Original article by Roy Morgan
Market Research Update – Page: Online : 14-Nov-22

A special Roy Morgan Agribusiness Brand Trust Survey of Australian farmers measured trust and distrust in the nation’s agricultural sector. National Australia Bank has emerged as the most trusted bank in the agribusiness sector in 2022, with farmers commending NAB for maintaining good relationships with farmers, for their reliability, good service and high standards. Farmers also trusted Rural Bank and Rabobank for their commitment to customer relationships, as well as their good service and reliability. Trust towards individual agribusiness banks varied by farmer demographics, with Rural Bank and Rabobank receiving high trust scores among Victorian farmers, while ANZ was most trusted in South Australia. Dairy farmers were more trusting of agribusiness banks overall, with all six banks measured in the survey recording higher Net Trust Scores among this group of farmers. Rural Bank and Rabobank were more trusted among wool farmers. The results of the Roy Morgan Farmer Agribusiness Brand Trust Survey Report are based on detailed interviews with 1,230 Australian farmers conducted during June and July 2022.

CORPORATES
ROY MORGAN LIMITED, NATIONAL AUSTRALIA BANK LIMITED – ASX NAB, RURAL BANK LIMITED, RABOBANK AUSTRALIA LIMITED, AUSTRALIA AND NEW ZEALAND BANKING GROUP LIMITED – ASX ANZ