Meet Emma Coffman | Agriculture Advocate & Beef Industry Professional

We had the good fortune of connecting with Emma Coffman and we’ve shared our conversation below.

Hi Emma, what role has risk played in your life or career?

Embracing risks is crucial not just for personal character development but also for advancing one’s career and shaping their future. Remaining in your comfort zone hinders progress, as there’s a notion that stagnancy leads to decay. Similarly, in life, continuous learning, acquiring new skills, and venturing beyond your comfort zones is essential for societal progress, preventing us from becoming like stagnant water. Stagnancy is a fear that I have always had, I always wanted to learn more, to see new things, meet more people, gain new experiences.

While not every opportunity was the correct path to take, I think we learn more from our failures that we do our success. I graduated college amongst the COVID chaos, and the career path I had chosen (moving to Australia to gain experience in their beef industry) dissolved instantly, like sugar in warm water.

So, I took the risk of taking an animal nutrition position, a job I’ve never had before, moved to a state I had never set foot in, selling livestock feed in an area where I later found out people don’t tend to buy feed in! A massive risk for a new college graduate, but one that forced me to sink or swim. And I chose to swim.

Despite people telling me “oh, no don’t do that” or “that’ll never work” I took the negativity as a challenge to not only prove them wrong, but to force myself to think differently, to think outside of the box. Break out of that standard way of doing things and really come up with something that would catch attention.

Did I succeed every time? Not at all. But every time I got my nose busted, I learned a lesson. Every lesson, like wet clay, molded my future, whether I knew it or not. I think the bad or hard times and the risks I took that didn’t work out, caused me to think better and learn, but more importantly it made the success even more sweet and memorable.
Life is not supposed to be comfortable all the time. In my opinion, comfort means no growth, so even if you fear failure, worried about what people will think, concerned you might embarrass yourself… I promise you, the “I wish I had” moment is far worse than any failure or embarrassment you could ever endure. Those who are truly successful in life will always understand you have to start somewhere, but most people won’t ever make that first step. Take that step, and even if you stumble or fall, the next thing you’ll know, you’ll be running.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.

The most significant lesson I’ve learned is that one has the power to shape their life into whatever they envision. The path that led me to my current state was far from easy, yet I am grateful that God guided me through it all. During my college years, my passion for agriculture was clear, but I yet to pinpoint a specific career goal. I found myself captivated by animal reproduction, particularly in sheep and cattle, although I recognized that the opportunities and growth within that industry were limited without pursuing further education beyond a bachelor’s degree.

Was staying in school the right choice for me? At the time, I was eager to explore the world, and the prospect of being tethered to a computer was unappealing. However, the landscape of my life and career underwent a profound transformation due to the impact of COVID, ultimately leading to positive changes in my professional trajectory.

I found myself in a role focused on animal feed sales, and although I always considered myself a people person, the prospect of being in sales initially daunted me. This position proved to be a rich source of lessons. It was my first time residing in or even visiting this particular state, and everything — from the type of cattle to the nutritional resources, lifestyles, and expectations of both producers and internal company staff — varied significantly. Navigating the agricultural world as a woman requires resilience. I perceived it as a delicate dance — balancing toughness with kindness, being firm yet respectful, and demonstrating intelligence without coming across as arrogant. It demands quick thinking, patience, and adaptability.

One of the industry’s challenges is the undeniable truth that not everyone is treated equally. Although it’s not often openly acknowledged, I’ve faced rejection for opportunities solely because of my gender. Some have conveyed that I wouldn’t be considered due to concerns about potential “drama” among current employees if a female were to join. Nevertheless, it’s crucial not to let these realities hinder progress. When one door closes, it’s a sign that God is not only protecting you but also presenting two more doors for every one that shuts. I’m profoundly grateful for instances where I wasn’t hired, as they eventually led to even better opportunities later on!

One door that opened up for me was the chance to return to my home state of Texas via employment with Zoetis – Precision Animal Health Division. Covering three states, I had the privilege of meeting some incredible producers, many of whom have become lasting friends with whom I maintain regular communication.

One particular individual encouraged me to join the social media platform TikTok as a means to promote my photography business. What began as a photography account soon transformed into an agricultural education and advocacy page. I share agricultural facts, introduced new technologies, and discussed relatable life situations along with insights from my faith.

This journey led me to opportunities such as podcasts, interviews, and ambassador roles. I am truly blessed to have experienced these enriching opportunities. The most rewarding aspect is when someone stops me in public to express gratitude for speaking up on behalf of our industry—it never fails to bring tears to my eyes.

I served as a Growth Manager at Zoetis for slightly over 1.5 years until the division was sold, resulting in layoffs. Surprisingly, this turned out to be a massive blessing as it compelled me to take a step back and reconnect with my deep-seated love for the industry. During this transition, I temporarily oversaw a cattle operation in the northern Panhandle of Texas, indulging in what I cherish most — riding horses and caring for cattle. This immersion became the most effective remedy for my previous business-related stress and anxiety. A great lesson that sometimes taking a step back and slowing down to remember your “why” is better than any success. I think people get lost sometimes and forget why they started something in the first place, and setbacks are sometimes the best thing for us to recall our purpose.

Simultaneously, while being a manager I dedicated more time and effort to my Double E Ranch social media page. Showcasing what we cowboys do on a day-to-day basis, it is not all glitz and glamour like the western wear store advertisements and the show Yellowstone make it look like. It is more sweat and enormous mounds of frustration, since cattle hardly follow instruction well. Several months later, I embraced a new role with Vytelle, a company specializing in hormone-free cattle in vitro fertilization (IVF) and feed efficiency. This position seamlessly blended my passion and expertise in animal reproduction, cattle nutrition, and feed yard management programs. Covering five states in the southwest region, I now consult with producers on enhancing their breeding programs and optimizing bull/heifer development programs.

The one constant I have had the last year would be the Double E Ranch social media page, it has provided me with encouragement, determination, education, and thankfulness for the amazing support of followers and fellow content creators. My page is to show that you do not have to come from an ag background to be involved in agriculture. You don’t have to know everything, and in fact not knowing is often more helpful to be more successful because you are willing to learn and listen, not inhibited by the comfort of what you have been used to. You can make a name for yourself, even if your last name does not have a significant reputation… yet.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

Residing in the Panhandle of Texas means you’ll be embarking on some lengthy truck rides, so I hope you’re up for the journey! This region often goes unnoticed as a hidden gem, and my personal favorite aspect is the breathtaking sunrises and sunsets. I’m located a bit north of Lubbock, TX, and if you’re in the area and want to avoid long drives, I highly recommend checking out “Fred’s Garage” in Shallowater, Texas. This coffee spot ingeniously repurposes a historic auto garage, and the owners are incredibly warm and welcoming. Their menu features fantastic food, outstanding cocktails, and of course, excellent coffee.

For those who enjoy live music, I’d suggest The Blue Light—a fantastic venue with a great atmosphere, not to mention the wonderful owners and staff. With a charming patio in the back and easy access to Tom’s Daiquiri next door, it’s undoubtedly the best spot in Lubbock. If you happen to visit on a Friday or Saturday, the Stars and Stripes Drive-In provides a nostalgic throwback to the good old days and a delightful way to catch a film.

This area is teeming with fantastic dining options. My top three choices, if I had to pick, would be Thai Pepper, India Palace, and Holy’s Hop Ice Cream. Additionally, if you have a penchant for antiques, 34th street in Lubbock boasts an abundance of thrift stores and antique malls to explore.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?

The foundation of my passion for agriculture and livestock was laid during my childhood. I was an active participant in the Texas 4-H program, where I gained extensive knowledge and experiences beyond agriculture alone. The program provided valuable resources and connected me with industry professionals eager to share their expertise with the youth of America. It was in the show ring where my fascination with livestock, as well as the scientific and skill aspects of success, took root.

My journey with 4-H extended beyond childhood, leading me to Texas A&M University, where I ultimately graduated. A&M wasn’t just a college department; it felt like a family, particularly in the Animal Science department. I owe a debt of gratitude to several professors. Dr. Tyron Wickersham supported me through challenging moments, not only helping me grasp his class but also offering emotional support when I needed it most. Dr. Shawn Ramsey introduced me to Australia, a country whose agricultural systems captured my heart and continue to be a source of learning during my frequent visits.

Most notably, Dr. Clark Springfield played a pivotal role in shaping my career path. Despite initially resisting the idea of going into sales, he saw potential in me. Thanks to his guidance, I now have a successful career in sales. Dr. Springfield not only assisted me in securing my first post-college job, a critical lifeline during the pandemic when my original plans fell through, but also selflessly imparted valuable lessons. His impact on my life is immeasurable, and I am eternally grateful for the guidance he continues to provide.

Naturally, I express gratitude to my family for unwavering support in every aspect. Even when my ideas appeared unconventional or entirely out of the ordinary, they consistently provided encouragement during setbacks and joined in celebrating each triumph.

However, above all, I thank the good Lord for providing me with the people, resources, opportunities and passion for/in the agriculture industry.

Instagram: @double_e_ranch_

Linkedin: http://linkedin.com/in/emma-coffman-205601176

Facebook: Double E Ranch

Other: TikTok: @doubleeranch (this is my main one)