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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 were unveiled publicly at the 2017 National Conference for Food and Agribusiness.

  • Register to view a recorded webinar featuring initial results form the 2017 survey here.

Webinar Archives

Purdue faculty members Allan Gray, center director and professor, and Michael Gunderson, associate center director and associate professor, hosted a free webinar on Sept. 19 to provide initial insights from the LCP Project.

Topics covered during the webinar ranged from learning how producers choose to win in the marketplace to the steps farmers take to procure farm inputs, even diving into attitudes farmers have about various risks they face.

Register here to hear insights from 2017 LCP Project.

The 2013 LCP Webinar archive can be viewed here.

2017 Large Commercial Producer Consortium Partners

Our research team would like to thank the following companies for supporting the 2017 LCP Project. Their contributions allowed the team to successfully execute the survey, analyze the data and broadly share their findings.

  • CGB Enterprises, Inc.
  • Crop Production Services (CPS)
  • BASF
  • Bayer CropScience
  • Dow AgroSciences
  • Farm Credit Mid-America
  • John Deere
  • Land O'Lakes Inc.
  • McKinsey & Company
  • Monsanto
  • 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 2021 LCP Project Consortium, please email Research Project Manager Masi Keshavarz.