Harnessing the Power of Influencers in Agriculture and Natural Resources
In the world of agriculture and natural resources, standing out can be a unique challenge. Traditional marketing efforts are still essential, but with the rise of digital media, influencers and content creators have become invaluable assets for brands looking to make a real impact. For brands in these sectors, the perfect fit isn’t just any influencer with a large following—it’s a content creator who resonates with the brand’s mission, is passionate about the product, and understands the nuances of niche markets.
At our agency, we see influencer partnerships as more than just a trend; they’re a strategic tool for engaging audiences and sharing stories that educate, inspire, and build trust. Below, we explore some unique influencer collaborations that we think could make a powerful impact in the agricultural space in 2025.
1. Steak Salad Sunday: Beef's Unexpected Ambassadors
Major Brand/Player: National Cattlemen's Beef Association / Cattlemen’s Beef Board | Beef Checkoff
Creator: Taylor Chace, known as @ChaceKitchens on TikTok, YouTube, and Instagram
Campaign: Taylor Chace is the mastermind behind “Steak Salad Sundays,” a weekly cooking series that reimagines beef as a fresh and modern meal choice. Through this series, Taylor and her husband showcase seasonal ingredients paired with grilled steak, attracting thousands of viewers each week. For a major player like the Beef Checkoff, inviting Taylor to participate in the NCBA Trailblazers Advanced Academy would provide her with industry insights and health-focused messaging that she could, in turn, share with her audience. Her influence has already sparked interest in beef for audiences who may have never tried it before, highlighting the possibilities of reaching new consumer demographics in creative ways.
2. Cucumber Craze: A Fresh Approach to Produce Promotion
Major Brand/Player: Michigan Farm Bureau and/or National Garden Bureau
Creator: Logan, @logagm on TikTok and Instagram
Campaign: Logan gained unexpected fame with his “sometimes you need to eat an entire cucumber” content—a refreshing take that resonated widely. His humorous and engaging approach to cucumber preparation has sparked renewed interest in cucumbers as a healthy, easy snack. With Michigan as one of the nation’s largest cucumber producers, partnering with Logan to visit farms, connect with growers, and highlight farm-to-fork stories would amplify the reach of Michigan cucumbers to new audiences. By attending an annual convention and touring cucumber farms, Logan could bridge the gap between growers and consumers, providing the industry with valuable insight into modern media outreach.
3. Dense Bean Salad: Reinventing Meal Prep with Dry Beans
Major Brand/Player: U.S. Dry Bean Council or specialty brands like Baer’s Best
Creator: Violet Witchel, known as Violet Cooks on social media
Campaign: Violet has carved out a unique space with her dense bean salads, which appeal to meal preppers and those looking for nutritious, make-ahead meal ideas. Her recipes inspire a wide audience to incorporate more beans into their diets as a protein-packed, affordable staple. By partnering with the U.S. Dry Bean Council, Violet could help educate her followers on the benefits of dry beans, particularly for meal prepping, while sharing tips on storage and unique recipes. This campaign not only promotes a staple ingredient but also highlights the versatility of beans in a sustainable, healthy lifestyle.
4. Field to Fork Wheat Week
Brand/Player: U.S. Wheat Associates or a regional growers association
Creator: Greg Peterson (Peterson Farm Bros), known for agricultural parody videos and education on social media
Campaign: "Field to Fork Wheat Week," where Greg takes his audience through a week of baking recipes and meals made with wheat products, connecting the journey from field to finished product. Featuring recipe development, flour education, and a focus on sustainability, this could highlight the versatility of wheat and introduce wheat nutrition.
5. Honey Harvest Hype
Brand/Player: National Honey Board or a specialty honey cooperative
Brand/Player: National Honey Board or a specialty honey cooperative
Creator: Erika Thompson (Texas Beeworks on TikTok and Instagram), a beekeeper famous for her educational videos on bee conservation
Campaign: Partner with Erika to create a “Honey Harvest Hype” series, which would involve bee education, honey extraction, and cooking tutorials with honey as the hero ingredient. This collaboration could appeal to audiences interested in sustainable food sourcing and inspire people to try regional honeys in their cooking.
6. Corn Cob creations
Brand/Player: National Corn Growers Association
Creator: Brian Kelsey (a.k.a. "Chef Brian on TikTok"), known for quirky, relatable cooking content
Campaign: Capitalize on Brian’s flair for unusual but accessible recipes by creating a “Corn Cob Creations” series that explores unique and surprising ways to cook with corn products, from traditional corn dishes to innovative corn-based recipes like corn ice cream or cornbread twists. With corn as a staple crop in many American households, this partnership could raise awareness and popularity of corn in everyday meals.
7. The Lentil Lens
Brand/Player: USA Dry Pea & Lentil Council
Creator: Rachel Ray (home chef with a focus on accessible, family-friendly recipes on Instagram)
Campaign: Through a series called “The Lentil Lens,” Rachel could promote lentil-based meal prep, with an emphasis on affordable, nutrient-rich options for families and busy individuals. This would provide accessible ways to incorporate pulses into diverse, flavorful dishes, while educating on the sustainability and health benefits of lentils.
Building Trust Through Authentic Partnerships
Influencer marketing in agriculture and natural resources works best when brands collaborate with creators who have a genuine connection to the product. The goal is not just to increase sales but to educate, spark curiosity, and build a community that values the quality and origins of their food. Creators like Taylor, Logan, and Violet bring authenticity and relatability, qualities that resonate deeply with audiences and build trust over time.
Looking Ahead
As we move into 2025, brands in the natural resources and agriculture sectors have a unique opportunity to work with influencers who can make a difference. These influencers are not just content creators; they’re educators, storytellers, and advocates who can help shape the narrative around food production, sustainability, and nutrition. By identifying niche influencers who embody the values of your brand, you can tap into an audience that is ready to engage, learn, and support your mission.
Ready to start a conversation about what influencer partnerships could look like for your brand? Reach out, and let’s explore the possibilities together.