Agrarian
Agrarian is a privately-held New Zealand boutique consultancy providing rural sales training, agribusiness marketing strategy, farmer panel research, and brand development to enterprise and mid-market agribusiness clients across New Zealand.
- Company typePrivate
- Founded2017
- HeadquartersHavelock North, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Agrarian does
Agrarian is a privately-held New Zealand professional services firm headquartered in Havelock North, Hawke's Bay, that provides rural sales training, agribusiness marketing strategy, research, and brand development services to agribusiness clients. Founded in 2017 by St John Craner, a Lincoln University Kellogg scholar with 25+ years of UK, Australian, and New Zealand marketing experience, the firm operates on an independent, senior-only delivery model and deliberately limits its active client roster to 8-10 engagements at any time.
The company's core offerings span rural sales training and CRM implementation, rural marketing research (including a proprietary farmer panel methodology executed via a strategic partnership with AgFirst), brand story and identity development, communications audits, sponsorship strategy, and customer experience mapping. Beyond consulting, Agrarian has productized portions of its methodology into trademarked assets: FieldCoach AI™ (an AI-branded rural sales training tool), three online programmes (Rural Sales Success™, Rural Sales Manager Mastery™, Rural Marketing Mastery™), a podcast (The Rural Sales Show, 115+ episodes since 2019), and a weekly newsletter reaching 3,500+ rural sales professionals worldwide. Customer engagements are delivered on a fixed-fee basis under multi-year contracts, with digital products layered on as lower-friction self-serve offerings.
Agrarian monetizes primarily through fixed-fee professional services engagements with enterprise and mid-market agribusiness clients (named logos include Bayer Animal Health, Fonterra, Westpac, Vodafone, KPMG, Lonza, DeLaval, Silver Fern Farms, Contact Energy, Chorus, and others, with 100+ historical clients). Revenue is supplemented by subscription-style digital products (online courses, FieldCoach AI™ trial) and recruitment advisory services. The go-to-market is sales-led, direct, and senior-engagement-driven, supported by a content marketing engine spanning podcasts, blog, YouTube, LinkedIn, and a Facebook community. The firm does not disclose pricing publicly and operates with no external funding, parent company, or institutional investment.
Agrarian firmographics
Firmographics- Name
- Agrarian
- Legal name
- Agrarian
- Website
- https://agrarian.co.nz
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Agrarian is a privately-held New Zealand boutique consultancy providing rural sales training, agribusiness marketing strategy, farmer panel research, and brand development to enterprise and mid-market agribusiness clients across New Zealand.
- Ownership category
- akta.pro rank
Agrarian industry classification
Industry- Product category
- Agricultural Sales Training & Marketing Consulting
- NAICS
- Support Activities for Crop Production (11511)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing) (AFACAJAH)
Keywords
Where Agrarian is headquartered
LocationHeadquarters
- HQ city
- Havelock North
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Agrarian business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Rural Sales Training Services: Customized sales training programs for rural/agribusiness teams including the Rural Sales Success Programme, Rural Sales Manager Mastery Programme, and Rural Marketing Mastery Programme. Delivered through in-person workshops, coaching, and online courses.
- Marketing Strategy & Consulting: Fees for marketing planning, strategy development, brand story development, customer experience mapping, and communications audits. Typically fixed-fee engagements rather than hourly billing.
- Research & Insights: Rural marketing research services including farmer panels, customer insights, and qualitative market research for agribusiness companies.
- Digital Products & Courses: Online training programs, eBooks, and the FieldCoach AI tool. FieldCoach AI available for $1 for 15-day test drive.
- Recruitment Services: Independent sales recruitment advisory services to help rural companies prepare and qualify sales candidates, including competency-based questions and full interview processes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Customized Training Programs |
| Other | Multi-year contract | CRM Training Services |
| Subscription | Monthly | FieldCoach AI 15-Day Trial |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Agrarian product offering
Product offeringCore offering
Agrarian provides specialized rural sales training, agribusiness marketing strategy, brand development, communications audits, sponsorship strategy, and customer experience mapping services for agribusiness clients in New Zealand. The firm also conducts farmer panel market research, offers rural sales recruitment support, and sells digital products including the FieldCoach AI™ training tool and three online training programmes (Rural Sales Success™, Rural Sales Manager Mastery™, Rural Marketing Mastery™). All engagements are delivered by senior practitioners on a fixed-fee basis under a 110% results guarantee.
Product overview
Agrarian is New Zealand's dedicated rural sales and marketing training company for agribusiness. The company offers a comprehensive suite of services organized around rural sales training, rural marketing, and business growth. Core service offerings include Rural Sales Training (coaching, CRM training, recruitment), Rural Marketing Research (customer insights, farmer panels), Rural Marketing Planning (strategy, campaigns), Go To Market Strategies, Brand Story & Brand Identity Systems, Communications Audits, Sponsorship Strategy, and Customer Experience Mapping. The company also provides digital products including FieldCoach AI™ (an AI-powered training tool), three online training programmes (Rural Sales Success™, Rural Sales Manager Mastery™, Rural Marketing Mastery™), and free resources such as the Rural Sales Training Calculator and Competency Assessment tool. Additionally, The Rural Sales Show podcast offers ongoing education for rural sales professionals. The company operates on an independent, senior-led model serving 8-10 clients at a time with a 110% results guarantee.
Differentiator
Problem solved
Functional benefit
Brands
- FieldCoach AI™: AI-powered rural sales training tool offering a 15-day test drive for $1.
- Rural Sales Success™ Programme
- Rural Sales Manager Mastery™ Programme
- Rural Marketing Mastery™ Programme
Products and services
- Rural Sales Training, Coaching and CRM Specialized sales training and coaching for rural and agribusiness sales teams, including independent sales competency assessment, territory management plans, influencer strategies, sales optimisation techniques, CRM system selection/setup/implementation, and recruitment support. Targeted at agribusiness companies seeking to improve rural sales team performance.
- Rural Marketing Research and Farmer Panels
- Rural Marketing Planning and Strategy
- Go-To-Market Strategies and Product Launches
- Brand Story & Brand Identity Systems
- Communications Audits and Marketing Assessments
- Sponsorship Strategy & Optimisation
- Customer Experience & Purchase Pathway Mapping
- FieldCoach AI™
- Rural Sales Success™ Programme
- Rural Sales Manager Mastery™ Programme
- Rural Marketing Mastery™ Programme
Quantifiable outcome
- 50% higher net sales per employee with continuous training
- +4 more outcomes
Companies that use Agrarian
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles2 records
Agrarian technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Agrarian partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AgFirstcoreStrategic partnership for farmer panel recruitment and research. AgFirst recruits farmers to brief for Agrarian's qualitative market research panels. Agrarian uses AgFirst's network and expertise to engage with New Zealand farmers for customer insight projects. This partnership enables Agrarian to deliver comprehensive farmer panel research services with trusted recruitment.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Agrarian competitors and assessment
Company assessmentEmerging players
- Curious Plot: US ag-focused marketing and communications agency serving food, ag and rural lifestyle clients. Comparable to Agrarian in ag-specialist positioning and integrated marketing services, but at a smaller, growing scale than the legacy US ag agencies.
Broad incumbents
- Force Management: Sales performance consultancy known for its value-selling methodology and enablement frameworks adopted by B2B sales orgs. Overlaps with Agrarian on the training, coaching and CRM/training-programme side, but serves a broader mix of technology and industrial clients.
- Richardson Sales Performance: Global sales training and sales performance company operating a well-known methodology for sales process, coaching and CRM adoption. Comparable to Agrarian's Rural Sales Success, Sales Manager Mastery and CRM training programmes, but serving all industries, not ag-specific.
- Janek Performance Group: US sales training and enablement firm offering sales methodology, coaching and digital learning to enterprise sales teams. Closely aligned with Agrarian's training/coaching model and CRM implementation work, though Janek operates across multiple verticals rather than only agriculture.
Direct peers
- Osborn Barr (O+B): Long-established US ag-focused marketing agency serving seed, crop protection, livestock, equipment and rural lifestyle clients. Like Agrarian it sells integrated marketing/advertising services exclusively to agribusiness, but at meaningfully larger headcount and across multiple geographies.
- Swanson Russell: Midwest US marketing and advertising agency with deep specialization in agriculture, animal health, and outdoor recreation brands. Overlaps with Agrarian in ag-only B2B client work, brand development and rural-audience research, with a larger US footprint.
- Bader Rutter: US B2B marketing agency with a substantial agricultural practice covering animal health, crop input, equipment and food clients. Comparable to Agrarian in ag-specialized marketing services, CRM/loyalty programme work, and farmer-audience research, though it also operates a broader B2B portfolio.
- McCormick Company: Independent US marketing agency purpose-built around agriculture and rural audiences. Close functional peer to Agrarian in serving agribusiness clients with strategy, creative and digital execution, with a comparable 'agriculture-only' positioning.
- AdFarm: Canadian-headquartered marketing agency exclusively focused on agriculture. Closest direct analogue to Agrarian: same ag-only vertical specialization, similar B2B services across strategy, creative, research, and digital for ag-input and food clients, but operating at a much larger scale across North America.
Others
- AgFirst New Zealand: New Zealand agribusiness consultancy and farm advisory network that is both Agrarian's strategic partner for farmer panel recruitment and an adjacent player offering marketing and strategic advice to NZ farmers and agribusinesses. Listed as OTHER since the relationship is a partnership rather than head-to-head competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Agrarian social profiles
Digital presenceAgrarian financial estimates
Financial estimateRevenue estimate
Valuation estimate
Agrarian leadership team
Management profileNumber of profiles
Profiles3 records
Agrarian funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Agrarian M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Agrarian
What does Agrarian do?
Agrarian provides specialized rural sales training, agribusiness marketing strategy, brand development, communications audits, sponsorship strategy, and customer experience mapping services for agribusiness clients in New Zealand. The firm also conducts farmer panel market research, offers rural sales recruitment support, and sells digital products including the FieldCoach AI™ training tool and three online training programmes (Rural Sales Success™, Rural Sales Manager Mastery™, Rural Marketing Mastery™). All engagements are delivered by senior practitioners on a fixed-fee basis under a 110% results guarantee.
Is Agrarian a public or private company?
Agrarian is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Agrarian founded?
Agrarian was founded in 2017. It employs 1 to 10 people.
Where is Agrarian based?
Agrarian is headquartered in Havelock North, New Zealand, in the Oceania region.
How does Agrarian make money?
Five revenue lines are on record. Rural Sales Training Services are the primary driver. The others are marketing Strategy & Consulting, research & Insights, digital Products & Courses and recruitment Services.
Who are Agrarian's main competitors?
Curious Plot is listed as an emerging player. Broad incumbents are Force Management, Richardson Sales Performance and Janek Performance Group. Direct peers are Osborn Barr (O+B), Swanson Russell, Bader Rutter, McCormick Company and AdFarm. AgFirst New Zealand is listed as an others.
Does Agrarian have an API?
No public API is recorded for Agrarian.
What industry is Agrarian in?
Agrarian's product category is Agricultural Sales Training & Marketing Consulting. Its primary akta.pro industry code is AFACAJAH, Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing). Its NAICS code is 11511 and its SIC code is 700.