ABOUT MATT
WHO I AM
Something happened to food in this country. Gradually — until the tomato in the grocery store stopped tasting like a tomato. Until the beef was graded and boxed by a system that knows volume but not flavor. Until the food that traveled the least and was grown with the most care became the hardest to find.
Meanwhile, some of the best food produced anywhere in this country is being grown and raised by backyard gardeners, CSA farmers, grass-fed ranchers, farmers market vendors, and home bakers who have looked at the industrial system and decided they can do better.
They can. Most of them just don’t know how to tell anyone about it.
My name is Matt Rand. I’m a creative director, photographer, and brand storyteller with 25 years of experience building brands across industries. By day I lead 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.
I’m also a home cook, a backyard gardener, and someone who has spent years buying directly from farmers, ranchers, and producers whenever I can find them — because I can taste the difference and I think the difference matters.
Plainspoken Co. exists at the intersection of those two things. The brand expertise. The genuine reverence for what small food producers do.
The tools, coaching, and websites I build for direct-to-consumer food producers are built from the inside — not from a marketing textbook, but from a deep respect for the work and a clear-eyed understanding of what stands between a great producer and the buyers who should be finding them.
I work with backyard gardeners just starting to sell and grass-fed ranchers with a hundred families on their beef drop list. Every scale. Every product. Every producer who has decided their food is worth more than what the wholesale system will pay for it.
Because it is. And their buyers deserve to know it.
HOW I WORK
01
Your customers can tell the difference between marketing language and the truth. The truth is more persuasive, and it’s already yours — it just needs to be said out loud.
02
Good marketing doesn’t invent a story. It documents one that’s already happening in your pasture, your field, or your packing shed — and gets it in front of the right people.
03
You shouldn’t need to hire an agency forever. Everything I build is meant to hand you the system so you can run it yourself, season after season.
Leading marketing for one of the largest land and rural property marketplaces in the country, including Western brand partnerships with Professional Bull Riders and Bosque Ranch.
Twenty-five years of brand building, campaign work, and visual identity — learning what actually moves people to choose one brand over another.
Hands-on photography experience that shapes every guide and template — built for people shooting their own work with the phone in their pocket.
Good work deserves a good story.
© 2026 Plainspoken Co. — Built for the people who grow and raise real food.