Shooting ourselves in the foot?

For the past few days I’ve been at NAMA Boot Camp, a conference designed to help beginning agri-marketers kick off their careers in the right way. As we see examples of ads, videos and other work designed to sell product to farmers in our sessions, though, one question has been nagging me.

In agri-marketing, we use messages that reach our customers – farmers. In a lot of cases, the “feed the world” message does that well. However, there’s consumer research that shows feeding the world isn’t really a priority for American food buyers.

So my question is this: are we shooting ourselves in the foot by continuing a message that resonates with our customers, yet doesn’t resonate with their customers? Are we perpetuating a problem, even though we’re using messages that we know are important to farmers?

What do you think?

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