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B2B AgriFood Marketing Trends
EuroTier 2024: Marketing trends in AgriFood and Animal Farming
Average reading time
7 min
Summary
EuroTier 2024 showcased innovations in agritech, animal farming, and sustainability, emphasizing trust-building storytelling, experiential marketing, data-backed sustainability efforts, personalization, and digital engagement. It highlighted the industry's shift towards authentic, immersive, and solution-driven strategies to foster deeper connections and address evolving customer expectations. For actionable insights, explore the detailed EuroTier 2024 whitepaper.
Summary
EuroTier 2024 showcased innovations in agritech, animal farming, and sustainability, emphasizing trust-building storytelling, experiential marketing, data-backed sustainability efforts, personalization, and digital engagement. It highlighted the industry's shift towards authentic, immersive, and solution-driven strategies to foster deeper connections and address evolving customer expectations. For actionable insights, explore the detailed EuroTier 2024 whitepaper.
Frank de Weijer
Lead Creative
EuroTier 2024 was all about progress, with a focus on smarter, more sustainable, and responsible solutions in agritech, animal farming, and in-house farming innovations. From the moment we arrived, we noticed how approachable and open everyone was. Participants were genuinely eager to connect and share ideas.
Our mission was to find the pulse of the industry by speaking with marketers from across the agritech, animal farming, and in-house farming sectors. We saw plenty of positives, like immersive and hands-on booth experiences that used storytelling to build trust, but also areas where there’s room for improvement, such as overly generic messaging and campaign imagery that failed to leave a lasting impression.
For us, EuroTier 2024 was a valuable experience. We gained a better understanding of the agrifood industry, connected with innovative start-ups and established leaders, and went back home with a bag full of insights into the challenges ahead.
So, dive in and explore the highlights we’ve gathered from EuroTier 2024. This article offers a glimpse into what we learned and how you can apply it to your work. But if you’re truly interested in the key takeaways, don’t miss the opportunity to dive deeper and download our extensive EuroTier whitepaper for a comprehensive look at the insights and strategies shaping the future of this dynamic industry!
At EuroTier 2024, we captured insights from industry leaders and in-house farming experts driving progress in agritech and animal farming. Watch the film below to see the future in action!
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The power of storytelling to build trust
At EuroTier, branding wasn’t about eye-catching logos or clever tagline; it was about trust. Trust that’s earned by showing who you are and what you stand for. Many agrifood companies, including those in smart agriculture and animal farming, leaned into storytelling to create deeper connections, moving beyond product features to share their values and vision.
For example, one company that once focused on promoting technical specs now leads with stories about their sustainable practices and how these positively impact both the planet and their customers’ success. “We’re not just selling animal feed; we’re offering a healthier future,” one representative shared. This approach resonated because it was about purpose.
Why it matters
In a crowded marketplace, authenticity cuts through the noise. Customers in agrifood and animal farming are drawn to brands that effectively communicate their mission and bring it to life in meaningful ways.
Takeaway
To build trust, ensure your sales and marketing teams align around a consistent and authentic story. When everyone shares the same message with clarity and sincerity, customers recognize and believe the authenticity.
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02
Creating memorable experiences
EuroTier 2024 highlighted the power of experiential marketing, with some brands standing out by using innovative approaches like augmented reality and virtual reality marketing to engage visitors.
One notable example was an augmented reality installation that let attendees step into a virtual farm, providing a real-time view of how a new feed additive reduces methane emissions.
Another standout was a company hosting themed lunches, such as farm-to-table meals, showcasing the tangible impact of their animal nutrition products. These experiences brought solutions to life and left lasting impressions.
Why it stood out
Experiential marketing, when combined with tools like virtual and augmented reality, allows customers to engage with products on both an emotional and intellectual level. It’s one thing to explain a solution, it’s another to let people experience it firsthand.
Takeaway
Follow the lead of brands that broke away from traditional presentations by using experiential marketing techniques. Immersive and interactive moments can make your offerings unforgettable and build stronger connections with your audience.
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EuroTier Trends Report 2024
03
Sustainability: From buzzword to business essential
At EuroTier 2024, sustainability went beyond a trend to become a real business imperative. “Prove it”, was the unspoken mantra. Because customers no longer settle for vague promises, they expect hard evidence of environmental and economic impact.
Leading brands rose to the challenge with sustainability marketing that focused on data-driven solutions. One exhibitor streamed a live feed from partner farms using their methane-reducing technology, providing visitors with real-time proof of its effectiveness. Another compared energy usage before and after installing eco-friendly barn equipment, showcasing tangible cost savings alongside environmental benefits.
These examples highlighted how agrifood is driving practical, measurable progress in sustainability.
Why it matters
Sustainability is no longer optional, it’s an expectation. With 78% of agrifood customers seeking clear environmental data, delivering transparency through sustainable marketing is key to building trust and driving decisions.
Takeaway
Make sustainability a core part of your story but keep it straightforward. Use visuals and real-world examples to clearly demonstrate the measurable benefits your solutions bring. Effective sustainability marketing in agritech is about showing, not just telling, the impact your innovations can make.
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04
Personalization is the new standard
Personalization is no longer just for consumer brands. It is transforming B2B marketing as well. At EuroTier 2024, companies showcased how tailoring their approach to meet individual customer needs creates deeper, more meaningful partnerships.
One standout example was a precision livestock company that turned their booth into a personalized learning experience. Visitors shared their specific challenges, such as improving feed efficiency, and entered interactive “Learning Pods” to explore tailored solutions. Instead of a generic sales pitch, they left with a customized action plan, marking the start of a genuine partnership.
Why it matters
In B2B marketing, customers feel valued when their unique needs are understood and addressed. This approach builds trust and transforms one-time buyers into loyal advocates who see your brand as a partner, not just a provider.
Takeaway
Shift your focus in B2B marketing from selling to solving. Train your teams to act as consultants who prioritize understanding customer goals and crafting solutions that meet their specific needs. Personalization is the foundation for lasting, impactful partnerships.
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05
The digital frontier
EuroTier 2024 made one thing clear: digital engagement is a must for the agrifood industry and the growing agritech sector. QR codes replaced brochures, touchscreens brought solutions to life, and social media kept the conversation going long after the event.
One agritech innovator stood out by using QR codes that linked to personalized product videos tailored to visitor interests. Another impressed attendees with a “magic mirror” that showcased how their equipment would function and look in real-world farming settings. These tools engaged visitors while providing valuable data for meaningful follow-ups.
Why it matters
Digital tools are transforming how companies connect with their audiences, creating more engaging and insightful interactions that drive smarter decision-making.
Takeaway
Embrace digital platforms to not only inform your audience but to learn from them too. The insights gained from tools like QR codes and interactive displays can guide your next steps and help you build stronger relationships across the agrifood landscapes.
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Looking ahead:
Lessons from EuroTier 2024
EuroTier 2024 was a showcase of possibilities. For us, it provided a roadmap for the future of agrifood marketing. The event underscored the importance of leading with purpose, creating immersive experiences, backing sustainability claims with evidence, personalizing customer interactions, and using digital tools to enhance connections rather than replace them.
The agrifood industry is evolving rapidly, and those who adapt to these changes with authenticity and innovation will shape its future. By blending purpose with practical solutions, building trust through transparency, and committing to sustainability, marketers can connect more meaningfully with their audiences.
If there’s one key takeaway from EuroTier 2024, it’s that now is the time to act boldly and embrace the opportunities this dynamic industry offers. For a deeper dive into these insights, complete with real-world examples and actionable strategies, download the full EuroTier 2024 whitepaper and stay ahead in this ever-changing landscape.
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EuroTier Trends Report 2024
Frank de Weijer
Lead Creative
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