Don’t Just Exhibit. Four Ways to Crush Commodity Classic in 2027.
Commodity Classic isn’t a casual stop on the ag trade show circuit. It attracts growers who are serious about their operations, intentional about their investments and committed to the future of their farms. In fact, while the farmer audience is the second largest in attendance at the show after agribusiness professionals, it is the reason most of us go.
“The farmers who go to Commodity Classic are serious about continuing to farm and growing their businesses, more so than other shows where they’re walking around to see cool stuff,” said David Parker, a member of the Curious Plot Board of Advisors. “Attending the event is not an inexpensive venture, and that’s a signal they have intent to purchase.”
This year, 14 people from Curious Plot attended Commodity Classic, providing support for six clients. As we have gotten the ball rolling for next year’s event in New Orleans, we pulled this group together to examine the tried-and-true methods for achieving success at the event. Read on for our team’s four keys to winning at the next Commodity Classic.
Engagement Beats Booth Size Every Time
Booth size still sends a signal, but it’s not the signal that wins.
“In today’s trade show and event landscape, standing out requires far more than a large booth footprint. True impact comes from creating meaningful, memorable experiences that engage attendees at every touchpoint —both on and beyond the show floor,” said Jill DeLucero, senior manager of events at Curious Plot. “Large structures may dominate visually, but interactive, engaging booth activations are what truly draw people in and create emotional connections foster lasting relationships.”
DeLucero notes exhibitors need to think about visibility beyond the trade show floor. Consideringstrategic sponsorships and out-of-booth touchpoints can ensure a brand is seen throughout the attendee journey.
Nail the Message and Tone
The conversations at this year’s event were grounded in economic reality, as growers were cautiously optimistic despite expecting a lean stretch ahead. They weren’t browsing for entertainment. They were evaluating whether solutions could help them maintain performance without overspending. When it comes to messaging that meets the audience where they are at, brands should lead with return on investment (ROI) and real growth messaging.
“Many growers used the show to dig into strategy: exploring generics, rebate opportunities, tank-mix options and the true rate ranges that would let them protect acres without sacrificing control or yield,” said Charlie O’Brien, PR director. “They’re not cutting corners; they’re sharpening pencils. Exhibitors who can speak clearly to economics, not just agronomics, earn attention on the trade show floor.”
Stress was a dominant undercurrent this year, which created an opportunity for exhibitors to position themselves as the “easy button” in a challenging situation. In that environment, exhibitors who simplify decisions, reduce risk or offer peace of mind stand out.
“When everything else feels hard, your booth should feel like a relief,” DeLucero added.
Bring Leadership: Growers Notice and It Pays Off
One of the biggest missed opportunities at Commodity Classic is failing to bring senior leaders. Growers love meeting the people behind the brand. It elevates trust, strengthens relationships and signals seriousness.
“The attendees are often the ‘farmer of the future,’ and they’re investing heavily just to be there,” Parker said. “Leadership should match that commitment.”
Leadership presence also benefits your own team. It gives executives a real-world view of grower challenges, and it helps employees feel more connected to the mission.
Be Intentional About Who You Target and How You Show Up
Commodity Classic is a mix of serious growers, repeat attendees, manufacturers, retailers, distributors and commodity group-affiliated producers. The most successful brands don’t try to talk to everyone. They identify the right stakeholders, invite them intentionally and create opportunities for meaningful conversations.
Any emphasis placed on building relations with private dinners or hosted experiences foster deeper conversations and long-term partnerships that can help ignite the almighty peer-to-peer marketing machine.
It is important to set the tone with the team that will be working the booth and representing your brand at the convention center and around town. Setting goals and expectations for the booth staff and sharing a set of consistent, prioritized messaging can help ensure a confident booth staff that can carry meaningful conversations with key audiences.
Final Thought
Commodity Classic rewards exhibitors who show up with purpose. Growers are navigating tight economics, unpredictable weather and rising complexity, but they’re still investing in the future. If your presence helps them feel more confident, more informed and more supported, you’ll stand out long after the show floor closes.
Bill Brozak is a vice president of public relations and reputation management at Curious Plot, where he provides counsel and execution for a wide range of clients. He has lost count of how many events he has worked on with clients over the years but can say with all certainty that comfortable shoes are key.