Agriculture marketing agency that shows growers which crops and regions you serve
At the co-op counter, a grower hears about a new drip irrigation line. That night, at the kitchen table, ChatGPT gets the question: who supplies drip irrigation for macadamia orchards on sloped ground nearby?
One grower's question, and a better-fit supplier never comes up
Behind the scenes, the AI assistant turned one question into four searches. Here's what decided which supplier got named.
- The region and the crop got answers, because extension offices wrote those down years ago.
- The terrain question came back empty, because no supplier said which ground its line is built for.
- The supplier that has sold into this exact job for years never came up.
who supplies drip irrigation for macadamia orchards in our area
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Regional agricultural profileRegional growing conditionsmacadamia tree crop agronomy wide spacing deep root zone establishment
Macadamia agronomy referenceSuppliers serving macadamiapressure compensating emitters terrain rated tubing uniform flow across elevation
Terrain rated drip system specPressure compensating emitter guidance[Supplier B] drip irrigation macadamia Hawaii reviews
Supplier B
Simulated example with fictional businesses, shown to illustrate how one question is answered.
The spend is documented. The decision is not
US farms buy seed, fertilizer, crop protection, irrigation, and equipment at a scale measured to the decimal. When a grower goes looking for a new supplier, we build pages that match you to their crop and their region, and we pitch you to the trade sites and dealers in their region.
- $490.3 billion
- spent by US farms on production expenses in 2025. Feed accounted for $71.0 billion, fertilizer and soil conditioners $34.3 billion, seeds and plants $26.8 billion, agricultural chemicals $21.3 billion, and tractors and self propelled machinery $18.7 billion.
USDA National Agricultural Statistics Service, "Farm Production Expenditures 2025 Summary," July 24, 2026. The 2025 sample was 37,238 farms and ranches, collected by electronic reporting, mail return, and personal enumeration. The $490.3 billion total covers 17 expenditure categories and includes labor, rent, interest, and taxes alongside purchased inputs and equipment.
A note on the figure
One number instead of two, on purpose. The second card would normally carry research on how agricultural buyers use AI to find suppliers. No government or university has measured it, and the industry surveys we found barely touch it. What we found instead is described below.
Three reasons AI doesn't name your company
Your products are documented. Your company is not.
Spec sheets, label data, application rates, tank mix compatibility, tolerance ranges. All of it exists in detail because regulation and sales require it. Then a grower asks which supplier serves macadamia on volcanic soil at elevation, and the answer requires facts nobody wrote down. Which crops the line was built for. Which regions the dealers cover. What conditions the product holds up in. AI can quote your tolerance range and still can't say whether you serve the person asking.
Everyone studied AI on the farm. Nobody studied AI at the purchase.
We went looking for research on growers using AI to find and compare suppliers. What came back was study after study on precision agriculture, yield prediction, crop scouting, autonomous equipment, and agronomic question answering. Farmers using AI to farm has been surveyed thoroughly by equipment makers, input companies, and university programs. Growers using AI to decide who to buy from has barely been measured, and not by any government or university, as far as we can find. The missing research and the missing supplier details come from the same habit.
The platform AI assistants only answer for one catalog.
Syngenta documented Cropwise AI as an Amazon Bedrock agent that pulls from Syngenta seed catalog data and Syngenta agronomic models. Farmers Business Network says Norm was built from GPT-3.5 and supplied with USDA data, extension material, product labels, and FBN's own analytics. John Deere's new Operations Center assistant, JD, answers from the farmer's own field and machine data. These tools are useful, and they only know what their maker put in. Every cross brand question a grower has, every comparison, every supplier the catalog does not carry, goes somewhere else. That somewhere else is the open web, and it is the part you control.
We give your company the same care your products already get. Your pages say which crops you serve, which regions you cover, what conditions your line handles and which dealers carry you. From there, we reach out to the extension, trade and dealer sites in your field and keep pitching your company to them.
SEO and AI search services for agribusiness suppliers
Plate Lunch Collective is an AI SEO agency that gets brands named when buyers ask, in search, on social, and in AI. We build your SEO around the crop, the region and the job growers search for, and those pages give ChatGPT a straight answer when a grower asks who serves them. Off your site, we pitch ag trade publications and extension programs and get your co-op and dealer listings right.
AI SEO / GEO
A grower asks an AI assistant who serves their crop in their region. We put what you serve and where on your own pages, so your company is one it can name.
AI SEO / GEOEntity SEO
Your spec sheets and labels are detailed because regulation requires it. What AI can find about the company behind them is thin.
Entity SEOAnswer Engine Optimization
Application rate and compatibility questions get answered by whoever published the table as text. A PDF gets passed over.
AEOCitation-Ready Content
Rates, tolerances and tank-mix compatibility written out on plain pages instead of downloads.
Citation-ready contentSocial Search Optimization
Growers trade recommendations on YouTube and in Reddit threads, and a supplier absent from both is absent from that search.
Social searchAI Search Game Plan
Which crop and region questions name you, and which return a competitor or a trade directory instead.
AI Search Game Plan
What do the AI assistants say about you?
Tell us about the business, and the first conversation starts from the answer. We'll come back within one business day.
How farmers find suppliers with AI
We ask ChatGPT the questions farmers ask about suppliers, and show why some suppliers get named and others get left out. Seven minutes twenty-four.About the free check at the end of the video: before every first call, we look at what ChatGPT and Google say about your company, at no cost. The full AI Search Game Plan starts at $1,500.What we found · ChatGPT, logged out, October 2026
- Asked who supplies drip irrigation for vegetable growers in southwestern Ontario, ChatGPT named six companies.
- Asked from Windsor, Ontario, it named five suppliers, and only two sell to farms. Set to Chicago, five of the six it named mostly sell to landscapers.
- Asked where to buy Netafim dripline in Ontario, every company it named was a dealer, not Netafim.
- One Illinois manufacturer that listed its dealers as plain text saw four of them named in ChatGPT's answer.
Read the transcript
Transcript
0:00 The drip irrigation question
Let's ask ChatGPT a question a farmer might ask. Who supplies drip irrigation for vegetable growers in southwestern Ontario? ChatGPT gave me six companies. If you sell drip irrigation around here, maybe you're one of them. Or maybe you've been selling vegetable to growers here for 20 years and ChatGPT didn't mention you once.
0:18 What farms spend on suppliers
Farming is big business. Last year, US farms spent $490 billion on things like seed, fertilizers, chemicals, equipment, and parts. Canadian farms spent $83 billion. Every dollar of that went to a supplier that a farmer picked.
0:33 Why AI names your competitor
So here's the question. When a farmer asks AI who to buy from, why does it name your competitor instead of you? In this video, I'm going to show you how AI builds its answers, why good suppliers get left out, and how to check your own company this week. You can do it all yourself for free.
0:47 How farmers find suppliers now
You know how farmers used to find a supplier? They'd talk to a sales rep, then a dealer, maybe look at a test plot, then place the order. That still happens, but now there's a step before the rep shows up. Half of US farmers bought supplies online last year. Two years earlier, it was only a third. And Purdue University found that farms get new ideas from farm magazines and other farmers first. They talked to the dealer after. So by the time your rep shows up, the farmer may have already had a shortlist and you might not be on it.
1:16 What nobody has studied yet
Now, to be fair, as far as I can find, no government or university has studied how many farmers use AI to pick a supplier. Not the USDA, not Statistics Canada. So if someone shows you that number, ask who paid for the study.
1:30 Farmers are skeptical too
Farmers are also skeptical. In a Purdue survey, about half said AI tools haven't really helped them yet. And in Canada, farming and fishing use AI less than any other industry statistics Canada tracks. So I'm not saying farmers are buying fertilizer from ChatGPT. I'm saying it's one of the places they can ask. And almost no farm supplying is checked what it says about them. That's your chance to get ahead.
1:52 The buyers you haven't met
A lot of owners will say, I've been in this business 25 years. My customers know me. Why should I care what ChatGPT says? Fair point. If every buyer already knew you, you wouldn't need to. But think about the buyers who don't know you yet. The farmer switching to a new crop. The farm expanding into another country or another border. The old farmer whose system just broke down. The son or daughter taking over the family farm. In the US alone, over a million farmers have been farming 10 years or less. Your current customers aren't going anywhere. This is about the ones you haven't met yet.
2:25 Five things AI has to figure out
So how does AI decide which companies to name? Let's go back to my first question to answer AI has to figure out five things. What's the product? Drip irrigation. Who's it for? Vegetable growers. Where? Southwestern Ontario. Who sells it? And why should the farmer trust them? AI can only name you if it finds something online that answers all five about your company.
2:47 The companies ChatGPT named
Look at the companies it named. One says on its website that it serves Essex County and does projects up to 40 acres. Another says it works with small farms to up to hundreds of acres. They wrote it down so AI repeated it. So here's my question for you. Does your website answer all five? Most suppliers' websites don't. Here are four reasons why.
3:07 Product detail without company detail
Number one, your products are explained in detail, but your company isn't. You list rate, size, and specs. You have to. The label is the law. But does your website say which crops you serve, which areas you sell in, which dealers carry your products? Usually it doesn't.
3:23 Facts stuck in PDFs
Number two, your important information is stuck in PDFs and label images. Some AI tools can read those, Some can't. Keep your PDFs. Just make sure the important facts are also written on a regular web page.
3:36 Your dealer gets the credit
Number three, your dealer gets the credit instead of you. I asked ChatGPT where to buy Netafim dripline in Ontario. Netafim is one of the biggest drip irrigation brands in the world. Every company ChatGPT named was a dealer. I saw the same thing with fertilizer equipment in Illinois. ChatGPT got one of the manufacturer's information from a John Deere dealer's website, not from the manufacturer's own site. You make the product, someone else tells AI about it.
4:02 Nobody else is backing you up
Number four, nobody else is backing you up. AI trusts information that shows up in more than one place. University trials, industry associations, farm magazines, dealers websites. If none of those connect your company to that crop in that area, AI has no reason to trust what your website says. And yes, John Deere, Syngeta, and FBN now have their own AI tools, but those only recommend their own products. When a farmer wants to compare brands, they ask somewhere else. So here's the problem. AI knows your products. It just doesn't know your company.
4:34 Windsor vs Chicago
Now watch this. I'm in Windsor, Ontario, right across the border from Detroit, Michigan. I'll ask ChatGPT a simple question. Who supplies drip irrigation for vegetable growers near me? From Windsor, it named five companies. Only two sell to farms. The other three mostly do lawn and landscaping. Now I'm gonna turn on a VPN, so ChatGPT thinks I'm in Chicago. Same question. It's a completely different list. Five of the six mostly sell to landscapers. The one company that actually serves vegetable growers got picked because its website says it serves growers and it lists the brands it carries. One company showed up in both cities. It's a national chain with a separate webpage for every location. It wrote down where it sells so AI believed it. If your website says just serving North America, AI won't know you sell in Essex County. Write down exactly where you sell.
5:23 Check your company in 30 minutes
Here's how to check your own company for free and it takes about a half hour. First, write down 10 questions your sales reps get asked. Real questions, the way farmers say them like, what works for soybeans on heavy clay? Or who sells parts for this near Saskatoon? Second, ask those questions in ChatGPT and one other AI. Also make sure to tell it to not use any past history and rely on web search because you want this to be unbiased. Third, find what's missing from your website. Your website might say high performance irrigation for demanding applications, but your reps tell farmers, we've installed these on 600 acre vegetables. farms all over southwestern Ontario. That second sentence is the one AI needs. Put it on your website. Fourth, give each product line its own page. Say which crop it's for, which area you sell in, and what conditions it handles. Five, list your dealers as text on your website, not just as pins on a map. One manufacturer in Illinois did that, and four of the dealers showed up in ChatGPT's answer. Six, get on the list AI already trusts. In Ontario, the Ministry of Agriculture has free list of irrigation suppliers. ChatGPT used it in my first answer. Check if your state or province has one. Then ask the same 10 questions every month so you can see if you're showing up. Make sure to tell it to not use past chat memory.
6:44 You can't buy an answer spot
And one last thing. You can't pay ChatGPT to put your company in its answer. There are ads, but you can't buy an answer spot. What you can control is making sure the facts about your company are written down, clear, and backed up by sources.
6:57 Back to the first question
So let's go back to my first question. Who supplies drip irrigation for vegetable growers in Southwestern Ontario. If your company wasn't in that answer, don't ask, How do I rank higher? Ask, What does AI need to know about my company that it can't find? If you're interested in knowing what AI knows about your farm, give us a shout. We'd love to offer you a free, no obligation, what AI knows about your farm. I'm Ben Puzzuoli, Partner and Director of Business Development at Plate Lunch Collective. Thanks for watching.
Sources for the figures in the video: USDA National Agricultural Statistics Service, Farm Production Expenditures 2025 Summary, July 24, 2026 ($490.3 billion, US farms, 2025). Statistics Canada, Table 32-10-0049-01, released May 27, 2026 (C$83.0 billion in total operating expenses after rebates, Canadian farms, 2025). USDA NASS, Farm Computer Usage and Ownership, August 1, 2025 (50 percent of US farms bought inputs online in 2025, up 18 points from 2023). Purdue University, 2025 Large Commercial Producer Survey, July 2026 (ag media and other farmers ahead of dealers as the top source of new ideas). Purdue University/CME Group Ag Economy Barometer, June 2026, released July 7, 2026 (asked the main benefit of AI or data-driven tools, 52 percent of 400 farmers said they didn't see a meaningful benefit). Statistics Canada, Canadian Survey on Business Conditions, second quarter 2026, June 11, 2026 (agriculture, forestry, fishing and hunting had the lowest AI use of any industry over the past 12 months, 4.5 percent). USDA NASS, 2022 Census of Agriculture (1,011,715 producers farming 10 years or less).
Suppliers are known by the regions they serve
Growers and dealers in Hawaii, across the mainland United States and Canada, and in the Caribbean and Central America, each asking for the supplier who serves their crop and their ground.
Questions agribusiness suppliers ask
Our buyers are growers and dealers who have known us for years. Does AI search matter for that?
It matters for the buyers who do not know you yet. An established dealer relationship is not at risk from an AI answer. A grower switching suppliers, expanding into a new crop, or replacing a system after a failure is starting from a question, and that question can go to an AI assistant before it goes to a dealer. The existing book stays, and the work is aimed at growers who don't know you yet.
Our products are sold through distributors. Does that change anything?
It makes the company side even more important. When a grower asks AI about a product sold through distribution, the distributor is often the one that gets named, because the distributor is the one with the website. The maker sits behind the catalog. We put what you make, which crops it serves and who carries it on your own pages and in your dealers' listings, so AI has a reason to name the maker alongside the seller.
How will we know if this is bringing in growers?
You judge the work by your own dealer calls and quote requests. Before the work starts, we make sure those numbers can be counted and record where they stand, then look at what ChatGPT and Google's AI are saying about you each month and set your numbers beside those starting figures each quarter, whether they've moved or not.
How we measure the workOur competitors have their own AI assistants inside their platforms. Can you get us into those?
No. A platform assistant built to place one company's seed is going to place that company's seed. What we can do is make sure that every question those systems will not answer, which is every cross brand comparison and every supplier outside the catalog, finds you when it lands on the open web. That is where those questions go.
Most of our technical detail is in PDFs and label images. Is that a problem?
It limits what AI can use. Some AI tools can read a PDF and others skip it, and a label saved as an image is text AI can't read at all. Keep the PDFs, and make sure the facts inside them also exist as text on a page, particularly the facts a buyer uses to decide: crops, regions, rates, conditions, compatibility.
Is this worth it for a company our size?
At your size, the work is a page for each product line on the crops and ground it serves, plus your dealers listed by region. It's priced to what your company needs, from $1,500 a month for ongoing work, and the useful comparison is one grower account's yearly order. Your quote requests, next to today's count, are the proof either way. The AI Search Game Plan, from $1,500, lays out what growers hear today.
AI Search Game PlanFind out where your company stands
When a grower switching suppliers or adding a crop asks Google or ChatGPT who serves their crop and region, what they hear about your company is where we'll start. For a company that wants the crop-by-crop picture on paper first, there's the AI Search Game Plan.