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…

Farmers Want Value For Their Money

Most farmers in Western Canada prefer original Crop Protection brands over generics, but it comes down to value for money.

In the fall of 2018, Stratus interviewed over 700 farmers from Western Canada for the Generic Crop Protection Use & Attitude report. The participating farmers averaged 3,500 acres. 75% were grain farms, 20% were mixed grain/livestock operations and 5% were Hutterite colonies. More than twice…

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…