Agriculture is often misunderstood by consumers, policymakers, and the general public. This gap in understanding presents both a challenge and an opportunity for ag marketers. By crafting thoughtful, well-targeted campaigns, we can educate, advocate, and build stronger connections between agriculture and the people who rely on it every day.
Why Ag Advocacy Matters in Marketing
A U.S. Farmers & Ranchers Alliance survey found that more than half of U.S. consumers admit they know little or nothing about farming or ranching, yet they care deeply about where their food comes from. Many consumers actively think about how their food is produced and say it influences their purchasing decisions. This presents a prime opportunity for agricultural businesses to bridge the knowledge gap, build trust, and advocate for the industry while promoting their products and services.
Key Strategies for Advocacy in Ag Marketing
Tell Real Stories, Not Just Sell Products
Farmers and ranchers have compelling stories to tell. Consumers are more likely to trust real people over traditional advertising. According to Edelman’s “In Brands We Trust?” report, many consumers say they trust recommendations from individuals, like influencers, more than what a brand says about itself in ads. This underscores the power of authentic voices and storytelling in building trust. Featuring farmers and ranchers in campaigns, sharing behind-the-scenes glimpses, and letting producers tell their own stories can create deeper connections with audiences.
- Feature real farmers and ranchers in ad campaigns.
- Showcase the day-to-day challenges and successes of agriculture.
- Use behind-the-scenes content to build authenticity.
Fight Misinformation With Facts and Transparency
Consumers are bombarded with misleading information about farming practices, sustainability, and food production. Ag marketers should position themselves as sources of truth.
- Share fact-based content (backed by studies and real-world data).
- Use infographics and short videos to make information digestible.
- Partner with trusted agriculture influencers and educators to amplify messages.
Meet Consumers Where They Are
Different audiences engage with content in different ways, so advocacy must be multifaceted.
- For consumers: Use social media (Facebook, Instagram, YouTube, TikTok) to reach food-conscious shoppers.
- For policymakers and urban influencers: Invest in LinkedIn, industry blogs, and traditional media.
- For rural communities and ag professionals: Prioritize radio, ag-specific publications, and email marketing.
Showcase Sustainability and Stewardship
Modern consumers want to support businesses that align with their values. Highlighting agriculture’s role in conservation, soil health, and sustainability helps build trust.
- Feature farmers using innovative, sustainable practices.
- Share before-and-after examples of land conservation efforts.
- Collaborate with agriculture advocacy groups to spread the message.
Make Advocacy Personal and Engaging
Instead of dry, corporate messaging, make campaigns engaging, visual, personal and emotional.
- Use high-quality video and drone footage to showcase farming and ranching.
- Encourage interactive elements like Q&A sessions, podcasts or live farm tours.
- Start user-generated campaigns where farmers share their own experiences.
Bottom Line: Advocacy and marketing go hand in hand. By focusing on storytelling, facts, and consumer engagement, ag marketers can not only sell products but also strengthen trust in agriculture as a whole.
Portions of article was developed with the assistance of AI tools and edited by marketing staff.
