Illustrative AgTech Insights: The Last Mile Driving Product Decisions in Agribusiness

Index

1. Ag Equipment Intelligence Brand Loyalty Survey

2. Stratus Ag Research Boosting Ag Retailer Success Survey Data

3. Stratus Ag Research Biostimulant Route to Farm and Customer Product Perception

4. Direct-to-Farmer Models

   1. Pivot Bio

   2. Indigo Ag

   3. Meristem Crop Performance

   4. Swarm Farm

5. Experience Mapping

6. Friction Reduction

7. Final Thoughts

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Ag Equipment Intelligence

In a 2024 Ag Equipment Intelligence survey, results showed that agricultural equipment brand loyalty among farmers declined to 62% in 2024— a drop from its peak in 2017, when 75% of growers considered themselves loyal to a specific brand.

But what’s interesting is why.

Of the major reasons cited, nine of them were unrelated to the piece of equipment or manufacturer themselves. They were directly related to the support from the dealership:

Farmers aren’t blindly loyal to brands, but very influenced by the experience around the brand— the support, the service, and the people available once they have made a purchase.

The same is experienced in the crop protection world.

Stratus Ag Research Boosting Ag Retailer Success

Consider the below data from Stratus Ag Research’s Boosting Ag Retailer Success survey: