RealAgriculture and Agri Studies are pleased to announce a new partnership focused on better understanding today’s farmer. In combining RealAgriculture’s state-of-the-art media platform, along with Agri Studies’ rich history of agriculture-focused marketing research, these two industry leaders will form RealAgristudies.
“The purpose of RealAgristudies is to give today’s farmer a voice,” says Shaun Haney, founder of RealAgriculture. According to Haney, RealAgristudies will not only aim to collect information from the market, but also make that information available through its various media platforms. “Farmers want to know how they compare to other farmers, so we are aiming to conduct a series of surveys, and then produce results for the farmer so they can see how they are similar to or different from their peers.”
RealAgristudies’ first project will be called Farm Vision 2020, and will kick off with a series of short surveys designed to learn more about farmers’ attitudes to a number of important issues related to their farms. This project is based on the 1995 Commercial Producer Study conducted by Agri Studies founder and University of Guelph Professor, Dr. Tom Funk, in 1995.
“The Commercial Producer Study was a ground-breaking benchmark study designed to learn more about farmers’ attitudes and behaviours towards farm management and purchasing decisions,” says Justin Funk, president of Agri Studies.
This study was originally conducted through the University of Guelph (Ontario) and Purdue University (Indiana). Purdue continues to do this study every 5 years, while the latest Canadian study was conducted in 2010. The Farm Vision 2020 project will aim to ask the same questions from the 2010 Commercial Producer Study with the goal of examining the changes that have occurred over the past decade.
“We are excited to learn how farmers attitudes and preferences have changed,” says Funk. “One thing we know is that many of the farm demographics have changed, so examining the corresponding changes in feeling will allow us, and the industry, to really learn how things are today instead of relying on decade-old information.”
“As we learn more information, we will find ways to share this information through our various media channels,” says Haney. “Farmers will be the first to know – since it’s their information, we want them to be in a position to view their own results relative to other farmers. Those who participate in the project will get priority access to the information.”
About Agri Studies
Agri Studies is an agriculturally-focused marketing research firm based out of Guelph, Ontario. For nearly 40 years, Agri Studies has been offering the agribusiness industry insights into their customers’ attitudes, preferences, and behaviours. Founded by Dr. Tom Funk of the University of Guelph, Agri Studies is today managed by Justin Funk who brings over 18 years of experience working in the field of agriculturally-focused marketing research and agribusiness education.
In addition to his work with Agri Studies, Justin has taught Marketing Strategy in the University of Guelph’s MBA in Agriculture program, and currently holds an associate faculty position at Purdue University in the Center for Food and Agricultural Business. In 2019 he was recognized as the Canadian Agri-Marketing Association’s (CAMA) Agri-Marketer of the Year.
RealAgriculture is focused on the issues that are impacting agriculture. Launched in 2008, RealAgriculture started as a grassroots effort to provide farmers with a new way to access agricultural information. Today, RealAgriculture is the leading and only national agriculture publication in Canada, online and our daily show RealAg Radio at 4:30 PM EST on Rural Radio, channel 147 on SiriusXM.
Our team works across the country, from Lethbridge to Ottawa, ensuring we are on top of regional and national news. We provide insight on the latest agronomic research, farm business planning, ag politics, farm show coverage around the globe and more. Whether you are a farmer, rancher, employed in industry or government, we are your source for what’s happening in Canadian agriculture.