Agribusiness a marketing field guide to
“ “ Industry Communications compliance simplified
The past couple of years have had a significant impact on the agribusiness industry, an integral part of the U.S. economy. Labor shortages, supply chain disruptions, fluctuations in demand, and trouble in the crop production sub-sector have stressed the industry, inhibited revenue growth and impacted prices, which have exhibited a whiplash effect of sharp decline and then sharp increase. Regardless of which sector an agriculture business falls, whether growing the commodities or benefiting from the growers through purchase, distribution or sales, navigating the stress requires re-examining priorities, establishing clear channels of communication, capitalizing on brand exposure opportunities, and maximizing efficiencies in operations. Enhancing Operations at a glance • Over the past five years, the presence of large multi-national agricultural corporations has increased including their drive to vertically integrate across the supply chain – from seed production to transportation to the retail packaging. • For the next five years, revenue is expected to accelerate for agribusiness in the U.S. as demand for food globally increases, especially in developing countries where weather conditions are creating world shortages of food. • Marketing is not a major expense in this industry, therefore strong brand recognition is critical to local operations and growth. Keeping print costs down is achieved through improved efficiency and using marketing budgets in smarter and more diverse ways. • Agriculture is a mature industry which means the number of companies in business remains pretty constant. The threat of new entrants is minimal and the main players are out there, making relationship-building foundational to the industry.
Enhancing Operations Quick Tips Create clear communications by improving visual readability. These strategies will help ensure efficiency of data handling in subsequent departments. When building a brand and educating consumers, transparency can boost reputation and success, but doing it right takes time. Build a level of familiarity and trust through honesty, integrity and consistency of messaging that entices them to find out more. FOOD & AG LOGISTICS • Keep truck drivers and other roadway users safe, improve driving habits, and detail duty and driving hours with 2- and 3-part Forms, such as Driver Logs. • Long-lasting and customizable Directional Signage is ideal for wayfinding. Corrugated or Aluminum Signs for vehicle drop-off/ pickup areas enable scanning and automations as well as promote safety and reduce speed. • Help logistics departments stay updated and contribute to customer satisfaction with Delivery Receipts and Packing Lists that ensure what was ordered has been received. • Refrigeration Logs make compliance and inspections easier. • Reduce the risk of compliance violations with Inspection Reports. • Simplify hazard communication with Chemical Labels that promote safer transportation, handling and use. FOOD REGULATIONS AND SAFETY • Comply with federal, state and local regulations and eliminate risk of exposure with Allergen Labels. • Labels of Origin meet consumer labeling laws and mandatory requirements for imported products. • Posters and Aluminum Signage with biosecurity rules help prevent the entry of infection to livestock farms. • Wall, Window and Floor Decals help convey dress and entrance requirements for human contact. • Communicate evolving procedures around quarantine, new animal additions and animal transportation with portable indoor and outdoor A-frame Signs and Sandwich Boards. • Safety Brochures provide practical tips for preventing accidents as well as emergency preparedness and response.
Main image: Sandwich Board; Feather Flag; Large Door Decal; Aluminum Signage Top: 2-Part Refrigeration Log Forms Middle: Caution Label Bottom: Product Label
“ “ Winning in today's Ag job market
The lack of available talent and resources dares businesses in the agriculture vertical market to go bold in their recruitment efforts. Ag has evolved beyond dirty, back-breaking physical work. There is a real and exciting story of agriculture that is developing that includes automation, computers, drones, good salaries and lifestyles, and ample opportunities. Attractive job prospects are not limited to truck drivers, farm laborers and butchers. There are abundant IT jobs, engineering roles, marketing positions and agronomy to name just a few. This profusion is making the industry start to appeal to the next generation, and at the same time one of the top issues threatening an ag business’ ability to grow is talent shortage. Businesses are turning to savvy direct marketing tactics to recruit and retain talent. In addition, recruiting is becoming global, requiring multilingual communications. Talent Acquisition and Retention at a glance • During the pandemic, just like other sectors, many ag employees have changed the way they work. • One of the top three most cited problems in Ag is talent recruitment, ushering in a new paradigm of global sourcing. • USDA reports that agriculture and its allied industries provide 10.3 percent of U.S. employment. There are at least 19.7 million full-time and part-time jobs related to ag in our country alone.
Talent Acquisition and Retention RECRUITING AND RETAINING LOCAL AND GLOBAL TALENT • Draw attention to self-service portals and check-in lines with Yard Signs, Banners and Feather Flags. • Keep new hires organized with benefits and training materials in Presentation Folders. • Recognize employee milestones and accomplishments with acrylic, wood and metal Plaques and Awards. • Ensure compliance with state and federal labor law requirements, with a Labor Law Poster Subscription Service. • Build Folder packets with Business Cards to give to agencies who help source global talent. • Promote new programs or internship opportunities with branded Letterhead and Envelopes. • Provide online portals for employee merch and custom Business Cards; portals that can automate language preferences, global shipping locations and other personalization. AG’S NEXT GENERATION • Spread the word to younger generations about hiring events, mentor opportunities, internships and apprenticeships with Direct Mail including Envelope Packages and Postcards. • Count on Promotional Products to appeal to younger, new-to-ag prospects at job fairs and local events. • Full-color Posters and Flyers in hallways help plant a seed with youth leaders as well as circulate messages within local partnerships with schools, 4H sponsorships, robotics and ag clubs. • Banners and Sail Signs bring a distinct décor and vibe to ag events. Quick Tips Maintaining strong education programs and workforce training courses establishes safety and accountability, which requires clear and concise communication materials. COVID and remote work has encouraged young people to move out of dense urban areas. Instead of the "Great Resignation," the ag industry might end up with the "Great Reset." New jobs in ag are blossoming around sustainable farming and conservation. Technology and innovation will continue to play key roles in bringing in new talent and ideas
Main image: Presentation Folder with Interior Printing; Letterhead; Business Card; T-Shirt; Pen; Full Color I.D. Badge; Parking Pass; Café to Go™ Mug Top: Brochure Middle: Banner; Poster; Feather Flag; Job Application Forms; Custom Table Cloth Bottom: Full Color Envelopes
“ “ Growing Brand visibility
Today’s consumers want information, choices and convenience, and businesses across the Ag industry consistently strive to meet those needs. Additionally, the industry is moving toward more ‘coalition building’ across companies and nonprofits to promote food and ag in general. Campaigns and messaging that convey differing perspectives and practices, like traditional vs. organic farming, first-time farmers vs. older generations, and growing crops for fuel take concise and targeted communications. Marketing Yourself at a glance • Industry imports are expected to continue to rise at a rate of 0.7% to $1.66 trillion over the next five years. • About 95-99% of farming establishments are small scale family farms, according to 2018 data from the US Department of Agriculture Family Farm Report. • Banks had more than $174 billion in farm loans outstanding in 2020, accounting for nearly 50% of the total farm credit outstanding in the U.S.
Marketing Yourself I AM A SEED OR CHEMICAL SUPPLIER • Seed Signs tell a growing story of what’s out in the field and can display the wholesaler and/or the seed manufacturer. These Yard Signs advertise message of faster growth and larger yields. • Gift Boxes with samples and Promotional Products and Apparel create more awareness and are popular with family farms. • Higher end gifts can include power drills and coolers with Custom Labels as loyalty rewards for larger orders. • Business Cards are an affordable way to promote your brand, can be used for in-person selling and are perfect for ag events and exhibitions. • Kits that outline product details and expected growth outcome get saved each year; these kits typically include Folders with Brochures and Sell Sheets. I SELL TO RETAILERS AND GROCERS • Flexible Pouches add ease of opening and resealing for products like trail mix, granola, dried fruits, spices and cookies. • Tamper-evident Labels ensure safety and instill consumer confidence. • Design Services are available to turn those big ideas (sometimes scribbles on a napkin!) into valuable marketing. • Increase brand recognition with Promotional Products such as Pens, Drinkware, Key Chains, and Technology such as Phone Chargers and accessories. • Banners and Retractable Signs help promote sponsorship activities for ag finance’s big events like state fairs, trade shows and other ag-related events. I AM IN CONSUMER PACKAGING AND SALES • Signage and Banners convey ag-centric points, local and rural leadership, and ag-centric values such as added protein or organically grown. • Consider larger campaigns that include Postcards, digital media and print ads to promote your store – features can spotlight localized food sources, meat quality, recipe demos and more. Quick Tips When it comes to consumers and the products they prefer, one of the most important factors in determining which product they will pick comes down to the packaging. The product labels and packaging can either make or break the outcome, so testing is vital. See what sells. Test small runs of packaging and labels to try your ideas on a smaller budget. Agriculture and nutrition share a common entry point: food. Good nutrition and advancing health, strength and well-being are value drivers that resonate with consumers. The language of food’s reinforcing attributes like 'high protein' or 'organic' keeps cuisine at the forefront instead of seeds or processes.
Main image: Sandwich Board; Durable Banner; Feather Flag Top: Business Card Top Middle: Full-color Label Bottom Middle: Yard Sign Bottom: Stand Up Flexible Pouch
“ “ Feeding the future Agribusiness in the US, IBISWorld, October 2021. Cargill: Gift Shop for Employees, MerchSupply.com, 2022. Hunt Marketing Partners with John Deere Dealer Sunshine Quality Solutions, Hunt Marketing, January 2022. New Companies Striving for Innovation in the Agriculture Industry, co-nxt.com, 2022. The State of Agriculture 2022 Report, GreenSeam. Understanding your Audience to Create a More Effective Tractor Marketing Plan, CMG Local Solutions, August 2021.
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