In an industry where the phrase “we’ve always done it this way” still echoes across fields, Farmers Business Network (FBN) took a different route. They didn’t just offer products—they offered power. Specifically, power back to the farmers.
Founded in 2014, FBN asked a bold question: What if farmers could access the same data, insights, and buying power as the big guys?
Ten years and 90,000+ members later, that question became a billion-dollar answer.
One of FBN’s most viral moves? Exposing how identical seeds were being sold under different brand names—with wildly different price tags.
They analyzed 8,000+ seed tags and found genetic duplicates sold at premium prices based on branding alone.
FBN didn’t just uncover this. They gave farmers tools to explore and discover it for themselves.
Takeaway: Transparency is a powerful differentiator. When your industry is murky, clarity is a competitive edge.
FBN also built out a financial arm that doesn’t make farmers squint.
Through a partnership with the Environmental Defense Fund, they launched Regenerative Ag Financing (RAF), offering better rates to farmers who use climate-friendly practices like cover cropping and smarter fertilizer use.
The result? RAF became FBN’s fastest-selling financial product. It wasn’t just good for the planet—it made good business sense.
Marketing takeaway: Tie sustainability to something measurable to give it practicality for your audience. This gives your audience yet another edge and benefit in their approach to boost ROI and lower acquisition costs, along with other important metrics.
FBN didn’t rely on ads or catchy slogans. They let farmers become the marketers.
Their peer-to-peer model invited members to share pricing data, compare notes, and refer others. That trust loop powered organic growth—plus, it lowered customer acquisition costs.
Oh, and they ditched their membership fee. No velvet rope. Just value.
Marketing takeaway: Your most powerful channel might be the people you already serve. Give them something worth talking about—and make it easy to share.
- 90,000+ farmers in the network
- Managing 145M+ acres across North America and Australia
- $1.75B+ valuation
- $870M raised from top-tier investors (GV, T. Rowe Price, Kleiner Perkins)
- Operating the largest direct-to-farm e-commerce platform in North America
- Lead with transparency.
They exposed pricing practices and earned trust without needing a glossy campaign. - Let community drive the brand.
Their product got better with every new member. Yours might too. - Build value before brand.
FBN didn’t focus on flash—they focused on solving real pain points. And that built loyalty faster than any ad spend.
Turn shared data into shared power.
Their insights weren’t gated. They were democratized—and that made the community stick.
FBN is proof that even the most traditional industries are ready for disruption—if you lead with real value, trust your audience, and deliver outcomes they can feel in their bottom line.
It’s not always about being the loudest voice in the room.Sometimes, it’s about being the one worth listening to.
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