Food for Thought.
A fresh perspective on issues and opportunities in agri-marketing
Re-Framing Agri-Marketing
Most agrimarketers know just enough about their customers to be dangerous.
Don’t get me wrong, most ag marketers know and care about farmers and farming. But just do a Google image search on “American farmer” and you’ll see a pretty homogenous gallery of baseball and cowboy hats, families, farm animals and crops, and equipment.
It's About The Farmer - Not The Farm
On the road to customer centricity, agricultural marketers need to overcome the tendency to mistake the farmer for the farm. Or, to put a finer point on it, for thinking that the quantifiable aspects of a farm are inherently insightful of the farmer.
Farmers Deserve A B2F Approach To Marketing
If there’s one thing we know from experience it’s that farmers don’t fit comfortably into conventional marketing models. And because marketers tend to embrace these marketing models, agricultural marketing isn’t what it could be. Nowhere near.