What do farmers think of grower programs?

It is now common practice for Crop Protection and Seed companies to offer rewards programs designed to encourage farmers to purchase multiple products from their company. But what do farmers think of these programs?

In the fall of 2019, Stratus completed a survey of 1,150 US farmers with an average farm size of 2,300 acres.  The study examined farmer participation in programs in 2019 and the resulting impact on company shares. The study also looked at awareness…

Product Knowledge for Crop Protection Retailers – How Important Is It?

How much do retailers need to know about a crop protection product to feel comfortable recommending it to their farm customers? Will they recommend a product based on its reputation, or do they need to know its strengths, weaknesses, and technical details?

In the summer of 2019, Stratus completed a series of surveys with US Ag retailers. The study is called “Retailer Advocacy”. One of the markets studied was the pre-emergent herbicide market in corn, a market that is characterized…

Do company perceptions matter in the Seed business?

We all know that product performance, especially consistently high yields year-after-year, is the most important driver of success in the Seed business. But what about farmer perceptions of the seed company itself? Does it matter what farmers think of your company as long as the product performs?

Stratus recently completed a survey of 1,000 corn, cotton or soybean growers in the US with an average farm size of 2,300 acres.  Among other things, the study examined farmer perceptions of the 9 leading seed companies on 15 different attributes plus the…

What touchpoints have the greatest reach and effectiveness for crop protection products?

Touch, one of the five senses, is an important way of learning about a physical object. Now consider touch as a metaphor for communicating with your customers. Through a long list of contact points, a company can ‘touch’ a customer to share ideas, to provide information about the features and benefits of their product, or to simply ‘keep in touch’. The list is indeed long, but which company touchpoints have the greatest reach and effectiveness with their customers?

In the summer and fall of 2019, Stratus completed a series of Brand Focus360 surveys with Canadian farmers. One of the markets studied was Eastern Canadian soybean herbicides, a market influenced by end market use (crush vs. Identity Preserved) and…

Should Crop Protection Company Reps Spend More Time On Farm?

Crop Protection companies employ reps to promote their products to farmers and retailers. Some companies wonder how much time their reps should spend working directly with farmers. What is the return on investment for their time?

Stratus recently completed a survey of 1,150 US farmers with an average farm size of 2,300 acres.  The study examined the interaction of Crop Protection (CP) company reps with farmers through various field activities and measured the impact of those activities…

Are Crop Protection Companies Wasting Money on Advertising?

Many farmers think that advertising is a waste of money. But does advertising have an impact on what farmers buy? Or are there other ways crop protection companies could invest their resources more effectively?

Early in 2019 Stratus interviewed 2,300 farmers across the US and Canada to ask about their interactions with crop protection companies; and to see how those interactions affected product use. Crop protection companies want to grow their business.  One approach is…