Agricultural Audiences: guesswork or evidence?

Is your farmer persona actually a persona, or just an age bracket with a logo slapped on it? Olivia Skeoch and Steph Rogers (The Social Farmhouse) pull apart why age-only targeting fails agricultural marketing, and what real survey data reveals once you dig past the number — from who actually controls the buying decision to why a farm worker's route into agriculture changes how they research. They cover role-based personas, farm type differences, and picking the right channel for each audience.