Cultivating the Future: Fresno State Ag Students Dive into Agricultural Marketing and Business with Industry Leaders

Last week, energy and ambition filled the room at Fresno State’s Jordan College of Agricultural Sciences and Technology as students gathered for an Ag Student Workshop hosted by The Ag Center in partnership with the Ag One Foundation. The event brought together a dynamic lineup of agricultural professionals, entrepreneurs, and marketers to share what it really takes to build a thriving career in the ag industry today.

From creative marketing strategies to business growth and risk management, students got an unfiltered look at the passion, innovation, and grit that power California agriculture.

Ag Marketing Panel: Tradition Meets Innovation

The workshop kicked off with an inspiring Ag Marketing Panel featuring Sabrina Lanfranco and Allison Hall from The Ag Center, and Joshua Mendoza and Erik Perez from Centered Marketing Group. Together, they unpacked how ag marketing stands apart — driven by authenticity, relationships, and an unwavering connection to the land and the people behind it.

The discussion explored how technology and storytelling have reshaped communication in agriculture. From digital media campaigns to brand transparency, students learned how marketers today are blending traditional values with modern strategies to keep ag brands relevant in a changing world.

Sabrina emphasized the heart behind every message, saying, “Marketing in agriculture is equal parts tradition and innovation. It’s about honoring the handshake while embracing the trends—meeting the next generation where they are while never losing sight of the values that built this industry in the first place. Success in this industry doesn’t come from clicks and conversions—it comes from relationships that stand the test of seasons.”

Erik Perez built on that, capturing the spirit of the industry perfectly: “Ag marketing is a combination of three things — legacy, grit, and innovation. You have to respect where this industry came from, work hard to earn trust, and be willing to evolve with the times.”

Students like Taylor Melgosa, a senior ag communications major, said the session helped solidify her career goals: “I had an interest in marketing but felt conflicted about whether this was the route I wanted. Through this panel, I was able to see the passion behind the job and understand how marketing is a direct form of communication in ag. It made me realize I want a role in this part of the industry.”

The panel also addressed the challenges of marketing to specialized audiences, such as farmers and agribusinesses, and highlighted the importance of trust, timing, and consistency when creating campaigns.

Business Development: Building and Growing in Ag

The second half of the workshop shifted gears toward business development and entrepreneurship, featuring Doug Brunner, owner of DCB Farming, The Ag Center, and Centered Marketing Group, alongside Kyle Espinola, his partner in multiple ventures including Watts Up, Tree Barber, and Caddyshack Rodent Services.

Their session dove deep into the realities of running ag businesses — from navigating risk to scaling multiple companies while staying grounded in community and core values. Students heard firsthand how both leaders turned opportunity into growth, and challenges into long-term strategy.

“Growth in ag doesn’t happen overnight,” said Brunner. “It’s about consistency, hard work, and surrounding yourself with good people who share your vision.”

Espinola shared a behind-the-scenes look at operations from the field perspective, adding, “Every day brings a new challenge, but that’s what keeps it exciting. Our different roles complement each other and that’s how we make it work.”

Students like Emilio Carvalho were especially inspired by the business discussion: “My favorite part was hearing Doug and Kyle’s stories of how they started and grew their businesses. It made me realize business isn’t by the book — it’s about who you are and how you present yourself. Being honest and true to your word opens opportunities you can’t learn in a classroom.”

Both students noted how valuable it was to hear real-world insight: “Everything I heard in that room has never been taught in college,” Emilio shared. “It brings a new perspective for students wanting to be entrepreneurs.”

Inspiring the Next Generation of Ag Professionals

The workshop wrapped up with a networking session where students connected directly with panelists and speakers, leaving with new ideas, inspiration, and a renewed sense of purpose for their future in agriculture.

Events like this are at the core of what The Ag Center and Ag One Foundation stand for — building bridges between education and real-world experience, and equipping the next generation of ag professionals to lead with integrity, innovation, and drive.

As students left the event, one thing was clear: the future of agriculture is in good hands and it’s only getting brighter.