Winnipeg, Manitoba, Canada
February 06, 2012

Blacksheep Strategy Inc. today completed its most recent syndicated study in the FarmShift series - Wheat Seed 2011, a sequel to the 2010 study of the same name.

In the study, 600 wheat growers across Western Canada discussed their buying habits when it comes to certified seed in the CWRS class of wheat, providing the rationale behind their thinking and decisions. This data holds significant implications for the marketplace.

While there has been a tendency over time towards higher usage of certified wheat seed, 2011 was not a breakthrough year. However, growers continue to have ambitious intentions to increase their use. Accessing new and better varieties was the main motivator for their last purchase, and will be the main reason for their next purchase.

“Growers continue to purchase new seed in order to get new technology, leaving seed suppliers with two potential paths to increased sales. Breeders can either generate frequent technological advances or they can couple a sustainable contractual agreement with a major technological development in end use characteristics. Soybeans are a good example of both approaches.” said Russell Jeffrey, FarmShift spokesperson.

Seed growers service most of the certified wheat seed market. Last year's study saw a potential strengthening of this channel. This year, however, prairie-wide sentiments and intentions point towards closer consideration of other options such as grain companies and crop input retailers.

“It doesn’t surprise me to see a static situation on the channel side, at this point in time. Substantial share shifts generally occur in a market in response to major new product introductions, like new technology”, added Jeffrey.

Currently, the predominant reason farmers select a particular wheat seed supplier relates to location -- close proximity, local, convenient. The second most frequent reason is product-related -- having the variety the farmer wants. Other reasons include past relationships, trust and confidence in production practices, and seed quality and purity.

“In the future, having – or not having – the variety the farmer wants will be the determinant,” concluded Jeffrey.

To purchase a copy of the syndicated report, email info@blacksheepstrategy.com

FarmShift is a series of syndicated studies exploring fundamental shifts in farmers’ practices, needs and expectations. For the full line-up of FarmShift studies visit FarmShift.com.

Blacksheep Strategy is a branding and research firm focused on developing distinct, relevant and differentiated brands.
 

Website: http://www.blacksheepstrategy.com

Published: February 6, 2012