Behind the Scenes at Empire Ag: Building Systems, Seizing Sanity with Hannah Ferri

"You might see the brand, the team, the momentum," Jonathon Haralson begins, "but you don't see the back end." In a world where success is often measured by outward appearances, he wants to pull back the curtain and reveal the unsung heroes who keep the machine running smoothly.

This episode of “Your Ag Empire” features Hannah Ferri, Empire Ag’s Director of Growth & Operations. Haralson calls her "the reason Empire Ag runs smoother, faster, and with a little more sanity than it did a year ago." Ferri's story is a blend of South Texas grit, Aggie smarts, and a knack for turning chaos into streamlined systems.

From Boots to Boardrooms: An Ag Kid's Journey

Ferri's journey began in Rockport, Texas, a coastal town steeped in agricultural traditions. "I grew up in ag," she says. "My dad was a farrier by trade." However, she says, "I didn't really know that you could have careers in ag." So she began to see her education as a geologist, but a passion for livestock judging and encouragement led her to dig deeper and switch to ag marketing instead.

That shift led to a series of experiences that would shape her approach to business. She helped a ranch generate six figures in revenue through Facebook marketing, learned the ropes at major marketing firms, and even took a detour into the non-profit world.

But her heart kept pulling her back to her roots. "I was already home working remotely. I was just traveling a lot, but I was like, I really could give back to my community and grow something and build something."

From Hurricane Harvey to a T-Shirt Empire

Haralson jokes with Ferri, telling his audience that "word on the street is that you and your family launched an entire hurricane in the aftermath of a hurricane." Turns out he was onto something.

When Hurricane Harvey devastated her hometown in 2017, Ferri and her family responded by creating a brand called Going Coastal. "We printed 250 Rockport strong t-shirts... and that helped us get that brand off the ground."

What began as a grassroots effort to support their community blossomed into a thriving family business, one that now boasts a 10,000-square-foot retail space.

Taming the Chaos: Strategic Onboarding and Streamlined Systems

After a stint in the non-profit sector and a foray into real estate, Ferri found herself drawn to the challenges of operations. That led her to Empire Ag and an invitation to apply her experience streamlining processes, building teams, and creating internal clarity.

"What's the first thing you fix when operations are messy but growing?" Haralson asks, setting the stage for a deep dive into Ferri's approach.

"I sat in on a lot of meetings," Ferri says, explaining her strategy. "I think I sat in on every meeting... just listening and then asking questions." This immersive approach allowed her to identify inefficiencies and bottlenecks, laying the groundwork for targeted improvements.

Building a Team, Not Just a Business

Ferri recognizes the importance of putting the right people in the right seats. "You can get the right person in the right spot and really let them flourish and let them do what they're good at," she explains. That often means shifting responsibilities and empowering team members to take ownership of their roles.

However, those new roles must align with a clear set of expectations or be doomed to fail. "Being clear is kind," Ferri says. "I don't think it's ever hurt anybody to have clearly defined roles."

Holding the Middle: A Critical Leadership Role

As Empire Ag has grown, Ferri has taken on the role of "holding the middle," coordinating across different divisions and ensuring that everyone is working toward a common goal. This requires strong communication, careful prioritization, and a willingness to challenge the status quo.

Leading With Grit, Building Real Systems

Ferri's story is a reminder that building a successful business is more than just chasing profits. It's about creating systems that empower your team, honoring your values, and finding joy in the process. "If you've ever felt torn between running your business and growing it, Hannah's story is a reminder that both are possible—if you're willing to lead with grit, build real systems, and ask for help when you need it."