In July 2022, 1,230 Australian farmers completed Roy Morgan’s Farmer Agribusiness Brand Trust 2022 survey, providing insight into farmers’ perceptions of, and experiences with key agribusiness brands including trust and distrust. Farmers from a range of farms participated in the survey – Beef, Cropping, Sheep (meat), Sheep (wool), Horticulture, Dairy and other farm types, small farms to those over 25,000 hectares, annual revenue from under $100,000 to over $5 million.

The Farmer Agribusiness Brand Trust Report 2022 details insights into farmer perceptions of key agribusiness brands including:

Net Trust/Distrust Scores and rankings of around 60 agribusiness brands*.
Which agribusiness brands farmers trust and distrust.
Why farmers trust and distrust these brands.
Why farmers trust and distrust your brand - in their own words.
Which recent events have impacted farmers?
What the biggest challenges are for farmers currently.
Analysis overall, as well as by farm type, size, revenue and state.

The report includes an Executive Summary, charts, tables and commentary summarising key findings, with examples of reasons farmers trust and distrust specific brands, and their biggest challenges – in their own words.

*Agribusiness Brands, Products and Suppliers included (number of verbatim comments on reasons for trust or distrust):

4Farmers (11), AACo (64), Adama (65), Ag n Vet (57), AG Warehouse (23), AIRR (64), ANZ (223), Australian Wool Network (58), AWB (56), Baristoc (86), BASF (37), Bayer (129), CBH Group (57), Commonwealth Bank (557), Coopers (16), Corteva (39), CropSmart (20), CRT (115), CSBP (14), Dairy Australia (69), Dairy Farmers Group (58), Delta Agribusiness (15), EPG Seeds (5), Elders (1219), FMC (28), Fonterra (107), Gallagher (10), Graincorp (70), Incitec Pivot (132), Inghams (96), John Deere (26), Kenso (47), Landmark (35), Meat and Livestock Australia (74), Megafert (34), Monsanto (183), NAB (60), Norco (105), NRI (16), Nufarm (133), Nutrien (417), Ozcrop (52), Pacific Seeds (28), Pastoral Ag (19), Rabobank (107), Ridley (32), Rural Bank (69), Sipcam (41), Summit Fertilisers (33), Superfert (26), Syngenta (84), Titan Ag (31), UPL (57), Waratah (13), Wesfarmers (87), Westpac (568), Yarra International (19), Zoetis (19).

Contact us at askroymorgan@roymorgan.com for an expanded report available for $69,000+GST including all of the above plus;

Performance on brand attributes (key brands only).
What are the factors that have the strongest influence on farmer trust in agribusiness brands?
Which brands farmers have used, and would consider using?
Excel data file with all verbatim reasons for trust & distrust for all brands (around 8,000 verbatims) with key demographics for further analysis.