Lex Nicoleta, creator of the viral lifestyle brand Coastal Grandmother, joined Ag Meter for an in-depth conversation that blended family, farming, food, wine, and the evolving role of social media influence. As both an influencer and a farmer’s wife, Lex offers a unique perspective on how modern storytelling intersects with agriculture.
A Family Conversation With a Global Reach
The interview opened on a personal note, with Ag Meter welcoming his daughter back to the show and joking about her global influence. While Lex downplayed the title, her reach speaks for itself. The Coastal Grandmother aesthetic—rooted in hosting, cooking, and timeless style—has resonated with audiences across generations and platforms.
Seeing Agriculture From the Inside
Lex shared how being married into farming changed her understanding of agriculture. Farming, she explained, is relentless and unpredictable. Weather, markets, and uncontrollable factors shape every season, yet farmers persist. That reality has given her deep respect for growers, whom she described as the backbone of the country.
How Coastal Grandmother Began
The Coastal Grandmother brand emerged organically. Lex joked that she feels like an “80-year-old in a 30-year-old’s body,” drawn to classic hobbies like hosting and cooking. A casual TikTok comment about her style looking like a “coastal grandmother” struck a chord, and she leaned into it. The idea took off, eventually becoming one of the most searched lifestyle trends online.
Influence, Copycats, and Staying Authentic
Rather than being frustrated by imitators, Lex sees copycats as validation. If people are recreating what you’re doing, she said, it means the idea is working. Over time, she’s also learned not to let negative comments carry weight—criticism comes with visibility.
Food, Recipes, and Seasonal Cooking
Food content plays a major role in Lex’s platform. She develops recipes by experimenting, focusing heavily on appetizers, drinks, and seasonal ingredients. Living in California gives her access to exceptional produce, which she uses as the foundation of her cooking.
Berries, avocados, fruits, and vegetables are staples in her home, and she emphasized cooking with what’s in season—Brussels sprouts and root vegetables in winter, watermelon salads in summer—because seasonal food simply tastes better.
Wine, Accessibility, and Industry Challenges
Lex is also a strong voice in wine education, especially for younger audiences. She acknowledged the current struggles within the wine industry and revisited her idea of offering smaller wine portions to lower the barrier for entry. She cited her work with Dow Vineyards in Paso Robles, which offers single-glass tasting vials, allowing consumers to try wine without committing to a full bottle.
Wine, she explained, can be intimidating due to varietals, regions, and vintages. Her goal is to make it approachable through personal recommendations and food pairings—cabernet with steak, crisp whites with fish—turning wine into an experience rather than a mystery.
Advice for AgNet West and Agricultural Media
When asked how AgNet West and the Ag Meter could grow on social media, Lex emphasized creativity and video. Educational content matters, but it must also entertain. In a saturated digital world, standing out means creating content that captures attention—even from people unfamiliar with agriculture.
Video, she said, is king. Filming interviews, clipping compelling moments, and sharing them online is one of the most effective ways to introduce new audiences to agriculture and farming stories.
Parenting, Food, and Generational Change
The conversation also touched on parenting and picky eating. Lex admitted she’s navigating that challenge herself and believes consistency is key—keep offering foods and let curiosity do the rest. She noted that every generation feels parenting has become more complex, but each era also brings new opportunities.
Influencers as a Bridge to Agriculture
Lex believes influencers play a critical role in modern marketing, especially for agriculture and food companies. Businesses don’t need to start with massive influencers, she said. Local or micro-influencers with authentic connections to food and farming can be just as effective, especially when paired with strong video storytelling.
Favorite Wineries and Wine Advice for Beginners
For those new to wine, Lex encouraged visiting local wineries, asking questions, and tasting widely. She recommended starting with lighter reds like Pinot Noir before moving to heavier varietals. Among her favorites are Dow Vineyards in Paso Robles and several Napa wineries, including Faust and Inglenook, noting that Napa consistently delivers exceptional experiences.
A Shared Mission: Food, Farming, and Connection
The interview closed with a shared focus on promoting agriculture, supporting farmers, and using modern platforms to tell their stories. Lex expressed her love for California, food, and farming—and her enthusiasm for continuing to bridge the gap between growers and consumers through authentic, engaging content.