Regenerative practices are picking up steam in the ag industry, and sustainability-minded retailers are trying to connect farmers with the products and resources they need to make the switch. But many farmers are hesitant to make the leap. That’s in part thanks to the new administration, which has scaled back sustainability efforts and funding – meaning there may be less federal and NGO support to ease the transition.
Of course, these aren’t the only factors at play in farmers’ decision making around regen ag. In fact, there are a range of personal, logistical, and financial elements that can sway farmers in one direction or another.
By understanding the factors influencing farmers’ regen ag purchases, retailers can adapt their sales strategy to inspire confidence in new practices and help farmers transition smoothly. Let’s break it down.
1. Farmers’ Existing Knowledge
Farmers aren’t starting from scratch when considering regenerative practices. In fact, many have been using some for years – if not generations – and they’ve got plenty of experience to draw from. They know their land, what works, and what doesn’t.
Figure 1: Farmers already use a number of regen ag practices
A sales pitch that ignores this expertise won’t land well.
It’s important to have an end goal in mind for each farmer (like a set of products or practices that you believe is worth the investment). But getting there requires small steps that meet farmers where they are.
So instead of saying, “Let’s overhaul your operation,” consider asking, “How can we help you tweak what’s already working?” Acknowledging what farmers already know – and what they’re doing well – can go a long way toward building trust and driving adoption.
To tap into farmers’ knowledge: Start by establishing what farmers know. Ask probing questions, listen carefully, and shape recommendations based on their existing practices. The goal is to enhance their operation, not upend it.
2. Ease of Integration
One of the biggest concerns farmers have when adopting new methods is how easily they’ll fit into their current operation. If making a change requires scrapping expensive equipment or completely reshaping time-tested practices, the chances of adoption will plummet.
But small tweaks can have a huge impact. For example, instead of pushing a farmer to buy an entirely new planter today, show them how to affordably retrofit their existing equipment to support no-till farming. A $50,000 upgrade is a lot easier to justify than a $400,000 replacement.
To smooth out the path forward: Encourage small, manageable changes. Show how gradual shifts can ease the transition to regen ag while reducing risk. The less disruptive the change, the more likely farmers will embrace it.
3. Recommendations from a Trusted Advisor
When it comes to changing how they farm, farmers rarely make any decision alone. They often rely on trusted advisors like agronomists to help them understand how individual products impact their soil, crop yields, and bottom line. With the right backing, farmers are much more likely to get on board.
Our recommendation? Empower agronomists to recommend innovative products and practices with lower risk – something you can do by attaching a warranty. It’s like a badge of confidence: a signal that you, the retailer, are so bullish on this product that you’ll put your own dollars on the line.
In each conversation, it’s important for agronomists to frame their recommendations as tools to realize the farmer’s future vision. The farmer knows where they want to take their operation – and advisor-backed products and practices can get them there.
To tap into the power of trust: Give agronomists the resources to make a compelling case for adoption. And show how innovative, warranty-backed products can help farmers push their operation forward.
4. The Economy
Like all business owners, the economy heavily impacts whether farmers adopt new practices. And today’s ag economy is in flux.
Between low commodity prices and costly tariffs, farmers may feel more pressure to prioritize their operation’s current financial health over its long-term sustainability. Even if regenerative practices promise better returns down the road, that far-off benefit may not feel worth the short-term risk.
Ag retailers need to address this head-on. One suggestion? Consider offering alternative financing options. Input financing, for example, can open up opportunities to utilize new products and lower the barrier to adoption.
The takeaway: Make it more practical to adopt regen ag practices with alternative financing options – an affordable choice in any economy.
5. External Support
Carbon credits, crop insurance discounts, NGO funding, and other incentives can make regen ag more attractive. But as we hinted at the top of this piece, farmers can’t always count on external support. Administrations change, policies shift, and funding can quickly dry up.
That’s why it’s important to help farmers adopt new practices in a way that’s designed to be self-sufficient. If they can make changes that work within their existing budget and operation, they’ll be less vulnerable to change.
The takeaway: Don’t discount the value of external support – but look for ways to encourage gradual regen ag adoption that accounts for uncertainty. This way, farmers can maximize the long-term viability of their sustainable operation.
Meet Farmers Where They Are
Farmers face a lot of moving parts when deciding whether to adopt regen ag practices. The ag retailers that understand each factor in the mix – and tailor their sales strategy accordingly – will be better positioned to support farmers through the transition.
The key is to meet farmers where they are. With the recommendations we’ve provided, you can help regen ag feel like a smart and sustainable investment.
Between our Crop Plan Warranty and Input Financing, we’re here to support your efforts. If you’re interested in learning more, get in touch.