For years, the loyalty math in agriculture was simple: offer 3 to 5% cash back, match what your competitors are doing, and call it a program. And it worked... until it didn't.
Today, every major ag company runs a structurally similar rebate program. From a farmer's perspective, they're interchangeable. The brand that closes the season with the most loyalty isn't the one that wrote the biggest check. It's the one that built a relationship.
The shift from....