Stratus Ag Research

What happens when you bring together our research methods and one of Canada’s most progressive farm operations? You get better questions—and even better insights. We recently partnered with The Hebert Group to design a custom survey targeting top producers. The result? 417 farmers shared their views on risks, succession, education, government, and more. Now, the conversation continues with Kristjan Hebert and Evan Shout on The Truth About Ag podcast. Our VP, D. Kent Fraser Fraser, breaks down the results and what they mean for the future of the industry. Listen to the full episode here: https://lnkd.in/gw5-YJBP #AgResearch #Agriculture

This chart says a lot about where we’re at in ag—and where we’re headed. When we asked 417 large-scale producers what matters most for the next generation, access to land ranked first. Succession second. Capital third. Some will say that’s no surprise. But what stood out to me is what it means—young farmers see a future. They believe they have the financial tools, but not the path forward. That’s why we need to rethink how we transition land, leadership, and opportunity. It’s not just about legacy. It’s about access. Grateful to work with Evan Shout, D. Kent Fraser and Stratus Ag Research to bring this data to life on The Truth About Ag.

There’s a difference between data and insight. You can have a mountain of numbers and still feel stuck. You’ve got dashboards, reports, dealer feedback, maybe even past survey results… but no clear way to connect the dots. What’s actually working? What’s just noise? And most importantly, what should you do next? Our job isn’t to throw more data at the problem. It’s to ask better questions. To dig deep into how farmers think, how retailers behave, and how decisions are made. We turn complex, sometimes conflicting, information into insight that teams can rally around. Insight that leads to confident decisions, smarter investments, and stronger alignment across product, sales, and marketing. Because knowing more isn’t the same as knowing what matters. #Agriculture #AgResearch #AgriBusiness #AgIndustry

“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