Leveraging X for Australian agribusiness marketing – a strategic move

As Australian agribusinesses navigate through a landscape increasingly shaped by international corporate interest, the role of innovative marketing channels like X (formerly Twitter) has become more important.

Here’s why agribusinesses, both homegrown and those under international ownership, should consider X for Australian agribusiness marketing, backed by specific examples and insights.

1. Successful Australian agribusinesses using X

Many top Australian agribusinesses have already harnessed X for Australian agribusiness marketing to great effect:

• • Elders Limited – @EldersLimited
    • Known for providing comprehensive agricultural services, Elders uses X to share industry news, weather updates and market insights, engaging both producers and consumers. Their strategic use of X has helped in real-time engagement during seasonal events or commodity price fluctuations.
  • GrainCorp – @GrainCorp
    • As one of Australia’s largest agribusinesses, GrainCorp shares operational updates, sustainability practices and community involvement, showcasing a transparent and engaging corporate image on X.

• • Australian Agricultural Company (AACo) – @AustAgCo
    • AACo uses X to highlight their beef products, share ranch life stories and promote their brand on an international scale, tapping into the global interest in Australian beef.

• • Nufarm Limited – @NufarmAustralia
    • An agricultural chemical company, Nufarm shares insights on crop protection – engaging with both farmers and industry professionals.

• • Cargill Australia – @CargillAUS
    • With a focus on grains and oilseeds, Cargill engages with the agricultural community, providing market insights and updates.

2. X as a unique channel for international agribusiness

• • Global exposure for local brands – As international funds and corporations buy into or acquire Australian agribusinesses, X for Australian agribusiness marketing offers a platform where these entities can showcase the unique Australian agricultural narrative to a global audience. For instance, after the acquisition by Canadian firm Saputo Inc., Murray Goulburn (now Saputo Dairy Australia) uses X to maintain its Australian brand identity while also engaging with an international audience.
  • Different messaging styles – Unlike other social platforms, X’s quick, direct communication style fits perfectly with the fast-paced, information-driven needs of international investors and consumers. It allows for immediate updates on trade policies, market trends or sustainability initiatives, which are of significant interest to global stakeholders.
  • Cultivating trust and transparency – International buyers value transparency. X for Australian agribusiness marketing provides a platform for agribusinesses to share real-time operational insights, environmental commitments and community engagements, fostering trust not just with local consumers but also with global partners.
  • Networking with global peers – X facilitates connections with international counterparts or potential investors. Australian agribusinesses can join or initiate conversations on global agricultural challenges, innovations or market opportunities, positioning themselves as thought leaders.

For Australian agribusinesses, especially those experiencing international investment or aiming for global expansion, X for Australian agribusiness marketing offers unmatched opportunities for branding, engagement and market intelligence. By looking at how successful Australian agribusiness brands utilise X, businesses can craft strategies that not only resonate locally but also capture international attention.