Farms are getting larger. While the rate of consolidation seems to have slowed slightly in recent years, the trend continues in almost every sector of farming. A larger share of all input purchases is made by fewer farmers, making each account increasingly important to suppliers.
At their most basic, branding and sharing what your organization stands for are about figuring out how you want your organization as a whole to be viewed by the people in your target markets. The challenge many agribusinesses face is shifting what customers already believe about the company to what the company wants them to believe.