Understand exactly where your brand stands in the eyes of Australian farmers. This report provides the industry's most comprehensive independent view of trust, distrust, advocacy and brand performance, helping agribusinesses identify reputation risks, strengthen customer relationships and benchmark against competitors.

Each July, approximately 1,000 Australian farmers complete Roy Morgan’s annual Farmer Agribusiness Brand Trust 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 participate 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 details insights from farmers including:

Brand awareness
The brands farmers trust and distrust, including Net Trust rankings of over 70 major agribusiness brands*
Why farmers trust and distrust these brands
Likelihood to recommend agribusiness brands (Advocacy / Net Promoter Score - NPS)
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

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, Adama, AGnVET, AG Warehouse, AIRR, AWB, AWN, Barastoc, BASF, Bayer, CBH Group, Coprice, Corteva, CropSmart, CRT, Dairy Australia, Dairy Farmers Group, Datamars, Delta Agribusiness, Elders, EPG Seeds, Farmbot, FMC, Fonterra, Gallagher, Graincorp, Impact Fertilisers, Grover’s Rural Supplies, Incitec Pivot, Inghams Enterprises, Irwin Stockfeeds, John Deere, Kenso Agcare, Laucke Mills, Meat and Livestock Australia (MLA), Monsanto, Muirs, Norco, Nufarm, Nutrien Ag Solutions, Optifert, Ozcrop, Pastoral Ag, Pursehouse Rural, Reid Stockfeeds, Ridley, Riverina, Syngenta, Te Pari, Titan AG, Vicchem, Waratah, Wesfarmers, Zoetis.

*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 with key driver analysis, brand usage and consideration, banking behaviour, business confidence, AgTech adoption and thousands of farmer comments, providing a powerful evidence base for brand strategy, customer acquisition, retention and product development decisions. Available for $79,815 (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
Agriculture sector business confidence
Agribusiness banking products held, and with which bank
Main agribusiness financial institution
Intention to switch from main agribusiness financial institution and reasons
AgTech farmers are currently using

You will also receive an 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.