The REAL THREATS TO AG, NO ONE Will Tell You About: Jonathan Haralson, CEO & Founder of Empire Ag
For Release December 22, 2025 | Episode 2 of The Real Rural Texas Podcast Tour Presented by Empire Ag
In a compelling episode of "The Real Rural," hosted by Clare Dunn and featuring guest Jonathan Haralson, CEO and Founder of Empire Ag, the critical challenges facing the American agriculture sector were put under the spotlight. This episode, recorded at the Connlley Hotel in Eastland, Texas, as part of the Texas tour, delves into the intricate dynamics that have put farmers and ranchers at a critical juncture.
Empire Ag's Mission: Navigating an Unforgiving Market
Jonathan Haralson elucidated the mission of Empire Ag, which he launched with a vision to support American producers facing financial and market challenges. Many farmers and ranchers find themselves under immense pressure from banking institutions and market volatility. "The goal was to create a supportive ecosystem where farmers and ranchers could become better business operators, offset risk, and navigate the ever-complex markets," Haralson explained.
Market Volatility: The Role of Algorithmic Trading
The discussion revealed how technologies like algorithmic trading can exacerbate market volatility, affecting farm and ranch income unpredictably. Haralson detailed how a single tweet could erase thousands of dollars from farm operations, exemplifying the tenuous balance of the agricultural economy. "These computers can influence the price of our live animals or crop commodities significantly due to programmed algorithms," he remarked.
Insurance Mechanisms: A Double-edged Sword
Though there are tools available, such as the Livestock Risk Protection (LRP), the episode highlighted that these are often inaccessible during critical times due to lock-in regulations. Many farmers are unable to hedge effectively due to razor-thin margins, making them vulnerable to unpredictable market swings.
Financial Pressures and Debt: A Looming Crisis
Haralson shared alarming statistics, shedding light on the cumulative debt burden on farms and ranches, which is reported to be more than half a trillion dollars. He emphasized the dire need for policies that offer financial relief or interest waivers to allow farmers to manage their operations sustainably.
The episode also underscores the necessity for systemic changes to protect American agriculture. Haralson advocates for increased oversight to prevent market manipulations and unjust pricing strategies by larger market players, pushing for a balance between regulation and maintaining free markets.
Mental Health Aspect: An Urgent Need for Support
The mental toll of financial burdens was also discussed, highlighting the increased incidence of mental health struggles among farmers. "We've had clients whose mental health has severely diminished," Haralson shared, noting the importance of having support systems and professionals who understand the unique challenges faced in the agricultural sector.
Looking Ahead: Seeking Solutions for Sustainability
Jonathan also outlined potential solutions, such as debt restructuring and partnerships with private capital to ensure the longevity of family farms and ranches. "We need more farmers and a revitalization of rural communities," he concluded, emphasizing the necessity for a robust agricultural backbone to support the broader economy.
About Empire Ag
Empire Ag brings consulting, financial services, and brand strategy together for producers who want to run a tighter, smarter operation. The company supports everything from field decisions to financial structure to the story a producer shares with the world. Visit YourAgEmpire.com for more information.
About The Real Rural
Bringing THE REAL RURAL life, people, and stories to the American People. Explaining how Agriculture truly works, and educating everyday folks on what's been done to the food supply here in America.
Tune in wherever you listen to podcasts and find us on Instagram and YouTube @TheRealRural.
