Original article by Roy Morgan
Market Research Update – Page: Online : 25-May-23

A special Roy Morgan Agribusiness Survey of Australian farmers looking at trust and distrust in Australia’s agricultural sector shows that farmers who trust a particular agribusiness brand are 127% more likely to have used that brand in the past 12 months. These findings show a direct correlation between trust and brand use – those who trust a brand are much more likely to use them, and to use them regularly, while the reverse is true for those who distrust brands. The research also found that the top reason farmers trust agribusiness brands is a ‘strong customer relationship’, followed by ‘good customer service’ and a ‘good track record, indicating that relationship building in agribusiness is paramount in driving trust and gaining repeat business from farmers. Elders was the most trusted agribusiness brand by Australian farmers in 2022, while NAB emerged as the most trusted bank for agribusiness. The Roy Morgan Farmer Agribusiness Brand Trust Survey results are based on 1,230 interviews with Australian farmers aged 18 and over, conducted during June and July 2022.

CORPORATES
ROY MORGAN LIMITED, ELDERS LIMITED – ASX ELD, NATIONAL AUSTRALIA BANK LIMITED – ASX NAB