Amanda De Jong: The Quiet Power Behind Rural America

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In this episode of the Intentional Agribusiness Leader Podcast, Mark Jewell sits down with Amanda De Jong, CEO of the American Society of Farm Managers and Rural Appraisers (ASFMRA) — a nearly 100-year-old organization representing over 2,000 rural land experts across all 50 states.
Amanda brings a deeply grounded, refreshing perspective on leadership, one rooted in active listening, stewardship of time, and respect for legacy. From land transitions and farm succession to culture-building inside long-standing institutions, this conversation highlights the often unseen professionals who quietly shape the future of rural America.

This episode is not about loud leadership.

It’s about intentional leadership — the kind that listens first, honors history, and builds for the next generation.

Key Takeaways
1. Intentional Leadership Starts with Listening
Amanda defines intentionality as being fully present — listening deeply to boards, staff, members, and stakeholders before rushing to solutions. Especially when stepping into a role held for decades, listening isn’t passive — it’s strategic leadership.
2. Time Is the Most Valuable Resource Leaders Steward
If you take someone’s time, you owe them your attention. Amanda challenges leaders to end meetings that lack engagement and to stop multitasking their way through conversations. Presence builds trust. Distraction erodes it.
3. ASFMRA: The Silent Force Behind Land Transition
Farm managers and rural appraisers often work behind the scenes during some of the most emotional moments families face — death, succession, retirement, and land sale. These professionals ensure land is valued correctly, managed responsibly, and preserved for future generations.
4. Land Is Personal and Business — Both Can Be True
Amanda speaks from lived experience as both a farm kid and a farm wife. Legacy isn’t about forcing the next generation into agriculture — it’s about stewarding land wisely so future choices remain possible.
5. Culture Isn’t Fixed — It’s Fed
Organizational culture is a living system. Amanda emphasizes that culture must be modeled, nurtured, and protected — not “fixed.” Leaders must remove negativity, reward learning, and allow failure without fear.
6. The Best Leaders Don’t Have All the Answers
Strong leaders surround themselves with trusted advisors — a “kitchen cabinet” — and listen to those with expertise. Leadership is not knowing everything; it’s knowing who to listen to.
7. Agriculture Needs a New North Star
The old rally cry of “feeding the world” no longer resonates in an age of abundance. Amanda and Mark explore a new calling for agriculture — one rooted in stewardship, distribution, legacy, and thriving rather than survival.

Notable Quotes
“People want to be heard — and there’s usually truth in what they’re saying.” – Amanda De Jong
“Time is the most precious resource we have. If I take your time, I’m going to listen.” – Amanda De Jong
“Culture isn’t a thing to fix. It’s something you care for.” – Amanda De Jong
“The best leaders don’t have all the answers — but they listen to the people who do.” – Amanda De Jong
“Land carries emotion, history, and responsibility — not just value.” – Mark Jewell

Action Steps
Audit how present you truly are in meetings and conversations.
Identify your personal “kitchen cabinet” — trusted advisors you listen to consistently.
If navigating land transition, succession, or acquisition, seek professional guidance early.
Reflect on how you’re stewarding time, culture, and legacy — not just results.
Consider what thriving (not surviving) looks like in your leadership and operation.

Listen If You Are:
A landowner, farmer, or agribusiness leader navigating transition
Involved in succession, appraisal, or farm management decisions
Leading a legacy organization through generational change
Passionate about culture, stewardship, and intentional leadership
Curious about the unseen professionals shaping rural America