The Journey from Corn Seed Brand Awareness to Use in Eastern Canada

During the winter of 2019, Stratus interviewed 300 corn growers in eastern Canada to get their views on the corn seed brands they intend to purchase for 2019. Although brand positioning and effective channel interactions are important, the journey from brand awareness to actual use demonstrates the importance of being a brand that a grower considers.

Among the corn growers who responded to the survey, 60% of them were aware of the various corn seed brands.  For those respondents who were aware of each brand, 41% of them considered using the brand while 59% ignored the brand even…

Consistent performance is key to corn seed brand decisions

Stratus Ag Research recently released the 2019 Corn Seed Focus360 report for Eastern Canada. This report is designed to enable Seed companies to understand brand experiences and the impact marketing efforts had on eastern Canadian corn growers over time.

Along with containing the grower views of the major corn seed brands in Eastern Canada, the following items are a few key insights derived from the report: Efforts to get a corn seed brand into the consideration set of a…

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…

Credit Unions have the best overall knowledge of their farm customers business

Farmers reported big differences across institutions in the Account Managers’ understanding of their farm. Almost half of farmers gave their account manager a high score for “Overall knowledge of your farming business”, but some financial institutions are much better than others.

In 2018 Stratus interviewed 800 farmers from across Canada about their financial institutions. Credit Unions are the best at having an overall knowledge of their customers’ farming business; perhaps because they tend to be both local and full-service.  FCC is…

What Makes Financial Institution Account Managers Effective With Farmers?

Account Managers are a key part of the relationship between farmers and their financial institutions, but not everyone gets an account manager and the quality of their service varies.

In 2018 Stratus interviewed 800 Canadian farmers with over $250,000 in gross farm receipts and found that 74% have an Account Manager with their primary financial institution.  However, the level of service depends on the type of farm and where it is: 94% of…

Are you ready for the next generation of farm operators?

The coming wave of farmer retirements presents an opportunity for financial institutions, but also creates enormous risk.

Stratus interviewed 800 farmers from across Canada in 2018.  They all had gross farm receipts of at least $250,000 and averaged $1.1 million per farm.  As expected, many farms will change hands over the next few years, but not everyone is ready. …