Channel Seed: Grain Marketing Report

The Scene: April 2020
As COVID-19 lockdowns continued and uncertainty peaked, brands everywhere were forced to rethink their approach. For Channel Seed, staying active online—especially on Twitter—was non-negotiable as planting season began.

We quickly adjusted our social strategy to focus on timely, relevant content that supported farmers and Seedsmen through the uncertainty. While plans shifted daily, our clear strategic guardrails ensured we could stay nimble and provide real value when it mattered most.

If you need to be right before you move, you will never win. Perfection is the enemy of the good. Speed trumps perfection.

Dr. Michael Ryan, World Health Organization

During these early days of the COVID-19 virus, even the most basic tiers of Maslow’s hierarchy—safety, belonging, and stability—felt uncertain. For farmers, safety needs were front and center, with financial concerns dominating. In April 2020, 90% of farmers and ranchers expected the pandemic to impact their business, sparking online questions like: Will exports hold? Is ethanol shutting down? Can I even turn a profit this year?

Social distancing added to the strain, limiting farmers’ connection to community—a key part of the planting season. With fewer face-to-face interactions, many turned to social platforms to fill the gap, using online spaces not just for information, but for much-needed human connection.

Our Opportunity
In a time of rapid change, farmers needed real-time insights and clear guidance. Channel had an opportunity to lead by keeping farmers and Seedsmen informed of market shifts and offering actionable advice.

The Idea: Market Update with Matt Bennett
We launched a weekly video series featuring Channel Grain Marketing Consultant Matt Bennett, recorded via Zoom and turned around within hours. The goal: provide timely, trustworthy insights on what was happening in the markets, straight from the field.

The Execution
Each episode was released in long-form on YouTube and as a podcast, while short, high-impact snippets were shared across Facebook, Instagram, and Twitter. To encourage engagement, we created an email channel for crowd-sourced questions, knowing many farmers preferred to submit them privately rather than post publicly.

The Results:

Doubled our social share rate
Expanded series through the end of 2020 due to customer demand

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The Scene: April 2020 As COVID-19 lockdowns continued and uncertainty peaked, brands everywhere were forced to rethink their approach. For Channel Seed, staying active online—especially on Twitter—was non-negotiable as planting season began.

If you need to be right before you move, you will never win. Perfection is the enemy of the good. Speed trumps perfection.

The Scene: April 2020
As COVID-19 lockdowns continued and uncertainty peaked, brands everywhere were forced to rethink their approach. For Channel Seed, staying active online—especially on Twitter—was non-negotiable as planting season began.