B2B

B2B Agency Bader Rutter Shows the Changing Face of Agriculture

With farming and ranching demographics evolving, president David Jordan seeks a more human approach for clients like McCain Foods and Zoetis

Bader Ruder President David Jordan with a cow in a photo (left) and accepting an award (right) — Bader Rutter president David Jordan has raised cows for 30 years and accepted awards for his agency's work with veterinarians.Bader Rutter

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Agriculture’s B2B marketing doesn’t have to look far to find its humanity.

After marking a half century in the storytelling business this year, ag-focused creative firm Bader Rutter’s client list features some of the sector’s larger players. That includes livestock drug producer Zoetis (with a market cap of $77 billion), chemical and seed firm Corteva ($46 billion) and frozen-food company McCain Foods, which averages nearly $7 billion in annual revenue.

Yet the business of agriculture in the United States remains tied to stories of individuals and families working land and raising for animals.

Jason Notte

Jason is an Adweek staff writer covering the business of marketing.

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