• by Les Luchter , September 8, 2023

About half of Bayer’s sales come from its Crop Science business, which markets agricultural products and services (including those formerly owned by Monsanto). Yet, Bayer says, many farmers live in “care deserts” that are underserved in accessing healthcare for such conditions as cardiovascular disease, chronic kidney disease and prostate cancer -- all of which can be treated by products from Bayer’s two other businesses: pharmaceuticals and consumer health.

Meanwhile, America’s largest grocer Kroger has been moving steadily into the healthcare space.

Bayer and Kroger have now gotten together – along with country music star Luke Bryan -- for “Take Care, Now,” a multifaceted campaign aimed at improving access to health care and nutrition in rural America.

The campaign kicked off late last month with an “experience” at the Farm Progress Show. Bayer’s exhibit there helped generate awareness of  “care deserts” and highlighted the work that Bayer and Kroger are doing  with nonprofits to help lessen the problem, Bayer Crop Sciences tells Marketing Daily.

Experiential stops in September include the Luke Bryan Farm Tour, taking place at six farms and dairies, and a two-day Kroger Wellness Festival in Cincinnati.

The “Take Care, Now” website shows how close each location is to the nearest “care desert.”

Perhaps surprisingly, Cincinnati is closer to a care desert than any of the farm locales. Brown County, Ohio --where Bayer says that 14% of people “lack access, at times, to enough food for an active, healthy lifestyle” and there’s a -31% deficit in desired population-to-physician ration -- is only 50 miles from Cincinnati.

The onsite consumer activations consist of signage and giveaways, with the aim to drive attendees to the “Take Care, Now” website. The campaign also includes:

--       A joint Bayer/Kroger sponsorship of 50 nurse scholars through the nonprofit AgriSafe Network.

--       Bayer providing 1 million meals through the nonprofit Feeding America.

--       Education on the risks of cardiovascular disease, chronic kidney disease and prostate cancer.

“Farmers and others in rural communities often put the needs of others before their own,” stated Jacqueline Applegate, president of Bayer Crop Science North America. “With our new campaign, we also want to remind them to take time to focus on their personal health, so they can take care of their communities.”

And, stated Jim Kirby, chief commercial officer, Kroger Health, “Farmers play such an important role in bringing fresh food to families across the U.S. We look forward to working with Bayer to improve their access to high-quality healthcare.”