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Large Commercial Producer Project 2017  

The 2017 Large Commercial Producer (LCP) is the sixth iteration of the study conducted by the Center for Food and Agricultural Business over the past thirty years. The 2017 LCP surveys more than 1,300 U.S. commercial farmers and ranchers in six commodities: corn/soybean, wheat/barley, cotton, fruit/vegetable, dairy, and cattle.

The main purpose of the Large Commercial Producer (LCP) Project is to understand the preferences of large-scale producers when they interact with agricultural salespeople, retailers, lenders and manufacturers. Farmers and ranchers today are adapting to the changing industry, and in order to succeed, suppliers must understand them as they grow. Knowing producers' concerns, preferences, behaviors and attitudes is crucial to serving them well. Survey results offer these insights, as well as a useful look at the direction of the agricultural supply chain. Reaching across several commodities and aspects of agriculture, the LCP survey is a tool to help agribusiness managers understand today's customers and position their business for future success.

The center has taken the results from the survey and developed three tools for agribusinesses, available for purchase below.

Products

1. THEMES REPORT - Results from the 2017 Large Commercial Producer (LCP) Project

This report contains insights into the five main themes, as analyzed by the center's research team. The 2017 themes are: producer strategies, perceptions of risk, information and salespeople, procurement processes, and buying preferences. This report does not cover all results from the 2017 LCP project, but provides an overview and outlines key points on these five themes. Using faculty interpretation and insights, agribusiness managers can apply the research to learn more about their customers and identify ways the survey applies to them.

If you are interested in additional results and more detailed analysis, please see the following data samples available.

2. CROP PRODUCERS PURCHASING BEHAVIOR - Results from the 2017 Large Commercial Producer (LCP) Project

A data sample of 1,100 crop producers from the 2017 Large Commercial Producer (LCP) Project was analyzed by farm demographics: farm size, primary operation, age, education, and farm revenue. This report deck contains 1,100+ slides with detailed information of the data, represented in graphs.

3. LIVESTOCK PRODUCERS PURCHASING BEHAVIOR - Results from the 2017 Large Commercial Producer (LCP) Project

A data sample of 741 livestock producers from the 2017 Large Commercial Producer (LCP) Project was analyzed by farm demographics: farm size, primary operation, age, education, and farm revenue. This report deck contains 1,100+ slides with detailed information of the data, represented in graphs.

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