If you’re used to going to the NAMA Agribusiness Forum or already have it penciled in on your calendar then make a correction. It’s now the Trends In Agriculture. To learn why and what it means I spoke with Kenna Rathai, KBR Communications this morning. The meeting will be held, November 11-12 at the Hyatt Regency Crown Center in Kansas City. The conference logo was designed by Beth Burgy and her buddies at Broadhead+CO.

Why the name change? “We wanted to re-energize our fall meeting and felt that by focusing on trends in our industry, we could keep the information fresh, interesting and exciting each year,” according to Kenna Rathai, KBR Communications and chair of the Trends in Agriculture committee.

This year, Trends in Agriculture will focus on rural lifestylers, which is a significant growth market for many NAMA members. Sessions will cover some of the new research on this target audience, digging into their purchase drivers and motivations, and a panel will discuss their successes and pitfalls in marketing to rural lifestylers. There will also be speakers outside of agriculture who have faced similar challenges in shifting some of their focus to capturing a new audience in a changing marketplace. Stay tuned to the NAMA e-News for the latest information on the fall Trends in Agriculture meeting.

The program this week ends with music from the Podsafe Music Network. Since we’re talking trends, you get to listen to “Trendsetter La La La” from Love=Action. I hope you enjoy it and thank you for listening.

You can download and listen to the ZimmCast here: ZimmCast 178 (11 min MP3)

Or listen to this week’s ZimmCast right now:Interview With Kenna Rathai - ZimmCast 177

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