Most people understand that agriculture is how our food, clothing, and other essential commodities are produced. However, most are unaware of the behind-the-scenes work agriculturalists do to get these items from their farms to consumers. Beyond the hard work that goes into producing these commodities, there is one big task that is often skimmed over: marketing. How do you get consumers to purchase your agricultural products once they are ready for sale? This is where the importance of marketing comes into play for the agriculture industry.
What Does Marketing in the Agricultural Industry Look Like?
Because the ag industry is so vast, marketing across sectors can look very different. However, there are basic marketing strategies for agriculturalists to appeal to customers from around the world, even when they are marketing anything from a steak to a tractor.
It is important for agriculturalists to market their products in a way that:
- Is easy for consumers to understand
- Showcases where the product comes from and how it is made
- Builds trust and ensures quality
- Meets the consumer where they are
- Utilizes digital tools to reach wider audiences
Using these strategies leads to increased agricultural literacy and targeted branding, while building producer-consumer relationships.
Why is Marketing Important in Agriculture?
What Consumers Understand
Depending on your target audience, you may adjust your marketing strategy so they can understand what your product is, where it comes from, and how it is made. An estimated 70% of Americans have very little knowledge about agriculture, making it important to use information that your audience understands. At the same time, depending on the commodity you are marketing, your audience could be higher in agricultural literacy. This is why it is important to know your target audience and their level of knowledge. Building a tailored marketing strategy around your target audience and using channels such as a custom website is an effective way to showcase your products and connect with potential customers.
Showcasing Where Your Product Comes From
About 80% of American consumers prioritize food and other commodities that are U.S.-produced, with many participating in local food sourcing, such as attending farmers' markets. American consumers are becoming more conscientious about where their food comes from, how it is made, and what goes into it.
Although there is a large need for local agricultural products, only about 6% of U.S. producers market their products directly to consumers. If you market your commodities directly to consumers, you can close the gap between producers and consumers, showing them exactly where your product comes from and how it is produced while building a personal relationship with them. An effective approach for this is building a custom website with industry-tailored designs, professional copywriting, and enhanced search engine optimization techniques, which will allow you to highlight all that you have to offer and build stronger relationships with consumers by showcasing where your products come from, how they are produced, and the values behind your business.
Meeting the Consumer Where They Are
The majority of agricultural operations are in rural areas, making it difficult to find many local consumers. According to the USDA, only 29% of U.S. farms use websites to market their products. Using a website allows you to expand your market reach, build relationships directly with consumers, and meet the customer where they are, even thousands of miles away.
When working with professionals to build a custom website:
- You can make it completely custom to your business’s mission, commodities, and audience
- You unlock full scalability and flexibility while having dedicated support from website developers
- You increase business growth and profitability while building stronger connections with consumers
By combining impactful solutions, research-driven strategy, and professional designs, JNT Company is supporting agriculturalists in closing the gap between producers and consumers through the use of digital tools. If you are ready to be a part of this change, contact our team to get started.
- Ruby Gomel Osthoff
