Large farmers: a different segment.(Sales and Marketing Insights from Purdue University)

Agri Marketing | October 1, 2008| | Copyright

Ernest Hemingway once told F. Scott Fitzgerald, "The rich are different--they have more money!" Perhaps agri-marketers today would say that the same is true of large farmers. The large are different; they have more acres, more head of cattle, or more hogs on feed, etc. In truth, what we really mean is that large farmers buy more stuff. But, is that enough to justify their status as a unique buying segment?

While midsize operations are still the backbone of the farming tradition, most operations in that segment have grown in size over the last 20 years. Consolidation ...

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