Mixing Ag Tech and Ag Media

This is Tim Hammerich of the Ag Information Network with your Farm of the Future Report.

The agricultural media landscape is changing and more companies are creating media of their own. Ambrook’s Mackenzie Burnett say that before their farm accounting platform was fully built, sheBurnett and her team created the digital media publication now known as Off Range, to start building relationships, sharing ideas, and engaging with the ag community.

Burnett... "Ambrook research, and we recently just rebranded it as Off Range, is an editorial independent media publication that we started a couple years ago as an experiment, I would say. And the experiment was because we had just decided to build accounting software and we're like, oh, this is gonna take us a long time to build. And so we wanted to be able to have something about our brand, you know, that was positive and interesting and brought in the right types of people into contact with us. For a while, actually, when we went to conferences, people didn't know about Ambrook, but they didn't know about Ambrook research."

That early attention helped to raise awareness and build valuable relationships that supported Ambrook’s growth.

Burnett... "We've had customers who have come through, come through Ambrook research. I think the more important piece actually is around partnerships and around just being part of the conversation really early on in agriculture, while we were building out a lot of the product."

Ambrook recently announced $26.1 million in venture capital raised through various investors.