She began her career in agricultural media during college, writing for a dairy cattle trade magazine. After that, she took a corporate role in ag communications, but by 2020, she decided to go full-time as a freelancer.
Founder of The Herdbook Ag Media, Jaclyn (Krymowski) De Candio is on a mission to bridge the gap between agriculture professionals and consumers through powerful, clear storytelling.
With over seven years of experience in agricultural communications, her work spans trade magazines, corporate messaging, digital content strategy, and consumer-facing brand voice. She’s worked with agribusinesses of all sizes, from startups to global companies, helping them communicate with clarity, confidence, and relevance.
AgriERP: When it comes to content consumption, where do farmers and stakeholders go for information today?
Jaclyn: It depends on the generation. Many older farmers still prefer traditional media like print magazines, local radio, and extension newsletters. Those are still very effective channels in agriculture.
But younger generations, Millennials and Gen Z, are getting their information through digital platforms. Social media, email newsletters, and even podcasts are huge sources now. It’s common for younger producers to scroll social media or read ag content on their phones.
So when I work with clients, we look at their target audience and create a mixed strategy, some print, some digital, depending on who they’re trying to reach.
AgriERP: What trends are you seeing in the agriculture industry when it comes to technology adoption?
Jaclyn: We’ve traditionally said that ag is slow to adopt tech, but that’s changing fast, especially with younger generations stepping in. These newer leaders are more open to technology because they’ve grown up with it.
I’m seeing growth in areas like biological products, AI-driven livestock monitoring, camera vision, and wireless fencing. What’s exciting is that these aren’t just “organic” solutions anymore; conventional farmers are using them too.
Also, companies are now pairing software and hardware, so you get platforms that can collect, analyze, and visualize data in real time. That’s a big leap forward, especially as we move away from outdated farm management tools like spreadsheets or legacy software from decades ago.
AgriERP: What’s your advice to ag companies trying to communicate better with farmers and stakeholders?
Jaclyn: Focus less on buzzwords like “disruptive” or “revolutionary,” and more on why the farmer should care. Explain the real value. Farmers are practical. They don’t want hype, they want clarity.
The best messaging comes from knowing your audience and telling your story authentically. When you work with someone who understands both the language of agriculture and the language of consumers, your message becomes much more effective.
AgriERP: As we wrap up, do you have any closing thoughts or messages you’d like to share with our audience?
Jaclyn: It’s a really exciting time to be involved in food and agriculture. The industry has evolved so much, and now there are so many different ways people can participate, whether or not they come from a traditional farming background.
That diversity brings fresh ideas and innovation, which will benefit the industry in the long run. As a communicator, I believe it’s crucial to get the messaging right. As we gain more access to data and technology and grow more social media-savvy, I hope we can integrate all of that smoothly with food production.
We believe the future of agriculture isn’t just about adopting new tools; it’s about communicating their value clearly and effectively. As Jaclyn De Candio shared, connecting with your audience means understanding both the language of agriculture and the expectations of today’s digital world.
Whether you’re launching a new solution or educating stakeholders, storytelling matters. We’re proud to feature voices like Jaclyn’s that help shape a smarter, more connected ag industry.
Looking for more expert insights? Stay connected with AgriERP, we’re here to help you grow.
