Emma Coffman ’20 champions agriculture in modern media
Department of Animal Sciences former student turned her passion into substantial following
Emma Coffman ’20 built an international following by doing what she loves most: putting ranchers, farmers and land stewards in front of the camera.
Through her various media platforms, growing social channels and role as host of the national program “Ranchworthy,” Coffman, a Texas A&M College of Agriculture and Life Sciences Department of Animal Science former student, is reaching millions through agricultural stories told by those who know the industry best.
Her work ranges from kitchen-table interviews to field reporting on ranches across the world, all with a single aim: Give audiences a clear picture of the people and practices behind modern agriculture.
“I love advocating for agriculture, telling the stories people are too busy or nervous to share,” said Coffman. “My goal is to bridge the gap between urban and rural communities with boots-on-the-ground reporting and clear, credible resources.”
Finding her way to agriculture
Raised in Temple by a military mom and a father in finance, Coffman didn’t grow up in agriculture, but watched friends participate in stock shows and wanted to try it too. Her family’s place had a little acreage, but not suitable enough to raise animals. Determined to find a way, she struck a deal with a local rancher, Charlie Hudnell, who agreed to let her keep sheep on his land if she handled every chore herself.
The bargain meant early mornings and late nights.
“I had to wake up before dawn every day to feed my sheep and then go to school,” she said. After band or sports practice, she headed back to feed and work again. “Once I completed that first year, I was hooked.”
In addition to raising livestock, Coffman’s perspective on agricultural advocacy was shaped by the Texas 4-H Livestock Ambassador program, which offers a weeklong, college-level short course that pairs intensive animal science instruction with leadership and advocacy work.
Ambassadors train on university campuses, including Texas A&M University, then put those skills to use by implementing agricultural outreach in everyday places like civic clubs, local media and grocery aisles. This was Coffman’s first taste of meeting people where they are, answering tough questions about food and production in plain language.
“I really credit that Texas 4-H program with helping me find my passion for agricultural advocacy,” she said. “Going into it, I did not realize how rich in connections, resources and experiences it is.”
Aggieland years built a strong foundation
That newfound passion for agricultural advocacy carried her to Aggieland, where she earned a degree in animal science. Unsurprisingly, her schedule as a student mirrored what her life looks like now: very busy.
She worked nearly three years at the Texas A&M Sheep and Goat Center, served two years as the national vice president for the American Collegiate Horsemen’s Association, competed on the horse judging team, studied abroad in Australia with Shawn Ramsey, Ph.D., professor and assistant head for undergraduate programs in the department, and completed internships every summer, all while paying her way through school with part-time jobs.
After graduation, Coffman kept stacking experiences across the livestock industry. She worked in animal nutrition, feedyard data management, ranch management and bovine in-vitro genomics.
When one of her employers closed after back-to-back layoffs, she decided to build something of her own with all the experience she had gathered from across the industry and her animal science degree.
She picked up her camera, which she hadn’t touched in years, and began posting short videos addressing misinformation in the agricultural industry. Her work grew into Double E Ranch Advocacy, a platform that matured into field reporting with free, vetted resources, an interactive map that connects viewers to real operations and producers, and a simple goal to bridge the urban-rural divide.
“I provide the numbers, the data, the facts and let the viewers decide,” she said. “I’m not here to sell them anything, but rather provide a free, educational resource.”
Spotlighting stewardship through ‘Ranchworthy’
Coffman’s success in agricultural storytelling on social media caught the attention of faculty in the Department of Rangeland, Wildlife and Fisheries Management. Jeff Goodwin, Ph.D., director of the Center for Grazinglands and Ranch Management and a research assistant professor in the department, wanted to build a show that put stewardship on screen.
Coffman was his first call to make it happen.
In collaboration with the National Grazing Lands Coalition and support from the U.S. Department of Agriculture Natural Resources Conservation Service, “Ranchworthy” launched in April this year. And thanks to Coffman, it has already grown a national audience.
Each 20-to-25-minute episode takes viewers to the land, following families and producers as they work livestock and care for natural resources. The series covers eight central states and features everything from big outfits to small, family operations.
“I’m there in person, seeing the land and the cattle,” she said. “A lot of my perceptions have changed, and I hope viewers feel the same way.”
Carrying Aggie values forward
Today, Coffman balances her role with “Ranchworthy” with weekly agricultural segments for KLBK News in Lubbock and her own social media platforms, which have millions of viewers.
Coffman’s three jobs blend together to create an agricultural media space that serves producers and consumers alike. Field days feed her on-air work. The newsroom sharpens her interview skills for “Ranchworthy.” The advocacy platform ties it together with credible sources and real people to call.
“When I talk about agriculture, it’s not just from one side,” Coffman said. “I’ve seen it from nutrition, feedlots, reproduction and production. That gives me a broad view. I hope that my work can grow and help communicate agriculture across the globe in a way that everyone can understand.”
