Marketing Audit: Kickstarting Digital Marketing in a Legacy Ag Business
"It’s not just about barns. It’s about trust, craftsmanship, and showing up—year after year." – Jonathon Ruzich, Owner
For more than four decades, Longhorn Cattle & Swine Confinements has built livestock facilities that stand the test of time—just like the company itself. With no debt on the books and a reputation for doing things the right way, Longhorn isn’t chasing the next big thing. They’re staying steady, staying visible, and staying ready when farmers are ready to build.
But behind every strong structure is a stronger story. And until now, Longhorn hadn’t shared theirs.
A Business Built on Sweat and Steel
Longhorn Confinements was founded over 40 years ago with a simple promise: build it right, or don’t build it at all. The company quickly earned a loyal customer base among Midwestern livestock producers who needed durable, well-designed confinement buildings.
One of those early employees was a high schooler named Jonathon Ruzich. He worked summers in the shop, picked up early lessons in craftsmanship, and developed a deep respect for what it took to keep farmers happy. He left for a while—but like a lot of folks with roots in ag, he came back.
And when the original owner passed away, Jonathon stepped up—not just to run the business, but to carry the torch.
“It’s a responsibility,” Jonathon says. “There’s a legacy here. We build strong buildings. That doesn’t mean we can’t evolve.”
Steady Growth, Smart Strategy
Under Jonathon’s leadership, Longhorn hasn’t changed its values—but it has updated its game plan. One example: keeping customers engaged even if they only need a new barn every 10 or 15 years.
“We know people don’t impulse-buy a hog barn,” Jonathon says with a laugh. “So instead of selling all the time, we’re focused on being interesting, being present, and being useful.”
That mindset is guiding a new wave of digital communications:
A weekly email newsletter that shares project stories, behind-the-scenes photos, and a little shop humor.
A social media schedule that shows off the crew’s craftsmanship, builds in progress, and what it really looks like to weld a header in subzero wind.
Collecting emails at trade shows, not just for short-term leads but to stay top-of-mind for the long haul.
“We’re not chasing clicks,” Jonathon says. “We’re building relationships. Same as always.”
Why the Brand Story Matters Now
Longhorn Confinements has never been flashy. But that’s part of what makes the company stand out in a market full of big promises and fast exits.
What you get from Longhorn is simple: a team that knows what they’re doing, takes pride in their work, and understands what it means to make something last.
And now, thanks to a renewed focus on storytelling, more people are going to hear about it.
“We’ve got 40 years of experience and a great crew. We should be telling that story,” Jonathon says. “That’s what this next chapter is about.”
Need help getting your brand up to speed on social and email? Manx is here to assist!
