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…

Stratus Report Released: Spread of Glyphosate Resistance is Slowing

9th annual survey of thousands of U.S. farmers shows the results of their good stewardship.

Stratus Ag Research has tracked glyphosate weed resistance since 2010 and PPO Inhibitor resistance since 2016.  Stratus has tracked glyphosate weed resistance since 2010 and PPO Inhibitor resistance since 2016.  Over that time a total of 36,312 surveys have been completed by growers.…

New Report Released:  Ag Retailers Provide Their Opinions on Crop Protection Manufacturers

Ag retailers across North America recently provided Stratus with a thorough assessment of the products, staff and service provided by today's leading crop protection companies.

Clients may use this study to: Determine what retailers need in order to effectively service their farmer customers. Take steps to ensure adequate training and resources so that retailers can effectively support their product in the field. Evaluate their sales…

New Report Released:  Channel Influence on Crop Protection Decisions

Stratus Ag Research recently released the 2018 Channel Influence on Crop Protection Decisions, a survey of 1,000 farmers in the US MidWest. Designed to enable Crop Protection companies to evaluate their push vs. pull marketing strategies by knowing how retailers influence purchase decisions today and how that might change in the future.

A few of the study highlights are included below: Not surprisingly, retailers have a lot of control. Over 60% of the time, retailers are involved in the CP purchase decision. And nearly 70% of farmers purchase their CP products exclusively from one…

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…