Food for Thought.
A fresh perspective on issues and opportunities in agri-marketing
Trust Is Like a Bowl of Cherries
“A single cockroach can ruin a bowl of cherries. But a cherry does nothing at all for a bowl of cockroaches”
Paul Rozin, Expert in “Disgust”
Trust Isn’t Just One Thing—And Getting It Wrong Can Cost You Everything.
In agri-marketing, we love to talk about being “trusted partners.” But trust isn’t a box you check—it’s built across four distinct dimensions: integrity, competence, reliability, and concern.
In the first of my next “Lessons Learned” series of articles, I explore what trust really means in agriculture and B2B—and how one weak link can spoil the whole bowl of cherries
You don’t need to make farmers cry. You just need to make them care.
In agri-marketing, emotion isn’t fluff—it’s fuel. Here's how to use it with respect, relevance, and results. In this 4th and final (in this series) post we explore the misconception that emotion is merely layering on some touchy-feely imagery and we provide some clues on how to authentically make your audience feel.
Which Differences Make a Difference?
Not all data leads to insight. In this third post of our customer-centricity series, we explore how human-centered research uncovers the subtle but powerful differences that reshape how we understand farmers—and how we market to them.
Taming the Elephant: Why Emotional Branding Wins!
Digging deeper into why emotion drives decision-making—and how brands can use insights from behavioral science to authentically connect to customers
Are you selling a product - or a vision?
The truth is, most B2B marketing in agriculture fails to connect and build the brand—because it’s missing the human element.
Fresh Perspective on Women Farmers
Insights into the experiences of women farmers and how those experiences affect their decisions on the farm
A Rebel and an Outlaw: Disruption In Agriculture
Is the agricultural industry ripe for disintermediation? If one truly observes what is going on all around us, then the answer is yes. There is something happening to supply chains. Entire industry verticals have been disrupted by digital upstarts. Yet in the agricultural industry, very little has fundamentally changed.
Farmer / Businessperson Or Businessperson / Farmer - What’s the Difference?
What makes a person a “farmer”? If you read an earlier post, you will remember that we have difficulties with stereotypes the word “farmer” promotes. Stereotypes generally take marketers down the wrong road, and this one may lead to significant missed opportunities.
Digital Agriculture - Not Your Father's Precision Farming
Too many Agri-Marketers assume that usage of precision farming techniques is the best (or only) evidence of a technologically advanced farm. Unfortunately, this observation gives us little insight into the true motivations and technology behaviours of the farmer. In fact, by relying on Precision Farming as an indicator, we may be missing some of the most technologically advanced farmers of all.
Farmers, Heroes and Outlaws
How do farmers make decisions? A quick look at most advertising and communication tells us that farmers care about high yields, reliable equipment, and clean fields. But farmers are people first, farmers second. That means that their decision making is like that of any other person. To understand that, we need to look to anthropologists, psychologists, and behavioural economists.
The Story on Farmer Decision Making
Farmers should not be thought of as stereotypes, they are archetypes. A stereotype is a preconceived and oversimplified idea of the characteristics which typify a person or situation. When we talk in stereotypes, we are not talking about a real person.
Designing for Farmers: 3 Empathy Traps
Almost everyone in this business knows and has empathy for those who farm - but is it the right kind of empathy for the job? If you are involved in any way in the planning, development, or execution of strategies and/or tactics you are a designer. You should think like one.
Are Your Customers Rational Decision Makers?
“Rationality” is in the eye of the beholder. It is entirely contextual and often backward facing. If we want to consider farmers as people first, we need to understand their personal definition of rational - one that includes a lot of emotion!
It’s About the Farmer - Not the Farm (REDUX)
In our last post, It’s about the farmer, not the farm, we discussed how customer-centric marketers need to understand who the farmer is, not simply categorize his or her farm. Yet we need to go deeper still. We need to understand the dynamics that occur on many farms as different individuals participate in the buying process.
A New Perspective
Agriculture isn’t served well by either B2C or B2B models. Farmers and the decisions they make deserve to be understood in their own way. Most of us care deeply about our customers, what they do, and the adversities they face. But that sense of caring is only the start of being customer-centric.
Friendly Farmers & Fat Words
One of the keys to achieving understanding is to recognize that we all use the same words, but we aren’t all speaking the same language.
Don’t Judge a Book by its Cover
Before we can accept a new idea, or get interested in a new product, we have to relax our hold on our old thinking
Understanding Customer Behaviour
In this chat with Alan Quarry on AQ’s Blog & Grill, we discuss the anthropology of branding and how a brand is a cultural phenomenon. Thank you Alan Quarry and the AQ’s Blog & Grill team for having Maurice on the show.