Why Farm Marketing Needs a New Narrative
Growing up on a family farm in rural Kentucky, I learned early on that agriculture isn’t just about livestock and farming—it’s about stories. Stories of hard work, sacrifice, and community. But somewhere along the way, those stories got lost in the noise. As a marketing student, I believe it’s time we discuss how important it is to bring storytelling back into the way we approach farm marketing. This time, with authenticity and a fresh perspective of a new generation. But before we go any further, I think it’s only fair to share my story with you.
My Roots & My Why: Discovering the Bigger Picture
Hi everyone, my name is Meghan Planck, and I am the marketing fellow this summer at the Center for Crop Diversification. I grew up in Carlisle, Kentucky— “a small town with a big heart,” as our city sign proudly says. It’s a place where farming isn’t just a job—it’s a way of life.
I’m currently a double major in Marketing and Psychology at the University of Kentucky, diving deep into how people think and why they make the choices they do, especially when it comes to the food they eat. I’ve always been fascinated by agriculture, but it wasn’t until I got involved in FFA that I realized how much more it is than just the traditional farming perspective. It’s a lifestyle, a community, and a story worth telling.
What Is Narrative Marketing?
Narrative marketing is simply telling your truth—and telling it well. It means bringing your story to life by weaving in your values, your challenges, and the everyday moments that make your farm what it is.
It’s about:
- Transparency over perfection
- Purpose over polish
- Relatability over reach
This kind of storytelling helps bridge the gap between producers and consumers—both emotionally and visually. Because at the end of the day, people don’t just buy products.
They buy meaning.
A 5-Step Guide to Telling Your Farm’s Story
If you’ve ever thought, “I don’t know where to start,” here’s your roadmap:
1. Reflect on Your ‘Why’
Why do you farm? What keeps you going through early mornings and long harvests? The “why” is where the story starts.
2. Identify Your Core Values
Are you committed to sustainable growing practices? Honoring family tradition? Supporting local food access? Let those values lead.
3. Choose Your Medium
You don’t need to be on every platform. Maybe it’s Instagram, maybe it’s a chalkboard at your farmers market stand, maybe it’s short blogs on your website. Choose what feels doable and natural to you.
4. Be Consistent, Not Perfect
You don’t need to tell your whole story in one post. Share bits and pieces of what you do in day-to-day life. Let people grow with you.
5. Invite Others In
Ask your customers why they buy from you. Feature their stories, too. Marketing is no longer a monologue—it’s a conversation.
Why This Matters
As a young agriculturalist, I see things differently and so do my peers. Today’s consumers, especially Gen Z and Millennials, crave connection and alignment with the brands they support. They want more than a transaction— they want a relationship.
Narrative marketing gives farm marketing a competitive edge that big corporations can’t fake:
real people, real values, real stories.
Bringing the Story Full Circle
The truth is your farm’s story is already powerful. It’s in the calluses in your hands, the land passed down through generations, and the early mornings no one else sees.
Let’s bring storytelling back to agriculture—because in a world craving connection, your voice isn’t just valuable, it’s vital. Your story matters. And when you choose to share it, you’re not just marketing—you’re building meaning, trust, and community.