Hannah Neeleman, the 35-year-old social media influencer and co-founder of the Ballerina Farm lifestyle brand, has announced she is expecting her ninth child. The revelation was made not through a personal post, but within a new promotional short film for Farmer Protein, the protein powder launched by her company in October 2024.
The nearly two-minute advert, posted on Wednesday, features ballerinas from the Salt Lake City-based Ballet West performing on stage. As the camera zooms out on Neeleman, who is watching the performance, a visible baby bump is revealed under her checkered maxi dress. The film later shows her drinking a smoothie against a mountainous Utah landscape.
Juilliard Training to 'Tradwife' Brand
Neeleman, a Juilliard-trained ballerina, left professional dance after college following her 2011 marriage to Daniel Neeleman, whose father founded JetBlue Airlines. This career shift inspired the name of her ranch and her social media persona, which has amassed over 20 million followers. The couple's Ballerina Farm brand, based in Kamas, Utah, sells farm goods like raw milk, bread, and meat.
Her portrayal of a "traditional" lifestyle—homeschooling her eight children and involving them in the farm business—has divided public opinion. While some fans find it inspirational, others criticise what they perceive as her abandonment of a promising dance career. "People can say a million nice things about you, and then one negative thing, and it hurts in a way that is just human. But I know who I am," Neeleman told Business Insider in October 2024.
Business Built on Family Narrative
The protein powder advertisement explicitly ties the product to Neeleman's personal narrative of strength and endurance. In a voiceover, she states, "On this stage, I learned to be strong. And despite what some people think, that strength never leaves you." The launch of Farmer Protein, which comes in five flavours, is part of the family's business strategy. "We wanted a business where we could work together as a couple and involve our eight children," she explained in the same interview.
Neeleman gave birth to her eighth child, daughter Flora Jo, in January 2024. Notably, she competed in an international beauty pageant just 12 days after the delivery, an act that previously drew significant media attention and commentary on her physical resilience.
Context and Continued Scrutiny
The use of a pregnancy announcement to market a health supplement is likely to reignite debate around Neeleman's public profile and the blending of family life with commercial branding. The advert appears designed to promote the existing Farmer Protein product line by associating it with the influencer's celebrated stamina and prolific family life.
As the Ballerina Farm brand continues to grow, Neeleman's personal and business choices remain under intense public scrutiny, reflecting broader cultural conversations about motherhood, career, and influencer marketing.