In June and July 2023, 1,002 Australian farmers completed Roy Morgan’s Farmer Agribusiness Brand Trust 2023 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 2023 details insights into farmer perceptions of key agribusiness brands including:

Brand awareness
Net Trust/Distrust Scores and rankings of around 70 agribusiness brands*
Which agribusiness brands farmers trust and distrust
Why farmers trust and distrust these brands
Likelihood to recommend agribusiness brands (Advocacy / Net Promoter Score)
What the biggest challenges are for farmers currently
Analysis overall, as well as by farm type, size, revenue and state
Comparison to 2022 results, where available.

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 include:

Elders, AIRR, Graincorp, Nutrien Ag Solutions , CRT, Meat and Livestock Australia (MLA), Ag N Vet, CBH Group, AWN, Wesfarmers, Dairy Farmers Group, AACo, Dairy Australia, Fonterra, Inghams Enterprises, Delta Agribusiness, AWB, Ace Ohlsson, AL Chalmers and Sons , B and W Rural, BN Proud, Emms Mooney, Cudgegong Rural Supplies, Norco, AG Warehouse, Eastern Rural, Sunfarm, Grover’s Rural Supplies, Kerr and Co, DJ Growers, YP Ag , Eastern Rural Supplies, Northern Rural Supplies, Livestock Consulting, Nufarm, Incitec Pivot, EPG Seeds, Adama, Pastoral Ag, Syngenta, Ozcrop, Sipcam, Yara International, NRI, 4 Farmers, CropSmart, FMC, UPL, Bayer, Monsanto, BASF, Kenso Agcare, Titan AG, Corteva, Ridley, Zoetis, Summit Fertilizers, Coprice, Riverina, Reid Stockfeeds, Irwin Stockfeeds, Laucke Mills, ANZ, Westpac, NAB, Commonwealth Bank, Rural Bank, Bendigo Bank, Rabobank.

Contact us at askroymorgan@roymorgan.com for an expanded report available for $80,520 (GST Included) including all of the above plus;

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