Southern Illinois native Madilyn Hoock grew up immersed in agriculture—from heritage poultry breeding and farmers markets to launching a social media brand for her family’s hobby farm, Richland Creek Acres. Now, as the strategic communications manager at HLK, she’s bringing that same passion for rural storytelling and advocacy to the professional world.
A recent graduate of Southern Illinois University-Carbondale with a degree in agricultural communications, Hoock’s journey into the industry was anything but traditional. She began college as a horticulture major, driven by years of hands-on experience in FFA, 4-H and rare breed poultry genetics. During COVID, she expanded her family’s small operation, launched a social media presence and began educating her community about food production and local sourcing—laying the groundwork for a future in communications.
“I started sharing what we were growing, how we were growing it, and why local food matters,” Hoock explained. “That opened the door to ag advocacy and marketing, and I fell in love with it.”
Hoock’s passion for advocacy also took her to the Illinois State Capitol, where she lobbied alongside peers for the Illinois Farmers Union. She supported legislation focused on land access for young farmers and local food purchasing initiatives. The experience, she said, gave her a new perspective on the legislative process.
“I didn’t realize how intricate policymaking was—how easily something can be tabled if it doesn’t have strong backing,” she said. “It gave me a real appreciation for the role communication plays in shaping support.”
Whether she’s developing campaigns or strengthening stakeholder relationships, her work is rooted in a commitment to clear, honest storytelling.
“I’ve always wanted my work to have meaning,” she said. “In every role I’ve had, I’ve looked for the impact, whether it was growing sweet corn with my grandpa or supporting farmers through communications and advocacy.”
With deep roots in ag and a sharp eye on the future, Hoock is part of a new generation shaping the voice of agriculture—one story at a time.
