The Authenticity Premium in AgTech Marketing with Camille Grade from Bushel and Travis Martin from Magnetic Ag

The Authenticity Premium in AgTech Marketing with Camille Grade from Bushel and Travis Martin from Magnetic Ag

AgTech companies make promises to investors to grow fast and be quick to iterate or change direction. But they also make promises to customers who think more in seasons instead of product development cycles, and who value long-term relationships with a mutual investment.
These are difficult pressures for agtech marketers to manage. In this episode, we hear from Camille Grade, Chief Marketing Officer at Bushel, and Travis Martin, an agtech marketing consultant and founder of industry newsletter Magnetic Ag, on how they balance the demands of fast-growth tech with the long memory and unique market structure of agriculture.
Hear both guests share their insights on:

  • Why authenticity and integrity are more important than ever when communicating your agtech brand
  • How to reconcile new media and marketing strategies with an industry that still relies heavily on in-person connection
  • What opportunities exist with your early adopters and biggest fans
  • How to manage your brand promise over crucial periods of growth, experimentation, and change

For more information and links to the resources mentioned in this podcast, visit our website.

Avsnitt(206)

A Business Model for Novel Ingredients with Jake Berber At Prefer

A Business Model for Novel Ingredients with Jake Berber At Prefer

For years the food tech space has been rife with companies eager to replace familiar standbys– from protein to sweeteners to colorings– with cheaper, more healthful, or more climate friendly alternati...

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Solving for Adoption and Channel in AgTech… So what? with Shane Thomas

Solving for Adoption and Channel in AgTech… So what? with Shane Thomas

There are a few topics in agtech (and in the tech startup world more broadly) that are truly perennial– problems that must be solved again and again in new and innovative ways as markets, customers, a...

5 Mars 202536min

From Demo Farms to Adoption with Wine Australia

From Demo Farms to Adoption with Wine Australia

When your organization is tasked with the job of getting growers to adopt new technology, there are a few tried, and frankly, not-so-true options to choose from. The world is lightly littered with var...

19 Feb 202538min

Killing Weeds Without Poison with Liam Hescock at Azaneo

Killing Weeds Without Poison with Liam Hescock at Azaneo

Controlling weeds on farms is a sticky, two part challenge. First, you’ve got to identify the weeds, as distinct from the plants you want to grow. Then, you’ve got to destroy the undesirables and keep...

5 Feb 202536min

2025 in AgTech… So what? with Shane Thomas

2025 in AgTech… So what? with Shane Thomas

As the new year gets underway, we’ve been thinking about the likely ups and downs ahead for the agtech world. We’ve been searching for insights in the recent announcement that FMC’s corporate venture ...

22 Jan 202533min

How Business Model Innovation Changed AgTech in 2024

How Business Model Innovation Changed AgTech in 2024

There’s nothing like the end of another year to have us reflecting on the recent successes in the world of agtech, and the many challenges still left to overcome. One thing that has continued to stand...

11 Dec 202434min

Shortening the Long Game in Livestock Breeding with Gerard Davis from Nbryo

Shortening the Long Game in Livestock Breeding with Gerard Davis from Nbryo

The history of agriculture is a history of selective breeding. Whether it’s plants or animals, humans have been choosing desirable traits and making sure those traits make it to the next generation fo...

27 Nov 202438min

Rethinking Who Pays in Irrigation AgTech with Jairo Trad

Rethinking Who Pays in Irrigation AgTech with Jairo Trad

Despite its importance to both agricultural and environmental outcomes, irrigation has not been a terribly successful subsection of agtech. We have our theories about why that is (we wrote a whole rep...

13 Nov 202437min

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