Survey reveals gap between retailer perceptions and farmer information sources
Large farmers are gathering new production and management ideas from a variety of sources, according to findings from the 2025 Large Commercial Producer Survey conducted by Purdue University.
The study compared responses from large-scale producers with feedback from agricultural retailers. Researchers wanted to understand where farmers discover new ideas and whether retailers accurately understand those information sources.
The results revealed a noticeable difference in perception. Many retailers believed dealer representatives, retailer publications, websites, and promotional materials were the most important sources of information for farmers. However, producers ranked these sources lower than retailers expected.
Instead, agricultural media emerged as the leading source of new ideas among producers. Many farmers also identified fellow producers as a major influence when evaluating new practices and management strategies. These findings suggest that farmers often gather information from multiple channels before speaking with suppliers.
The survey indicates that information today flows through a wider network that includes media outlets, peer groups, universities, farm organizations, manufacturers, field events, and retailers. Each source plays a role at different stages of the decision-making process.
For agribusiness companies, the findings highlight the importance of building strong and credible communication across all platforms. Farmers increasingly access information through digital channels, publications, websites, and industry news before engaging in direct conversations with suppliers.
The research also suggests that producer decisions are often shaped by discussions with other farmers. Peer recommendations and real-world experiences continue to influence how new ideas are evaluated and adopted.
While retailers remain important partners by providing local expertise, products, financing options, and support services, the survey shows that influence is now shared among several information channels.
Industry organizations may benefit from reviewing how they communicate with producers. High-quality content, useful insights, educational resources, and trusted information can help strengthen relationships and increase visibility earlier in the farmer's decision journey.
The study concludes that understanding where farmers discover, evaluate, and validate information is becoming increasingly important in today's competitive agricultural marketplace.
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