NAMA’s recent Agri-Marketing Conference buzzed with high energy as AI, storytelling, and sustainability took center stage. But one of the most valuable sessions did not come from established marketing experts at the podiums. Instead, it came from the people many of these ideas are meant to ultimately serve: the producers.
A panel of diverse producers shared valuable insights for marketers. What we heard was less about what’s next and more about what actually works.
#1 Elevate The Farmer Filter: Time is Money
Running a high-stakes, high-risk business such as a farm means that time is a precious resource for producers. Logically, when farmers are faced with a business investment pitch, they immediately filter everything through a very practical lens of: Is it clear? Is it useful? Does it actually work? When marketing to farmers, transparency and an absence of “fluff” go a long way towards establishing a product’s credibility.
Takeaway: Your messaging shouldn’t be simple; it should be efficient. Identify the tangible business value and be clear about what really differentiates your product from the competition. Make sure authenticity and clarity drive your brand communications to these business owners.
#2 Skepticism is the Default
AI was a hot topic throughout the three-day conference but like many marketers, producers view it with healthy skepticism. When it comes to the implementation of AI tools on the farm, the panel gave it mixed reviews. This hesitation applies to any innovation that does not have proven value, whether it be a new AI platform or new equipment. To combat this reservation, testimonials from other farmers, along with demonstrable ROI, go a long way.
Takeaway: Something new is a risk until it’s a proven result. Producers are very open to innovation but highly selective about what they adopt. If your marketing approach does not clearly show impact for your product, you won’t earn consideration from this audience.
#3 Sustainability: It’s Long Been Foundational for Farmers
Sustainability is a buzzword widely open to interpretation. For producers, sustainability is not something they are striving toward because they’ve already been doing it for decades! Farmers commonly implement practices such as rotational grazing, feed reuse and nutrient cycling, all while maximizing output from limited resources. There is a fundamental disconnect between how sustainability is being packaged and sold to producers. This group is experiencing an influx of similar solutions with little differentiation. Often, marketing messaging overcomplicates simple, proven practices.
Takeaway: Those shaping the sustainability narrative outside of the farming practice need to get closer to the actual farming work. If your sustainability story doesn’t reflect the reality of the people doing the work, it won’t resonate, regardless of how well it is packaged.
The Bottom Line
The gap between some brands and farmers is not in innovation but in alignment. Is what your brand saying in alignment with what producers are experiencing? The opportunity for brands isn’t to say more. It’s to say it better and say it accurately. The brands that win farmers over won’t be the most complex. They will be the most understood.
Is your 2026 strategy aligned with the reality of the farm? Let’s talk about how to sharpen your message.
