|
 |
|
|
|||
|
 |
|
Oct. 14, 2026 Source: AdFarm CALGARY and KANSAS CITY -- A new report digs into the biggest drivers of on-farm adoption for agricultural innovation. North American agri-marketing leader AdFarm has released the 2027 AgIntel Index Report, offering agri-marketers and agribusiness leaders an unfiltered look at farmer perspectives on innovation, adoption barriers and what it takes to move products and practices from promise to real-world results. Drawing from direct conversations with AdFarm's Farm Voice network of 650+ farmers and ranchers, multiple Farm Voice Live events and industry collaboration, this year's report cuts through marketing noise to deliver the insights that matter most. "Through the many conversations we've had with farmers and ranchers this year, several key insights rose to the surface time and time again," said Matt Weeks, AgIntel Lead at AdFarm. "Even in a challenging year like this one, with thin margins and volatility in global markets, farmers are open to new innovation. But the threshold for proof they require is higher." This year's report examines five critical areas shaping 2027 agri-marketing strategies: •The New Farm Economy: With input costs up 50% since 2019 and margins under pressure, farmers have shifted from growth-oriented adoption to resilience-focused solutions. •Show Me the ROI: Clear return on investment is the #1 adoption driver (79% of farmers). Sustainability matters, but only when it strengthens the operation financially. The strongest innovations make their value tangible. •More Than the Product: The innovation gap is really an adoption gap. Farmers need operational fit, manageable behavior change, comparable proof from farms like theirs and genuine support. Implementation and partnership are part of the product experience. •Media Evolution, Not Revolution: Farmers trust print and radio most, but consumption is shifting dramatically in platforms like podcasts and YouTube. The opportunity isn't replacing channels, it's layering them based on where audiences sit in their decision journey. •Shortening the Gap Between Marketing & Sales: Trust is built long before the sales call. The formula is simple: Trust + Proof + Ease = Adoption. Brands that align marketing and sales momentum accelerate growth. "As AI and tech accelerate every decision on the farm, the trust curve is getting shorter," said Kari Palutis, VP of Growth and Revenue, AdFarm. "This report is designed to help our clients build trust faster, get trial adoption sooner and earn their place on the farm. It's not a marketing shortcut, and it's not a quick read. It's human truth to guide decisions." Now in its second year, the AgIntel Index Report has become essential reading for agribusiness decision-makers navigating an increasingly complex marketplace. Like last year's inaugural edition, this report was compiled entirely by AdFarm's team, drawn from AgIntel's research capabilities, Farm Voice's 650+ farmer community and the strategic expertise of AdFarmers across the agency. The 2027 AgIntel Index Report is now available here. About AdFarm AdFarm is a leading North American full-service communications agency with award-winning expertise in agriculture and food. Celebrating 40 years of business, AdFarm has built trusted relationships with agriculture associations, media, key influencers and thought leaders; providing in-house strategic public relations counsel, creative, branding and a full suite of digital services. For more information, please go here. Tweet |
|
|
|
|
|
|
|
|
|||||||||||||
