In this episode of Selling in the Paddock, Georgia crosses the Pacific (via LinkedIn!) to chat with fourth-generation Californian farmer and director of farming, Jason Gianelli, based in Bakersfield in the Central Valley—America’s “bread basket.” Jason oversees ~30,000 acres across multiple ranches supplying dairies with feed crops, and sits on several water and ag-tech boards, including the Water Blueprint for the San Joaquin Valley.
We dig into what it actually takes to keep a large family-run operation moving 365 days a year—managing silage harvests, water coming off dairies, shifting priorities when pumps fail or cattle get out—and how sales reps can genuinely serve growers without overpromising or preaching.
Water reality in California: Allocations, groundwater regulation (SGMA), and why “flood” irrigation isn’t the villain many assume—it’s also groundwater recharge.
Yield first, always: Why Jason budgets to hit yield, not chase price, and how that mindset shapes purchasing and risk.
Tech that earns its keep: The ROI behind adopting speed-till discs (doubling daily acres with lower fuel burn), and a practical lens for sorting helpful tech from hype.
Biologicals with proof: Two years of on-farm trials before buying; better nutrient uptake and heat-stress resilience beat glossy claims every time.
How to sell to farmers (without getting bounced): Don’t overpromise, don’t blame the grower, and don’t “tell them how to farm.” Bring ranges, run trials, report honestly.
Leading 25 people across multiple ranches: Fist bumps, clear feedback, and explaining the why to lift performance and trust.
Sustainability without the spin: “If I’m still in business, I’m sustainable.” Profit funds progress—then we can talk systems change.
Next-gen skills: Where ag-tech is going (autonomy, GPS, irrigation automation) and the training ecosystems needed so labour can keep pace.
“You don’t work in hours—you work in acres.”
“Under-promise, prove it in the paddock, then scale.”
“Once you get the small things right, the big things take care of themselves.”
Sales reps, agronomists, and ag-tech founders wanting a clear, no-bullshit view of what resonates with large mixed operations—and how to build trust that leads to adoption.
Connect with Jason Giannelli on LinkedIn: (link in comments/show notes)
Water Blueprint for the San Joaquin Valley
California SGMA (groundwater regulation)
UC/extension-led ag-tech training initiatives
If you’re an ag rep or manager, share this with your team and pick one idea to trial this month—then tell us how it went. And if you’re new here, follow Selling in the Paddock and leave a rating so more people in ag find the show.