LinkedIn: best practices to develop relationships in this B-B space

Jun 24, 2025

LinkedIn, a professional social media platform, has gained popularity in recent years for business-to-business interaction. Did you know that as of January 2025, there were 27.4 million users in Canada. It’s the third largest social media platform in Canada after Facebook and Instagram. Users skew to a younger demographic – 43 per cent are aged 25-34.

Your relationships with retailers need to be cultivated often, in different places. And LinkedIn can be a great opportunity for 10-12 touchpoints through the year.

It’s a space to share wins, celebrate other people and position yourself as an expert in your category. Our experience has been you will build relationships if you share and celebrate, however you will alienate people if you sell. We do see people who try to sell in this space but would not recommend it.

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Video: Agriculture Secretary Rollins Speaks at American Farm Bureau Federation Convention in Anaheim

One of the highlights at the 2026 American Farm Bureau Federation Convention in Anaheim, California, was an address by U.S. Secretary of Agriculture Brooke Rollins. During her remarks, she thanked America’s farmers and ranchers and said the Trump Administration is fully aware that food security is national security.

She also acknowledged the challenging times in Farm Country with low commodity prices and high input costs and said that’s why the President stepped in to help with the recent Bridge Assistance Program.

Montana Farm Bureau Federation Executive Vice President Scott Kulbeck says that Farm Bureau members are appreciative of the help and looks forward to working with the American Farm Bureau Federation and its presence in Washington, DC to keep farmers and ranchers in business.

Secretary Rollins said the Trump Administration is also committed to helping ranchers build back America’s cattle herd while also providing more high-quality U.S. beef at the meat case for consumers.

And she also announced more assistance for specialty crop producers who only received a fraction of the $12 billion Farmer Bridge Assistance (FBA).

It’s important to note that producers who qualify for Farmer Bridge Assistance can expect the Farm Service Agency to start issuing payments in late February. For more information, farmers and ranchers are encouraged to contact their local USDA Service Center.