Six common communication mistakes in agriculture and how to fix them

Agriculture is changing, and the way we talk about it needs to change too. From shifting policies to sustainability targets, the sector is under pressure. But while farming evolves, the communications around it haven’t always kept pace.

Here at Twig, we know that change requires great communication. So, if you're working in agricultural communications, whether you're a retailer, supplier or NGO, here are six common communication mistakes and what to do instead.

Too often, communications are top-down, assuming farmers just need more information to change behaviour. But farmers aren’t a passive audience; they’re experts, business owners, and stewards of the land.

Fix it: Make your messages a conversation, not a broadcast. Use shared values, not just facts; our Engage™ training is built exactly for this. And crucially, involve farmers early. Co-design beats comms ‘after the fact’ every time.

Ag comms that sound polished but placeless rarely land well. A message that could apply to any sector, anywhere, won’t resonate with people who live and work on the land. Farming is regional, seasonal and proudly rooted – and your comms should be too.

Fix it: Sound like someone who’s walked the field, not just read the report. Tailor your content to reflect local priorities and pressures.  Don’t just talk about ‘British farming’, show that you understand what it means in Cornwall, Caithness or Carmarthenshire. Use imagery, examples and language that reflect the realities of the local landscape. Attention to detail and showing you understand goes a long way in building trust. 

Still relying on the same channels you used ten years ago? Today’s audiences expect more. Farmers are increasingly digital-savvy, stakeholders are time-poor, and the news cycle moves fast. If your channels haven’t evolved, your impact won’t either.

Fix it: Rethink your formats and consider a hybrid approach. Short-form video, social media content, webinars and podcast guest slots can all boost reach, especially when combined with more traditional channels. Make sure you’re telling your story where your audience is already paying attention.