In August 2024, approximately 1,000 Australian farmers completed Roy Morgan’s Farmer Agribusiness Brand Trust 2024 survey, providing insight into farmers’ perceptions of, and experiences with key agribusiness brands and banks including trust and distrust. Farmers from a range of farms participated in the survey – Beef, Cropping, Sheep (meat and wool), Horticulture, Dairy and other farm types, from small farms to those over 25,000 hectares, from annual revenue and loans under $100,000 to over $5 million.

The Farmer Agribusiness Trust and Brand Health Report 2024 details insights from farmers 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)
The biggest challenges for farmers currently
Where farmers source information about new farming products and services
Analysis overall, as well as by farm type and size, revenue, loan size, age, state

Comparison to previous years’ 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:

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

Agribusiness Banks:
ANZ, BankSA, Bendigo Bank, Commonwealth Bank, NAB, Rabobank, Rural Bank, Suncorp, Westpac.

Contact us at askroymorgan@roymorgan.com for an expanded Farmer Agribusiness Brand Health Report 2024 available for $79,970 (GST Included) including all of the above plus;

Performance on brand attributes (key brands only)
Key Driver Analysis identifying the factors with 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
Main agribusiness financial institution
Intention to switch from main agribusiness financial institution and reasons
Excel data file with all verbatim responses to open-ended questions including reasons for trust and distrust for all brands, key challenges, reasons for switching or staying with main agribusiness financial institution with key demographics for further analysis.