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Large Commercial Producer Project

A study conducted every four years that explores the fundamental attitudes of commercial producers and how they impact buying decisions.

The Large Commercial Producer Project (LCP) explores how the fundamental attitudes of commercial producers impact their buying decisions. These attitudes and their resulting behaviors have implications for the way agribusinesses market and sell to commercial producers.

Project objectives:

  • Provide a comprehensive profile of the farms and ranches owned and managed by commercial producers, including demographics, size, scope, technology, economic characteristics, attitudes and future plans.
  • Develop a better understanding of the decision-making processes of commercial producers.
  • Obtain up-to-date information on high-priority topics such as precision agriculture, specialty crop production and contractual relationships.
  • Assess the implications of the findings as they apply to the marketing strategies of input suppliers.

Our research team uses the information from the study to develop and present insights about producer behaviors, which result in strategic opportunities for agribusiness companies and professionals. We distribute these insights in a variety of formats, including written reports, presentations, and as a major theme of the National Conference for Food and Agribusiness hosted annually by Purdue University. The insights from the LCP Project also are available for strategy sessions or as part of custom programs with individual companies.

Project Findings

The Center for Food and Agricultural Business has conducted the LCP Project every five years, starting in 1993. Beginning with 2017, the project will now be conducted every four years to meet growing industry demand for more frequent data. Findings will be unveiled publicly at the 2017 National Conference for Food and Agribusiness.

Results from the most recent survey were featured at the 2013 National Conference for Agribusiness.

  • View the survey that farmers received here.
  • Watch a webinar featuring initial results from the 2013 survey here.
  • Purchase the themes report and full data set here.

Looking for Resources?

Check out these articles about our survey.

Are Young Farmers Loyal? by David A. Widmar
From the November - December 2014 issue of Agri Marketing Magazine
Exploring Seed Buying Preferences by Corinne Alexander and David A. Widmar
From the October 2014 issue of Agri Marketing Magazine
What Your Farmer Customers Want by Kristyn Childres and Elizabeth Yeager
From the September 2014 issue of Agri Marketing Magazine
Don't Go Extinct by Ann Cummins and David A. Widmar
From the July/August 2014 issue of Agri Marketing Magazine
What Your Customer Thinks by Kristyn Childres and Elizabeth Yeager
From the March 2014 issue of Agri Marketing Magazine 
Keeping Market Segmentation Simple by Kendra Hedge, David A. Widmar, and Elizabeth Yeager
From the January/February 2014 issue of Agri Marketing Magazine
Loyalty: It's Tricky by Jacqueline Holland, Mike Gunderson, and David A. Widmar
From the November/December 2013 issue of Agri Marketing Magazine
Lessons from the "Large Commercial Producer Survey" by David A. Widmar
From the October 2013 issue of Agri Marketing Magazine
What Your Customer Thinks by David A. Widmar
From the September 2013 issue of Agri Marketing Magazine

2013 Large Commercial Producer Consortium Partners

Our research team would like to thank the following companies for supporting the 2013 LCP Project. Their contributions allowed the team to successfully execute the survey, analyze the data and broadly share their findings.

  • AGCO
  • Agrium/Crop Production Services
  • BASF
  • Bayer CropScience
  • CHS
  • Dow AgroSciences
  • DuPont Pioneer
  • Farm Credit Mid-America
  • Fastline
  • John Deere
  • Land O'Lakes Inc.
  • Monsanto
  • Southern States
  • Syngenta

Join the LCP Project Consortium

Consortium partners make the LCP Project possible. By supporting Purdue's research team, consortium partners associate their companies with excellence in agricultural research, align with an elite group of agribusiness organizations, and gain industry recognition. For more information about becoming a member of the 2017 LCP Project Consortium, please email Research Project Manager Masi Keshavarz or Associate Director of Research Mike Gunderson.