Stratovation Group: The Enduring Value of Agricultural Trade Shows
Agriculture trade shows like Commodity Classic 2025, kicking off this week in Denver, play a crucial role in connecting farmers, ranchers, and industry professionals. While some in the agribusiness world have begun to question the relevance of in-person trade shows, Stratovation Group firmly believes that face-to-face interactions remain essential. In rural America, business isn’t just about the product; it’s about trust, and trust is best built through personal connections.
A firm handshake and a warm introduction are vital parts of building a relationship.
“While there are certainly opportunities for value shopping, especially in a challenging agricultural economy, our research continues to show that trusted relationships still drive a large share of business transactions at the farm level,” says Cam Camfield, CEO and founder of Stratovation Group.
Commodity Classic provides the perfect setting for these interactions. Walking through the exhibit halls, farmers and ranchers don’t just see the latest innovations in seed technology, machinery, or software—they meet the people behind these advancements. They get to hear firsthand how these products can improve their operations and have real-time conversations that go beyond a cold, digital sales pitch.
Trade shows remain crucial for networking and relationship-building, and a high majority of attendees at such events have decision-making power or significant influence over purchasing decisions. This reflects the reality that while online interactions may provide convenience, they can’t replace the depth of connection and trust built through face-to-face meetings.
Stratovation Group has long recognized that for farmers, trust is as critical as the quality of the product itself. A conversation in person, an exchange of ideas, or even a quick handshake over a cup of coffee can lead to long-lasting partnerships.
“There’s something about looking someone in the eye and discussing their needs that an email just can’t replicate,” Camfield says. “Trade shows offer the opportunity to meet farmers, some who have been using the same product or service for years. Once those farmers see new products or new technology in action and can meet the people behind them, they’re more willing to make the explore new products and innovation.”
Beyond relationship-building, trade shows serve as a crucial gateway for farmers to stay ahead of technological advancements. Agriculture is evolving rapidly, with precision agriculture, automated irrigation systems, and data-driven decision-making tools reshaping how farms operate. At events like the Commodity Classic, farmers can see these technologies demonstrated in real-time and assess whether they’re the right fit for their operations.
Education is another cornerstone of these events. Commodity Classic 2025 will feature workshops and panel discussions covering crucial topics such as regenerative agriculture, sustainable farming practices, and financial planning for farm businesses. At similar events like the Farm Progress Show, attendees often have access to expert-led seminars on soil health, crop management, and livestock production—knowledge that can directly impact their bottom line. These educational opportunities provide farmers and agribusiness professionals with practical takeaways that can be implemented immediately.
“Agriculture isn’t just an industry—it’s a network of businesses and relationships,” Camfield says. “These shows are about more than just sales; they’re about strengthening that network, reinforcing trust, and ensuring that our farmers and ranchers have the tools and connections they need to thrive.”
While the digital age offers new ways to connect, the agricultural industry remains rooted in personal interactions. Stratovation Group understands that relationships—formed through genuine conversations, shared experiences, and in-person interactions—are what keep the wheels of commerce turning in rural America.