ill it take for corn and soybeans to become ream crops in western Canada? FarmShift: Future of Soybeans FarmShift: Future of Corn Rising stars The growing impact of soybeans and corn on western Canadian agriculture
Introducing FarmShift: Future of Soybeans As the potential to grow soybeans becomes a reality in a wider and wider geography moving west and north, how will farmers react to this emerging opportunity and what will western Canadian adoption of soybeans look like as it becomes more mainstream in more areas? What kinds of changes will growers be making, and what kind of help will they need? And Introducing FarmShift: Future of Corn Also on the horizon is the potential for increased presence of corn on more fields and in more areas of western Canada. While often paired in rotation with soybeans in eastern Canada, corn represents a different set of opportunities and challenges on the prairies as growers consider adopting it into their current rotations of canola, cereals and pulses. Two Studies Farmers will gather for intensive focus groups at six locations across the prairies, to participate in sessions that drill down into each of these new crop opportunities. As well, there are three open modules available for purchase, each providing a 20-minute block of time for proprietary lines of questioning. Those purchasing one or both of the core studies will have first access to these modules. Who will be interested in this study? This study is for companies and organizations that are interested in how growers view the future opportunity to adopt soybeans and/or corn, and how the transition is likely to take place. What will the adoption and learning curve entail, what are the barriers to adoption, what is the potential impact on growers practices and rotations? With the opportunity to add proprietary modules of discussion, this study is also for those companies and organizations looking for deeper insight on their own particular topics. This study will interest: Companies that need to formulate well-researched long-term strategic plans and investment priorities Life sciences companies involved in development and marketing of seed and crop protection for corn and soybean crops Equipment manufacturers Grain marketing companies and organizations Grain marketing analysts and advisors Providers of production and agronomic advice, education, extension Organizations needing to understand the likelihood and implications of shifts in acreage 2 FarmShift: Future of Soybeans & FarmShift: Future of Corn
Methodology FarmShift: Future of Soybeans and FarmShift: Future of Corn are a series of six focus groups with growers in key growing areas where corn and/or soybeans have momentum and potential. These groups will bring together 8 to 10 respondents with a mix of crops and a minimum of 1500 acres under crop. Each will be the main-decision maker and not be over 65 or planning to exit or retire from farming in the next five years. The groups will be held in November in six different geographies: Portage, Saskatoon, Humboldt, Leduc, Strathmore and Red River Valley. We expect that the groups will consist of growers with interest in growing corn and/or soybeans but with limited experience, except for the Red River Valley, where we expect that the group will include a mix of experience levels with these crops (and will give us a different perspective). Sessions will last up to 3 hours, depending on the final length of the discussion guide and the number of additional proprietary client modules. Discussion Guide Overview Decision factors what would factor into the decision about whether or not to grow? Perceptions of profitability, and profitability threshold (how much more profitable would it have to be to cause adoption?) What other advantages are weighed off against profitability, which might cause switching even if profitability is on par? Perceived advantages of growing workload, harvest timing and priorities, agronomic factors, crop rotations, herbicide rotations Perceived drawbacks to growing and how serious are these What practices might farmers have to change or start doing (e.g. tillage, residue management)? How serious are these? Biggest challenges or barriers to getting into e.g. acquiring production knowledge, finding information, acquiring the right equipment, input costs, on-farm storage Information needs what information is lacking, where would farmers go for advice Selling and marketing familiarity/understanding of the marketing end, what do farmers expect their options will be, interest in growing under contract vs. as cash crop, anticipated concerns and challenges in marketing the crop is the marketing side of it a barrier? Likelihood of adoption, considering the opportunities and barriers How does this crop fit into farmers rotations? What crops would they likely drop from their rotation? What would their rotation look like if this crop were a viable alternative? Can farmers picture a day when they become corn/soybean growers, like their counterparts in Ontario? Why/why not? Overall, what do farmers think needs to change (be built, fixed, resolved, etc.) in order for this crop to become a major crop in western Canada? FarmShift: Future of Corn FarmShift: Future of Soybeans FarmShift: Future of Soybeans & FarmShift: Future of Corn 3
Clients Proprietary Modules Three proprietary modules are available for purchase, with subscribers to either of the core studies having first access. Each module will be designed to accommodate 20 minutes of discussion and/or individual exercises. Clients can purchase more than one proprietary module. Some examples of potential proprietary topics: Brand perceptions of the main companies involved in corn and/or soybeans (or of your brand and key competitors) Exploration of desired traits or characteristics of corn or soybean varieties (or based on your research priorities) Reactions to specific concepts More in-depth exploration of certain topics Deliverables Clients purchasing FarmShift: Future of Soybeans will receive a report in PowerPoint format, detailing the results and implications. Clients purchasing FarmShift: Future of Corn will receive a report in PowerPoint format, detailing the results and implications. The two reports are separate. A package price is available for clients purchasing both FarmShift studies. Clients purchasing proprietary modules receive a report in PowerPoint format containing their own results. In-person presentations and discussions of the results are available, with travel costs as an added disbursement. 4 FarmShift: The Future of Soybeans and Corn
Timing Early bird pricing & deadline for commitment to proprietary modules...october 17, 2014 Client consultation and design of proprietary modules... October 2014 Recruiting... Late October Early November 2014 Conduct focus groups...november 2014 Analysis and reporting... December 2014 Delivery of reports... January 14, 2014 Costs FarmShift: Future of Soybeans...$12,000 ($13,500 after October 17) FarmShift: Future of Corn...$12,000 ($13,500 after October 17) Price for both studies... $20,000 Proprietary Modules (20-minute block)...$10,000 per module About FarmShift FarmShift is your prime source of farmer focused market research with particular depth of experience in Canada s agriculture sector. Through the course of ongoing research and discussion with farmers, the retail channel, and agricultural companies, our experienced agricultural market research team is constantly watching for fundamental shifts that might impact farmers practices, needs, and expectations. FarmShift, an ongoing series of farmer market research studies, is designed to explore these shifts, trends, and opportunities. FarmShift: Future of Soybeans and FarmShift: Future of Corn is another study in the FarmShift series, which began in 2007. Other FarmShift studies include: Precision Farming 2014, Changing Practices, Future of Canola, Million $ Farms, Precision Farming 2011, Business on the Colony, Open-Market Wheat, Media Mix, Certified Wheat Seed, Large-Acreage Farmers, and Large Expanding Farms. FarmShift has had over 60 subscribers, including equipment, crop protection, grain, seed, technology, and financial services companies, as well as agricultural industry associations and government. For more information on the full lineup of FarmShift studies, please visit FarmShift.com. FarmShift: The Future of Soybeans and Corn 5
Study Team Built upon the skills of experienced professionals from across Canada, the FarmShift team can handle any market research challenge. Through our ongoing discussion with farmers, the retail channel, associations and corporations, we are constantly on the look out for fundamental shifts that might impact practices, needs and expectations. SHARON BARKER Director, Research Strategy Sharon heads up the research practice and is involved in the design and implementation of all FarmShift syndicated studies and custom research projects. Sharon has over 20 years of experience in conducting strategic research in the agricultural sector among producers, retailers, manufacturers and employees, as well as research targeting Canadian consumers. Sharon s experience includes market research related to brand strategy development, biotechnology, crop input and agronomic services, financial services, retailer needs assessment, grain marketing, risk management and consumer attitudes and perceptions of agricultural issues. She has a Bachelor of Commerce degree, majoring in marketing from the University of Calgary. Sharon is based in Calgary. JOANNA KARMAN Business Strategist Joanna specializes in tailoring leading edge consumer and business-to-business research techniques to the complex decision-making processes required in agriculture. With over 25 years of experience in agriculture, Joanna s particular areas of research expertise include brand health and brand positioning, new product development, pricing, customer satisfaction and loyalty. She has considerable experience in the life sciences sector and a high level of familiarity with agricultural products across Canada. Previously Joanna headed up the agricultural division as Vice-President for a major North American research company. Joanna has a Masters degree in Agricultural Economics from the University of Manitoba and resides in B.C. RON KROEKER Senior Associate Ron specializes in qualitative research, including depth interviews with end users, vendors and channel partners. Ron is particularly adept at investigation requiring innovative approaches. Ron s career in marketing extends over three decades with experience in various roles in agribusiness. Much of this experience was gathered building and managing industry-leading brands. Prior to joining Blacksheep, Ron provided leadership in sales and market development for a software system utilizing GPS technology for food production traceability. He managed sales and marketing functions for 10 years with a leading agricultural retailer, during which time he was awarded CAMA s prestigious Agrimarketer of the Year title. Ron has a diploma in Agriculture from the University of Manitoba and resides in B.C. RUSSELL JEFFREY Principal Russell provides industry relevant expertise and insight to the development of clients research solutions. Russell brings over 25 years of progressive management experience to FarmShift, including the management of some of Canadian agriculture s most known brands. In 2003, Russell left the corporate sector to found an integrated marketing firm with extensive capabilities in agriculture. Russell has a Masters of Science in Agricultural Economics and lives in Winnipeg with his family. DERRICK COUPLAND Principal Derrick brings strategic insight to research projects, to ensure that the outcomes are relevant and useful for marketing purposes. Derrick offers over 25 years of experience in the marketing business, as advertising agency owner, brand consultant and creative catalyst. Derrick is also known in the agriculture industry for his capable facilitation approach and problem solving abilities. Derrick resides with his family in Selkirk, Manitoba. 6 FarmShift: Future of Soybeans & FarmShift: Future of Corn
Sign-up Form: FarmShift: Future of Soybeans & FarmShift: Future of Corn q Check here if you would like to purchase FarmShift: Future of Soybeans. Cost of this report is $12,000 until October 17, 2014 and $13,500 thereafter. q Check here if you would like to purchase FarmShift: Future of Corn. Cost of this report is $12,000 until October 17, 2014 and $13,500 thereafter. q Check here if you would like to purchase both FarmShift: Future of Soybeans and FarmShift: Future of Corn. Cost of both studies is $20,000. q Check here if you would like to purchase one or more Proprietary Modules at $10,000 each (in conjunction with purchase of one of the core studies). Number of proprietary modules you would like to purchase: The deadline for commitment to proprietary modules is October 15, 2014. All costs are subject to applicable taxes. Costs do not include travel for presentation. All study documentation is confidential and strictly for the internal use of participating companies. The contents of the research documents, and any accompanying materials, may not be reproduced in any way, or disclosed to any other party, in any manner whatsoever, without the prior written consent of FarmShift Inc. In the event of insufficient number of subscribers, the study could be postponed or cancelled. 50% of study cost is due upon sign-up, and 50% is due upon receipt of deliverables. Company Name Position Phone number Signature Date Please sign and fax this form to 204.927.9301 or scan and email to info@farmshift.com. FarmShift: Future of Soybeans & FarmShift: Future of Corn 7
Contact Information Sharon Barker Director, Research Strategy T (403) 239 3458 sbarker@farmshift.com Joanna Karman Business Strategist T (250) 935 6869 jkarman@farmshift.com Ron Kroeker Senior Associate T (250) 935 0268 rkroeker@farmshift.com 402-211 Bannatyne Avenue, Winnipeg, MB R3B 3P2 www.farmshift.com