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 May 27, 2026 Source: Swanson Russell news release
Built from market data and behavioral insights, the report explores how agricultural purchasing decisions increasingly involve multiple stakeholders with differing priorities, risk tolerances and proof standards. The report outlines how ag brands can better align messaging, dealer support and customer experiences to address those evolving dynamics. "Farm decisions are now rarely made by one person," said Andrew Warner, agribusiness lead and account director at Swanson Russell. "What we're seeing is a much more collaborative and proof-driven process where operations are weighing risk, economics, service and long-term impact together. Winning the Farm Table was created to help brands understand that reality and market in a way that aligns with how agricultural operations actually evaluate decisions." The report identifies several trends influencing modern agricultural buying behavior, including: • increased influence from next-generation farm operators • the growing importance of dealer trust and service responsiveness • demand for measurable proof and lower-risk pilot programs • and the need for marketing that addresses multiple decision-makers within the same operation The report also examines how operational pressures -- including weather disruptions, labor shortages and margin pressure -- can reshape purchasing behavior and influence how producers evaluate products, programs and support systems. According to the report, agricultural marketers must increasingly think beyond traditional linear buying funnels and instead focus on how confidence is built across the broader "farm table" decision process. Winning the Farm Table is available for download at https://www.swansonrussell.com/farm-table Tweet |
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