Blog

We have gathered knowledge, inspiration and experience here.

We know the agricultural market inside out. We provide accurate, up-to-date and practical knowledge. We analyse trends, debunk myths and show you specific solutions to help you keep up with and stay ahead of the market.

One brand, several worlds – why do a manufacturer, a distributor and a farmer see the same product differently?

The producer, distributor, and farmer all see the same product from different perspectives. For one, it’s the technological advantage; for the other, it’s the sales potential; and for the third, it’s the usefulness of the solution in the farm. Therefore, effective agro marketing requires more than simply repeating the same materials in every channel. Find out how to tailor your arguments to the needs of your audience, support sales conversations, and build trust in the next stages of the buying decision process. Learn how to maintain a consistent brand message while demonstrating the value of the product in a way that resonates with each of these groups.

The Ministry is still debating the electronic record of spraying, and farmers are already sowing. Who thought of a field work calendar?

The 2026/2027 growing season is already underway, and the state is only just preparing the tool for the electronic recordkeeping of plant protection treatments. Training sessions are scheduled to begin in December, just one month before the new requirements come into effect. Does changing the documentation system during the season make sense? Farmers need practical solutions today. An example is KartaPola.pl – an app created by a farmer for farmers.

The power of habit in farmers’ purchasing decisions – why do we choose what we know?

Why does a farmer choose again a solution that they know and have proven in the conditions of their own farm? Farmers’ purchasing decisions are based on experience, level of trust, recommendations, and perceived risk of change. This applies to both individual products and entire technological schemes. Find out how habituation affects the farmer’s decision-making process and how agro brands can more effectively work with the barrier of change.

Marketing to farmers – 7 mistakes limiting campaign effectiveness

An effective agro campaign requires more than a large reach and well-targeted delivery. What matters is the proper definition of the target group, an understanding of the farmer's decision-making process, and message consistency at every stage of brand contact. In the article, we analyze the most common mistakes in agricultural marketing and show what limits the effectiveness of campaigns targeted at the agricultural sector. We examine why the number of farms should not be equated with the actual market for a product and how segmentation impacts the planning of marketing activities. We also look at the role of touchpoints, information sources, and AI tools in the purchasing decision-making process.

AI in agricultural marketing. How are farmers' decisions changing?

Farmers increasingly use multiple sources of information before making a purchasing decision. Google, industry portals, advisors, social media, and generative AI today form a complex information environment. **How is AI changing the farmer's decisions, and what does this mean for agricultural marketing?** We examine how the path of searching, selecting, and verifying information is changing, and why mere brand visibility in traditional channels is no longer enough. We also analyze how a brand's presence in AI responses can influence its share in the decision-making process. We demonstrate the significance for agro companies of information consistency, content quality, and observing audience behavior at successive stages of the purchasing decision.

PLUSAGRI 2026 Agricultural Marketing Conference – why communication with farmers requires a new approach today

Is AI already influencing purchasing decisions in agriculture? This is one of the questions we will answer during PLUSAGRI 2026 – a marketing conference dedicated to changes taking place in communication and decision-making processes in the agri industry. We are examining how farmers use artificial intelligence, when they reach for its recommendations, and how they verify the answers they receive. In the article, we take a closer look at these changes and show why AI can become a significant element of the purchasing path. The results of the PLUSAGRI COMDEX 2026 study will be presented for the first time on November 18 in Warsaw.

PLUSAGRI 2026 Agricultural Marketing Conference – why communicating with a farmer requires a new approach today?

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We have been connecting agro brands with farmers for over 20 years.

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