Indigo

Ashley Bruner

Agricultural Legacy Shaper

From Farm Values to Brand Leadership

What has shaped my approach most is a simple principle: honesty comes first. In agriculture, trust isn’t built overnight; it’s earned over time by your actions. With marketing and communications, we all want to share the positive outcomes with a new product service, but we must also share the challenges. Being real, with people and in all communications builds authentic connections.

A big part of that mindset comes from how I was raised. I grew up on a small farm in Illinois, where my family has been in the same county for nine generations. It's a rural close-knit community; many of my teachers had taught my parents too, and that environment instilled a deep sense of accountability early on. You learn quickly that your word matters. You work hard, you follow through and you represent something bigger than yourself. That foundation has carried into how I approach marketing todaywhether I’m communicating with farmers, partners or stakeholders, it comes down to being real, being consistent and showing up with integrity.

Transparency in the Age of AI

Marketing in agriculture is evolving quickly, especially with the rise of new technologies like AI and the growing focus on sustainability. On the technology side, I think it’s incredibly important for companies to be clear about how they’re using AI. It can be a powerful tool for efficiency and scale, but agriculture is a relationship-driven industry. At the end of the day, it still requires human insight, real experience and a deep understanding of the people were trying to serve. Being transparent about how technology supports, not replaces, that human connection is key to building trust.

On sustainability, I see the industry continuing to move toward solutions that create real, shared value. The most successful approaches will be the ones that work for everyone, where farmers can improve soil health, manage costs and maintain yields, while also accessing new market opportunities. At the same time, businesses can strengthen supply chains and deliver on consumer expectations for more sustainable food systems. That win-win mindset is what will continue to move agriculture forward.

Timeless Principles for Modern Leadership

The most impactful leadership lesson I’ve learned is that the best leaders truly put people first. The leaders I’ve respected most treat everyone with the same level of respect, regardless of role, while also holding high standards both for themselves and their teams. The balance of empathy and accountability is what drives strong cultures and strong results.

We’re also operating in an incredibly fast-changing environment. When I think about the progression from my grandfather growing up farming with draft horses to today’s precision agriculture and data-driven decision-making, it’s remarkable how much has changed in just a few generations. But despite all that change, the fundamentals haven’t shifted. Work hard. Be clear about where you add value. Treat people with respect. Those principles are just as relevant today as they were then, and they’re what help guide teams through constant innovation.

Standing out through Authentic Storytelling

One of the biggest challenges today is simply breaking through the noise. There’s an overwhelming amount of content and standing out, while also staying discoverable in a world shaped by evolving search and AI tools isn’t easy. The goal is not to just be louder; it’s about being relevant and memorable.

At the same time, agriculture audiences are incredibly informed. They know when messaging feels disconnected from reality, and they place a high value on credibility. I believe the most effective approach is still grounded in authentic storytelling. It means sharing your message in a way that reflects a real understanding of the industry, acknowledging challenges, being transparent about outcomes and staying closely connected to the people you’re serving.

Businesses that lead with empathy, clarity and consistency-and that align what they say with what they do, will continue to build trust and stand out in a crowded market.

Lessons for the Next Generation of Marketers

My biggest piece of advice is to get as much realworld experience as you can, and don’t be afraid to try different things early on. When I was in college, every summer I had different internships. I worked on a horse ranch in Wyoming where I did both the actual work with horses and built the ranches their first website and email. I interned at a large cattle feedlot in Kansas. I worked with the USDA Forest Service in timber, and as a wildland firefighter.

Those experiences gave me a much broader perspective on agriculture beyond the Midwestern farming environment I grew up in. Just as importantly, they helped me discover what I was passionate about and what I wasn't. Agriculture is an incredibly diverse industry, and there's no single path into it. Put yourself out there, explore different roles and learn as much as you can. Then, when you find what truly energizes you, go all in.