Meet New WIA Partner: RFD-TV, Leaning on the Power of Sisterhood in this New Era in Ag Media
- Michelle Pelletier Marshall
- 3 days ago
- 4 min read
By Raquel Gottsch Koehler, Chief Marketing & Creative Officer, Rural Media Group (July 15, 2025)
We’re living in a moment of massive change—in agriculture, in media, and in leadership.
I see it every day in my work, and I feel it personally as my sister Gatsby Gottsch Solheim and I step into our roles as the next generation of owners and executives at Rural Media Group (RMG)—the parent company of RFD-TV, Rural Radio on Sirius XM, and a multi-platform network that spans linear television, satellite radio, digital, and on-demand streaming. Originally founded by our late father over 25 years ago, RMG was created to give rural America a voice in national media—and today, it reaches more than 50 million homes across the country.
What he created was more than a network. It was a platform built for people who felt overlooked—rural Americans who wanted programming that reflected their values, their way of life, and their role in feeding and fueling the nation. But that media landscape has changed. Agriculture has changed. And so must we.
What we’re experiencing isn’t a passing trend. It’s a generational transition across every part of the rural economy. Farmers and ranchers are adapting to new technologies, responding to global markets, and navigating climate and policy shifts. Younger generations are returning to the land—but bringing with them different expectations, tools, and ways of communicating. And audiences—rural and urban alike—are consuming information in more fragmented, mobile, and personalized ways than ever before.
As both the media and agriculture evolve, we believe the companies that serve these industries need to evolve too. That’s what Gatsby and I are focused on every day.
That’s why we’re leading a full-scale refresh of our company—modernizing our media strategy, expanding into new platforms, and investing in original content that reflects where agriculture and rural culture are headed. We proudly produce more than five hours of daily live agriculture news and weather, but we’re also growing our presence on streaming services, social media, mobile apps, podcasts, and on-demand platforms. Rural America is not a single demographic, and our media approach can’t be one-size-fits-all.
What does this look like in practice? It looks like launching new programming blocks focused on regenerative ag, mental health, rural entrepreneurship, and lifestyle content. It looks like building out podcast platforms and social-first content to engage younger audiences who may not turn on the TV but still deeply care about their food system, their family land, or their hometown. And it looks like expanding representation—especially through platforms like FarmHER + RanchHER, which we’ve grown into a full-fledged media brand highlighting the women who power agriculture today.
Because just like the media industry, agriculture is not static. It’s increasingly diverse, digitally savvy, and driven by people who are blending tradition with innovation. FarmHER + RanchHER started as a photo project and now includes weekly television shows, digital content, merchandise, events, and our new podcast Dirt Diaries. These are the kinds of stories that haven’t always been told—but they’re the ones that define the future.
At the heart of all this transformation is leadership—and in our case, it’s deeply personal. Gatsby and I aren’t just co-leaders. We’re sisters who have grown up in this business and alongside one another. We’ve weathered the ups and downs, celebrated the milestones, and shared the responsibility of carrying our father’s vision into a new era. We each bring different skill sets—she’s a licensed attorney and financial strategist; I’ve spent my career in production, branding, and content—but we are completely aligned in our mission. That alignment is our strength.
Our dynamic as sisters gives us a shared language and an unshakable trust. We challenge each other, we support each other, and we push each other to think bigger. And most importantly, we lead with authenticity—because we’ve seen firsthand what it takes to build something meaningful and lasting.
We understand the trust our viewers and listeners place in us. That trust has been earned over decades by showing up, staying true to our mission, and adapting when it matters. We also understand the power media has to shape conversations—not just about agriculture, but about rural identity, economic development, food, health, and community. Our responsibility isn’t just to fill airtime. It’s to be thoughtful curators of content that serves the people who grow, raise, and build.
And just as agriculture is built on seasons, cycles, and stewardship—so is leadership. Our dad built something lasting. Now it’s our season to grow it. That doesn’t mean letting go of the values that made RFD-TV matter in the first place—it means making sure those values stay relevant for the next generation.
We believe in rural America because we are of rural America. And we believe the future of media must reflect the same kind of adaptability, resilience, and forward momentum that defines the agricultural community we serve.
Change is happening all around us. The question isn’t whether we keep up—it’s whether we lead. And for us, the answer is yes.
We’re not just building media for today—we’re shaping what comes next.
NOTE: Hear more from Raquel as she joins this fall’s WIA Summit (in Orlando, September 22-24) as a panelist on the "The Agri-Marketing Channel Shift: What’s Working in 2025?" session in the afternoon on Tuesday, September 23.
