The Story of a Ball of Fire in the Heartland

Amanda Radke, 5th Generation Cattle Rancher & Entrepreneur

As we launched MoxieTowns, I could not wait to write about the entrepreneurs I am meeting along the way. Many of them are young women, writing and crafting lives they love and lives of impact. I met Amanda by running across her blog. Her blog is but one of a multitude of platforms on which she is shining. This is but an initial introduction to this fireball. It is also a moment to consider whether we are following the call for our own lives because this woman can show us how it is done. In all of this, I ran out of room to tell you about her online speaking course, line of t-shirts, and podcast. I am not sure she sleeps.

It was a moment early in her college career when she found herself standing in the heart of Washington D.C., full of people, excitement, history, monuments, and the political center of America—and, in an apparent oxymoron, she found herself alone. She missed the wide-open sky of her South Dakota home, and while she was surrounded by so many people, these were not those who were family or who had championed her early ambitions.

Definitely not a woman to second guess her gut and clever instincts; she knew exactly what she would do. Even though her parents suggested that she and her two sisters consider careers outside the cattle business, she pivoted and changed her major from political science to agricultural communications, determined to share the untold stories of farmers and ranchers. While she enjoyed spending time in the large, bustling cities such as Washington, D.C., Buenos Aires, and others, she realized that no city could replace the sense of belonging she felt in her home in South Dakota.

Today, Amanda Radke is a rare voice that straddles the rural-urban divide. As a fifth-generation rancher, she has deep roots in agriculture and caring for the land. Never slowing down, she has also built a national platform as an author, speaker, and advocate, introducing urban audiences to modern farming and food production realities. Her very latest endeavor brings that fresh food directly to your table.

The Call of the Heartland

Amanda's story begins in the heartland of South Dakota, where the values of hard work, community, and family run deep. Growing up in the rural community surrounding the small town of Mitchell, known for its agricultural heritage, shaped Amanda’s early years. This community is deeply rooted in agriculture and family values. Growing up, Amanda's life revolved around the town's close-knit activities—proms, basketball games, and local church events—anchoring her love for her hometown and the wide-open sky.  The world's only Corn Palace, a whimsical building adorned with corn-themed murals, symbolizes the town's unique charm and community spirit. (This building is so fascinating; we will be writing about it soon!) This vibrant setting was more than just a backdrop; it was a foundation for Amanda’s values and aspirations.

Growing up, Amanda was deeply connected to the rhythms of rural life. Her family’s cattle operation provided a firsthand experience of the agricultural lifestyle. Amanda recalls how community events were intertwined with her daily life, from attending church to participating in local sports. These experiences instilled in her a profound appreciation for the land and the people who worked it.

The Journey Home: Looking at the Heartland in a New Way

It was these memories and values that moved her to switch her major from political science to agricultural communications, driven by a desire to tell the often-overlooked stories of rural America. Amanda recognized a gap in mainstream media—stories of farmers, ranchers, and their essential work were seldom told. She set out to change that narrative, using her voice to advocate for the agricultural community. Enjoying the freedom and fun of college, Amanda met her husband while a member of the South Dakota State University Meats Judging Team.  Their professor, Duane Wulf, said to the class, “Look around. You might be sitting next to your future spouse.”  Apparently, that class had a match-making history.  Amanda said that she looked around the class and thought, "Yeah, right." However, fellow teammate Tyler Radke caught her eye first as a friend. Then, through traveling the country together, touring packing plants, and evaluating rib-eyes, they realized they were the perfect match for a future together.  Tyler grew up in Minnesota in another remarkable small town – but took his new bride back to South Dakota to start their lives together.

Beginnings on a Ranch of Her Own

Fresh out of college in 2009, Amanda and her husband didn't inherit an established family ranch—they started from scratch with virtually nothing. The newlyweds were determined to build their own cattle operation despite having only student loans, car debt, and old, rundown equipment to their names.

"We rented out every building on our place for storage just to pay the bills those first few years," Amanda recalled. "It took us three years before we could even afford to buy our first cow."

Let this be encouragement to all of your dreamers. The couple got scrappy in that lean start-up phase to make ends meet. They rented their basement to college students for extra income and lived off Amanda's husband's construction job. Any spare money went towards slowly upgrading equipment like an abandoned tractor her father-in-law had parked to rust.

Returning to Mitchell was not just a geographical move; it was a return to her roots, her values, and her community. Amanda's dedication to agricultural communications was more than a career choice, it was a mission. She was determined to bridge the gap between rural and urban perspectives. Through her powerful writing and engaging speaking engagements, she began to share the realities of agricultural life, highlighting the hard work, innovation, and resilience of farmers and ranchers.

Slowly But Surely, Acre by Acre

Little by little, through grit, resourcefulness, and delaying gratification, Amanda and her husband began accumulating pastureland and cattle. They'd upgrade to newer equipment when they could, slowly expanding their herd and leasing more acres.

"There were so many times we thought about giving up," Amanda admitted. "The costs of running a ranch are enormous, and the profit margins are tight. But we were stubborn - this lifestyle is in our blood."

After 14 years of marriage, the couple built a purebred cattle business selling bulls and heifers across the country, and now we have plans to host our first auction sale on the ranch this winter on President’s Day – all while growing a family of four children. It's a far cry from those early days of having just a couple of head of cattle and a rusted-out tractor, but it's a testament to their persistence.

The Power of Local Connections

Amanda’s experiences highlight the importance of local connections in small towns. In Mitchell, business deals are often made through a simple wave on a gravel road or a conversation at a local event. Amanda recounts how she and her husband secured a concrete company a barn project through a chance encounter with a neighbor. Just a quick roll-down of the window, a simple deal on terms and timing and they soon had the foundation for what is now their new barn. This kind of informal, community-based networking is a hallmark of small-town life, fostering trust and collaboration.

Supporting local businesses is not just a matter of convenience for Amanda; it is a way of life. She emphasizes the value of shopping locally, knowing the people behind the businesses, and contributing to the local economy. This ethos extends to her broader vision for rural America, where community support and entrepreneurship can drive sustainable growth.

Bridging the Gap Through Books

In our conversation, we talked about how removed most people are from where their food comes from and what “life on a ranch” really entails. While Amanda shares this with audiences she meets across the country, she finds a passion for sharing this with children. Having four children of her own, she enjoys sharing the adventures and realities of rural living. Her children’s books, nine to date and counting, have been a remarkable hit. She often takes time during her speaking tours to read these books at local bookstores, answering the children’s endless questions about the animals and life on the farm. Her daughter Scarlett has joined this endeavor with her own book about Scarlett and Lucky, which features the story of a premature calf born in the cold and nursed to health by Scarlett herself. These books are becoming a powerful bridge connecting urban families to agriculture.

While talking with Amanda, she shared how she is often the first real farmer many city kids have ever met when she does school readings and events. By answering their questions and dispelling myths, she opens minds to the realities of sustainable ranching.

The Bid on Beef Auction

Not one to let an opportunity or idea remain dormant, she's also an entrepreneurial force creating new ways for farmers and consumers to connect. Her latest venture, alongside strategic partners, Bid on Beef, is an online auction platform launched in June 2024. It allows ranchers across the U.S. to sell high-quality beef products directly to customers nationwide.

The first Bid on Beef event was held in rural New York, giving urban buyers a taste of the authentic "cowboy way" of trading cattle - complete with an auctioneer and ranch experience. Buyers can attend online or in person for the full, authentic experience for this and all upcoming auctions. It's another way of bringing rural America's spirit and values to people's plates. 

Whether through her advocacy, books, or new business models, Amanda Radke is a vital translator, helping rural and urban communities understand and appreciate each other. Her ranch roots give her credibility in speaking agriculture's language, while her talents let her be heard in cities across America.  Watch out for this energetic, talented and driven woman. She has just begun.