Owning the Narrative: Why Ag Retailers Must Tell Their Story

Why is agriculture losing key narrative battles, and what can ag retailers do to communicate more effectively with customers, communities and policymakers? In this Fireside Chat at Tech Hub LIVE 2026, Renee Targos of CropLife Media Group talks with Mike Twining of Willard Agri-Service about the growing communication challenges facing agriculture. They discuss storytelling versus data, building trust in a low-trust environment, the impact of social media, and practical ways retailers can share agriculture’s story at the local, digital and national levels.