Respecting the segments...
Even agribusiness behemoths like Cargill have figured out how to segment the farm market. Check the cute video about selling feed in Poland. (It's the one with the farmer and animals.)
I like to think of farming in three sectors: industrial, agrarian, and recreational. Calling myself and other like me industrial is upsetting to some, but it's the best adjective I could find.
The problem for many is abandoning the agrarian image, because they are not comfortable in their own minds with their "industrial" actions. And of course, they rightly fear loss of government support if they do not claim to be agrarian.
Meanwhile, the market not only has figured it out, it's taking advantage of our split personality by selling industrial tools and coaxing industrial output with soothing agrarian images and words.