AgriNB is a New Brunswick agricultural association committed to supporting the province's farming industry.

Recognizing the need for new farmers, as well as acute succession planning challenges threatening the stability of the sector, AgriNB engaged Porter O’Brien to develop an outreach campaign aimed at promoting New Brunswick farming opportunities to potential emigrants at the GreenTech Expo in the Netherlands (June 13-15, 2023).

Porter O’Brien spearheaded all market research efforts, identification of prime candidates and key messaging support, leading to a successful launch of outreach efforts at both virtual and in person events.

Key deliverables included:

• Identifying candidates
• Contacting relevant associations
• Leading networking activities
• Leading mission discussions with New Brunswick farmers
• Developing and distributing information packages
• Developing Social media ads and establishing communication channels, AND
• Leading all market research efforts

This case study highlights the importance of identifying regions with interested populations and employing targeted social media marketing and general population research to facilitate successful succession planning for the agricultural sector. It also emphasizes the significance of executing both virtual and in-market outreach to identify potential immigrants and effective communication strategies.