The disruption is rather new in the agricultural business. Actually I don’t have examples of the Uber or AirBnB in agriculture. But it may change…

Some support that may help is for example: Poland to get EUR 8.6 billion in EU funds for rural development. The programme will help farmers specialise. The biggest benefits will flow to those farmers who organise into producer groups…
…And producer groups may be a chance to get some disruption in agriculture.

You want to know how?

In stead of organizing producer groups in (big) offices you can automize communication, centrally collect data and create algorithms to predict. Create marketplaces for ingredinents of end products with additional value.

Make producer groups work fluently without people who need to organize and take a big part of the cake and you will get the Uber of the agriculture.


Let’s take the Bullseye framework from the Traction book, to get some idea’s, where to start.

Step 1: Brainstorm
The goal in brainstorming is to come up with reasonable ways you might use each traction channel. At least one idea for every channel.

Step 2: Rank
The ranking steps helps you organize your brainstorm effects.
Which traction channel is most promising?
Which traction channel seem like they could possibly work?
Which traction channel seem like long-shots?

Step 3 Prioritize
Identify your inner circle: the three traction channels that seem most promising

Step 4: Test
Roughly how much will it cost to acquire customers through this channel?
How many customers do you think are available through this channel?
Are the customers that you are getting through this channel the ones that you want right now?

Step 5: Focusing
Start directing your traction efforts and resources towards the channel with the most promising results.
At any stage in a startup’s lifecycle, one traction channel dominates in terms of customer acquisition.

Repeating the Process
If, unfortunately, no channel seems promising after testing, the whole process should be repeated. The good news is you now have data from all the tests you just did, which will inform you as to what types of things are, and are not, resonating with customers.

Back to the organization of the Producers groups in farms:

What is the problem to be solved?
The process of getting food from the field to the final consumer is going like it going. Farmers deliver their ingredients for the market price to food processing plants or wholesale. Food processing plants add value and wholesale a little. The it is going in the distribution channels of the supermarkets. The supermarkets are the place where consumers are buying the products. In practice it means that the supermarkets are powerful and make biggest margins. The closer to the farmer the lower the margins.

Who is the audience?
The final buyers are the consumers. Between farmers and consumer often the food is processed by the plants. So the minimal participants are farmers, processing plants and the consumers.

How to get traction (before developing the product)?
Early traction without having a solution can be organizing a group of farmers who provide products to consumers. But the missing link is distribution and processing (but not al products needs to be processed).

An example of a brainstorm per channel (step 1 of the Bullseye framework), based on the 19 channels as defined in the Traction Book:

  1. Viral Marketing
    Step 1: Organize farmers (sellers), let them invite each other to “organize” themselves
    Step 2: Take the following strategies from the article in Venturebeat: 7 proven strategies for launching a marketplace:
    – Sign up buyers before launch
    – Give buyers free money to spend and create a viral loop
    – Target buyers and sellers through existing relationships
  2. Public Relations (PR)
    Get in the news with transparent food by farmers directly for consumers
  3. Unconventional PR
    Promote the product in a way to get in the news
  4. Search Engine Marketing (SEM)
    Use Google AdWords in the buyer (so consumer) side
  5. Social and Display Ads
    Promote the blog
  6. Offline Ads
    Probably “older” farmers you can reach via traditional media like newspapers and farming magazines
  7. Search Engine Optimization (SEO)
    Blog, blog, vlog and create a mailing list and followers in all kind of Social Media
  8. Content Marketing
    See channel before: Blog, blog, vlog and create a mailing list and followers in all kind of Social Media
  9. Email Marketing
    See channels before: Blog, blog, vlog and create a mailing list and followers in all kind of Social Media
  10. Engineering as Marketing
    Test Local “home” processing with low cost or free processing tools
  11. Target Market Blogs
    See Content Marketing
  12. Business Development
    Work with (frustrated) people from the industry
  13. Sales
    Traditional channels like supermarkets
  14. Affiliate Programs
    Sell via via
  15. Existing Platforms
    Look for followers on various social media, see also Email marketing
  16. Trade Shows
    Agricultural trade shows to organize farmers
  17. Offline Events
    Step 1: meetups for farmers
    Step 2: “community meetups” on the farm for consumers
  18. Speaking Engagements
    Speak on conferences for farmers
  19. 19. Community Building
    Build a farmer community, in which farmer can sell via traditional channels and move to producer groups

If you would like to get some idea’s for your Content Marketing Strategy from which you may create your future brand, I made a selection of the relevant questions from the article:
21 Questions To Help You Define Your Content Marketing Strategy

  1. Who is your target audience?
    Farmers, consumers, processing plants, distributors, eventually retail
  2. What topics and sources of information are most important to them?
    Farmers: earn more by less margins for chain
    Consumers: host food for a fair (or low) price
    Processing plants: use plant capacity
  3. Which social channels do they use?
    Farmers: printed media, Public Relations, eventually Google, trade shows
    Consumers: Public Relations, Content Marketing
    Processing plants: Sales, trade shows, Content Marketing
  4. What events matter to them and their lives?
    Farmers: it is their live and income
    Consumers: finally (maybe) some honest food
    Processing plants: business
  5. What is your brand’s overall purpose?
    Marketplace between Farmers, Processing plants, consumers and maybe other parts of the chain
  6. What is your brand voice? (How do you express your brand purpose?)
    Be transparent, help consumers
  7. What owned assets support your brand purpose, mission and voice?
    All participants of the marketplace

If you think, after reading this post, that you may be the person who can create disruption in the agricultural business and organize producer groups in farms in Poland, then please contact me by dropping a comment in the comment box below and I will contact you to see if we can work it out.

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