Meristem Crop Performance Group LLC, Pivot Bio, and Syngenta have signed on to sponsor a comprehensive, farmer-centric market research effort around row-crop farmers’ increased use of agricultural biologicals. The study, “Biologicals: Row-Crop Farmer Value, Perception and Potential,” is being launched by Stratovation Group, a diversified Midwest research, marketing, and communications firm based in the Midwest, according to a March 20 announcement.
The 2024 initiative is a follow-up to baseline research conducted in 2022 focused on farmer sentiment regarding the rapidly growing agricultural biologicals market. That research found that most farmers were aware of agricultural biologicals and early-adopting farmers rated their use and benefits as highly positive.
“Leading companies that market agricultural biologicals know and understand that staying on the cutting edge of farmer trends is critical to their continued success in this rapidly changing sector,” said Cam Camfield, Founder and CEO of Stratovation Group. “We are proud to work with Meristem, Pivot Bio, and Syngenta to continue our exploration.”
Camfield said the study will focus on how perceptions of biologicals have changed in farmers’ minds since the baseline research, and will use improved methodology and a broader scope, adding farmers in Arkansas, Pennsylvania, and the DelMarVa region. The research will be fielded this spring.
The Agricultural Retailers Association (ARA), The Fertilizer Institute (TFI), DC Legislative and Regulatory Services (DCLRS), and the Biological Products Industry Alliance (BPIA) are strategic partners for the research.
“Farmers are using new tools to apply biologicals and there is an expansive amount of agronomic research that has looked at the success and efficacy of biologicals in regard to increasing yields, overall efficiency, improving soil health and overall sustainability,” Camfield said. “We want to find out how meaningful that information is to farmers. We also know there have been changes in biological marketing patterns, and this research will show us the extent of change in marketing preferences from the viewpoint of farmers.”