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Storytelling creates deeper connections to consumers

Storytelling is pushing forward not only as a marketing tool, but also to educate consumers.

Maggie Taylor, the owner of Delight Flower Farm in Champaign, Illinois says when she shares stories about how their business operates, consumer feel more connected to agriculture.

“Farming is such a visual experience and people who don’t work outside in nature have a craving for that life and even if they are just absorbing it through their phones on their lunch breaks, a lot of people feel invested in our work and what we do.”

Janice Person hosts a podcast called Grounded by the Farm. She tells Brownfield storytelling goes beyond just marketing.

“It really let’s people create a different connection to you. So, whether that is a consumer base where you are looking for more customers or whether it is looking to protect our freedom to operate and make sure people understand us enough that they are willing to give us a little bit more room to do the things we need to do.”

Brownfield interviewed Taylor and Person at the Illinois Specialty Crops Conference in Springfield, Illinois.