Fendt again the strongest brand

 

Fendt had reclaimed the number one spot on the DLG Image Barometer this year. "Fendt is still at the forefront in almost every area and stands out clearly from its competitors, especially in the popularity index but also in the image index," says the DLG Press Releases (12/2017) about Fendt's win.

 

"We are delighted that farmers have again rated us very highly and continue to support us," says Peter-Josef Paffen, Chairman of the AGCO/Fendt Management Board, about Fendt's 18th consecutive victory. "As a business we have undergone major changes this year, integrating new product groups into the Fendt brand and introducing new sites and machines. This has naturally got people talking, both in the industry and among customers, which is why it is particularly important for us to maintain our excellent image by applying the same high quality standards to all Fendt machines that farmers and contractors expect from Fendt products."

 

 

 

The survey for the DLG Image Barometer 2017 was conducted in August and September this year, with questions spanning the following 4 different areas put to more than 700 farmers from the DLG Panel:

 

brand awareness (recognition), brand loyalty (current and future use of a brand), brand performance (brand preference and satisfaction) and brand image (image, innovation and communication).

 

All four indices are weighted so that a nominee can achieve a maximum of 25 points for one round and an overall maximum of 100 points.

 

 

The typical survey participant manages an average 716 acres. About half of the respondents keep cattle, about one-third rear pigs. Almost a third of the farmers are established agriculturers; more than a quarter have a degree in farming. (Source: DLG Press Releases 12/2017).

 

Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.