Modern Agriculture, Reimagined: The Women Behind Discover Ag Are Changing the Narrative

In a media landscape where consumers are increasingly disconnected from the origins of their food, Natalie Kovarik and Tara Vander Dussen are redefining how agriculture is seen, understood, and experienced. As the founders of Discover Ag, the duo has built a powerful multimedia platform that blends storytelling, pop culture, and real-life farming experiences to bring audiences closer to the people behind the food system. From their top-ranked podcast to their cinematic series Discover Ag On The Road, they invite viewers into fields, farms, and facilities across the country—showcasing agriculture not as a distant industry, but as a living, evolving story rooted in innovation, resilience, and community.   At the heart of their mission is a bold question: What should modern agriculture look like for the next generation? For Tara, the answer lies in balance—highlighting both the technological advancements shaping the industry and the real, everyday decisions farmers face to sustain their operations. For Natalie, it’s about energy and perception—reimagining agriculture as something exciting, relevant, and worthy of curiosity. Together, their vision moves beyond outdated stereotypes, creating space for a more accurate, engaging narrative—one that not only builds trust in the food system, but inspires a new generation to see themselves as part of its future. Let’s meet them…     Discover Ag On The Road feels cinematic and immersive—what inspired you to evolve from podcasting into a visual storytelling format, and how did you want the audience experience to change?   TVD: From the beginning, we’ve always said agriculture is something you have to see to really understand. It’s hard to convey the scale, the precision, or even just the feeling of being out on a ranch or farm through audio alone. The podcast built the foundation—but On The Road was about closing that gap. We wanted the audience to feel like they’re right there with us—hearing the sounds, seeing the landscapes, watching the process unfold in real time. It shifts the experience from passive listening to active connection. And ultimately, that connection is what builds trust. NK: From the beginning, we always knew we wanted to create a visual experience to pair with the podcast. From a visual standpoint, Agriculture is incredibly rich and immersive so we knew that it deserved more than just being talked about. We also knew it would take time to do that. So we started with the podcast, and as we grew, we built the capacity to take that next step. Discover Ag: On The Road felt like a natural evolution giving people the chance to not just hear about agriculture, but to step onto the farm with us and experience it firsthand too.   When you step onto a farm, ranch, or production site for filming, what are you intentionally looking for that goes beyond the surface-level story?   TVD: We’re always looking for the why behind what’s happening. Not just what they’re doing—but why they’re doing it that way. That usually leads us into the deeper layers: the decision-making, the trade-offs, the generational knowledge, the innovation. I’m also really tuned into the moments that challenge assumptions—those little details that would surprise someone who’s never been on a farm before. That’s where the best storytelling lives. NK: When we step onto a farm or ranch, we’re really looking for what makes that operation unique, the things most people don’t get to see in their everyday lives and/or the questions that people have about their food. A big part of Discover Ag: On The Road is blending agriculture with a sense of adventure, so we look for interesting fun adventure angles too.   Your series highlights everything from oyster farmers to cattle ranchers—how do you decide which stories are worth telling, and what makes a story “Discover Ag-worthy”? TVD: For me, it has to check two boxes: it needs to be grounded in agriculture but also relevant to the consumer. We’re always asking—does this story help someone better understand their food, or does it challenge something they thought they knew? If the answer is yes, it’s probably worth telling. I also think diversity of experience matters. Agriculture isn’t one story—it’s thousands of different systems, environments, and perspectives. The more we can show that range, the more accurate the picture becomes. NK: That’s a great question because there are so many incredible stories and operations we could feature. We usually start with people we know who will feel comfortable with us visiting their farms and sharing it online. From there, we look for stories that genuinely excite us. If we’re curious, interested, or surprised by something, we know our audience will be too. What has been one moment while filming On The Road that completely shifted your own perspective on agriculture?   TVD: Similar to what Natalie said – Filming stone crab harvesting in Florida was a big one for me. Coming from a dairy background and a land-locked state, it was such a reminder of how little we actually see of the full food system. What stood out wasn’t just the process—it was the intentionality behind it. The way they harvest and return the crabs, the regulations, the care for the resource—it challenged a lot of assumptions people might have about commercial harvesting. It reinforced for me that sustainability can look different depending on the system, but that doesn’t mean it’s not there.   NK: One moment that really stands out is some of our upcoming Discover Florida content. We got to harvest stone crabs, and it was just so fun and different from anything we had done and certainly anything I have seen personally. The content that came out of it is some of my favorite yet, and I honestly can’t wait for people to see it. There’s a growing disconnect between consumers and where their food comes from—what do you believe is the biggest misconception people have about agriculture today?   TVD: I think one of the biggest misconceptions is that there’s a “right” and “wrong” way to produce food—and that it’s usually framed as industrial versus small or natural versus conventional. The reality is so much more nuanced. Most farmers are making decisions based on their environment, their resources, and what allows them to stay viable. It’s not about good versus bad—it’s about trade-offs, efficiency, and feeding people at scale. That nuance often gets lost in the conversation. NK: I think one of the biggest things we’ve lost sight of with the food system is that there is a person, a farmer or rancher, behind your food. It’s easy to forget that when you only see the final product, but there’s always a story and a person behind it.   Trust in the food system is a major theme in your work—how do you navigate difficult or controversial conversations while still remaining authentic and credible?   TVD: I try to lead with curiosity instead of defensiveness. A lot of these conversations get polarized really quickly, and I think that shuts people down. If we can instead say, “Okay, why do you feel that way?” or “Where is that concern coming from?” it opens the door for a more productive conversation. I also think it’s important to acknowledge where concerns are valid. You don’t build trust by dismissing people—you build it by engaging honestly, even when it’s uncomfortable. NK: At the end of the day, most people care about the same things. For agriculture, that means safe food, taking care of the land, good animal welfare etc,. So trying to frame conversatoins from the the point of view that we are on the same team helps a lot.     How do you balance being advocates for agriculture while also acknowledging the complexities and challenges within the industry?   TVD: To me, advocacy doesn’t mean pretending everything is perfect—it means caring enough to tell the full story. Agriculture is an incredible industry, but it’s also facing real challenges—environmental pressures, economic pressures, consumer perception. I think our role is to highlight both the strengths and the areas that are evolving. That honesty actually strengthens credibility. NK: For me, it’s all about balance. It took time to get to where we are in the food system, and that means it’ll also take time to address the challenges and complexities within agriculture that we need to undo or change. We try to acknowledge those realities while still celebrating the innovation, hard work, and dedication of the people who make it all happen.   What role does transparency play in rebuilding consumer trust, and how can farmers and producers better tell their own stories? TVD: Transparency is everything—but it has to be paired with context. Just showing what you do isn’t always enough—you have to explain why it matters. That’s where I think farmers can really lean into storytelling. You don’t need perfect production quality—you just need consistency and honesty. People connect with people. The more we can humanize agriculture, the more trust we rebuild. NK: Transparency plays a huge role. Most of us are several generations removed from where our food comes from, and that distance can create confusion or fear. I truly believe if we can reverse this, we will have more trust in the food system. Knowledge is power and the more connected you are to your food, the more you understand it, leaving less room for fear or misconceptions. Discover Ag uniquely blends agriculture with pop culture—why was it important for you to position agriculture within mainstream conversations rather than keeping it industry-specific?   TVD: Because food is mainstream culture. Every trend—whether it’s wellness, sustainability, grocery prices, even things like raw milk or seed oils—ties back to agriculture. But for a long time, ag hasn’t had a seat in those conversations. We wanted to change that. Not by forcing agriculture in—but by showing that it’s already there, shaping the conversations people are having every day. NK: As young women in ag, it was important for us to represent a voice and a side of the industry that people don’t typically think of when they picture farming and ranching. By blending agriculture with pop culture, we can show a more modern, relatable, and diverse perspective that feels natural to us.   How has leaning into storytelling, humor, and relatability helped shift perceptions about agriculture, especially among younger audiences?   TVD: It lowers the barrier to entry. Not everyone is going to sit down and listen to a technical explanation about farming—but they will engage with a story, a funny moment, or something that feels culturally relevant. Once you have their attention, then you can layer in the education. That’s really where we’ve seen the shift happen. NK: Storytelling is such a powerful way to connect. By leaning into the uniqueness of Discover Ag, we can deliver the information people need right now (i.e., information on their food) while also making it fun and enjoyable to watch. Have you noticed a change in how people engage with agricultural content when it’s presented through a cultural or lifestyle lens?   TVD: Absolutely. The engagement is deeper and more personal. When people see agriculture through a lifestyle lens, they start to connect it back to their own daily choices—what they’re buying, what they’re eating, what they’re prioritizing. It moves from being “interesting content” to something that actually feels relevant to their life. NK: Yes, definitely. It creates a much stronger connection point. We all eat food every single day, but there’s still a disconnect from where it actually begins. Bringing in a cultural or lifestyle lens helps people see themselves in it and how directly connected THEY are to food and farming. It also just makes it more fun and approachable, which opens the door for more people to engage and be curious. You’ve built Discover Ag into a multimedia brand with a podcast, series, and global audience—what were some of the most pivotal decisions that helped you grow from an idea into a movement?   TVD: One of the biggest was deciding early on that we weren’t just building a podcast—we were building a brand with a point of view. That influenced everything: the topics we chose, the way we showed up online, and eventually expanding into video. We also weren’t afraid to talk about topics that felt a little uncomfortable or controversial, which helped us stand out. And honestly—consistency. Showing up week after week, even before there was traction, mattered more than anything. NK: I know it might sound simple, but a big part of it was just being brave enough to try and bet on ourselves. From the beginning, we’ve really championed this project ourselves. Frrom funding it, to producing it, to believing in it before anyone else did. And because we weren’t afraid to try, fail, and adjust, I believe it has opened doors and led us to opportunities we never could have planned for.   As female founders in a traditionally male-dominated industry, what challenges have you faced, and how have those experiences shaped your leadership and voice?   TVD: I think early on, there’s a tendency to feel like you need to prove yourself—especially coming from a non-traditional media angle within agriculture. For me, that evolved into realizing that our perspective is the value. We don’t need to sound like anyone else in the industry. We can be informed, but also conversational. Credible, but also relatable. That’s really shaped how I show up now—I’m less focused on fitting into the industry and more focused on expanding what it looks like. NK: I never want to take away from other women’s experiences, because I know agriculture can be a challenging space and not everyone has had a positive experience. But personally, I’ve always had great experiences and always felt very supported along the way. I grew up as the youngest of four girls, and my dad always championed us on the ranch. My husband has been the same, and honestly, so have the men I’ve worked with across the industry (shout out to the awesome male farmers we film with or interivew!!) That said, I don’t think women are always what people picture when they think of agriculture. So for me, it’s important to show up, especially for young girls to see themselves in this industry and consumers start associating farming and food production with women too.   What do you hope a young person—especially a young woman—sees in your journey that makes them believe there’s a place for them in agriculture?   TVD: I hope they see that agriculture isn’t one path—it’s a platform. You can be in science, media, business, policy, content creation—and still be deeply connected to agriculture. There’s so much room to innovate and bring new ideas into the space. You don’t have to fit a mold to belong here. NK: I hope they see that there isn’t just one way to be a part of agriculture. You don’t have to follow a traditional path. There’s space to approach it in your own way, bring your own perspective, and build something that feels authentic to you. At the end of the day, being yourself is what will help you stand out and succeed. If you could redefine what “modern agriculture” looks like for the next generation,what would you want that narrative to include?   TVD: I’d want it to reflect both innovation and reality. Modern agriculture is technology, data, sustainability efforts—but it’s also people making tough decisions every day to keep their operations running. I’d want the narrative to move away from extremes and toward understanding. Because the more accurately we tell that story, the more people will trust it—and the more they’ll want to be part of it. NK: I’d want it to feel exciting. We always joke that our mission is to make agriculture feel fun, cool, and even a little “trendy” again. For a long time, it’s been seen as boring or outdated, tied to old stereotypes that don’t reflect what the industry actually looks like today. If we could redefine it, it would be something people are curious about and drawn to. Because when people are excited about agriculture, they’re more likely to want to learn about it, support it, and maybe even see themselves in it. How can our readers connect with this dynamic duo?  INSTA: Discover AG | Discover AG TV | Natalie Kovarik | Tara Vander Dussen