Former MWBC executive vice president Cassidy Marn now a senior intelligence analyst at Aimpoint Research took part in conducting a study called “Farmer of the Future 2.0”. The goal of the study is to build upon a prior 2018 study to have a deeper understanding of U.S Farmers and Ranchers in the post pandemic world. Looking at the current attitudes and mindset of the U.S. farmer can gage how the United States agriculture industries will adapt, improve, and overcome future obstacles and challenges.
The results are a mixture of producer’s entrepreneurship and ability to adapt to the current economy.
The Results:
Split into 5 Segments
19% Ambitious Architects: Innovative, growth-oriented, willing to take risks and highly collaborative. They see changes as an opportunity and are willing to alter their practices to adapt to consumer demand.
23% Confident Tacticians: Independent and confident. Rather than growth this segment has opted for prudent stability. They are willing to embrace new technology and sustainability measures quicker than most. They look to partner for consultation rather than proactive collaboration.
27% Connected Stalwarts: Stalwarts are characterized by loyalty and endurance. They are changeable and view partnerships as a key asset to their operation. While they do have moderate growth aspirations, their primary goal is safety and stability of their operations. They are hesitant to innovate and view the future with apprehension. This segment is slow to adopt new farming practices.
15% Lone Rangers: They are individualistic creatures of habit who value the traditional lifestyle of farming. While generally averse to change, they do have growth aspirations and will alter practices if the ROI is clear. They do not actively seek collaboration.
16% Resolute Defenders: They view farming as a lifestyle and place a high priority on maintaining long standing farming practices. They are resistant to change and opt to play it safe. This segment has very few partnerships.
Comparing the results to the profitability of an operation:
(Study in partnership with MWBC and NASS)
Does the U.S. farmer have what it takes to respond to adverse challenges? Do our generational operations have a chance to survive? Are the resolute defenders (16%) the same producers expecting their profitability to decline? Is profitability correlated with the ability to innovate? Or is it the inverse? Are the producers adding $200k weed sensing technology on their sprayers the ones expecting profitability to improve? One can theorize that the “ambitious architects 19%” and “confident tacticians 23%” are the innovators needed to survive.
To view the executive summary see HERE
To conclude, what “Farmer of the Future” is your operation?
Press Release Below: