Industry Update: 16.01.2021

Vertical: Farming
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Farming, what are we seeing?

While supermarket demand is stable, and in some cases up, we are seeing significant changes across those farms supplying wholesale meat, veg and dairy to high street retailers. Opportunities are quickly arising for local farmers to test different routes to market such as direct home delivery (or partner with 3rd party home delivery services). For example, some independent grocery/food and drink retailers have closed their doors to offer an online order and last-mile delivery service with an enhanced range of locally produced farm produce.

With the sharp decline in consumable imports and a general de-stabilisation across many parts of the global food production ecosystem, we expect domestic agriculture and farming sectors to be in record demand towards the end of 2020.

What do these businesses need to do now?

1. Adjust your business targeting

There is a clear opportunity within wholesale, independent and direct to consumer markets. Consider international supply if able.

Export demand is almost certainly set to increase as global food shortages are realised later in 2020. Prices will increase.

The ability to meet this international demand profitably will depend, in part, on local currency performance, relative to buy-side Fx.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Tradeshows and Exhibitions


Awards Circuit


Door to door sales


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Develop and focus on local messaging. Local is working. Local is reliable. Local is resonating.

Where possible, draw on your heritage and expertise whilst accentuating the quality of your locally produced ranges.

Highlight the service aspects of your offer. This could include low volume orders, quick turn-around times, personal service and any additional COVID-19 related advantages such as sterile or anti-viral packaging.

4. Revise your messaging

British consumers often aren’t aware of when they are buying locally produced / British goods, so focus on this.

Be memorable. Stay passionate. Tell a story about who you are and why you do what you do.

Set out attractive commercial terms if able.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

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