healthy farm at sunset with horses grazing in field

DIRECT-TO-CONSUMER BRAND STORYTELLING

You raised it right. Now say so.

Plainspoken Co. builds the brand tools, content systems, and direct-to-consumer playbooks that help ranchers, growers, and small food producers stop selling wholesale and start selling direct — at the price their work is actually worth.

NEW HERE? START WITH THE PART THAT FITS

Choose a next step for your brand.

Whether you came from a video, an ad, or a friend’s recommendation, this is the fastest way to find what actually helps right now.

01 · THE FOUNDATION

Clarify your message

Start here if your words, offers, or homepage feel scattered and you need a clearer way to explain what you sell.

Start with the Foundation

02 · COACHING

Get strategic help

Choose this if you want outside eyes on your brand, pricing, positioning, or next move before you rebuild everything.

See coaching options

03 · DONE-FOR-YOU

Have the site built

Use this path when you already know the website needs to change and you want the structure, copy, and build handled.

Start the conversation

Not ready? Read Field Notes.

THE PLAINSPOKEN TRUTH

The rancher with the best beef and the grower with the best tomatoes have the same problem. Nobody knows their name.

Whether you raise cattle, grow vegetables, keep bees, or tend an orchard — if you’re selling direct to consumers and struggling to communicate why your product is worth what it’s worth, the problem isn’t your product.

It’s your story.

Most small food producers have an extraordinary story and no system for telling it. They post inconsistently, undersell their work, and watch buyers choose a brand with slicker packaging over a producer with genuinely better food.

Plainspoken Co. exists to fix that. With tools, playbooks, and hands-on coaching built specifically for the people who grow and raise real food — and sell it direct.

THE TOOLS

Built for how you actually work.

Three complete product suites. One for ranchers. One for growers. One for bakers. All built on the same philosophy: good work deserves a good story.

FOR RANCHERS

The Ranch Brand Foundation

$147

Three tools. Everything you need to find your story, build your presence, and sell your first drop.

→ The Ranch Brand Story Kit

→ From Ranch to Table: The Instagram Playbook

→ The Freezer Beef Drop Launch System

Upgrade to the full Ranch Marketing Vault — all five tools — for $297

Get the Ranch Foundation

FOR GROWERS

COMING SOON

The Grower’s Brand Foundation

$147

FOR BAKERS

COMING SOON

The Baker’s Brand Foundation

$147

DONE FOR YOU

We’ll build your site.

Your brand is built. Your content is written. Now let’s put it somewhere people can find it.

Most food producers who complete the Vault have everything they need for a professional direct-to-consumer website — a brand story, a voice, a product description, and photography direction. What they don’t have is the time or the technical knowledge to build it. We do. Plainspoken Co. builds clean, fast, mobile-optimized websites for ranchers, growers, and bakers who are ready for a permanent home for their brand online. Built from your completed Foundation content. Delivered in under two weeks.

FOUNDATION SITE

From $1,500

→ 5-page build

→ Your brand colors, fonts, and photography

→ Homepage, Products, About, How to Order, and Contact

→ Mobile optimized

→ One round of revisions

→ Delivered in 5–7 business days

Requires a completed Plainspoken Co. Foundation tool. Your content is already written — we just build the home for it.

Start a Conversation

FULL SITE

From $3,000

→ Everything in the Foundation Site

→ Individual product and drop pages

→ Field Notes or blog section

→ Email capture integration

→ Two rounds of revisions

→ 30-day post-launch support

→ Delivered in 10–14 business days

For producers ready for a complete direct-to-consumer web presence — not just a storefront, a brand home.

Start a Conversation

Every site we build starts with your Plainspoken Co. content. If you haven’t completed a Foundation tool yet — that’s where to start.

Explore the Tools →

Not sure which is right for you? DM us or hit the contact page — we’ll point you in the right direction.

WORK WITH MATT

For producers who want someone to build it with them.

Whether you raise cattle or grow vegetables — the Vault gives you the system. Coaching gives you someone sitting across from you making sure it works for your specific operation.

Brand Discovery Session

90 minutes. One conversation. Total clarity on your brand voice, your story, and your next 30 days.

$500

ZOOM OR IN-PERSON

The Brand Sprint

One week. Your complete direct-to-consumer brand built together — story, content system, Instagram overhaul, and launch plan.

$2,500

ZOOM-BASED WITH OPTIONAL IN-PERSON

The Full Brand Build

Bespoke. Immersive. A complete custom brand built from strategy through execution — including an on-property visit where geography allows.

From $6,500

ON-PROPERTY PREFERRED

Start a Conversation

WORK WITH MATT

For producers who want someone to build it with them.

Whether you raise cattle or grow vegetables — the Vault gives you the system. Coaching gives you someone sitting across from you making sure it works for your specific operation.

Brand Discovery Session

90 minutes. One conversation. Total clarity on your brand voice, your story, and your next 30 days.

$500

ZOOM OR IN-PERSON

The Brand Sprint

One week. Your complete direct-to-consumer brand built together — story, content system, Instagram overhaul, and launch plan.

$2,500

ZOOM-BASED WITH OPTIONAL IN-PERSON

The Full Brand Build

Bespoke. Immersive. A complete custom brand built from strategy through execution — including an on-property visit where geography allows.

From $6,500

ON-PROPERTY PREFERRED

Start a Conversation

WORK WITH MATT

For producers who want someone to build it with them.

Whether you raise cattle or grow vegetables — the Vault gives you the system. Coaching gives you someone sitting across from you making sure it works for your specific operation.

Brand Discovery Session

90 minutes. One conversation. Total clarity on your brand voice, your story, and your next 30 days.

$500

ZOOM OR IN-PERSON

The Brand Sprint

One week. Your complete direct-to-consumer brand built together — story, content system, Instagram overhaul, and launch plan.

$2,500

ZOOM-BASED WITH OPTIONAL IN-PERSON

The Full Brand Build

Bespoke. Immersive. A complete custom brand built from strategy through execution — including an on-property visit where geography allows.

From $6,500

ON-PROPERTY PREFERRED

Start a Conversation

Cowboy-hat portrait placeholder for Matt Rand on a ranch at golden hour

ABOUT MATT

25 years telling brand stories. This audience changed everything.

Matt Rand is a creative director, photographer, and brand storyteller with 25 years of experience building brands across industries. By day he leads all of marketing at Land.com, where Western brand partnerships — including Professional Bull Riders and Bosque Ranch, Taylor Sheridan’s flagship property — have become a growing part of how the brand shows up in the world.

Plainspoken Co. started because he kept watching ranchers with exceptional beef and growers with exceptional produce get outbid and undercut by brands with slicker packaging and louder voices.

It wasn’t fair. And it wasn’t necessary. So he built the tools he wished they’d had.

Good work deserves a good story. That’s true whether you’re raising cattle, growing tomatoes, or keeping bees.

Thinking on direct-to-consumer food brands, storytelling, and the work worth doing.

Coaching — Brand Sprint

Five Things Every Ranch or Farm Website Needs

Most ranch websites are built backward — history up top, "how do I buy" buried at the bottom. The five things that actually turn visitors into customers.

6 MIN READ

illustration of phone on fire from doomscrolling

Coaching — Brand Discovery Session

Why "Just Post More" Isn't a Marketing Strategy

More posts won't fix a weak message — they'll just make it louder. The real problem behind "post more" advice, and what actually needs fixing first.

6 MIN READ

diiferent cuts of beef vacuum sealed for delivery

Selling Online

How to Sell Beef Direct to Consumer: A Straight Answer

Processing, pricing, and the DM conversations that actually close the sale — the honest, un-skipped version of how to sell beef direct to consumer.

5 MIN READ

Instagram Content

Instagram for Ranchers: What to Post When You Think You Have Nothing to Post

"I have nothing to post" isn't a creativity problem — it's a capture problem. Five kinds of content you already have sitting in front of you.

7 MIN READ

Ranch Brand Foundation

Ranch Branding 101: Do You Actually Need a Logo?

Before you spend a dime on a logo, get the story straight. Here's why most ranchers build their brand backward — and the order that actually works.

6 MIN READ

Ranch Brand Story

Everyone's Ready to Buy Regenerative. Can They Find You?

The Amazon Prime documentary Groundswell just handed ranchers a marketing gift and you should be using it.

7 MIN READ

Ranch Brand Storytelling

Your story is your price tag.

Why the rancher who can explain what makes their operation different earns $14/lb instead of $4/lb.

5 min read

Old wagon wheel and white fence at sunset

Farm Marketing

Why your CSA sold out in three days and mine didn’t.

The difference between a presale launch that fills and one that hears crickets — and it’s not what you think.

6 min read

Read All Field Notes →

START A CONVERSATION

Let’s figure out what your brand needs.

Whether you raise cattle, grow vegetables, keep bees, or tend an orchard — reach out. I read every message and I’ll point you toward whatever makes the most sense for where you are.

Prefer email? hello@plainspoken-co.com

Good work deserves a good story.

RANCH PRODUCTS

Ranch Brand Foundation

Ranch Marketing Vault

GROWER PRODUCTS

Grower’s Brand Foundation

Grower’s Vault — Coming Soon

BAKER PRODUCTS

Baker’s Brand Foundation — Coming Soon

Baker’s Vault — Coming Soon

COMPANY

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