THE FARMERS ROADMAP TO SURVIVAL IS CHANGING.
What began as a response to missing USDA data evolved into something much deeper: a behavioral study of 650+ commercial farmers. We didn't just look at their income, we mapped their shifting loyalty, spending thresholds, and financial survival tactics.
The Cushion is Disappearing
Key Insight: With only 15% of farms reporting "Very Strong" working capital, the "standard" sales pitch is no longer enough. Farmers are moving from growth-mode to a repair-first, generic-heavy mindset.
The Data You’re Missing:
The full report moves deeper and provides the data you need for your 2026 strategy:
- The Switching Factor: Beyond price, we’ve identified the "tipping points" that cause a loyal customer to move to a competitor.
- The Partnership Gap: What farmers want from their suppliers (hint: it's no longer just about having product on the floor).
- The Financing Priority: With 41% of growers prioritizing flexible terms over product features, we break down which segments are the most credit-sensitive.
Don't build your new plan on old assumptions! Request a call with our team to review the full results!
This report is part of the Ag Pulse series, a group of self-funded research studies run among the 400,000+ members of our agricultural market research community to keep a pulse on current things impacting the industry.