Newsletter

For privacy reasons X needs your permission to be loaded. For more details, please see our Privacy Policy.

About the Author: África Pardavila

Communications Manager - Africa owns a degree in Translation and Culture studies with a Chinese Mayor by Autonomous University of Madrid (ES), an MBA by ICEX-CECO and UIMP (ES) and a Master in Digital Marketing by Complutense University in Madrid (UCM). She also took business and language courses at Peking University (China) and worked in the Agri-food Promotion Department of the Commercial and Economic Office of the Embassy of Spain in Beijing (China). Throughout her educational and professional international experience, she’s built up a great passion for content creation, business development, digital marketing and creative processes.

In an era dominated by digital trends, there’s an often-overlooked power in traditional marketing, especially for effectively reaching primary producers in the agrifood sector. While digital channels provide global reach and efficiency, traditional marketing techniques foster local connections, establish trust, and create lasting impressions: key aspects still important in many sectors, the primary sector included.

Through EU funded projects like COOPID, MainstreamBIO or initiatives such as the Study on the participation of the agricultural sector in the BBI JU, Innovarum has gained insightful experiences on the best tools and methods to successfully reach the primary sector. Perhaps surprising to some, despite latest digital trends, traditional marketing tools rise as the most successful yet.

The role of traditional marketing in the agrifood sector

Primary producers work in sectors where personal relationships and community trust are fundamental. Traditional marketing—spanning everything from local print ads to community events—resonates deeply with these values. Unlike purely digital efforts, traditional marketing provides a tangible connection, giving customers a sense of the people and stories behind the products.

Marketing techniques like in-person promotions, trade shows, and local sponsorships help build relationships that are often challenging to cultivate through digital means alone. For example, a farmer’s market stall or a regional agricultural fair allows producers to showcase their products, answer questions in real time, and receive immediate feedback. These interactions foster loyalty and trust, elements crucial to sustaining long-term business relationships.

Why traditional marketing still works for primary producers

While digital platforms offer convenience, traditional marketing offers substantial advantages. Here’s why:

  • Enhanced Trust and Personalization: traditional marketing allows to communicate stories and learnings directly, which fosters greater trust in the message being conveyed. For messages about innovative or novel concepts, establishing this network of mutual trust can be especially important. COOPID project tested this through a strategy based on peer-to peer learning and a program of project ambassadors.

  • Targeted Community Outreach: in many situations, traditional marketing (flyers, posters, local radio spots …etc) allow for better impact on the local level. This approach is particularly beneficial in rural areas where digital infrastructure may be limited, ensuring that the producer’s message reaches their ideal audience.

  • Brand Recognition and Recall: physical communication materials, such as branded packaging or community event sponsorship, can leave a lasting impression. When farmers see a logo or hear a project name consistently at local events or in community publications, they’re more likely to remember it. For primary producers, this brand recognition can translate into loyalty and word-of-mouth marketing within their communities.

COOPID workshop

COOPID visit in Finland

COOPID activities in Austria

Integrating traditional and digital marketing for maximum impact

While traditional marketing offers unique benefits, combining it with digital strategies can create a comprehensive marketing approach. Through its experience in different EU projects and initiatives with primary as main target audiences, Innovarum has learnt the importance of this.

For example, it is possible to amplify the success of a local event by sharing photos, tailored videos on social media, or boosting local print campaigns with email newsletters for a broader reach. This integrated approach enables an EU project to maintain personal connections while expanding their audience online.

Summing Up

While digital strategies continue to evolve, traditional marketing remains a cornerstone to successfully reach and work with primary producers. It is a key tool to strengthen a project local presence and build meaningful relationships with farmers.