4.6 Billion

projected precision agriculture market by 2020

Only 20%

of acreage is currently managed using ag tech

Only 5.8%

of American farmers are under age 35

In 10 years’ time, technology stands to improve agriculture more dramatically than any other industry. As the next generation of farmers rise to the challenge of feeding more with less, they’ll rely increasingly on innovative ag tech.

Limagrain Cereal Seeds, Ag Tech, Toolbox Creative
Marketing in Agriculture is a tricky biscuit

Farmers understand the value of doing more with less. Input. Output. It’s a simple equation, and also the most pressing technological issue of our time. How can farmers make the best use of their resources, maximize output and feed a rapidly growing world with increasingly less farmland?

Agriculture has always been at the forefront of innovation. However, broad adaptation of innovative agricultural technology remains a challenge — especially if technology providers cannot clearly demonstrate ROI, both short-term and long-term. Ag innovators need to build brands that tell compelling stories, make emotional connections and build brand love. Ag tech brands will change the world in the next 10 years, and they’ll do it more efficiently with strong brand identities.

Limagrain Cereal Seeds, Ag Tech, Toolbox Creative

American farmers are growing older at a pace much faster than most business owners. Identifying and effectively communicating with the next generation of farmers will be critical to the success of any innovative ag tech brand.

Only 20% of farmland is currently managed using innovative precision agriculture technology. Innovative ag tech is one of the fastest growing industries, projected to reach 4.6 billion by 2020. However, the audience for innovative ag brands is changing as dramatically as the industry. American farmers are growing older at a pace much faster than most business owners. Identifying and effectively communicating with the next generation of farmers will be critical to the success of any innovative ag tech brand.

Precision agriculture is the only way to feed the need. But superior technology alone is not enough. Innovative ag tech brands will need to build compelling brands that clearly demonstrate how they will make the lives of next-gen farmers easier, more fruitful and more profitable.

Limagran Cereal Seeds, Chrome postcard, Toolbox Creative

Superior technology can’t be the only thing, but it has to be the first thing. 

Thinking

Connect with the next generation …

… without disconnecting the current one  

For the first article in our series exploring how AgTech marketing needs to change to keep up with a changing AgTech market, we’ll talk about the difference between marketing to the current generation and the next generation of farmers.

Marketing, by nature, is constantly evolving. But AgTech marketing faces a set of challenges unique among tech Read the full article…

Posted in Brand Engineering, AgTech | Comments Off on Connect with the next generation …

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