No two farmers are the same. Each customer has specific values, goals and needs, which makes it challenging to successfully serve them. But, don’t worry. Results from the 2013 Large Commercial Producer Project (LCP) will help you navigate the attitudes underlying producer buying behavior. You can use this information to craft marketing and sales strategies and establish deeper relationships with your customers.
The LCP is a nationwide survey conducted every five years by the Center for Food and Agricultural Business at Purdue University. The 2013 survey focused on corn/soybean, wheat/barley, cotton, fruit/nut/vegetables, dairy, hog and cattle producers across the United States and features results from nearly 1,700 commercial farmers and ranchers. Now in its fifth cycle, the survey also tracks changes in producer behavior over time.
Watch Mike Gunderson, associate director of research for the center, discuss how your company can use the LCP data to better serve your farmer customers.