Three agricultural marketers spoke about their success working with the emerging rural lifestyle market for 20 North Central NAMA members at the Nov. 9 meeting. The panel included: Jim Estrom, co-owner and sales manager for Northfield Tractor, a John Deere dealership in Northfield, Minn.; Craig Gustafson, retail manager for six Federated Co-op outlets in eastern Minnesota and western Wisconsin; and Roger Olson of the Rural Lifestyle Media.

“There’s excitement, hope and optimism about what’s happening in rural America which has experienced the first population increase since the 1930’s,” Olson stated. He offered some selected demographics defining the rural lifestyle market as a special sneak preview of the first ever national rural lifestyle study just completed by the National Association of Farm Broadcasters. He added, “We’re all collectively learning and defining this audience.”

Gustafson detailed how understanding demographics was behind Federated Co-op’s decision to demolish an idle grain elevator, building an 8,000 square foot retail country store operation in its place. He explained that the new country stores use clinics on various topics to bring in rural lifestyle customers with a great deal of sales success. “We generally end up selling them more for their acres than what they originally come in to purchase,” he advised. 

Both Gustafson and Estrom agreed that service is a key for the rural lifestyle marketplace. Asked about competing with big box retailers for equipment sales, Estrom responded, “With equipment, service has always been most important. For example, we offer extended store hours during peak times and even weekend emergency service.”

Thanks to Josh Krenz of Land O’Lakes for meeting arrangements at the Agricultural and Food Science Academy, Vadnais Heights, Minn. NAMA members enjoyed a spread of hors d’oeuvres and sweet treats prepared for them as a project of the food processing class. The Academy, in its sixth year as a charter high school dedicated to an agricultural curriculum, currently serves 225 students. Supporting that mission, NAMA has been a contributing sponsor of the Academy.

Special thanks to Cindy Jorgensen of Brown and Bigelow, a preferred promotional products supplier with CHS, Inc., for serving as panel moderator.