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Article: Large farmers: a different segment.(Sales and Marketing Insights from Purdue University)
- Article from:
- Agri Marketing
- Article date:
- October 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Doane Information Service. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Ernest Hemingway once told F. Scott Fitzgerald, "The rich are different--they have more money!" Perhaps agri-marketers today would say that the same is true of large farmers. The large are different; they have more acres, more head of cattle, or more hogs on feed, etc. In truth, what we really mean is that large farmers buy more stuff. But, is that enough to justify their status as a unique buying segment?
While midsize operations are still the backbone of the farming tradition, most operations in that segment have grown in size over the last 20 years. Consolidation at the farm level in agriculture continues to occur, and the trend is definitely toward growth in ...