Stratus Ag Research

“We already have a partner for that.” It’s a frustrating barrier, especially when you know your product offers something different. We help ag companies uncover why strong offers get sidelined. We’ve seen it across the industry: brand awareness is high, but understanding is low. Or the value prop lands with one segment, but misses another. With the right research, you can move beyond assumptions, realign your messaging, and win back lost ground. Because in a crowded market, perception is everything. #Agriculture #AgResearch #AgIndustry #AgRetail

Agriculture is always evolving, and staying ahead means asking the right questions at the right time. We don’t just analyze the market—we track its pulse. Whether it’s adapting an existing study or launching new syndicated reports, we ensure our research stays relevant to the challenges facing farmers and retailers today. For example, our recent research into original vs. generic crop protection brands reveals how shifting market conditions are impacting decisions across the supply chain. Because when the landscape changes, so should the insights guiding your strategy. What’s one emerging trend in agriculture that you think deserves more attention? #AgResearch #Agriculture #AgriBusiness

What do rising farmer expectations, eroding loyalty, and digital tools have in common? They’re all reshaping the customer journey and redefining how crop protection companies and retailers influence purchasing decisions. We’re pleased to see our 2024 Evolution of Channel Influence report featured in last week’s Upstream Ag Insights. @Shane Thomas highlights two urgent themes: - Digital experiences aren’t optional anymore—especially for progressive growers. - Retail influence is changing. Trust, value, and support are being redefined. From the rise of Farmer’s Business Netwok to the growing role of independent agronomists, this report is packed with data to inform smarter strategy. Read Shane’s full breakdown here: https://lnkd.in/gsgjV-sJ #Ag #Agriculture #AgIndustry #AgResearch

How satisfied are farmers with the software brand they are using? The 2024 Dynamics of Data in Agriculture report provides a clear view of the agtech landscape through the experiences of 1,500 North American farmers. Our research indicates that two software brands are increasingly influencing the way farms operate and make strategic decisions. Discover the extent to which data is captured on the farm, where it resides, and the benefits farmers are expecting from using farm management software. Learn how understanding and then aligning your solutions with these trends can benefit your business. For more detailed insights, reach out to Krista MacLean at KristaMacLean@stratusresearch.com. #AgResearch #AgData #AgriBusiness #Agriculture

Recently, Stratus Ag Research released their 2024 Evolution of Channel Influence report—and it has fantastic insights for ag retailers, crop protection companies, and anyone working with U.S. farmers. A few highlights that stood out to me: - Loyalty is eroding. Farmers are increasingly promiscuous with their input purchases and the number of retails they look for pricing from. - Retail influence remains, but it is decreasing...partly because of a lowering number of support functions executed for the farmer. Influence erosion is real and it has implications for crop protection manufacturer strategy, too. - Farmer's Business Network, Inc. continues to surge in both price-checking and direct purchase behavior. - Digital augmentation is becoming crucial to the farmer buying experience with the most ambitious and progressive farmers demanding the most in this area. Farmer expectations are rising and the winners in the next 5 years will be those who rethink how they support the customer journey— from digital tools to on-farm relationships. In the full Upstream Ag Insights breakdown of the report, various components of the Stratus survey data are unpacked, including: - What farmers want from their retailers and what retails are executing, and what they aren't. - A look at applying the friction reduction mindset to the entire customer experience. - Why crop protection companies must evolve their grower strategy. - What the data says about the rise of independent agronomists and how farmers perceive the future of models and digital tools. - The implications for how value, trust, and influence are earned in this new environment. - 11 images directly from the report that include crucial survey data to inform agribusiness strategy and tactics + more! For the full breakdown, check out the link here → https://lnkd.in/gRwMN8dR #agtech #agribusiness #strategy #innovation D. Kent Fraser Krista MacLean Mike Weddel

Earth month is all about reflection and accountability. But when it comes to sustainability, are you measuring what really matters? Ag companies are setting ambitious targets, but too often, progress is based on assumptions instead of insights. We help you move from buzzwords to benchmarks. Together, we can track program adoption, understand how growers are responding and test the message before it hits the market Don’t just celebrate your commitment to sustainability, back it up with data. #AgResearch #AgriBusiness #Agriculture #EarthMonth

Influence in ag retail isn’t just about what you sell—it’s about how you show up. We asked 800 U.S. farmers how retailers influence their decisions. The key takeaway? Retailers who support decision-making, not just transactions, stand out. Read what growers told us—and how you can apply it. Our most recent insight report is now available as a blog: https://lnkd.in/g7hXZjGd #AgResearch #AgRetail #Agriculture

Upstream Ag Professional - Week of March 30th 2025 ◼︎◼︎◼︎ This week's essential news and analysis for agribusiness leaders includes: 1. Stratus Ag Research: Evolution of Channel Influence Study 2024 Highlights and Analysis A detailed look at findings from the Evolution of Channel Influence study, including Farmer's Business Network, Inc. uptake, farmer digital portal preferences, influence of the independent consultant, how various touchpoints influence a crop protection sale and how all of this ties together to influence retail strategy and crop protection manfuacturer grower strategy in the coming years. D. Kent Fraser Krista MacLean 2. What the Fall of 23andMe Could Signal for Soil Genomics Companies in Agriculture A look at the economics of soil testing, the needs with a data driven business, how workflow and distribution influences soil testing lab adoption and what drives success of labs, specifically early on. 3. Syngenta Group FY 2024 Financial Results A breakdown of the Syngenta financial results, including highlights by business segment and region and then a look at the biological business compared to other crop protection businesses and a look at what Syngenta could be doing to illustrate value creation in their digital business beyond “hectares.” 4. TELUS Agriculture & Consumer Goods Business: Is it on the Chopping Block? A look at TELUS’ cash demands, TELUS’ spin-out challenges to create shareholder value and the performance of their Ag and Consumer Goods business plus what that means for the future of TELUS Ag & CG within TELUS 5. CNH Industrial Precision Spraying Strategy: Leaving Out the High End? Three Shades of Value for AgTech Startups A look at the value of an integrated tech stack and CNH acquisitons, and a look at what CNH strategy might be in green-on-green. ONE SMART SPRAY, a Joint Venture of Bosch and BASF 6. Enhanced Rock Weather and Eion Carbon's New Partnership with GROWMARK, Inc. 7. Three Shades of Value for AgTech Startups A great article from J. Matthew Pryor of Tenacious Ventures. 8. Demand management in Ag is broken: Here’s how to fix it Smartwyre + more! Check out upstream. ag for more. #agtech #agribusiness #agriculture Upstream Ag Insights Bayer | Crop Science Corteva Agriscience FMC Corporation UPL Nufarm BASF Agricultural Solutions Upstream Ag Ventures

Are you listening? In a world flooded with new products, technologies, and promises, farmers aren’t just looking for innovation—they’re looking for proof. They want to know: Does it work? Is it worth the investment? Understanding what drives farmer decision-making isn’t optional—it’s essential. That’s where Stratus comes in. Our research doesn’t just collect data; it uncovers the why behind every purchase, so you can deliver what farmers actually need. Are you making decisions based on assumptions—or insights? #Agriculture #AgResearch #AgriBusiness #FarmerResearch

Ag retailers play a bigger role in farmers’ decisions than they might realize. The data is clear—retailers who offer more services don’t just support farmers; they shape their decisions. Things like field scouting, cost comparisons, and crop planning add real value, and farmers are paying attention to who delivers. But influence isn’t just about checking boxes on a list of services. It’s about consistency, expertise, and being a trusted source of information when it matters most. The retailers who make that investment see the difference in long-term customer loyalty and business growth. See the full breakdown - our most recent insight report is now available as a blog: https://lnkd.in/g7hXZjGd #Agriculture #AgRetail #AgResearch