We attended this year’s Commodity Classic in Denver – the premier farmer-led agricultural event in the US – to understand how agri-brands are using strategic branding to grow relevance, trust, and market impact in a rapidly evolving industry.

This white paper, Standing Out in a Crowded Field, is a follow up to our previous sector specific thinking and benchmarks a number of brands at the trade show against our six key pillars driving standout performance: Distinctiveness, Simplicity, Purpose, Involvement, Relevance, and Future-led thinking. From AGI’s memorable physical grain bin to BASF’s purpose-driven narrative, the strongest brands moved beyond product showcases to build lasting emotional connections.

While many brands impressed, others struggled with unclear messaging, generic visuals, and underleveraged assets—highlighting missed opportunities for how to engage, be different and stand out in a sea of sameness.

The takeaway? It’s not just about showing up. It’s about showing up with intention. Brands that communicate clearly, connect authentically, and inspire confidence for the road ahead are earning their place in the hearts and minds of modern growers.

Whether you’re building a new agri-brand or refreshing an existing one, now is the time to lead with clarity, conviction, and creativity.

Download the white paper or get in touch to discuss how we can help your brand grow.