Every company on the planet is working towards getting someone else’s dollars. Some provide products, some provide services. Some are value added. Some are wholesale. There’s an unlimited set of ways that this can be done but some are more popular than others.
In mature agriculture markets like North America the most popular is what I call “the love triangle”.
The Farmer. The Retailer.
And the guy in the white Ford truck.
A bundling of product and service that seems to serve the values of this market given the level of product market fit it seems to have.
The “guy in a white ford truck” comes with many names.
In the animal world this is a “nutritionist”.
In the crops world this is a “agronomist”.
In the retail world this is a “salesperson”.
These prolific pounders of the pavement work the majority of their adult lives building relationships with farmers in an area as small as a town or as big as a continent.
They do a mix of technical sales, advisory, and farm strategy for customers depending on the products margin and the size of the farm. The higher the LTV ( Lifetime Value ) of the customer the higher the amount of service.
