The search for large farmers
Secondly, the search for large farmer customers is a feast or famine situation. In some areas, large farms tend to dominate, but in others, they’re few and far between. In the United States, nearly 48% of the large corn farmers are in four states. In Indiana, large farms are most common in the west, while smaller farms dominate the east.
Retailers should always be aware of their customers. Compare how many large farmers are out there and how many are your customers. At the very minimum, knowing your customers will let you know whether the type of customers you’re searching for exist. You don’t want to be searching for unicorns.
To better learn about large farmers, you can attend the 2013 National Conference for Agribusiness. Featuring the results of the Large Commercial Producer Project, this conference will feature topics such as the buying behavior of large farmers, including producer loyalty to brands and retailers; the factors that farmers believe are critical to the success of their operations; price and how it affects producer decisions; and the importance of the dealer and the salesperson in the buying decision. The conference will be held November 4-5 at Purdue University in West Lafayette, Ind. For more information, visit http://www.agecon.purdue.edu/cab/programs/nca.
David Widmar is the research associate at Purdue University’s Center for Food and Agricultural Business. He can be reached at email@example.com.