The agriculture industry is often misunderstood. Not because it’s difficult to understand, but because so few people actually know how to speak ag to the farmers, equipment dealerships, and agribusinesses across the country who live and breathe agriculture every day.
That’s a huge mistake for anyone trying to connect with agricultural specialists and local farmers, who can sniff out inauthenticity from a mile away. At Root+Beta, we’ve learned how to speak ag because we work very closely with farmers, equipment dealers, and agribusinesses every day. Here are a few key things we’ve learned over the years of our experience that set us apart from the competition.
Avoid the Jargon Trap
One of the biggest mistakes that marketers make when crafting content for farmers and equipment dealerships is outdated and overused corporate jargon. Buzzwords and phrases like “feeding the world” or “sustainability” lose meaning when overused and not backed up by clear, tangible evidence. “Innovation” often gets overused as well and can feel hollow to farmers and ranchers alike. Speaking about how “innovative” a new precision ag technology or farming equipment is without measurable value makes our words seem hollow. That is why we always back up a bold claim with bold results, like higher yields, lower input costs, improved efficiency, and reduced downtime. We know producers manage multi-million dollar operations, so they need concrete ROI metrics, not corporate speak.
Common Credibility Killers
If you claim to know the industry, but don’t know how to properly talk about the industry, then that’s a credibility killer. Making mistakes on critical terminology – like confusing bushels with pounds or calling beef cattle “cows” – will instantly expose you as an industry outsider. Our language at Root+Beta is always rooted in strong credibility, proving that we know how to speak like an agri expert.
Regional and Operational Distinctions
Agriculture is incredibly diverse; a dairy farm is completely different from a beef ranch, and a farmer in Iowa does not speak the same as a farmer in California. Speaking in generic terms rather than language that is tailored to the crop, region, or livestock will out you as an outsider as well. Root+Beta seeks to learn and understand the regional and operational distinctions between all of our clients.
Here are just a few common regional crop distinctions in the U.S. that we have identified and learned to better serve our clients.
- Weather patterns greatly affect farms in the South, including hurricanes, heat waves, and drought.
- Specialty crops are king in California, including grapes (wine, duh!), almonds, and lettuce.
- California farmers are also incredibly attuned to sustainability, water rights, and labor discussions in this part of the country.
- Phrases like “corn and beans” are common shorthand in the Midwest, and “beans” is almost always soybeans.
- Wheat farmers, particularly in the Great Plains, focus on protein content, milling quality, and export markets when it comes to wheat growing.
- “Row crops” most often refer to corn, soybeans, and wheat. Yield, inputs, herbicide resistance, and equipment efficiency are all important factors for row crop production.
- Livestock operations and ranchers will speak about their herds’ health, feed conversion, grazing rotations, and market prices for live animals or carcass weight.
Insider Language
Farmers and ag specialists also have their own insider language that they use, whether for business, operational tasks, livestock, or by region. It’s important for our team to know this insider language, not only to have productive conversations but to be able to effectively reach the intended audience through ads, social media, blog content, and more.
Words like “Basis” in grain marketing or “cash rent” for row crop farmers show the business acumen of these farmers and agribusiness professionals. Our team has to be attuned to these phrases as well to better understand and reach our clients’ audiences. We also know the difference between Midwest “beans” and Northeast “beans” (hint: Midwest is soybeans and Northeast is green beans).
Other languages, like “bushels per acre” as a standard measurement for row crop yields, or “herd health” for ranchers and livestock farmers, are common terms that we know by heart and use every day in our marketing efforts.
The Generational Balance
Speaking ag not only has a regional or operational component to it; you also have to learn how to balance the way you speak with different generations of ag professionals. The average age of U.S. farmers still trends older, around the mid-50s. However, more Millennials and Gen Z farmers are now stepping into leadership roles. These younger producers are more attuned to the latest technology; they did grow up with the internet, smartphones, and social media after all! And there’s one additional thing they grew up with: precision agriculture tools. Technology is ingrained in everything they do, and that changes how they seek information and interact with brands compared to older farmers.
Most young farmers are attuned to digital-first communication. They turn to digital media to get their information and entertainment, from podcasts to YouTube tutorials to social media groups. Gone are the days of waiting for a printed newsletter to arrive with the latest ag information!
Younger generations also expect more data and visualization elements when presented with information, from charts to dashboards and ROI calculators. They also appreciate peer validation, meaning online forums and community groups can significantly influence their opinions.
But as many things change, so many things still say the same. Relationships matter, whether you’re 18 or 80. Farmers value face-to-face trust with their seed reps, agronomists, and local dealerships. Tradition still matters too, especially for generational farmers who often blend new approaches with long-standing family farming practices. There’s a reason they’ve been around for so long, and those traditions should be understood and respected.
Root+Beta strives to strike a balance between modern and traditional formats in all of our client messaging: digital channels, quick video formats, and interactive tools blended with traditional storytelling.
The Root+Beta Difference
Root+Beat knows how to speak ag because we work with farmers and ag professionals every day. We live and breathe ag because we know our clients expect us to be just as passionate about agriculture as they are. Our team has sat at farm tables, walked fields, and listened directly to producers; it’s the only way we believe you can succeed.
Want to know some quick best practices that we use every day? Here’s a proven checklist of ag marketing tactics that our team at Root+Beta uses with every client we help.
- Messaging grounded in the grower/producer’s reality – economics, weather, operations
- Use the farmer/rancher’s voice – clear, straightforward, not jargon-heavy
- Localize when possible – show awareness of crops, region, scale
- Back claims with proof – data tied to ROI, efficiency, yield, not vague promises. And in familiar units like bushels per acre, input savings, and herd health outcomes.
- Respect time and expertise – concise, practical messaging beats flashy copy
- Test and refine – validate language in the real world with producers
We know every farm and every farmer is different, so this isn’t meant to be a complete list of messaging that works for everyone. The agriculture industry is constantly changing, and it’s important as marketers to always stay up to date on the latest trends and tactics for crafting messages that resonate with your audience. We believe in the success of our farmers, and our tactics prove our knowledge, respect for farming tradition, and constant desire to lead innovation in the ag marketing field.
About Root+Beta
From global brands to local farms, Root+Beta builds authentic relationships & creates powerful business outcomes. We don’t just talk-the-talk – we’re deeply rooted in the agriculture industry & built by people just like you. Crafters of bold strategies that deliver, we move fast, test what works, and pivot when necessary. Our approach is data-driven, so every decision is backed by insights and made to maximize your marketing investment.
Email us at howdy@rootandbeta.com, give us a call at (501) 291-1642, or schedule a meeting with us today.