When it comes to partnering with their agribusinesses, farmers still enjoy the relationships, with 40% of farmers wanting to submit grain offers or order inputs in-person or on the phone, according to the most recent Bushel State of the Farm survey. Yet, many of these conversations end up more tactical, with looking up contract information or checking in on order status.
During the Bushel Buddy Seat conference, a panel featuring ag marketers from across the industry shared the reality facing agribusinesses: farmers are bombarded with content—ads, newsletters, and sales calls. What they’re looking for isn’t more noise. They want relevance. They want value. They want authenticity.
As panelist Jen Halverson put it, “Businesses think people care more about their products than they actually do.”
Consider the last conversations you’ve had with your farmers. The messaging around them should be rooted in solving problems, reducing friction, and helping the farmer make confident business decisions. That’s where trust begins.
So what does it look like to lead with empathy instead of a product pitch? Here are a few principles we use at Bushel—and spoken by our panelists:
✅Lead with Solutions, Not Specs
Your services may be powerful, but if they’re not positioned as a solution to a real customer challenge, they’re likely to be ignored. Farmers aren’t just looking for features—they're looking for support in a high-stakes industry.
So instead of asking, “How do I explain this feature?”, start by asking, “What problem does this solve for the grower?”
Reframing your message through the lens of value is the fastest way to build credibility.
✅Ask for Data Respectfully—And Have a Plan
The temptation to collect emails, phone numbers, and other customer data "just in case" is real. But without a clear plan for how you'll use it, you're not just wasting a resource—you risk alienating your audience.
“Don't ask for it if you don't have a plan… Otherwise, you're gonna sit on it, and then if you have a plan in six months or a year, they're gonna forget that they gave you their information. And then it's gonna feel inauthentic.” —Jen Halverson, Prime 46
Start with a clear strategy, communicate why you're collecting information, and honor that trust with timely, relevant communication.
✅Show Personality and Be Consistent
Marketing doesn’t have to be dry to be professional. Some of the most effective ag brands online are those that know how to infuse a bit of humor and humanity into their digital presence.
Think about another brand you know on social media—people follow and engage because they feel like there’s a real person behind the screen.
Consistency matters just as much as tone. Posting once a month and disappearing won’t build a following or foster a community. Whether it’s once a week or once a day, set a cadence and stick to it.
With all the tech tools, metrics dashboards, and AI content generators, the most underrated marketing strategy might just be this: having a conversation with your customers.
Don’t try to sell them anything. Don’t try to talk shop with them. Just ask them some simple questions like:
You’ll walk away with insights that are more valuable than any social trend or metric. Better yet—you’ll be strengthening the relationship in the process.
For an easy way to get started on your next marketing idea, skip the big marketing brainstorm and try a meaningful customer conversation instead. Then build the next email, blog post, or product sheet around what you hear.
Because when you lead with listening, marketing becomes more than a message—it becomes a relationship.