Who they aren’t is just as important as who they are when speaking to your audience
There are a lot of misconceptions about farmers that can really hurt your marketing efforts. Consumers want to hear from a brand that understands them, and it’s no exception for the folks who help put food on our tables. Let’s take a look at some of the misconceptions about farmers and understand the audience a little better.
- Farmers are dying out– While it’s true that farmers are an aging group, it’s just as important to understand that our general population is aging. There is a healthy group of farmers waiting to take over, but there is a concern that not enough farmers are coming into the industry to fill the gap.
- It’s a man’s world – Women make up a small portion of the head farmer roles by controlling only seven percent of the farmland, but excluding women from marketing efforts would be a big mistake. Though they may not control the farm on paper, they are very involved. Women wear many hats, including bookkeeper, runner, researcher and field hand. Women often spend a great deal of time in the field and are heavily involved in decision-making.
- Farmers all look the same – There is a growing number of minority-operated farms in the United States. According to the latest Ag Census, Hispanic-operated farms were up 21 percent from previous years and Asian-operated farmers gross more profits than other minority grower groups.
- Always do the same ol’ things – Every season is different and requires a farmer to stay on their toes, try new techniques and look at things differently. No year is ever the same for growers, and they always adapt and change to stay in line.
- Farmers are uneducated – Many farmers begin their career with an undergraduate degree and some continue to receive their master’s degree before returning to the farm. Farming is a difficult industry, and like no other, it requires a wide range of knowledge in economics, chemistry, engineering, weather patterns and technology.
- Live on easy street – Some of hardest working people I know are farmers. Being a farmer is a physically and mentally demanding job. They pour their heart and soul into their crop every day and often sacrifice other aspects of their lives to ensure the best crop. During harvest season, growers work sun up until after dark to get their crop out of the field and finish up the year.
- There is no future in Agriculture – According to USA Today, agriculture is a career with a job explosion on the horizon. Within the next five years, they estimate there will be nearly 60,000 annual job openings within the industry.
- Farmers don’t like technology – By nature of the job, farmers are on the go constantly. They don’t have time to sit and look at a stack of magazines to research, so they have embraced technology. Many are equipped with their tablet in hand and smart phone on their hip all day.