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At Farm Progress 2025, Practical Solutions Took Center Stage
Illinois once again became the center of agriculture as the Farm Progress Show drew thousands of producers, exhibitors and industry leaders from around the world at the end of August in Decatur.
Swanson Russell’s Andrew Warner (Account Director) and Kylie Legree (EVP, Director of Experience) walked the grounds and shared the conversations and cultural cues that shaped this year’s story.
Shared Challenges Met with Shared Resolve
The economic headwinds facing the agriculture industry were impossible to ignore. Conversations centered on tight margins, tariffs on equipment, labor shortages and weather volatility. While optimism was tempered, the prevailing theme was solidarity.
Farmers voiced a sense of collective resolve — “we’re all in this together.” That backdrop is important for brands. Messaging that acknowledges these pressures with empathy can strengthen trust in a way blanket optimism cannot.
Precision Tech Grounded in the Now
Technology has long been a Farm Progress centerpiece, but this year the spotlight shifted toward practicality. Autonomous machinery, AI-driven crop protection and drone scouting weren’t pitched as futuristic novelties. Instead, exhibitors focused on efficiency and ROI.
Farmers weren’t asking if these tools could work someday — they were asking how they could solve problems right now. For brands, this is a clear signal: frame innovation stories through the lens of immediate, tangible value.
Community and Connection in Focus
The show also highlighted agriculture’s deep sense of community. Programs like Farm Rescue and the Women in the Field initiative underscored the industry’s human side. Personal touches, from the Farm Progress Lager to the familiar rhythm of after-hours connections, reminded attendees that shared experiences matter as much as equipment demos.
The National Agri-Marketing Association (NAMA) reception reinforced this spirit, creating space for marketers to exchange ideas and celebrate the role of storytelling in agriculture.
The 2025 Farm Progress Show reflected an industry under strain yet defined by resilience, innovation and connection. For brands, the lesson is clear: acknowledge the challenges, highlight technology as a tool for solving today’s problems and never underestimate the power of community in moving agriculture forward.
Swanson Russell, the Nation’s Leading Agency for Brands That Work and Play Outdoors, is a full-service advertising and marketing agency in Lincoln and Omaha, NE. We’re on a mission to Make Belief™ by uncovering a brand’s reality, unleashing creative possibilities and building trust over time. See the work we’ve created, get to know our approach — then, contact us to see how we can help.
