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…

Farmers buy more from companies who contact them directly and offer attractive programs

Stratus Ag Research recently released the 2018 Farmer Feedback report for Crop Protection companies in the US and Canada. The purpose of this study is to enable Crop Protection companies to strengthen their relationship with farmers by tracking the extent, quality and impact of their interactions with farmers.

The following are a few key insights derived from the USA report. For major CP companies, the primary growth opportunity is to get existing customers to use more of their products (not to find new customers).  Direct mail is…

Most farmers prefer original Crop Protection brands, but value for money drives purchase decisions

Stratus Ag Research recently released the 2018 Generic Crop Protection Product Use & Attitude report. The primary purpose of this study is to better understand farmer attitudes and behaviours regarding the use of generic crop protection products (and inoculants) in Western Canada. The secondary purpose of the study is to define the current position of FNA (AgraCity), assess the perceived strengths/weaknesses of the FNA offer and determine the level of farmer interest in purchasing from FNA now and in the future.

The following are a few key insights derived from the report. Generic herbicides are used extensively especially at the pre-seed and post-emergent timing. Use in 2018 would have been higher, but narrow price differentials, performance concerns and lack of availability prevented…

New Report Released:  Independent Crop Advisor Feedback

Stratus Ag Research recently released the 2018 Canadian Independent Crop Advisor Feedback Report. Designed to measure the expectations for and the effectiveness of seed and crop protection manufacturer engagements with independent crop advisors. The report is a road map for companies to engage with independent agronomists in a meaningful way.

A few of the highlights from the report are included below: Independent crop advisors support companies with products that perform as promised; it is also important that companies stand behind the products they sell. It is important to keep independent…

New Report Released:  Company Behaviors Distinguish Highest Rated Companies

Stratus Ag Research recently released the 2018 US Farmer Feedback to Crop Science Companies. The report is designed to enable Crop Protection & Seed companies to strengthen their position with farmers by tracking the extent, quality and impact of their interactions.

Stratus surveyed 1,161 US farmers from all across the US on their perceptions of the leading CP and Seed Companies in North America.  Study Highlights Farmers think mass media advertising is not that useful, but recall of media ads has…

New Report Released – Successful Wholesalers Focus on Logistics and Quality Communication

2018 Report on Wholesaler Performance in Western Canada Released.

Our survey of independent ag retailers in western Canada found that support is highest for wholesalers who understand the value of communication.  Successful wholesalers focus on driving logistical efficiencies and ensure effective communication with customers. The report contains performance…