Is it time to reprioritize first-generation farmers in your marketing plans?

Young, first-generation farmers represent unique opportunities for evolution and growth for ag brands

Agriculture suffers from a shortage of talent. We see it in all facets of ag, throughout the production and value chain and even at ag universities. One shortage that has captured media and governmental attention – and is overlooked by many ag marketers – is the shortage of opportunities for young farmers. I’m talking about first-generation farmers who are struggling for land, capital and opportunity to farm, or in business terms, start-up farmers.

For most ag marketers, start-up farmers are not a priority target – if on the radar at all. These young start-ups do have a fit in short-term and long-term ag marketing strategies, although in a less conventional way. After all, while they maybe don’t represent significant revenue opportunity today, these young, small farmers are agriculture’s future … your brand’s future.

Reprioritizing start-up farmers in ag marketing strategies can yield tangible and intangible ROI. Consider these three strategic opportunities to embrace and grow with first-generation farmers.

• Regional brand growth. Major national brands may not want to bother with smaller, riskier start-up farmers. And their products are often priced out of the start-ups ballpark. By targeting start-up farmers with special programs and pricing incentives, coupled with steady attention and service, smaller or regional brands can pick up sales, inch-up market share and lay a firm foundation for brand loyalty. In other words, smaller brands can grow with first-generation farmers.
• Alternative business model exploratory. While the visions and needs of the first-generation farmer may seem out of alignment with a brand’s goals and strategies, there may be ways to begin to engage this group and test new business models that appeal to them. Cash-strapped start-ups may become fierce brand loyalists to a brand that helps them get their start, such as an equipment company or utility vehicle brand that offers special financing on used machines.
• Cause marketing. Not a lot of ag brands target and invest in causes that support first-generation farmers. A commitment to this group, whether through a start-up grant program from your brand or an active partnership with the American Farm Bureau Federation’s Young Farmers and Ranchers Programs, is an opportunity for most ag brands to set themselves apart while you do something vital and meaningful for people who need it. And making start-up farmers your cause is one route to a new generation of brand loyalists and advocates. A word of caution: look deep into some of the young farmer groups as their agendas and/or sponsors may be diametrically opposed to the mission of your brand.

These are a few among many strategies that ag brands can pursue to engage young, first-generation, start-up farmers. The main point is, they are part of the future of agriculture and so a part of the future of your brand. You can wait for them to get “big enough” for your attention, or find a way now to grow your business as they grow theirs.

Here’s an extra bonus: Today’s young, start-up farmers are vocal and socially connected; they are as willing to advocate for brands that “get them” as much as they will denounce brands they don’t respect. On which side of their conversation do you prefer to be?