The changing landscape of agrimarketing

Year in review: the changing landscape of agrimarketing

As another year in agribusiness comes to a close, we wanted to share some key market trends we believe every agrimarketer should be aware of heading into 2025.

Over the past 12 months, the pace of change in agrimarketing has accelerated significantly. These shifting dynamics present both challenges and opportunities for brands connecting with farmers and growers. From the adoption of new technologies to the growing importance of sustainability, agrimarketers must navigate a complex landscape that demands agility, insight and a willingness to embrace change.

We’ve identified several key market shifts reshaping agrimarketing. Here’s a closer look at these changes, their implications for agribusinesses and how marketers can adapt to stay ahead.

The shift towards direct channels

Traditionally, agribrands have relied heavily on reseller networks to reach their customers. Now, we’re seeing a shift towards direct-to-farmer models, driven by the rise of self-serve options and independent farmers confident in making their own decisions.

What it means for agrimarketers
The key is segmentation. Direct channels work well for farmers who value independence and convenience, but resellers remain essential for those who rely on familiar relationships and personalised advice. Agribrands should aim for a horses for courses approach, ensuring each segment is served with tailored experiences. Direct channels should focus on ease of use, transparency, and support, while traditional channels must prioritise strong reseller engagement and training.

Addressing reseller frustration

Linked to the above, reseller networks are facing significant challenges, including high staff turnover and gaps in product knowledge. Resellers are often the frontline for agribrands, yet those with the expertise to represent products effectively can be hard to retain.

What it means for agrimarketers
Brands that actively invest in educating and incentivising their resellers see better results. Emerging platforms like Frntlne allow agribrands to engage with reseller teams at scale, providing training, resources and rewards for performance. This not only strengthens the reseller network but also ensures a consistent, informed message reaches end customers.

Accelerated martech adoption

The past 18 months have seen a surge in the adoption of marketing technologies like CRM platforms, automation tools and linked to direct to farmer models, new e-commerce solutions. Agribrands are eager to harness these tools to build closer connections with farmers and growers, but the learning curve is steep.

What it means for agrimarketers
To make the most of martech investments, brands need to focus on practical implementation and training. Start with clear objectives: whether it’s streamlining communication, improving customer insights, or enabling seamless purchasing journeys. Avoid trying to implement everything at once; instead, prioritise platforms and strategies that directly enhance engagement and deliver measurable outcomes.

Economics demanding efficiency

Despite some promising signs like easing interest rates and rising milk prices, the agricultural sector is still under significant economic strain. Rising input costs, fluctuating commodity prices and labour shortages mean farmers are under immense pressure to maximise efficiency.

What it means for agrimarketers
Farmers need proof that products will deliver real value. Practical, data-driven storytelling is essential to demonstrate how a product improves productivity, reduces waste or cuts costs. Case studies, ROI calculators and testimonials can help build trust and highlight the tangible benefits of your offering.

The rise of useful agridata

For years, Oceania’s agricultural sector has lagged in leveraging data due to limited access and infrastructure. That’s finally changing. Agribrands now have more data at their fingertips to track purchasing behaviours, optimise campaigns and measure brand performance.

What it means for agrimarketers
Use data to make smarter decisions and personalise your approach. Whether it’s understanding regional purchasing trends, identifying key customer pain points or tracking campaign impact, data-driven marketing is no longer optional. Agribrands that can turn insights into actionable strategies will gain a competitive edge.

Sustainability: a growing imperative

Sustainability is no longer a “nice-to-have” for farmers and agribusiness. New Zealand’s agricultural sector faces mounting pressure from environmental regulations, carbon footprint concerns, and consumer demand for transparency in food production.

What it means for agrimarketers
Brands that champion sustainability have a significant opportunity to lead the conversation. From eco-friendly practices to carbon-neutral product lines, showcasing genuine commitment to sustainability resonates deeply with both farmers and end consumers. But it’s not just about the message — it’s about the follow-through. Align your sustainability story with real actions and initiatives that deliver measurable impact.

Key takeaways

Tailor your channels: Segment your audience to deliver the right experience, whether through direct or reseller networks.
Engage resellers: Invest in training and incentivising reseller teams to ensure they’re effective brand ambassadors.
Leverage martech: Focus on technologies that improve communication, enhance insights, and streamline farmer journeys.
Show the value: Use data and practical examples to demonstrate how your products drive efficiency and productivity.
Embrace data: Harness insights to personalise marketing and optimise performance.
Lead on sustainability: Position your brand as a champion of sustainable practices with meaningful actions and stories.