Our family was privileged to attend this yearâs American Pastured Poultry Producerâs Association Conference in Dallas. It was three days of wonderful networking and sharpening of farming minds. If youâre a farmer type, we highly recommend attending. If youâre a beginner, itâs an ocean of information to drink in as fast as you can. If youâre a middle-experience farmer, itâs an opportunity to gain the knowledge you need to break through to the next level. And if youâre experienced, itâs the pep talk you need to keep the fire burning year after year. So beneficial. A few of our readers are farmers, so hereâs my plug to attend APPPA next year!
But thereâs much more to this article than what is only relevant to farmers.
This yearâs theme was Leadership and we heard from the CEO of a successful teen summer camp as well as a former Navy Seal. They each shared their wisdom of managing their teams to get the hard work done. It was enlightening and helpful and we look forward to implementing some new mindset themes to give our farm the longevity we desire.
There were also many discussions of more concrete concepts, like production, efficiency, and marketing.Â
Marketing is always a big discussion among farmers because it always feels like we need more customers or more sales to be successful. But so many farmers (like us) feel unequipped to reach the ârightâ people with the right message at the right time. Marketing is hard!
So as Artificial Intelligence has emerged as a promising new ticket to easy marketing, naturally, farmers who would rather pluck a chicken with their teeth than have to design a website⌠are gravitating toward AI to solve the problem of âhow to market.â They must make sales. Their current marketing (which is often nearly non-existent according to the many farmers that I have talked to about it) isnât working. AI can do it cheap and fast. The farmer feels he doesnât have time or knowledge. It makes sense to use AI to solve this part of the puzzle, and leave him more time to do the actual farming. Right?
That is the question for 2025. And so I sat in on a couple of talks about using AI for marketing. I tried to get to all of them, but alas, carting 6 kiddos to a 3 day conference is no small task, so I was not able to make it to all the talks I wished to attend. I wanted to see what all the hype was about. Because Iâm about to let you in on my unpopular opinionâŚÂ
I am against AI.Â
Well. I guess Iâm not wholly against it. I mean, what is the definition of AI, exactly? Is it something like me Googling where is the nearest gas station on my route that does not require a left turn? Can AI spit out the average low temperature in East Texas in January for me? Or convert Celsius to Fahrenheit? Iâll take it. Is AI offering to clean the shower or fold my laundry? Yes, please! But if AI is crawling the internet âborrowingâ information from human writers, putting it in a metaphorical blender, and spitting back out âoriginalâ content without giving proper credit to authors⌠or as Matt described his âbottom lineâ objectionâare businesses using AI to create a false personality where no personality really exists⌠Take it to the extreme and you start hearing stories about the AI girlfriend. How are these good things when what we all really want is authentic connections to actual people?Â
If AI were to replace all composition today, creativity would be forever stifled because there could be no new ideas. Only reconfigured versions of the old ones. You may say, âWell, people wonât stop writing so there will always be new content added to the mix.â But are those people consenting to the use of their content? I know I certainly havenât and will not. I work hard to write the content I create. I know âthere is nothing new under the sun.â I donât claim to be the most original or most creative. But it is my work, a unique conglomeration of my experience and study. I donât mind sharing it if someone asks. But I donât like being stolen from.Â
Even if all the writers consent âfor the good of the many,â is AI really what consumers want?Â
This is where I really push back. You marketing teams out there⌠hear this:Â
I DO NOT WANT ARTIFICIALLY COMPOSED MARKETING BLABBER.Â
Especially from small businesses. When you buy from mega giant corporations, sure. You expect highly aloof, impersonal messages at all times. âWe appreciate your business.â âWe are committed to the highest quality blah blah blah.â There is no personality. That is expected. In fact, it would be ultra creepy if the biggest companies in the world started interacting with us as if they were a person⌠but they werenât. Wouldnât it? Why would we tolerate that behavior from a small company? Does anyone believe Alexa or Siri really exist?
I remember the very first vinyl sign I ever had printed for our farm. I was very new to graphic design. But I managed to use our own photos to come up with a large backdrop sign to hang up in our farmers market booth. We hadnât gathered as a farm family to discuss logo, colors, slogans, anything. All we had was our farm name and a few homemade cliparts.Â
I found a cool font and made a pretty, farmy brown sign with white and blue trim. I added our farm name and city (itâs a famous small town, plus we planned to attend a farmers market out of state and we wanted shoppers to know where we were from), and then I wanted to come up with a slogan. Not too wordy. Personal. Truthful. It was a big purchase for us back then and we were brand-new to farming. I didnât want to mess it up by putting on some statement that might change.
Hereâs what I came up with in my rookie year of marketing:
âFrom our family to yours.âÂ
Ug. If ever there were a hijacked phrase, itâs that one. You hear it so often these days that you donât even hear it at all. In fact, Iâm pretty sure Iâve seen that on several major grocery store billboards in years since. Was it Kroger? I canât remember now. So much for being original. And to think if I had hired a marketing agency to come up with that slogan it would have run me upwards of $10,000! For a handful of meaningless words. Not because I didnât mean them. But because giant corporations were trying to make it sound like they were still a mom and pop just like the mom and pop in your neighborhood.Â
(Now thereâs nothing inherently virtuous about a mom and pop business just like thereâs nothing inherently evil about being a large corporation. Different topic entirely, so letâs try to stick to the main point here, which is: Marketing should NOT be about making a company into something it isnât.)
That phrase was 100% true when I printed it on that sign. It was our family there at market, week in and week out, selling to other families. Even today, our shoppers have all met at least one family member, if not nearly all of them! Iâve never met a family member of Krogerâs CEO that I know of. It is that kind of misleading use of such a phrase that makes it sound so wishy-washy when I use the exact same phrase with such genuine intentions. Todayâs marketing is awash with empty phrases just like that. I guess I thought thatâs how it is supposed to be done. I have learned better since then what people are really looking for. At least our kind of people!
I would have done better to choose some meaningful practice descriptors, or perhaps just a summary of the products we grow. Maybe even just a nice photo of our family with the cows. Forget the empty slogan! People need to know who you are. YOU.
Thereâs just something different about buying from a small business. A cupcake company, a coffee shop, a farm⌠Somehow, ESPECIALLY a farmâŚÂ
You want to hear from the FARMER, donât you? The farmer (or his wife/son/daughter/dad/mom/uncle) needs to be composing the copy for his farm. However raw and riddled with typos it may be. Hopefully itâs reasonably legible. Farmers are smart people. And they probably have a family member or two that can proofread a few paragraphs in a hurry. Weâre always in a hurry. But we always get the critters fed. One takeaway from the conference was, âYou make sure those animals are fed and watered everyday, donât you? You need to treat your marketing the same way.âÂ
I had a couple of fellow farmers approach me during the conference, either suggesting that I try outsource marketing to AI, or stating that they were considering doing so since they really felt they didnât have the skills to do all that writing themselves. I may have shocked them with my response, but I told them all what Iâm telling you. Customers, at least those bold enough to exit the supermarket model of eating, want authentic communication as much as they want authentic food. AI can never do that for you. Sure, let it write code or come up with a synonym so you donât have to walk to the bookshelf to crack open that dusty old thesaurus (make sure you check the real definition of the words before you use them!). But donât let it try to make a personality for your farm. Your words need a voice. Unlike my dumb Kroger slogan.
I have given seminars on how to get started and Iâd be glad to help you if youâre a farmer struggling with how to get started. I canât do it for you. Just like I canât build your fences or deliver your orders or feed your chickens. But if youâre a farmer, youâve got it in you to find a way.Â
And since most of you reading arenât farmers, now you know our stance on the latest ethical dilemma of our time. Hope you like the fact that it means youâll get sporadic, rambling newsletters that are punctuated with interruptions by phone calls, homeschool questions, and random minor farm disasters, hah! I do try to read back through my jabberings to make sure the dots are mostly connectedâŚ
Now that my soapbox is getting weary from all the stomping⌠I have a question for you:Â
*** (End of completely optional background story for the in-a-hurry-readers.)
Am I crazy? Am I the old-fashioned stick-in-the-mud poo-pooing the newest technology? Iâd like to hear from our CUSTOMERS on your thoughts on AI generated content coming from our farm. And no⌠I think itâs safe to say, just as we are committed to grass-finishing our cattle and rotating our chickens on pasture⌠I am committed to writing 100% of my own content (or at least using actual consenting and participating human writersâperhaps my children someday, or a guest writer here and there? Matt even occasionally dictates an article for me!). I feel the authenticity of content is part and parcel to authentic farming.Â
I want to prove it to other farmers if Iâm right (or prove it to myself if Iâm wrong⌠and then perhaps I will hang up my writerâs hat for good⌠or not!). Will you, my loyal customer, take a few minutes to participate in this survey? With the results, I plan to reconstruct this article and present it to the APPPA bimonthly magazine for publication so other farmers can hear from real farm customers about what they really want and expect. I havenât seen survey results like it yet (although I havenât really looked). Iâll be interested in reading your feedback.Â
We want your opinion! Do YOU want Artificial Intelligence to aid in farm marketing and communication? Please take our brief survey here. It should take 6-10 minutes or less. Itâs all yes/no questions. No essays required đ
Â