The Conversation You Don't Want to Have | Cassidy Johnston
Why Open Dialogue and Succession Planning Are Key to Agricultural Success
Ranching is a unique blend of hard work, tradition, and constant adaptation. Cassidy Johnston, a first-generation rancher and owner of JRC Ranch Management and Consulting, believes that thriving in the agricultural industry requires embracing tough conversations—especially when it comes to succession planning, communication, and creating a vision for the future. Through her experiences as a ranch manager and consultant, Cassidy has seen firsthand how essential it is to have open discussions and strategic plans in place to ensure long-term sustainability and success.
Growing up in suburban Denver, Cassidy didn’t have a traditional background in agriculture. She began her journey in the ranching world during her college years at the University of Colorado Boulder, where she initially studied environmental science. Her experience at the National Western Stock Show led her to research cattle and ranching, and after cold emailing professors and working at a ranch in Northern Colorado, she realized that ranching was her calling. This unexpected turn led her to become not only a successful ranch manager but also an advocate for the importance of effective communication within the agricultural industry.
For Cassidy, the journey to becoming a rancher wasn’t easy, but her work as a consultant and speaker has given her a unique perspective on what it takes to sustain a family farm or ranch, especially when it comes to managing succession and communication between generations. A critical aspect of this, she emphasizes, is communication—something that’s often neglected in the farming and ranching world, where tough physical work takes precedence over softer skills like leadership and relationship-building.
“The future of agriculture depends on how well we communicate across generations, how we plan for succession, and how we embrace newcomers to the industry.”
In her experience, poor communication is a major factor in why many agricultural operations struggle, particularly during generational transitions. As Cassidy points out, many family farms and ranches lack a formal succession plan, which can lead to confusion, disagreements, and even the loss of the farm. Having grown up without knowing much about the inner workings of agriculture, she understands the importance of bringing younger generations into the fold—showing them the ropes, letting them make decisions, and teaching them the realities of ranching. A lack of communication and planning can result in significant challenges, particularly when it’s time for the next generation to step in.
A key takeaway from Cassidy’s experience is that we need to think of ranching as both an art and a business. While it’s deeply rooted in tradition, it’s also a livelihood that requires organization, planning, and adaptability. She encourages ranchers to approach their operations like a business—set goals, create clear missions, and involve everyone in the decision-making process. The future of the farm or ranch depends on the ability to plan for the long-term and adapt when challenges arise.
Another important point Cassidy stresses is the need for new people to join the industry. As a first-generation rancher, she advocates for giving newcomers a chance—whether they’re young people looking to get into ranching or those from different backgrounds. Despite not growing up on a ranch, Cassidy quickly learned the skills she needed and believes that anyone with a strong work ethic and willingness to learn can succeed in this field. However, this requires a mindset shift. Instead of excluding newcomers, we need to be open to helping them learn, make mistakes, and grow. Succession planning isn’t just about passing on land; it’s about passing on knowledge, responsibility, and an inclusive mindset.
Cassidy also emphasizes the importance of fostering a culture of support and community within the agricultural world. One of the best things ranchers can do for each other is share their knowledge and experiences, creating opportunities for mentorship and collaboration. For the next generation, this means being humble, asking questions, and taking advantage of the resources available, whether it’s through mentorship, networking, or industry support.
The future of agriculture will depend on how well we communicate across generations, how we plan for succession, and how we embrace newcomers to the industry. As Cassidy says, the best way to plan for the future is to start now. Whether it’s setting a vision for the ranch, involving family members in the planning process, or getting professional help with legal and financial planning, every step counts. While the conversation may feel uncomfortable or challenging, it’s necessary for the long-term sustainability of agricultural operations.
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