Marketing in Agribusiness used to mean producing sales catalogs with photos of seasonal plants, trees, seed supply, produce, and related products or broadcast faxing lists of product availability. The field was also once considered to include food production items alone. But, those days are long gone as many of us know. Present times and conditions have resulted in a change in the way the world views Agribusiness as an industry and its position in modern business terms.

In a broader sense, Agribusiness has become synonymous with a combination of both food and plant material production, which serendipitously includes many subsidiary products, services and activities. Business management, wholesale efforts, distribution, shipping, marketing, and even retail sales are all central aspects.

Contemporary-day Agribusiness leaders are challenged with a new set of standards by which they are judged, changing weather conditions, lack of subsidies, and, sometimes, little support from legislators. Still, with drive and passion, these business owners and managers gladly face the need to execute communications to and with a more diverse and farther-reaching audience.

Indispensable market segments include a range of primary and secondary customers from independent garden center owners and mass merchant inventory buyers to landscape designers / contractors and municipality leaders, among others. Getting a lot of face time with these multifarious customers is almost impossible given travel costs and busy schedules.

Eberly & Collard Public Relations develops Business-to-Business initiatives for clients to communicate product and brand information to their customers through published trade magazine articles, e-newsletters, blogs, online forums, and speaking engagements at trade events. This usually begins with a strategic media kit and well-written press releases distributed to the media. The results include high-level media coverage via print and online channels known and trusted by these groups. And, for clients with the objective of adding consumer-oriented marketing efforts to their annual planning, we manage a series of Business-to-Consumer publicity programs that place their products in the public spotlight. These campaigns also provide unique marketing support to the retailers carrying our clients’ product lines. Areas of expertise include the following: