Root+Beta

Today, around 1 in 7 households experience food insecurity in the United States. Yet, every household is likely feeling a squeeze when it comes to their monthly grocery bills. According to the USDA, since 2020 grocery prices have increased 23.6%. This means $200 worth of pandemic groceries is now closer to $250 at checkout. So, American consumers are looking for ways to make every dollar go further. One way they can do this? Buying food that takes longer to go bad. Many agricultural brands are experimenting with making food last longer. A great example is non-browning bananas, featured in the article below.? Being able to leave your banana on the counter for 12 hours without it browning may not seem like a big deal. But, for anyone with kids, this could greatly extend the life of a banana that gets left on a highchair tray when the child loses interest in eating, ultimately helping the family save money. In 2025, every purchase made has to go a little bit further than it did five years ago. The same goes for farmers and agribusinesses. If a bad marketing plan is an old, brown, starchy banana, then a great marketing plan keeps messaging fresh, and is ready for the buyer when they’re ready to commit. This isn’t the year you’ll luck into sales. Money is tight all around the United States. It’s the year to invest in marketing with comprehensive data analytics that targets the right person, with the right message, at the right time. That’s exactly what we do for brands all across the agricultural industry. Comment with a ?? and we’ll send you a link to our case studies, showcasing our most recent work. #Agriculture #AgriBusiness #FoodInnovation https://lnkd.in/eXTAsP5Q

Michigan and Wisconsin are the two most recent states to introduce right to repair legislation. If right to repair is a new term to you here’s a quick summary of the issue. Farmers want the ability to repair their equipment and work with the mechanic of their choosing. To do this, manufacturers need to provide repair documentation, data, parts, and tools for fixes. At the same time, manufacturers need to protect their intellectual property. As you can imagine, there is quite a bit of overlap between both parties' needs. In Wisconsin, two government officials are taking a stand for farmers, seeing the right to repair as a way to mitigate rising costs and create local jobs. We’re always following this issue closely, so if you want to stay apprised on the latest right to repair news, give us a follow. We’d love to have you along for the ride. #RightToRepair #FarmEquipment #EquipmentDealer

Everyone wants to make their communities a better place, but some brands are willing to put in more work to actually make that happen than others. For example, our clients at @ Greenway Equipment wanted to raise funds for local hunger relief programs. They partnered with country music singer @ Jason Aldean and hired us to manage their marketing efforts. Our Strategy ?? Leverage an earned media and grassroot campaign ?? Build awareness with data-backend strategies, serving high-frequency and compelling content? ?? Target 12 counties, adults age 25 to 65 who have an interest in improving their communities and helping others The Results ?? 9 speaking engagements ?? 6 interviews ?? $130k raised in donations Best of all, we were able to surpass donation goals by 11%! Throughout this campaign, Greenway Equipment was also positioned in front of new audiences and received third-party endorsements that could be repurposed. Truly a win/win/win scenario! Check out the full case study on our website. And, if you’re a community committed brand looking to improve the lives of those around you – let’s talk. We can help you surpass your funding goals, too. #FundRaising #Agriculture #AgriBusiness #AgBrands

Some good news for anyone with egg layers: The current administration plans to invest $1 billion in combatting the avian flu. This highly infectious disease has been one of the reasons for soaring egg prices, negatively impacting both? farmers and consumers. The administration plans to protect flocks in three ways. 1?? Putting $500 million towards biosecurity measures on farms 2?? Dedicating $400 million for financial relief for flocks impacted by avian flu 3?? Spending $100 million on vaccine research The administration is also looking for ways to import eggs that meet American standards, without hurting farmers, to help ease the financial burden currently facing families. No one wants a 12-pack of eggs to cost $15+. So, making a plan for reducing the impact of avian flu is a high priority, especially since some experts are suggesting this is our ‘new normal’. Avian flu used to be a threat during certain bird migration seasons. When wild birds that carried avian flu migrated out of the area, the threat to agricultural flocks subsided. However, since 2022, wild birds have tested positive for avian flu consistently throughout the year. Flocks in many states will likely need protection year-round moving forward. Here’s to hoping we’ll all be able to afford to raise and buy eggs again one day soon. ??

Can't make it to NAMA next month? Register for the livestream with Root+Beta VP Andrew Levenson and Heritage Tractor Brand Manager Jessi Ganoung as they discuss A.I. for small marketing departments.

Come say hello to the R+B team at Commodity Classic in Denver! We’d love to see our friends & partners and meet new faces.

Check out the newest edition of The Lowdown on Ag!

Does your organization have a culture of excellence? The article below by Farm Equipment does a great job of breaking down what goes into developing a professional image. One important piece is communication. The author mainly emphasizes the importance of internal communication. All that’s said about external communication, “Externally, communication should reinforce your presence in the marketplace, attract quality employees and provide a solid foundation for marketing efforts.” But we’d like to expand here, as your marketing can have a major impact on how someone views your organization. ?? Your marketing is an extension of your physical dealership. It’s often the first impression someone has of your organization. And, you know what people say about first impressions… ?? Marketing is an opportunity to nurture a lead through an authentic connection. Relevant storytelling that adds value to someone’s life or helps them make a decision builds trust. ?? Strategic marketing gets you in front of the right people, at the right time. It enables you to look helpful, rather than salesy. People want to work with individuals who know, and share answers to their questions. ?? Exceptional marketing brings in more sales, which not only helps your organization grow, but also helps you attract better talent. Who doesn’t want to work for the business that’s slingin’ equipment left and right? Take a peek at the article, and let us know if you feel like there’s anything else they missed in creating a culture of excellence. #AgMarketing #Agriculture #CompanyCulture

At Root+Beta, we know that effective marketing isn’t one-size-fits-all. That’s why we take a strategic, customized approach to help dealerships reach their unique goals. Account Director, Courtney Castillo , continuously pushes this mission forward through honest relationship-building and skillful campaign execution. In our latest blog, we sit down with Courtney to discuss her role at Root+Beta, how she keeps clients satisfied, and her process for creating strategies that drive impactful campaigns. Read the Q&A interview here: https://lnkd.in/gS6JgFrS

How can a marketing team shake up an industry? ?? When you think of a farm equipment retailer you probably picture a brick and mortar location. There is probably equipment parked outside around the lot, and a flag floating in the breeze somewhere on the property. Inside smells like dust and feed, and there’s probably candy bars by the checkout. A physical location is the norm for equipment retailers. So when Greenway Equipment Inc challenged us to come up with an eCommerce site, we knew we were about to change the way farm equipment was purchased. We spent two years coming up with a first-of-its-kind website – fulfilling purchasing and advertising objectives. Then we launched it.? The results? In the first year, Greenway saw a 64% increase in sales growth from their eCommerce website. But the second year blew those results out of the water. Read about the full impact in our case study. ?? #FarmEquipment #FarmEquipmentRetailer #AgIndustry?