How Agricultural Commodity Boards and Brands are Redefining Ag Marketing

California’s Central Valley is often described as the backbone of American agriculture, producing everything from raisins and figs to leafy greens and specialty crops. But today, success in the agriculture industry is less about growing quality products and more about marketing them.

Commodity boards and grower organizations are moving beyond traditional trade communications and embracing brand storytelling, experiential campaigns, and consumer-first strategies.

Today’s agricultural marketing strategy must be:

• Consumer-facing
• Experience-driven
• Digitally integrated
• Value-aligned

Boards and brands that embrace this shift position themselves not just as producers but as cultural contributors.

How we increased awareness and consumption of California Extra Virgin Olive Oil 

In collaboration with the California Olive Oil Council (COOC), PREM was hired to increase the consumption and education of California extra virgin olive oil among home chefs.

We considered three categories for this goal: content creation, public relations activities, and social media-focused events.

We hosted 4 social media influencer-focused events around California, where we brought in influencers who would influence home chefs' buying decisions. to communicate with consumers the importance of selecting certified extra virgin olive oil, recipes you could make with it, and how to find a COOC label oil at retailers. This resulted in a 50% increase in website traffic, over 10 national press hits due to our public relations efforts, and engaged 400,000 targeted users. We landed COOC on:

• Women's Health Magazine
• Woman's World
• Bay Area Telegraph
• CA Bountiful
• The Business Journal
• The Daily Meal
• Tasting Table
• Well + Good
• George Eats

This reflects a broader theme in agricultural marketing: education often serves as a long-term foundation for category growth and brand awareness.

We also elevated their brand story with an eight-part storytelling YouTube series about how California olive oil is harvested, why extra virgin olive oil is the gold standard when picking a cooking oil, and how it's tested for quality and assurance. This was transformative for the California Olive Oil Council by going above and beyond their desired goals. 

Organizing and Managing the 12th Annual  California Figs Festival 

Figs have a long history in the Central Valley, yet like many specialty crops, they rely on ongoing awareness-building among consumers.

Community-facing initiatives, including festivals and seasonal events, demonstrate how agricultural products can be introduced through cultural and culinary experiences. These types of activations often create opportunities for:

• Local engagement
• Media visibility
• Culinary partnerships
• Seasonal storytelling

Marilyn Cowley, PREM PR & Social’s CEO, was the lead on hosting the 12th Annual California Fig Festival at Fresno State, a signature Central Valley event celebrating the region’s deep agricultural roots. Under her direction, the festival brought together more than 20 local chefs and restaurants for a highly anticipated fig‑inspired culinary competition, showcased dozens of artisan vendors, and highlighted Fresno County’s role as the heart of California’s fig production. She invited Food Network personality Fabio Viviani, whose live culinary demonstration served as the festival’s main draw, to elevate attendance, media visibility, and community excitement around California‑grown figs.

Across agriculture, events continue to be one way organizations bring products closer to consumers in tangible ways.

Working with The Ugly Fruit Company To Drive Awareness 

Brands like The Ugly Company reflect another direction within modern food and agriculture marketing.

By highlighting the use of cosmetically imperfect fruit, brands in this space often align with broader consumer conversations around food waste and sustainability. Messaging that emphasizes transparency and sourcing can resonate with audiences who are increasingly interested in how products are grown and distributed.

Through PR efforts, PREM PR & Social was able to tell the story of how The Ugly Company and its founder came to be. We succeeded in landing them over 30 national media placements, garnering increased sales, brand awareness, and invitations to industry events. Our PR was so successful that we gained the attention of Justin Timberlake, who became an investor in the company. Overall, PREM PR & Social helped secure over $9 million in investor funding and gain 255 million monthly viewers to their website.

We landed features on:

• AgFunder News
• Bakery and Snacks
• Benzinga
• CityBiz
• Consumer Goods
• Modern Retail
• FoodBev
• Fortune
• The Business Journal
• Supermarket News

This type of positioning shows how brand narrative can play a meaningful role alongside traditional product attributes.

Partnerships Beyond Traditional Ag Channels: Andy Boy

Collaborations between agricultural brands and culinary or retail partners have become more visible in recent years.

Examples like retail events or chef collaborations illustrate how agricultural products can be introduced in new contexts, including premium retail environments or curated culinary experiences. These types of partnerships can help bridge the gap between farm production and consumer lifestyle spaces.

Across the industry, these collaborations are becoming a more common complement to traditional marketing approaches.

We partnered with Andy Boy to increase awareness and consumption of broccoli rabe among influential chefs. We focused on SF and partnered with Williams Sonoma. We recruit the top chefs throughout the city to introduce them to broccoli rabe, educate them, and ultimately influence their menu. 

This collaboration created hype around broccoli rabe and ultimately encouraged chefs throughout San Francisco to add this unique vegetable to their menu. 

The Evolution of Ag Marketing

Agricultural marketing is unlikely to follow a single path. Instead, the future will likely involve a blend of longstanding industry practices and newer strategies.

Across the Central Valley and beyond, that mix may include:

• Continued investment in education
• Community-based events
• Sustainability storytelling
• Strategic partnerships
• More direct consumer engagement

As expectations shift, organizations across agriculture are continuing to explore how best to communicate their role, values, and products to evolving audiences.

If you’re ready to transform your agriculture business with a strategic marketing strategy, contact PREM PR & Social today. We make brands memorable.