In the past few years, the agricultural sector has seen some significant changes. In many ways, this is due to the shift in consumer habits. These trends are starting to shape the industry as we head into a new decade.
But it’s not just eating habits that are driving this change—there is also a need for transparency and trust in how consumers view the agricultural landscape. Sustainability is also a hot topic of conversation.
To support the changing trends in this sector, PR is helping to shape the farming and agricultural industry. So take a look at the significant impact PR is having to ensure a positive and successful outlook for both prospective and established farming businesses.
Diversification in farming
With the increased uncertainty surrounding the sector, farms and agricultural businesses have been looking at ways to bring in different revenue streams. Diversification is opening up new business opportunities, including:
- Unusual livestock farming
- Farm tourism
- Nature and camping experiences
- Other rural products such as wool
With diversification, investment in other areas of the business may be required, including more agricultural steel buildings for storage, or more land for cattle. PR is supporting businesses to make this transition. It can be challenging to risk investment in other revenue streams. However, clever marketing has attributed to the success of these opportunities.
Ensuring transparency in the sector
More than ever, consumers are buying based on what they think and feel about brands, including agriculture. Consumers previously shopped for bargains before anything else. However, this shift is seeing people asking where their food came from. Quality foods are thriving because individuals want to know the ingredients in the product rather than a long list of words they can’t pronounce. The organic food sector is seeing significant growth, and the benefits of this type of production could help reduce carbon emissions and other environmental factors.
In the Ethical Consumer Markets Report, 77 percent of people said they thought it was important to support British farmers. Being transparent in farming and throughout the supply chain through PR that gives insight into the process helps to educate people on what they are buying. Plus, it offers brands a personable identity that consumers relate to and want to support.
PR stimulates product interest
When consumers know and trust a business or sector, there is the opportunity to bring more products and services to the forefront. As mentioned above, diversifying opens up many doors. However, becoming successful in them is a crucial aspect.
PR lays the foundations of brand awareness and stimulates brand messages across many channels and marketing funnels. Buzzwords and trends are utilized, and specialized agricultural marketing messages are helping to break down the convenience and on-the-go attitude.
Getting products in-store is also no mean feat, and having an expert PR team to support your commercial team throughout the process can strengthen your offering to ensure your brand is in front of the right people the first time.