Whew. Buckle up, friend, this episode is a RIDE.

In today’s episode, we pick up with part two of the Market in the Mountains deep dive, and it’s way more than a recap. Jess gets real about what was happening behind the scenes leading up to—and during—this year’s market, and it’s not all cute banners and happy vendors. From family tensions to land control to a ripped-down banner (yep, during the event), this episode is raw, emotional, and so dang relatable for anyone navigating business inside a family dynamic.

1. Why Jess almost didn’t bring Market in the Mountains back this year—and how deep the challenges ran behind that hesitation.
2. The brutal realities of working on land you don’t own (and don’t control), especially when family and traditional agriculture are part of the equation.
3. The sibling dynamic that made it impossible to keep growing—and the personal toll that came with trying to stay small to avoid conflict.
4. Making the leap: leasing land + buying a tractor to finally gain autonomy over her event and her business’s future.

You’ll hear us unpack the emotional weight of being caught in the middle of generational expectations, pressure to grow, and being a woman in ag who doesn’t get a seat at the decision-making table—until she makes one herself.

If you’ve ever felt like you had to shrink to keep the peace, or wrestled with whether to walk away from something you love to protect your peace—you’re going to feel seen in this one.

We hope you take Jess’s story as a reminder that you’re allowed to set boundaries in your business—even when it’s hard. And sometimes, the best way to honor your business and your sanity is by doing the scariest, most freeing thing: taking control.

Connect with Kendall:

1. Follow on Instagram @marketingforfarmers and @centralparkfarms
2. Check out her website

Connect with Jessica:

1. Follow on Instagram @moosevalleyranch
2. Check out her website