Farmland LP is a private equity fund that invests in farmland. With respect to sustainability, Farmland LP creates financial, environmental, and societal value through the purchase and conversion of conventional agriculture land to organic farms. Implementing sustainable land management and crop rotation practices increases asset value by reducing input costs and enhancing the fertility of its land. Organic conversion also minimizes investment risk by reducing crop vulnerability to disease and failure. It grants farmers access to organic farmland – an input in organic farming that is in very short supply.

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Project Executive Summary

Farmland LP is a private equity fund that invests in farmland. With respect to sustainability, Farmland LP creates financial, environmental, and societal value through the purchase and conversion of conventional agriculture land to organic farms. Implementing sustainable land management and crop rotation practices increases asset value by reducing input costs and enhancing the fertility of its land. Organic conversion also minimizes investment risk by reducing crop vulnerability to disease and failure. It grants farmers access to organic farmland – an input in organic farming that is in very short supply.

Farmland LP’s goal is to reach $100 million over the next 18 months by securing investment from accredited investors. However, Farmland LP faces major challenges in reaching its investor audience due to Securities and Exchange Commission (S.E.C.) regulations prohibiting direct marketing of a private equity fund to the public, which greatly complicates Farmland LP’s ability to market its fund.

Developing a marketing plan for Farmland LP involved extensive primary and secondary research into the impact investing and sustainable agriculture industries, including informational interviews with experts in both. The marketing strategy our project team developed was specifically designed to help Farmland LP meet its fundraising target, with careful consideration of S.E.C. regulations that govern the marketing of private equity funds. The marketing strategy prescribes a multi-faceted approach designed to:

  1. Position Farmland LP founders and managing directors, Craig Wichner and Jason Bradford, as industry experts and thought leaders in sustainable enterprise and impact investing, particularly with respect to agriculture.
  2. Leverage expert authority to indirectly market Farmland LP’s fund by encouraging industry experts to cite Farmland LP when explaining how mindful impact investing can support the emergence of sustainable enterprise.
  3. Brand Farmland LP as an iconic representation of sustainability-focused impact investment and strengthen its brand as a catalyst of sustainable agriculture.
  4. Use social media platforms and viral marketing efforts to disseminate FLP executives’ authority, brand, and farmer endorsement to reach and ultimately attract impact investors.
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