You guys probably ate today, maybe even three or four times already (if you're a foodie), you either bought the food from your local market, maybe bought it from the supermarket, maybe you ordered it (if you have no time and you are a lazy guy like me).
But have you ever thought, while you’re eating that nice little food, about what it actually took to grow it in the first place? Because food doesn’t just appear out of nowhere, obviously, although that would be nice, we’d probably solve world hunger, but, somebody had to plant it, feed the soil, protect it from bugs and weeds...
And when I say farmers, I don’t mean a guy with one cow and a little field, a lot of these are proper businesses. They have workers, payroll, land, equipment, deadlines, and a season they need to get through. So before the food they sell ever becomes food, they have to buy a bunch of things first (stuff that I just mentioned earlier), which means before they can make a single dollar, they have to spend one first.
What the hell are agricultural retailers? Well, they’re simply companies that sell farmers the stuff they need, seeds, fertiliser, chemicals, things like that. And the unfortunate thing for them, but the cool thing for us, is that they only sell to farmers. A company selling fertiliser can’t exactly go sell it to a dentist (duh), so their customers are farms.
Farms. That's the whole product. See when it comes to this industry, you got a very interesting alchemical formula, so you got the farm that is forced to buy these fertilizers, chemicals, seeds etc, otherwise it cannot produce anything. And you got the AG retailer that is forced to sell to only farms, which means they can only make money if they steal a farm off a competitor, or catch a farm that's getting bigger.
There is a specific name to this effect it’s called the: Trapped Counterparties effect
And it simply means both sides are kind of trapped with each other. The farm has to buy from them. And they have to sell to farms. That’s it. One side needs the product to survive. The other side needs that exact customer to survive. Done
You find farms that are active, growing, expanding, or buying more inputs, and introduce them to agricultural retailers that want more customers.
How? Well there are public records that can show us farms that are active and bringing workers in for the season, & think about what that tells you. A farm doesn’t just bring in a seasonal crew because nothing is happening. They’re bringing people in because there is work to do, food to grow, and a season to get through. And from those records, you can pull 13,468 farms, and it’s not just random farms from Google Maps. it’s 13,468 farms bringing workers in for the season free from public data.
The exact way to say the offer to AG:
“We'll connect you to 3–6 active farms over the next 60–90 days that match the exact type of customer you want. If any introduction falls outside the criteria we agree on, we replace it. The fee is $2,755 to $5,658.”
And you can see the offer already includes the guarantee, which is 3–6 qualified farm introductions/or connections), not: **“we guarantee they’ll buy fertiliser from you. ”**You control the introduction and qualification. You don’t control whether the retailer actually closes them.
& Notice there’s no mention of “booked meetings.” Why? Because booked meetings got absolutely destroyed as an offer. For years, every Twitter appointment setter with broccoli hair and a Stripe account was selling the exact same thing: “We’ll book you 300 meetings a month.” Then everyone copied everyone, the same emails went out, the same Calendly links got spammed, and businesses ended up with calendars full of people who were never really the right buyers in the first place, so eventually, a meeting stopped meaning anything. And now people are doing the same thing with “AI workflows,” “automations,” and “AI lead generation.”
Different wrapper, same mistake. Nobody wakes up wanting an AI workflow. An agricultural retailer wakes up wanting more farms that can actually buy from them. So don’t sell the mechanism. Sell the thing they actually wanted the mechanism to produce: qualified farms they can sell to. That’s your first offer.