Despite growing interest, cost and uncertainty about effectiveness remain major obstacles for non-users. However, the study found that 54% of growers who haven’t yet adopted biologicals would consider using them if recommended by a trusted peer or advisor.
When making farming decisions, growers rely on credible sources. University Extension programs (63%) and fellow farmers (62%) are top influencers, while agronomists and crop advisors hold the trust of 66% of respondents.
"Farmers are clear about what they value," said Camfield. "Crop quality and yield were top of mind as were product effectiveness, safety, and ease of use. Growers want to see consistent results that justify their investment. These insights are vital for manufacturers and advisors alike."
With growers rating their overall perception of biologicals at 6.85 out of 10, the study suggests that better education, clear return on investment, and stronger advisory networks will be key to increasing adoption.
"This research underscores the importance of trusted relationships in agriculture," said Camfield. "Farmers aren’t just looking for products; they’re looking for partners who can help them succeed. Those relationships are critical for driving adoption and advancing this sector."
The study was supported by multiple industry partners, reinforcing a shared commitment to improving agricultural solutions.
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