Eggheads: How Niche Podcasting Builds Trust Where It Matters Most

Hosted by Greg Schonefeld, CEO of Ag Installers, Eggheads is the go-to podcast for professionals across the egg industry who care about leadership, innovation, and the future of modern egg farming. 

Many of the biggest players in egg production stay quiet by design, avoiding the spotlight in favor of staying cost-competitive, efficient, and behind the scenes. As a public-facing voice, Greg is steadily building credibility, brand trust, and recognition — not just for himself, but indirectly for Ag Installers too.

Eggheads is already warming up conversations and helping Greg enter the room with more familiarity. At industry conferences, he’s been recognized as “the Eggheads guy”. The show has proved the power of podcasting - genuine connection. Unlike traditional marketing channels that speak at their audience, podcasting invites listeners to engage and learn alongside the host.

In this case study, we’ll look at how Eggheads evolved, and how Lower Street helped turn a podcasting novice into a confident, credible podcast host shaping the conversation in modern agriculture.

The Background

Greg Schonefeld didn’t set out to become a podcast host. As the CEO of Ag Installers (a company that installs complex egg farming equipment), his day-to-day life revolved more around construction timelines than content strategy. But when a marketing consultant first floated the idea of launching a podcast for Ag Installers, something clicked.

Greg just appeared as a guest on someone else’s show and realized he enjoyed it, not just the format, but the opportunity to explore ideas in-depth. Social media felt too surface-level. Podcasting, on the other hand, gave him a platform to learn, share, and build meaningful connections in the industry for his business.

“There’s so much about the egg industry I didn’t know — even working in it. I thought the podcast would be a good chance to learn, and bring others along for the ride.”
Greg Schonefeld, Host of Eggheads

That curiosity became the foundation of Eggheads. Greg didn’t want to lecture or market.  He wanted to ask questions, hear the industry stories, and build a better understanding of the many moving pieces that make up modern egg production.

From the beginning, he knew the show needed to stand on its own. While Eggheads was inspired by his work at Ag Installers, Greg made a deliberate decision to separate the brands. This wasn’t meant to be a sales vehicle. It was a platform for learning, connection, and eventually, thought leadership.

Still, launching a podcast from scratch was daunting. Greg had no prior media experience, and the egg industry wasn’t exactly flooded with podcasting talent to draw from. That’s where Lower Street came in.

After exploring his options, Greg partnered with Lower Street to bring Eggheads to life.

“I didn’t feel equipped to play the expert. Lower Street helped me embrace being the curious one in the room — and gave me the confidence and support to grow into this role.”

Greg Schonefeld, Host of Eggheads

Greg wasn’t looking for quick wins or conversions. His vision for Eggheads was long-term. He wanted to become a respected voice in the space, to help the industry learn from itself, and to build credibility that would open doors.

Making the Podcast a Reality

Like many first-time hosts, Greg didn’t start with all the answers. The original concept leaned more playful and consumer-facing, with egg puns and lighter content. But it soon became clear that the real value, and the real audience, lay elsewhere.

“The original concept was about getting in front of farms. But then someone said, ‘Hey, you could really do a service with this podcast.’ That’s when Eggheads started to take on a life of its own. At first, I thought we might need to reach consumers — but the deeper we went into the industry, the clearer it became: this show needed to focus on the people inside it and thought leadership.”

Greg Schonefeld, Host of Eggheads

Working closely with Lower Street, the direction shifted to focus more clearly on producers, operators, veterinarians, installers, and decision-makers across the egg value chain. This was no longer about just entertaining or marketing. It was about serving the people doing the work, and bringing their stories to the front.

Lower Street guided that evolution every step of the way. Together, we refined the show’s tone, created structure, built a consistent publishing rhythm, and introduced new segments like the Scramble — a quarterly panel segment covering timely industry topics like bird flu, pricing volatility, and market trends.

But our role went beyond production. A major part of Lower Street’s work was in helping Greg step into his role as host. Not by trying to make him an expert, but by leaning into his natural strengths.

“I’m not an expert on the egg industry — I’m working to become that. But I think already I’m able to shape things by whose voices I bring forward.”

Greg Schonefeld, Host of Eggheads

Through coaching, script review, voiceover practice, and interview prep, our team helped Greg build both technical skills and on-mic confidence. He didn’t need to have all the answers,  just the right questions.

With this full-service support, Eggheads took shape as a professional show packed with value. Today, it’s a platform for connection, curiosity, and long-term positioning within a tight-knit industry.

A Content Strategy with Reach

Eggheads turned out to be a powerful asset in Greg’s broader content strategy — especially on LinkedIn, where much of the egg industry’s B2B conversation lives.

From guest clips to timely commentary, the podcast has become a cornerstone for Greg’s personal brand and Ag Installers’ visibility. It’s brought audience recognition at conferences, growing followership, and industry engagement are all signs that Eggheads is making an impression well beyond audio platforms.

“I want people to get familiar with the Eggheads brand — maybe something catches their eye and it pulls them into listening. It all works together.”

Greg Schonefeld, Host of Eggheads

Alongside a focused publishing schedule, Greg also uses LinkedIn to highlight smaller but meaningful updates in the industry — items that don’t merit a full episode but still help maintain relevance and consistency with the audience.

“We’re very focused on keeping it egg-related — and thinking, ‘Why might someone in the industry want to share this post?’ That’s how we’re trying to grow.”
Greg Schonefeld, Host of Eggheads

With limited internal resources and time, Greg keeps things lean, but deliberate. The podcast gives him the platform, and LinkedIn adds to the reach.

The Outcome

Eggheads has launched as a bi-weekly podcast with both audio and video aspects. While full episodes live on podcast platforms, short-form video clips are used on LinkedIn to give the show additional reach and visibility. Through this strategy, the show has a growing network of listeners and followers.

But, for Greg Schonefeld, the most valuable outcome of launching Eggheads hasn’t been downloads, awards, or direct sales. It’s been positioning. The podcast has boosted Greg’s visibility across the egg industry, earning him credibility, and opening many doors.

“People talk to me differently now. I’ll speak with regular customers and they’ll bring up Eggheads. It changes the conversation — the show puts me in front of the farms and some of those decision makers, where maybe if we position our services on a project, they’ll feel like they already know me.”
Greg Schonefeld, Host of Eggheads

Ultimately, this is what podcasting does best. It’s not about quick wins or direct conversions, it’s about real connection. Today, content is designed to be scrollable or go viral for a quick hit, podcasting invites people to slow down and engage. It fosters deeper, long-term relationships — and Eggheads is doing exactly that.

While Greg is modest about calling himself a thought leader just yet, the podcast has undeniably started to shape how he’s perceived. At conferences, he’s been recognized as “the Eggheads guy” by people he’s never met. In sales settings, conversations feel warmer — more familiar — even if no formal introductions have been made. The show acts as a trust signal.

“There may be people who know more than I do… but just being publicly vocal kind of automatically lends credibility. I might be in the 60th percentile of knowledge — but I’m perceived to be in the 90th.”
Greg Schonefeld, Host of Eggheads

In just one year, the show has surpassed 5,000 downloads, a modest number by mainstream standards, but a significant achievement in a niche industry with a tight-knit audience. Greg’s goal wasn’t to reach everyone, it was to reach the right people, and build a brand that the egg world could rally around. And well, it looks like he made it happen.

“The podcast isn’t a direct sales tool — but it absolutely helps facilitate conversations. When we go to bid, people already feel like they know me. That changes everything.”
Greg Schonefeld, Host of Eggheads

With growing momentum, increased recognition, and a credible voice behind the mic, Eggheads is already delivering on its long-term goal: to influence the conversation and strengthen relationships in the egg industry.

Final Thoughts

With Eggheads, Greg Schonefeld started a conversation the egg industry didn’t know it needed. Through curiosity and connection, the show has built trust, sparked ideas, and helped position Greg as a rising voice in modern agriculture. And with Lower Street behind the scenes, the show is set up not just to continue, but to keep growing.