TBx | AgTech Case Studies
AgTech
Growing powerful AgTech brands

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?

AgTech innovators need to build brands that tell compelling stories, make emotional connections and build brand love.

4.6 Billion
projected precision agriculture market by 2020
Only 20%
of acreage is currently managed using AgTech
Only 5.8%
of American farmers are under age 35
The future of agriculture technology

Technology is impacting agriculture now more than ever. As the next generation of farmers seek to feed more with less, they’ll rely increasingly on innovative AgTech.

Limagrain, a farmer-owned international ag cooperative, entered the U.S. wheat and barley market in 2009 as a relatively unknown player. Toolbox helped build a brand strong enough to take market share from well-established, longstanding brands.

Read the LCS Case Study

Limagrain, a farmer-owned international ag cooperative, entered the U.S. wheat and barley market in 2009 as a relatively unknown player. Toolbox helped build a brand strong enough to take market share from well-established, longstanding brands.

Limagrain Cereal Seeds Website Design | Toolbox AgTech
Precision agriculture: feeding the need

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.

Superior technology is a must, but it’s not enough. AgTech companies need to build compelling brands that clearly demonstrate how they will make the lives of next-gen farmers easier, more fruitful and more profitable.

The 4.6 billion dollar question: how to connect with the next generation without disconnecting the current one?

AgTech marketing needs to change to keep up with a changing AgTech market. As the current generation of farmers continues to grow older, the buying power of the next generation will continue to grow, but that transition will happen gradually over the next 10 years. AgTech marketing efforts need to contain the right blend of touchpoints to connect with the next generation without alienating the current one.

Most craft beer is brewed with malt made from the same handful of barley varieties, bred and grown for mass production. LCS and a dedicated network of craft maltsters is changing that. Craft barley doesn’t just make a better beer, it makes a better story, empowering brewers to craft hyper-local, super-premium brews. Cheers!

Read the Acres to Ales Case Study

Most craft beer is brewed with malt made from the same handful of barley varieties, bred and grown for mass production. LCS and a dedicated network of craft maltsters is changing that. Craft barley doesn’t just make a better beer, it makes a better story, empowering brewers to craft hyper-local, soper-premium brews. Cheers!

A direct appeal

When done well, direct mail can be an effective AgTech marketing strategy. As a wheat breeder, LCS sells certified seed through a network of seed dealers, not directly to growers — so its farmer-facing messaging needs to direct them to their nearest dealer.

Toolbox crafted a direct mail campaign to support the LCS sales team and incentivize growers. We segmented a list of qualified farmers by 30+ seed dealers. Then we sent a series of variable-data postcards prominently displaying the dealer name and contact info. The postcard offered growers some sweet LCS schwag just for calling their dealer.

The calls poured in, the schwag went out and the dealers closed a ton of sales, selling out two LCS varieties entirely.

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The takeaway

Superior technology can’t win the future alone. AgTech brands will need the story of their technology to make meaningful human connections.

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