Farm Progress Show
Cultivating Connections That Stick
After more than a decade away, BASF returned to the Farm Progress Show with a clear objective: reconnect with growers and demonstrate its role as a trusted partner in modern agriculture. In the largest outdoor tradeshow in the industry—where dozens of brands compete for attention—BASF needed more than a traditional booth. The goal was to spark meaningful conversations, highlight agronomic expertise, and create an experience that felt personal and memorable, leaving visitors with a genuine connection to the brand rather than just another brochure or giveaway.
Partnering with Global Prairie, Jack Morton designed a destination-style environment that welcomed attendees through striking 12-foot branded archways and guided them through an intuitive, thoughtfully landscaped space. Wayfinding kiosks, informative displays, and flexible meeting areas supported both casual conversations and group discussions, while wood chip pathways, picket fences, shaded seating, and yard games created a relaxed atmosphere that encouraged guests to linger. Educational presentations and interviews added valuable insight, reinforcing BASF’s leadership without relying on flashy technology. The result was an approachable, engaging environment that brought the brand’s expertise to life while putting growers and their needs at the center of the experience.
THE IMPACT
BASF’s presence didn’t just stand out, it was celebrated. Over three days, approximately 4,550 attendees engaged with the BASF brand, and the leadership team received extremely positive feedback on-site. BASF’s thoughtful, visually appealing presence was recognized with a “Best of Farm Progress Show” distinction, highlighting the success of their approach and the strength of the partnership.
Through strategic design, purposeful engagement, and a genuinely welcoming atmosphere, BASF didn’t just participate, they created an experience that left a lasting impression on attendees and peers alike.
“A great event for sure! The team put together a solid program to keep steady foot traffic—much more than many other booths or tents can say.”
– Brady Spangenberg BASF Marketing Director, U.S. Crop Protection
“My compliments to the entire planning team for a great event. I had many comments about how our site was one of the best at the show.”
– Bryan Perry BASF U.S. Head of Seeds & Traits
