Source: MCKINSEY, 4/26/21


McKinsey surveyed more than 800 row and specialty crop farmers across the United States over the past several months as a follow-up to our 2018 study. We talked with farmers, owners, and field managers, including those with large operations as well as those with just a few hundred acres.

What we learned is that farmers are increasingly interacting and buying online, but they’ll need higher-quality and more personalized interactions to keep doing so. Winning agriculture companies will engage online early and sustain engagement across the buying journey through digital and physical channels.

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