Trust Is Like a Bowl of Cherries

There’s an old saying: A single cockroach can ruin a bowl of cherries. But a cherry does nothing at all for a bowl of cockroaches.

What does that have to do with trust? Everything.

In agri-marketing - and B2B in general - trust isn’t a single trait. It’s a mix of things, and if even one of them goes wrong, it can spoil everything else. Like the cockroach, a single failure can undo years of good work.

“We want to be seen as a trusted partner.”

Over the years, I’ve led or sat in countless brand planning and marketing meetings - many in agriculture, most in B2B. One of the most common declarations from leadership is, “We need to be recognized as a trusted advisor” (or partner, supplier, you name it).

It’s a worthy goal. But what does trust really mean?

We often treat it like we treat art: “I’ll know it when I see it.” It’s instinctive, a gut feeling. But in business, gut feeling isn’t enough.

As Kent Grayson, marketing professor and coordinator of The Trust Project at Northwestern’s Kellogg School, puts it:

“We tend to build trust by intuition... But if you’re a business person, you can’t afford to rely on intuition alone for how you manage trust with your stakeholders.”

So what should we rely on instead?

The Four Dimensions of Trust

After years of research and practice combining both qualitative and quantitative analysis I’ve found four core dimensions that make trust practical and actionable in agri-marketing. They're distinct, simple, and powerful:

1. Integrity: Are You Honest and Ethical?

This is the baseline. Without integrity, nothing else matters. In agriculture, this means transparent claims, ethical practices, and straightforward communication.

If a seed company promises a yield boost, it better be backed by real data—not marketing spin.

For leaders, integrity means walking your talk. Do your actions match your values? Do you keep your promises?

2. Competence: Do You Know What You’re Doing?

You can be honest, but if you don’t deliver results, trust breaks down.

In agri-marketing, where science and performance matter, competence is essential. A precision ag company offering AI-driven insights needs to show it understands both the tech and the realities of the farm gate.

Leaders also earn trust by demonstrating industry knowledge and sound judgment. Are you credible in your domain? Are you continuously learning?

3. Reliability: Can You Be Counted On?

Trust builds over time through consistent delivery.

If an equipment manufacturer claims 10,000 hours of uptime, it has to deliver. A feed supplier who shows up on time with high-quality product—every time—wins trust by doing the basics flawlessly.

For leaders, reliability means being present, following through, and supporting your team. Do people know they can count on you?

4. Concern: Do You Actually Care?

This one is subtle—and often overlooked. But it’s the most emotionally resonant.

Customers, partners, and employees need to feel you genuinely care. That you’re not just selling but helping.

In agriculture, that might mean offering resources to help farmers make better decisions. Or providing flexible payment terms when times are tough – or simply taking time to listen!

For leaders, concern means empathy. Are you listening to your team? Do your customers feel seen and supported?

Trust Isn’t All-or-Nothing

Years ago, I asked my father if I could operate the combine for the first time. “Don’t you trust me?” I asked.

He trusted my intentions—but not yet my judgment. I hadn’t earned that kind of trust. I didn’t get to operate it that day.

We tend to think of trust as binary: either you have it or you don’t. But it’s more nuanced than that.

If your trust ratings are where you want them, ask: Which dimension is lacking? Is it their reliability? Their competence? Their concern?

Being specific allows you to fix what’s broken - and protect what’s working!

Final Thoughts

In agri-marketing, trust is more than a buzzword. It’s the foundation of lasting relationships.

Brands that actively build integrity, competence, reliability, and concern don’t just gain customers, they gain advocates.

And in a market where relationships are as valuable as products, that’s not optional. It’s essential.

Trust isn’t just something you claim. It’s something you earn - every day.

CentricEngine can help you and your organization become a more trusted partner. Call me and let’s talk about it!