Ranch & Beef Advocacy with Influencer, Emma Coffman 

Ranch & Beef Advocacy with Influencer, Emma Coffman 

 What it means to share the story of agriculture online and how we can better advocate for our farmers and ranchers.

Can you tell us a little more about your background, history, and passion for agriculture and ranching?

Emma Coffman: Although my parents were not producers, I was always drawn to agriculture and that way of life. I enjoyed working with my hands, seeing progress, and being around God’s creatures. In my youth, I competed in stock shows in 4-H, worked on ranches, and spent every moment I could learning about the field. This early-discovered passion led me to attend Texas A&M University, where I majored in animal science. I knew I needed production experience, so I worked in the beef cattle, sheep, and equine fields to gain as much exposure as possible. I did internships, worked four jobs, participated in student organizations and judging teams—whatever I could do to learn more.

A study abroad program took me to Australia, where I discovered how much I loved learning from other countries and sharing how we do things in the United States. I accepted a job there to work on a cattle station, but COVID changed my plans. I ended up in Virginia, working as a livestock production specialist, which was a blessing in disguise. I learned so much in that role and later moved to Texas, Oklahoma, and New Mexico to work with feedyards and grow yards as a sales representative for Zoetis. This role allowed me to manage data, build relationships, and continue my passion for day work.

During this time, my online agriculture advocacy began to take shape through my platform, Double E Ranch. When the Zoetis division I was part of was acquired, I had the opportunity to explore consulting and advising for companies and producers. I later took on a manager’s position at a cow-calf operation in the Texas Panhandle, reconnecting with my passion. Today, I work as a regional sales manager for Vytelle, covering five states in the Southwest, while continuing to advocate for agriculture through Double E Ranch. I’ve met so many incredible and influential people along the way, and I’m excited to see what the next chapter holds.

You’ve gained a lot of traction on social media with your advocacy videos. Can you tell us more about how you got started and what your mission is now?

Emma Coffman: The social media momentum happened by accident! What started as a marketing plan to advertise my stock images quickly turned into agriculture advocacy when I began seeing anti-agriculture videos on my feed. I started creating educational content to share the truth about agriculture and debunk common misconceptions. I wholeheartedly believe it was God who took it to the next level. Before I knew it, Double E Ranch was born, and I was on podcasts, radio shows, speaking at events, and gaining followers to numbers I still can’t fathom.

My follower base is small compared to some of the other incredible agriculture advocates out there, but I am beyond blessed to have the followers I do. My mission is to educate both everyday consumers and producers—whether they’re first-generation or 10th-generation—about the truth behind our food production and its practices. Every producer’s operation is unique, allowing us to share stories, learn from one another, and help each other out. We must be knowledgeable to educate the public about why we do what we do. If we don’t, someone else will, and that might not be in our favor.

Social media is the quickest way to spread information these days. While I never thought I’d be sitting in front of a camera learning social media trends, I am thankful the Lord put me here. I’ve learned so much, met so many great producers, and now I get to pursue my passion for sharing agriculture every day. My dream is to establish a podcast or show dedicated to educational on-farm tours in all sectors of agriculture, showcasing the stories and operations of everyday producers across the country and eventually around the globe.

For someone who might not know, why is advocacy important to the western and agriculture industry? What challenges are we facing?

Emma Coffman: Once upon a time, we were all involved in agriculture. But over the past few decades, the separation from farms and ranches has grown so much that less than 2% of the nation’s population now feeds the other 98%. People no longer understand how their food is grown, leaving the door open for special interest groups to step in and “educate” consumers. Unfortunately, this so-called “education” often relies on fear-mongering and fallacies, where emotion trumps logic.

Big corporations are stepping in, and if they put small farmers out of business, we risk falling into a monopoly of food production. Right now, consumers have options, but if we don’t educate them, those options will disappear. Competitive prices will vanish, and we could go from a country where people spend about 6% of their annual income on food to one where percentages are pushing into the 70s, like in other countries.

If we don’t educate our representatives about why certain bills need to be approved or denied, consumers can say goodbye to farmers’ markets, farm-to-table operations, homesteading, or even having a garden in their backyard. Big corporations want every cent out of your pocket, and consumer education is crucial for protection. Protection allows for independent producers, and independent producers provide consumer options. These options take money out of the big corporations’ pockets.

It is vital that we maintain our rights and way of life to feed our families, feed the world, and keep God at the center of our lives. If we don’t share our story and take the time to explain our way of living, our children and grandchildren will never know the feeling of witnessing the miracle of birth, the beauty of a setting sun over a horse’s back, the smell of a good rain, or the sound of the Lord’s creation living in harmony. It is our duty to preserve this way of life for our future, just as our forefathers preserved it for us.

Why do you think social media is an important tool for ranchers and western industry advocates to tell their story and share the facts?

Emma Coffman: Social media has its pros and cons. The advantage is that you can quickly share your story with a tap of your phone screen, and it can be shared instantly. However, the retention time of most viewers is short. You have to get your point across quickly to keep people watching. Most people don’t watch the whole video, which can lead to important details being omitted, making it harder to paint the full picture for those who are learning.

The algorithm is both a help and a hindrance. If you’re in agriculture, ag videos are probably what you’ll be interested in, and the algorithm takes note of that. But most agricultural education is geared toward those who are not in agriculture, so how does the algorithm push ag content to a non-ag viewer? That’s the challenge. Trending sounds, dances, and even skits can help reach that audience. Being true to yourself and your story can also attract followers from all walks of life. People want someone they can relate to, be entertained by, and learn from—all in one package. You can be that package, but how you present yourself matters. My biggest advice is to be intentional with your content and your story. Staying quiet is not the answer—it only contributes to the age-old issue in agriculture: we are reactive instead of proactive. Let’s change that.

What is something we could all be doing to promote and advocate for agriculture and the western industry?

Emma Coffman: Understanding labels is probably the most important and economical way to advocate for the industry. Marketing departments in big companies have found a way to make up labels that don’t apply, using fear-based marketing to increase prices by claiming a product is “safer” when, in reality, it’s the same product. For example, all meat is antibiotic-free, yet consumers are paying more for a label that says so. If consumers funnel their money into this kind of marketing, it shows companies they can profit off ignorance, and they’ll keep doing it. Unfortunately, morals and ethics rarely play a role in these corporate decisions.

Understanding the difference between organic and non-organic products is also crucial (though that’s a debate for another day). Being educated is the best defense for the economy, your body, and your pocketbook. If you don’t know something, ask a producer, a rancher, or a farmer, and listen to what the industry says. You are our best advocate—be a voice for those who aren’t in the room.

What are some of the current projects or goals you are working on?

Emma Coffman: I’ve been praying about a dream that’s been on my heart for a while. I’m currently in the funding process for creating a virtual farm tour channel that showcases the stories, heritage, and operation methods of everyday producers. By producing both audio and visual content, I aim to share this on social media, YouTube, and through podcasts.

The goal is not just to educate people about agriculture but to reveal the true faces behind it—their struggles, their experiences—and to show that agriculture is more than just a tractor or a cow. It’s research, technology, environment, community, family, and God.

If you’re interested in sharing your operation or becoming a sponsor, please reach out to me!

Emma Closing Thoughts 


Never stop chasing your dreams, no matter how far-fetched or silly they may seem. Your dreams are often your calling; it’s up to you to take action. There will be mountains and valleys in your life, but as long as you dedicate your work to the Lord, He will establish your plans. (Proverbs 16:3)

Make sure to follow Emma on your favorite social media platform. 

Instagram: @double_e_ranch_ 

YouTube: @thedoubleeranch

TikTok: @doubleeranch

Author

  • Hi everyone! I'm Krysta Paffrath, I am a proud Arizona native who has a passion for everything business and rodeo. I am beyond thrilled to be the Editor in Chief for Modern Cowboy Magazine and Ten Gallon Talk. My adventurous and entrepreneurial spirit has guided me to work in many places like the WYO Quarter Horse Ranch in Thermopolis, Wyoming, a working cattle ranch in Seligman, Arizona, and many places in between. I am passionate about preserving the western way of life and working with different brands and rodeos to make that happen. If you're looking for a write-up, please shoot me an email at krysta@tengallontalk.com. Learn more about me at krystapaffrath.com. Looking forward to hearing from you!

    View all posts

Share it :

Latest Edition
Join the Ride

This lifestyle requires teamwork and communication. Join us to learn about events, projects and to hear stories from like-minded souls on the same trails.

Also Read
Scroll to Top