Agricultural Business Marketing: Ins and Outs
- Kennedy Spaeth
- 6 days ago
- 5 min read
Information for this blog came from. horizonfc.com, famrbrite.com, and eustochos.com
What is Agricultural Marketing?
What is the agricultural marketing process? Before writing this blog I certainly did not know. I am writing this blog in hopes of enlightening myself and others in the world of ag marketing. Moving from big-city Texas to small-town Kansas I have been introduced to agriculture like never before. Now that I have been introduced to the world of marketing through my classes at Fort Hays State; I have found that ag marketing is not mentioned often in class. Agriculture is the “backbone” of America, but why haven’t I learned about marketing it before? Agricultural marketing is essential when connecting farmers to consumers or businesses. This blog post will help you understand the process of creating an effective farm marketing plan and why this is crucial to farming.
I think one of the most important aspects of agricultural business marketing is the brand image. Knowing yourself and your operation is the main part of starting your marketing plan. Tell your story!
How to Use Social Media as a Farmer
When determining which social media platforms to use, research the typical user on that platform and don’t overcommit yourself. For example, you’re more likely to reach a younger audience on Instagram, but consistency in engaging and posting is highly valued. If you can not commit to being active on the platforms you choose, you won’t reap as many benefits as you could, if you commit to posting regularly on one platform. Social media is often overlooked in the ag industry, but it shouldn't be. It’s an affordable, powerful way to reach thousands of potential customers.
Start by asking yourself:
What platforms do my customers use?
Can I commit to posting regularly?
What kind of content would they enjoy?
Here are a few ideas for engaging content: Behind-the-scenes farm videos, Daily life snapshots (planting, feeding animals, harvesting), Recipes using your products, Customer testimonials, Seasonal promotions or events.
If your audience is younger, platforms like Instagram and TikTok might be ideal. If you’re targeting families and local communities, Facebook is still a great option. Twitter helps share quick updates or join farming-related conversations.
Determine what your target market is and choose a platform to use to reach those customers. We often picture farmers working the land, their success heavily depends on how well their products reach their target market. Marketing is how they grow into million-dollar operations. A farm's brand image is a cornerstone of any successful marketing plan. Farmers need to ask: “What do I want people to know about my farm?” Tell your story. Do you prioritize sustainable practices? Are you a fourth-generation farmer? These details matter. They help build a brand that consumers recognize and trust.
So, whether you’re selling soybeans or specialty honey, your marketing strategy should be tailored to who you’re selling to. Don't spread yourself too thin. It’s better to post consistently on one or two platforms than to be inactive on five. And remember, engagement is key. Respond to comments, ask questions, and build relationships with your followers.
Creating an Effective Farm Marketing Plan
When creating a farm marketing plan, it is important to keep a goal in mind. Focusing on getting products out to consumers who don’t know your farm won’t help you build brand awareness, brand loyalty, or consistent sales. Let’s start with your product. According to Farm Credit Horizon, this is important to think about while creating your marketing plan, “What you’re producing should determine – how and if you need to – advertise. For example, if you’re raising a commodity like grain for the local elevator, or raising poultry for an integrator, marketing from a storytelling aspect may not be that critical (in this situation, you’ll need to focus on your breakeven). But if you’re growing a niche product, marketing becomes far more critical to generating revenue.” Now as a marketing student, I think advertising is always good, even if that means only the farm logo on the side of the semi-hauling grain.
You can use social media to connect with your community and build relationships. This can be helpful if you're looking to sell products directly from your farmer’s market. First, it’d best to set clear goals Are you trying to expand your customer base? Do you want to increase sales or build a local brand? Are you entering a new market (e.g., organic or direct-to-consumer)? Keep these in mind when you go to set S.M.A.R.T. (specific, measurable, achievable, relevant, timed) goals. You want your goals to keep motivated, so maybe don’t shoot for the stars just yet.
Next, you will need to know your product! What makes it unique or valuable? Are you offering fresh produce, handmade goods, or bulk grain? How do you ensure quality and consistency? These concepts are going to be ideal when trying to sell to customers. If you aren’t sold, they aren’t sold. Then, you’ll need to identify your target audience. Understanding who you want to reach is incredibly important when selling products. Local consumers, restaurants, co-ops, or grocery stores? Age group and lifestyle preferences? Price sensitivity and purchase habits?
Next, choose where you’re going to show off your content. Knowing where to post is just as important as creating good content. Farmers’ markets, co-ops, CSAs (Community Supported Agriculture), Retail partnerships, or online storefronts. print advertising, radio, or social media platforms.
Next is the brand image. Build it up! You want to reach as many people in your target audience as possible with a story that will make them do a double-take. Lastly, you’re going to monitor your goals and adapt your plan to your new ones. Track what’s working (and what’s not). Gather feedback from customers. Adjust your strategy as markets evolve. Small efforts like placing a farm logo on delivery vehicles or packaging can make a big difference. Visibility creates trust, and trust leads to repeat business.
A solid marketing plan helps farmers:
Build a loyal customer base
Charge premium prices for unique or value-added products
Diversify income streams
Strengthen community ties
Stand out in competitive markets
As consumers become more interested in where their food comes from, now is the perfect time for farms to share their stories. Transparency and authenticity can drive real business growth.
Conclusion
Agricultural marketing might not be the first thing people think about when they imagine a farm, but it’s one of the most important parts of keeping agriculture alive and well. Whether you're a new farmer starting from scratch or an established producer looking to grow your reach, effective marketing is essential. It’s not just about selling, it’s about connecting with people, building your brand, and creating a sustainable business model. So, take the time to understand your audience, tell your story, and use every tool available, from logos to social media, to build your farm's future. You don’t have to do it all at once. But start somewhere. The more you invest in your marketing, the more likely your farm is to thrive for generations to come.
Check out this post by Carly Hitt to engage more with your audience and grow your brand awareness through social media!
Resources
Team, E. (2024). The importance of Agricultural Marketing. Retrieved from https://eustochos.com/the-importance-of-agricultural-marketing/
Farmbrite. (2025). Social Media for Farmers 101. Retrieved from https://www.farmbrite.com/post/social-media-for-farmers-101#:~:text=As%20a%20farmer%2C%20you%20might,Facebook%2C%20Instagram%2C%20and%20YouTube
Horizon Farm Credit. (2021b). Tips to create a farm marketing plan. Retrieved from https://www.horizonfc.com/about/newsroom/tips-create-farm-marketing-plan
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