In this episode of Dirt and Bull, the conversation turns to innovation, values, and impact in rural America with Trevor Greenfield, founder and CEO of RIO Nutrition. Known for building one of the most trusted supplement brands in the livestock world, Trevor shares the story behind RIO’s growth and his mission to support farmers and ranchers not just with products—but with purpose.

Trevor opens up about his roots in southern Alberta, his early exposure to sales and manufacturing, and how RIO Nutrition was born out of a simple, focused goal: to deliver real value on the farm. He talks about staying lean, maintaining clarity, and building a team that rallies around one message. His mantra? “Do the right things—and the right things will happen.”

The discussion dives deep into how rural businesses can succeed without chasing every trend. Trevor emphasizes the importance of understanding your customer, staying true to your mission, and trusting the long game. Whether it's in product development or leadership, his approach is rooted in service and consistency—a refreshing take in an often over-complicated industry.

If you’ve ever wondered what it looks like to build a business that genuinely lifts up the rural community, this episode will hit home. Trevor’s commitment to doing good work, without losing sight of the people it serves, is a reminder that sustainable growth doesn’t have to come at the expense of your values.