesses in the U.S. That experience gave her a firsthand look at shipping logistics, customer service, and business operations—lessons that helped shape Oak Barn Beef into what it is today.
Balancing Business and Motherhood
Running a business is one thing. Running a business while raising two small kids is a whole new challenge. But for Hannah, it’s also one of the most rewarding parts of her journey.
Her kids are growing up seeing firsthand what it means to build something from the ground up. They get excited when customers pull up to their storefront on Saturday mornings, and they’re already picking up little lessons about hard work, customer service, and agriculture.
Of course, balancing it all isn’t easy. Between cattle prices, shipping logistics, and the day-to-day tasks of running a business, there’s a lot to juggle. But Hannah and her husband have found ways to make it work. They’ve learned how to communicate effectively, keep track of tasks, and support each other in ways that make sense for their family.
The Challenges of Growth—and How to Make It Work
Agriculture is unpredictable. Commodity prices, consumer demand, and even the weather can change everything. That’s why, over the years, Hannah has focused on figuring out how to make Oak Barn Beef more sustainable.
One of the biggest lessons she’s learned is managing costs. Early on, she realized that shipping adds up fast—not just the transportation, but the packaging, dry ice, and labor involved. She also took a hard look at pricing, calculating break-even points not just for cattle overall, but for specific cuts of meat. That kind of detail-oriented approach has helped her make smarter financial decisions and keep the business strong.
A New Venture: Helping Others with Marketing
Through growing her own business, Hannah developed a deep understanding of digital marketing. She learned how to leverage email campaigns, social media, and search engine optimization to reach new customers. Soon, other rural businesses started reaching out, asking for advice. That’s when she launched Rural Edge Marketing, offering services specifically tailored to small-town and agriculture-based businesses.
The goal? Helping other rural entrepreneurs thrive in the online world, just like she did.
Keeping Agriculture Strong for the Next Generation
Despite all the challenges, Hannah remains hopeful about the future of agriculture. She’s seen a shift—more people are interested in knowing where their food comes from. They want to buy local, support small farmers, and understand the full picture of food production.
She’s also excited about the growing interest in utilizing every part of the animal—from bone broth to tallow-based skincare products. Trends like these help make agriculture more sustainable and create new opportunities for farm businesses.
Most importantly, she’s grateful for the little moments—watching her kids play in the shop while she packs orders, checking cows in the pasture, and building something that her family can be proud of for years to come.
Advice for Others Getting Started
For anyone thinking about starting their own business, Hannah’s biggest piece of advice is simple: Just start. Even if it’s small, even if you don’t have all the answers yet—start somewhere.
She also encourages people to focus on local sales before jumping into shipping. While shipping opens up new opportunities, it also comes with added costs and logistics that can be tough for a new business to handle.
And for those working with family? Communication is key. Setting clear expectations, discussing things upfront, and learning how each person processes information can make a world of difference.
Final Thoughts
Building a business while raising a family isn’t easy, but for Hannah, it’s been worth it. Agriculture is about more than just making a living—it’s about preserving a way of life, supporting family, and creating something meaningful.
For those out there dreaming of starting something of their own, take the leap. There’s no perfect time, no perfect plan—just the willingness to work hard, learn as you go, and build something that matters.
To connect with Hannah, you can find her on Facebook, Instagram, and her website.
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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.
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