Green marketing in agriculture - how to build credibility and avoid greenwashing?.

Modern agriculture is facing increasing pressure from both market and regulatory requirements, which impose the need to integrate Environmental, social and corporate governance (ESG) criteria with the operational activities of companies. Companies producing fertilizers, crop protection products, feeds, machinery and agricultural technologies must demonstrate not only the efficiency and quality of their products, but also the real impact of their use on the sustainability of the agricultural sector.

In this context, green marketing in agriculture is not just a promotional tool, but becomes an integral part of a company's management strategy aimed at presenting reliable, measurable environmental and social effects of the products offered. Effective communication requires linking the marketing message to environmental data, research results, industry certifications and practical benefits for the audience.

Regulatory conditioning, including Directive (EU) 2022/2464 of the European Parliament and of the Council of December 14, 2022 on corporate sustainability reporting - Corporate Sustainability Reporting Directive (CSRD), emphasize the importance of systematic and standardized ESG reporting. The CSRD mandates the presentation of consistent, comparable and auditable information on the environmental, social and corporate governance impacts of companies' activities, covering greenhouse gas emissions, natural resource consumption, sustainable supply chain policies and social activities, among others. Implementing these requirements requires developing reliable measurement methodologies, implementing data verification procedures and ensuring transparent communication with stakeholders.

As a result, green marketing in agriculture is becoming a strategic tool, which allows not only to build a competitive advantage, but above all strengthens the credibility of companies in the eyes of business partners, customers and investors. Proper implementation of marketing activities, linked to real environmental and social effects and in accordance with the requirements of the CSRD, is an effective protection against the risk of greenwashing and supports the company's long-term reputation.

What are the key principles of effective green marketing in agriculture?

Successful green marketing in the agro sector requires a combination of business strategy, reliable data and consistent communication. Companies providing products and services for agriculture, such as fertilizers, crop protection products, feed, machinery or technology, must remember that the environmental message cannot be based solely on advertising slogans. In practice, this means implementing five basic principles that determine the credibility and effectiveness of marketing efforts.

Transparency of data and processes

The basis of any pro-environmental communication is the reliability of information. Green marketing in agriculture should be based on measurable effects of products and processes. Companies should provide information on carbon footprint, natural resource consumption, efficiency of fertilizers or machinery in reducing environmental impact. It is important that the data comes from reliable sources, such as laboratory tests, certifications or ESG reports, and that its presentation is understandable to the business audience and the farmer.

Precision in communication

Marketing communications must be specific and avoid generalities like „green product” or „environmentally friendly.” Messages based on numbers and test results, such as reducing nitrogen emissions by a certain percentage or lowering water consumption in the production cycle, are effective. Accurate information strengthens brand credibility and allows audiences to make informed purchasing decisions.

Consistency of activities and message

Green marketing in agriculture cannot exist in isolation from a company's practical operations. Promoting sustainable products requires a company to implement ESG strategies throughout the value chain, from production and logistics to customer service. Lack of consistency between declarations and practice leads to a loss of trust and increases the risk of accusations of greenwashing.

Education and storytelling

Green marketing in agro-business should go beyond standard promotion. It is worth educating audiences about the uses of products and their impact on the environment and sustainable farm development. Success stories, case studies and concrete examples of product applications reinforce the marketing message and build an authentic relationship with customers.

Continuous monitoring and response to feedback

An effective strategy requires observing the market and actively responding to signals from customers and partners. Implementing a system for collecting feedback and analyzing it in the context of marketing activities makes it possible to quickly catch ambiguities, errors or misunderstandings in communication. This makes it possible to maintain a high level of credibility and strengthens the company's reputation in the agro sector.

“In the context of sustainable marketing in agriculture, it is crucial to build messages on measurable and verifiable data rather than solely on declarations. Farmers increasingly identify vague or generic messages as environmentalism, or greenwashing, which lowers their level of trust in the brand. Therefore, green agricultural marketing requires transparency of environmental data, confirmed by certifications, audits or reports, and presented in a way that is understandable and grounded in real-world actions Such an approach builds credibility in communications and supports long-term relationships.”

- Jacek Kwiatkowski, agricultural markting expert, CEO of Adagri Sp.z.o.o.

Practical tips for B2B companies and agricultural product manufacturers on green marketing

Implementing effective green marketing in an agricultural banza requires awareness of the importance of sustainability, followed by specific and Practical measures that translate into reliable communication. Companies operating in the agricultural industry that want to build an authentic pro-environmental image must act consistently throughout the value chain, while clearly demonstrating the real benefits of their products to customers. The following table shows tips, which can be implemented in daily marketing and operations work to make green marketing both effective and reliable.

The practical tips in the table above help create a message based on facts and measurable results that builds brand trust and credibility. Companies that consistently apply these principles gain not only a competitive advantage, but also lasting relationships with customers and business partners, while minimizing the risk of greenwashing.

Examples of activities that build ESG credibility in the agricultural industry

The following are credible examples of companies operating on the Polish market, which implement ESG measures and effectively communicate them to stakeholders, building a reputation based on reliability and measurable results.

Transparent reporting and ESG strategy - Azoty Group

Azoty Group, one of the largest fertilizer producers in Poland and the European Union, consistently develops and publishes strategies and non-financial reports that take into account environmental, social and corporate governance (ESG) goals. The company has defined strategic pillars on climate, energy efficiency, circular economy and sustainable products. The group publishes reports on non-financial information, in accordance with, among other things, the Global Reporting Initiative (GRI) guidelines, which include environmental and social data and are externally verified.

Azoty Group's ESG and non-financial reports: https://grupaazoty.com/odpowiedzialny-biznes/esg

Why it works: The regular publication of ESG reports with numbers and strategic goals increases the transparency of the company's activities. This gives stakeholders a measurable picture of how environmental and social commitments are being met, which strengthens trust and provides a solid foundation for green marketing.

Environmental investments with measurable effects - Mlekovita

Mlekovita has launched a state-of-the-art bio-digestion installation in Wysokie Mazowieckie that converts organic waste from milk production into biogas. The installation produced in its first year of operation 11.2 GWh of electricity and 10.8 GWh of heat, covering about 30% of the plant's energy needs and reducing CO₂ emissions by about 9,500 tons per year.

ESG in agribusiness - the example of Mlekovita: https://mlekovita.com.pl/artykul/wydarzenia/mlekovita-nowoczesna-niezalezna-energetycznie-fabryka-biofermentacji-oficjalnie-otwarta

Why it works: Investments that generate measurable environmental and energy benefits not only reduce the company's negative environmental impact in real terms, but also enable it to be communicated in marketing and ESG reports as a concrete operational successes.

Sustainable supply chain and collaboration - Cargill

Cargill, operating in the agri-food and feed sectors, says it aims to create a more sustainable food supply chains, from small family farms to global distribution routes. The company is publicly displaying environmental goals to protect water resources, support sustainable farming practices and improve soil quality.

Cargill Sustainability: https://www.cargill.com/sustainability/2025-impact-report

Why it works: Communicating a commitment to conserving natural resources, working with local suppliers, and practices that improve the resilience of value chains builds brand credibility as a sustainability partner, which is important especially in B2B and farmer relations.

Education and cooperation with farmers - practical programs

Increasingly, the operation of agribusiness companies includes not only production, but also education of farmers and partners in sustainable practices. One example is the cooperation of multinational companies (e.g., PepsiCo, Mars and ADM) with Polish farmers who participate in regenerative agriculture projects and practices that reduce soil degradation and promote the efficient use of energy - which is part of the A broader initiative to support sustainable agricultural production.

Why it works: educational activities and joint projects with farmers not only increase environmental awareness, but enable companies to build ESG messages that include Practical benefits for customers and real improvements in production processes.

Sustainable technologies and farmer education - John Deere Poland

As part of a global brand, John Deere Poland not only introduces innovative precision farming technologies, but also develops renewable energy practices. All John Deere WCTL engines for Stage V and FT4 forestry machinery are compatible with renewable diesel that meets the European EN15940 standard, such as Preem HVO 100 and Neste My Renewable Diesel fuels. No changes have been made to the engines or machines themselves - this is purely a matter of official certification.

Using renewable diesel can significantly reduce CO₂ emissions over the entire fuel lifecycle. For example, the use of renewable fuel in 25% of total consumption can reduce CO₂ emissions by about 20%, with 50% mix the emissions drop even further, and when using renewable fuel alone the reduction reaches about 90%.

In 2024, John Deere Forestry Oy began using renewable diesel at its plant in Joensuu, Finland, resulting in a decrease in the fuel's carbon footprint by an average of 90% over its life cycle compared to fossil fuel.

In Poland, John Deere provides education and support to farmers and B2B partners, demonstrating the practical benefits of precision technology and renewable fuels.

Example of communication of ESG activities of John Deere Poland: https://www.deere.pl/pl-pl/nasza-firma/nowosci/dzialania-na-rzecz-zrownowazonego-rozwoju

Why it works: Transparent communication combined with real technologies and educational support allows the brand to position itself as a leader in innovation and environmental responsibility in Polish agro-business. Such activities increase the trust of farmers and B2B partners, and enable effective use of green marketing in the company's communications.

The above examples show that ESG credibility in agribusiness can be built through Specific operational activities, transparent reporting and collaboration with the supply chain:

• publishing ESG strategies and reports with data and measurable targets),
• environmental investments o measured energy and climate effects,
• implementation of sustainable development strategies in supply chains and resource conservation,
• Educational activities and support for regenerative practices (projects with farmers),
• Implementing sustainable products and tchechnologies.

Such practices increase the transparency of companies' operations, facilitate reliable communication of ESG values and can be effectively used in green marketing and trust-building strategies for customers and business partners.

„Effective green marketing is not an activity separate from strategic business decisions or an add-on to standard communications. Its credibility comes from a direct link to real product and process innovations that produce measurable environmental results, such as reduced greenhouse gas emissions, reduced water consumption or improved soil quality. Any claim of product sustainability should have a solid foundation in operational data, audits, certifications and studies.”

- Jacek Kwiatkowski, agricultural markting expert, CEO of Adagri Sp.z.o.o.

Monitoring and reporting on the effectiveness of ESG communications

The effectiveness of green marketing depends on how its message is received by stakeholders and what kind of reactions it elicits. Simply publishing ESG reports or promotional materials does not guarantee credibility. To avoid greenwashing, companies must put in place systematic mechanisms to monitor communications.

It is crucial to develop measurable performance indicators, which include:

• The reach and attendance of recipients of educational materials and reports,
• Degree of engagement with sustainability content, e.g., participation in training courses, number of document downloads, number of inquiries about sustainable products,
• audience perception of the credibility and transparency of the company's operations.

Regular analysis of customer and business partner feedback enables early detection of ambiguities or inaccuracies in ESG communications, allowing rapid adjustment of the message. Such measures not only provide protection against allegations of greenwashing, but also allow to optimize the communication strategy based on the real reception of the content.

Systematic monitoring and reporting of the effectiveness of ESG communications creates a marketing strategy improvement cycle, in which decisions are based on sound data and observations of stakeholder behavior.

Integration of marketing activities with product innovation

Green marketing gains credibility only when sustainability claims are reflected in actual company actions. Promotional messages must be directly linked to product and process innovations that produce measurable environmental or social results.

In practice, this means, for example:

• Implementing technologies and processes that reduce greenhouse gas emissions and energy consumption,
• Development of products that reduce the consumption of natural resources such as water, soil and fertilizers,
• The use of systems to support precision agriculture that minimize the environmental impact of farming operations and increase production efficiency.

Communication should always be precise, data-driven and documented results. Storytelling, which shows the practical application of technologies and products, is also an important element - so that the audience can see the real impact of the company's activities on the environment.

Integrating marketing with actual product innovation allows companies to not only Effectively communicate your commitment to ESG, but also create a consistent message that eliminates the risk of greenwashing and builds lasting trust with business partners and farmers.

Summary

Modern agro-business cannot ignore the importance of sustainability and ESG strategies. Companies that are able to combine product innovation with reliable, accurate and transparent communication gain not only a competitive advantage, but most importantly the trust of their partners and customers.

Effective green marketing in the agribusiness sector requires consistent monitoring of the effects of activities, educating audiences and linking the message to real, measurable environmental and social results. This is the only way to build brand credibility and eliminate the risk of greenwashing.

If you want your company to take full advantage of the potential of ESG and green marketing activities, the specialists at AdAgri are ready to support in the creation of brand strategy for agricultural companies, educational materials, ESG reports and comprehensive communications for the agro industry. Contact us and see how a professional approach to sustainability can enhance your business.

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