Modern Agriculture is as much about business acumen as it is about tending to fields and orchards. That’s where Damian Mason comes in. Mason hosts the wildly popular podcast, The Business of Agriculture, which provides a lively, in-depth look at fundamental farm issues that often don’t get a lot of attention. Mason uses comedy and a self-described acerbic approach to handle issues like farm succession, soil health, ag real estate and regenerative ranching. Mason believes the relative affluence of the American consumer provides a huge opportunity for those in Ag, if producers understand what the public wants and how to get it to them. “We still have a commodity mindset, because we produce commodities,” he remarked. “The consumers aren’t necessarily commodity minded. They’re not thinking ‘how cheap can I get this gallon of milk for’? They’re thinking ‘how can I get milk that makes me feel good’? There’s opportunity in this industry to get more margin.” A Purdue University graduate, Mason left his sales job with a Fortune 500 company to branch out on his own to put his creativity to better use. He’s a published author, keynote speaker and carries out a weekly podcast, among other enterprises. Redox Bio-Nutrients will be a sponsor of Mason’s The Business of Agriculture Podcast in 2024.