Several years ago I called a friend as we were looking for a brand manager. The opportunity was great, the professional challenges were evident and the remuneration was very competitive, however he told me that he could not imagine between sun and earth and that creativity was his thing, that he did not see how to develop as a Marketing executive in the agricultural industry .
I will not deny that it made me a little angry because his comment seemed almost personal to me, but reflecting calmly, the Marketing-Agriculture relationship is not so evident and even more so when the most popular aspirations of marketing scholars focus either on companies of mass consumption, technology or even in luxury categories, without knowing that the field can also offer great satisfaction and challenges.
Derived from that reflection, I share with you reasons why the field is not seen close to marketing and others why you will fall in love with AgroMarketing.
Stereotypes: In some column I told you that we typify the farmer in a specific way without even knowing anything about them, because we grew up with a totally biased image of what a farm worker represents.
We imagine that the furrow has nothing to do with development or technology, with applied science or with the collection and transformation of data, but simply with survival and difficulties.
We have little information about the crops in which MEXICO is spearheading, about the developments created by Mexican scientists or about the talent that means doing so much with so little. Did you know, for example, that the production of tons of corn per hectare in Sinaloa can be greater than that of Brazil, Argentina or the United States even without biotechnology? Imagine what this means in terms of marketing and the great stories that can be shared.
Fear: Entering an industry in which we do not even intuitively know about it because we are not users, because in our minds the ranches are going to prohibit us from entering those of us who were born in the city or simply because we do not have control of so many variables, are enough reasons to scare anyone.
And please do not think that I want to oversimplify in terms of being brave to be in AgroMarketing, I only record what I have seen in the last decade, and therefore I allow myself to demolish a myth here: I do not know more kind and patient people than the farmers and agronomists who dedicate time to those who do not know the industry because they know its complexity. Here lives the saying that the farming It is learned in 100 lessons… one per year and I assure you that there are great teachers.
The mission: Already Whether it is feeding the world, doing more with less, implementing new technologies, offering certainty where there is none, reducing risks, actively confronting climate change, creating strong sustainability narratives, advocating for gender equality, witnessing generational change are all part of of the enormous emotional salary that AgroMarketing brings with it.
I told you on another occasion, having the fortune to be in the front row to witness how the daily work of all those who are part of the production chain simply transforms the world, keeps us totally tied to this industry.
In marketing we have the sensational obligation to make these stories visible, to talk about what happens beyond products, benefits and to humanize digital advances because good stories don’t tell themselves.
The customer focus: Marketer who does not focus on the client, is a transaction entity, not a relationship entity. There is no course, seminar, diploma or similar that explains in a more tangible way the value of focusing our efforts on customers and I do not believe that there is a greater return on investment than in the agricultural industry in this regard.
The fortune of conversing and meeting the protagonists of the field, listening and translating the vision Indira will say of those who make transcendental decisions for feeding the world, is something that if it doesn’t hook you, it’s because you don’t have a pulse.
SOWING REFLECTION
AGROMARKETING is the best place to develop professionally and personally. Nothing more to add.
I see it in @soyjuanbecerril in all the networks to continue learning together and tell me, don’t you feel like belonging to this industry?