On the latest AgNet News Hour, hosts Lorrie Boyer and Nick Papagni, “the Ag Meter”, dive into the intersection of agriculture, marketing, and social media with influencer Lex Nicoleta, the creator of the viral “Coastal Grandmother” brand. Lex brings a unique perspective as both a farmer’s wife and a lifestyle influencer, demonstrating how small entrepreneurs in agriculture can leverage creativity, video content, and social media to reach new audiences. She emphasizes that today’s consumers, especially younger generations, are health-conscious and digitally connected, creating opportunities for innovative marketing strategies.
Lex Nicoleta on Wine and Seasonal Produce
Lex shares her insights on engaging younger audiences in the wine industry, highlighting the importance of approachable wine experiences. From Napa to Paso Robles, she recommends offering smaller tasting portions or guided wine recommendations to help novices explore varietals like Pinot Noir. She encourages pairing wine with seasonal meals and incorporating California produce—avocados, berries, and fresh vegetables—into recipes, reinforcing the idea that wine and food are experiential, not just consumable products.
The Power of Video and Influencer Marketing
A recurring theme in the discussion is the impact of social media and video content for business growth. Lex stresses that video content is now “king” for any industry, including agriculture. Short clips, tutorials, or behind-the-scenes videos can go viral, attracting new audiences and driving engagement. She advises ag brands to consider micro-influencers or local content creators as accessible ways to build awareness and trust online. For podcasts, radio shows, or ag-focused businesses, capturing conversations on video and sharing highlights on Instagram, TikTok, and Facebook can significantly expand reach.
Practical Tips for Ag Entrepreneurs and Families
Lex also offers advice for young business owners, emphasizing collaboration, creativity, and persistence. She recommends pairing educational content with entertainment to make it shareable, encouraging experimentation in both business and personal life. On a lighter note, Lex shares tips for introducing children to fresh produce and maintaining a balanced approach to parenting and cooking. The conversation underscores the importance of adaptability, learning from trends, and balancing work with family and health goals.
Looking Ahead: 2026 Goals
The AgNet hosts reflect on their own 2026 goals, including expanding video content for their shows and highlighting more ag-related stories. Lex’s insights provide a roadmap for leveraging social media, influencer partnerships, and innovative marketing strategies in the evolving agriculture and food sectors. The episode closes with practical reminders to stay connected with AgNet West on Facebook, Instagram, X, and via their podcast for ongoing updates.
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