40 Years of Looking Forward: AdFarm Celebrates Lessons Learned in Agri-marketing

This article originally appeared in the July/August 2024 issue of Agri Marketing.

For four decades, AdFarm has been on the leading edge of the plough in agricultural marketing, merging creativity with deep agricultural insight and driving the industry forward. As we celebrate our 40th anniversary, it’s not just a milestone for us but a testament to the resilience, innovation and dedication of the entire agricultural sector. Here are just some of the highlights of our journey and reflections on a fulfilling, exciting and ever-evolving 40 years of agri-marketing.

Planting the Seeds of Innovation

AdFarm’s journey began in 1984 with a simple yet profound mission: to serve the agricultural community with specialized marketing strategies that truly resonate with farmers and agribusinesses. Right from the beginning, we knew that effective communication in agriculture required more than just marketing know-how (farmers have excellent BS detectors); it demanded a genuine connection to the farm. Our founders, as farmers themselves, brought a unique perspective that bridged the gap between the boardroom and the tractor cab.

From Fieldstone and Parker Group to a partnership with Flint & Associates that would bring the AdFarm brand to life, AdFarm’s founding leaders shared a common goal: to bring the farmer to the forefront of agricultural marketing.

It was about creating conversations with farmers, not talking at them. A 1996 mission statement read, “Using innovative communications, AdFarm beats the best possible path from our clients to the farmer. And back again.”

Driving Deeper into the Heart and Soul of Agriculture

Over the past 40 years, AdFarm has accompanied some of the most recognizable brands in North American agriculture through transformational launches, pivotal mergers and acquisitions, and innovations that changed the face of the industry. From Dow AgroSciences to Corteva, Agrium to Nutrien, Saskatchewan Wheat Pool to Viterra, we’ve seen our share of evolution in 40 years.

It takes a community to raise a brand. And AdFarm’s success over the past 40 years would not have been possible without the support and collaboration of our partners. From partnerships with leaders like Nutrien, CNH, BASF, Nufarm, Merck Animal Health, FCC and nonprofits like 4-H, the American Royal and Ag for Life, collaboration has always been at the heart of our achievements. These partnerships have enabled us to make a significant impact on the agricultural industry.

Through our work with these top agricultural companies and organizations, we have developed campaigns that drive the advancement of agriculture, helping them communicate their vision and innovations effectively. Our purpose, to be catalysts for the advancement of agriculture, has remained constant throughout our journey.

As we look to the future, we remain committed to fostering strong partnerships with agribusinesses, industry associations and farmers. By working together, we can continue to drive innovation, improve marketing effectiveness, and advance the agricultural industry as a whole. Our partners’ trust and collaboration have been pivotal in our journey, and we are excited to achieve even greater successes together in the years to come.

Keeping Up to Modern Day Farm Challenges

The agricultural landscape has evolved dramatically over the past four decades, and AdFarm has evolved with it. From the early days of digital farming to the rise of environmentally focused practices to new and better product and service options, agriculture is changing at exponential speed.

The public perception of agriculture has also seen many changes, with agricultural practices under careful scrutiny from the public and policy makers. We have endeavored to always stay ahead of these trends through communication with industry bodies, monitoring of online and media conversations, and preparing our clients with the strategy and messaging they need to join and lead important conversations.

Our AgIntel team is the formation of a marketing discipline out of a key AdFarm differentiator—the ability to staff with unconventional experts like agronomists, scientists and animal health experts to help translate our clients’ complex market needs into marketing science. By uncovering timely and often surprising truths about the agricultural industry, the people who power it, even the people who consume it, AgIntel informs our marketing and connects the agriculture and agri-food value chain.

Just as our clients and their customers have innovated, our continuous investment in digital tools, content creation, industry research and analytics has allowed us to stay ahead of a changing marketing landscape. These investments have enabled us to deliver marketing strategies that are not only current but also forward-thinking. As agriculture continues to embrace new technologies and sustainable practices, AdFarm is poised to lead the charge in helping agribusinesses navigate these changes and capitalize on new opportunities.

A Unique Blend of Agness and Adness

At the core of AdFarm’s success is what we call ‘agness’ and ‘adness.’ This philosophy underscores our dual expertise in agriculture and advertising, allowing us to deliver high-impact marketing solutions tailored to the specific needs of the agricultural industry. Our approach is rooted in a deep understanding of agricultural trends, business structures, and the unique challenges faced by farmers and agribusinesses.

Our proprietary voice-of-farmer panel, known as Farm Voice, exemplifies this approach. By tapping into the insights and experiences of North American farmers, we ensure that our strategies and campaigns are grounded in real-world knowledge and relevance. This boots-on-the-ground perspective enables us to create marketing solutions that are both effective and authentic.

Trust Through Authenticity

Our original desire to be the agency closest to the farmer has only strengthened through our 40-year history. With a large share of our current staff directly involved in their or their families’ production agriculture operations, we have a deep bench of on-the-ground perspectives and insights. We balance that strong agriculture knowledge with talents in design, public relations, media, digital and other creative disciplines to keep us on that leading edge. We believe agriculture deserves not just to be known and understood, but our highest and best creativity as well.

We mentioned the BS detectors on farmers – one of many skills of this jack-of-all-trades profession. Whether it’s spotting a European tractor in a North American ad, pointing out when a farmer’s boots are a little too clean or that it’s the wrong cattle breed to represent the region, accuracy in advertising matters to farmers. It’s not just because they enjoy calling out mistakes – it’s because they have high expectations of the companies who make it their mission to serve them. Poor representation in agricultural advertising can convey a lack of respect, erode trust, and even communicate antiquated and damaging views to consumer and non-agricultural audiences.

We make it our mission to achieve 100% accuracy in our agricultural advertising because it matters to farmers, and it matters to us. Through initiatives like our @farmaccuracy Instagram account, we’re helping elevate the whole industry by sharing tips and advice for how to accurately represent producers in advertising.

Surrounding and Defending Our Heroes

At the heart of AdFarm’s journey are the farmers who inspire and drive everything we do. On our anniversary, we celebrate the countless producers who we have had the opportunity to work with, their immense progress through a changing industry, and strength in overcoming the many obstacles thrown their way. Farmers are the backbone of the agricultural industry, and their stories are the ones we strive to tell through our campaigns.

Our commitment to farmers is evident in the way we approach our work. We don’t just market to farmers; we market with them. This collaborative approach ensures that our campaigns resonate deeply and authentically with the farming community. It also reinforces our belief that effective agri-marketing is about more than just selling products; it’s about building lasting relationships and trust.

AdFarm’s Next 40

As we celebrate our first 40 years, we do so with an eye toward the future. The challenges and opportunities facing the agricultural industry are greater than ever, and AdFarm is ready to meet them head-on. Our vision for the next 40 years is rooted in the same principles that have guided us since our inception: innovation, authenticity, and a deep commitment to our North American agricultural communities.

AdFarm’s 40th anniversary is a momentous occasion that marks four decades of dedication, innovation and growth. It is a celebration of our journey from a small agricultural marketing firm to a premier North American agri-marketing agency. But more importantly, it is a celebration of the agricultural industry and the farmers who make it possible.

As we honor our past, we can’t help but be excited for what the future holds. The next 40 years hold tremendous potential for AdFarm and the agricultural industry. With a continued focus on innovation, endurance and collaboration, we are confident that we can help shape a prosperous and sustainable future for agriculture.

Here’s to the next 40 years of looking forward, growing brands and serving the most important industry in the world. Thank you to everyone who has been part of our journey, and we look forward to continuing to work together to advance the agricultural industry.

To learn more about our 40-year journey and the next 40, visit 40YearsofAdFarm.com.