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Mcsey
&company
AgriculturePractice
GlobalFarmerInsights2024
Farmersareincreasinglyprioritizingproductivity.Ashifttowardoperations-focusedsolutionsunderscoresabroadertrendinagriculture,whereefficiencyandsustainabilityarebecomingparamount.
ThisarticleisacollaborativeeffortbyDavidFioccoandVasanthGanesan,withAnaLuizaMokodsi,FranziskaAlesso,andOttoGryschek,representingviewsfromMcKinsey’sAgriculturePractice.
October2024
Farmersworldwidearenavigatingchallengessuchasincreasedinputprices,extremeweatherevents,andcommoditypricevolatility.Giventhecurrent
macroeconomicenvironment,thepriorityforfarmerstodayisimprovingproductivity,whetherthroughagriculture
technologies(agtech)forimprovingoperations,biologicalproducts,orsustainablepractices.Thisreportoffers
insightsfororganizationscollaboratingwithgrowers,
outliningstrategiesthatcoulddelivermore-personalizedproductsandservicestoboostproductivityandseize
emergingopportunities.
Since2018,McKinseyhassurveyedandinterviewedthousandsoffarmersaroundtheworldtobetter
understandtheirviews.Inthefirstquarterof2024,weinterviewedabout4,400farmersinEurope(France,
Germany,andtheNetherlands),India,LatinAmerica
(Argentina,Brazil,andMexico),andNorthAmerica(CanadaandtheUnitedStates)(seesidebar,“Surveydetails”).Thiseffortfollowsaglobalsurveyweconductedin2022.
Thesurveycoveredfivemainareas:farmers’viewsofprofitrisksandopportunities;farmers’outlookonfutureprofits;adoptionofsustainablepractices;adoptionofproductsandtechnology;andpurchasingchannelsandmaininfluencersonthepurchasingjourney.Wesummarizethesurvey’skeytakeawaysbelow.
Giventhecurrentmacroeconomic
environment,the
forfarmersimproving
prioritytodayis
productivity,whether
throughagriculture
technologies(agtech)forimprovingoperations,
biologicalproducts,orsustainablepractices.
GlobalFarmerInsights20242
Surveydetails
McKinseysurveyedabout4,400farmersinninecountriesfrom
JanuarytoMarch2024toshedlightonthekeyfactorsaffectingfarmers’profitabilityandadoptionoftechnologyandsustainablepractices.Thefirmconductedasimilarsurveyin2022.1Itisoneofthefewglobalsurveysexaminingfarmers’attitudesonimportantandpertinentagricultureissues.
Respondentstothe2024surveyrepresentedfarmsranginginsizefromabout120acresorless(forexample,100percentof
India’s1,031respondents)tomorethan6,000acres(15percentofrespondentsfromCanadaandtheUnitedStates).Intermsofproduction,rowcropssuchascornandwheatpredominated,
rangingfrom46percentofthesampleinIndiato80percentinLatinAmerica,followedbyspecialtycropssuchasfruitsandvegetablesandacombinationofbothspecialtyandrowcrops.Thesamplesetaspirestomirrorthediverseagriculturallandscapeofeachregion.
1“GlobalFarmerInsights2022,”McKinsey,2022.
Voiceoftheglobalfarmer20243
Anincreaseininputpricesremainsfarmers’mainconcern,andextremeweathereventsareemergingasaclosesecond.
Farmersciteincreasedpriceofinputs,extremeweather
events,andvolatilecommoditypricesasthetopthreerisks
toprofitabilityinthenexttwoyears.Havinginputpricesand
extremeweathereventsasthetoptworisksisconsistentwithour2022survey,butthegapbetweenthetwohasclosed
considerably,giventhatfarmershaveexperiencedagreaternumberofextremeweatherevents(onlysevenpercentage
pointsnowseparatethetworisks).Volatilecommoditypricesareanewlyaddedrisknotpreviouslyincludedinoursurvey.
Inputpricesremainthetopconcern,with48percentoffarmersnotingpriceincreasesasthemainrisktoprofits,compared
with63percentin2022.Despiteageneraldecreaseincosts
forfertilizerandtheactiveingredientsforcropprotectionover
thepastyear,1farmersreportanaverageperceivedincrease
inoverallcostsof13percentinthesametimeframe.They
continuetoworryaboutthepriceofinputssuchasfertilizer,
whichhasthehighestperceivedinflationinthepast12months:24percentofgrowersreportedthatpriceshaverisenmorethan20percentinthepastyear.Perceivedincreasesinlabor(14
percent)andcropprotection(13percent)costsfollow.
Extremeweathereventsarethesecondtopconcernoverall
andhaveincreasedinrelevancebysixpercentagepointssince2022.InEuropeandLatinAmerica,theyhavebecomethetopconcern.Thischangeinsentimentmayreflecttheimpactof
eventssuchasElNi?oin2023,whichresultedinwidespread
droughts,flooding,andtemperaturefluctuationsaroundthe
world.Growerswhothinkthatextremeweatherisatoprisksaidtheyspendabout30percentmoreonagriculturalpurchases
thantheircounterpartsandwereabout50percentmorelikelytosaytheyareplanningtobuyorleasemorelandoverthe
nexttwoyears.Thismayreflectadditionalspendingonrelatedproducts,suchascropinsurance,aswellasfarmerspreparingforgeographicshiftsinlandsuitableforproduction.
1BasedonMcKinseyanalysisofdatafromtheUSDepartmentofAgricultureandtheChicagoMercantileExchange.
Farmersviewthepriceofinputsandextremeweathereventsastopriskstopro?tsforthenexttwoyears.
2024
2022
35%
41%
Extremeweatherorclimateevents
A
+6p.p.2
Changein2024vs2022
No.1riskchosenmostoftenamongtop3forBrazil,Europe,3andMexico
Increasedoverheadandprocessingcosts
33%
24%
–9p.p.2
Changein2024vs2022
N/A
Supplychaindisruptions
2024
2022
24%
Notaskedin2024
2024
2022
%ofrespondentsrankingeachfactorintop31
Increasedpriceofinputs
–15p.p.2
Changein2024vs2022
2024
63%
2022
48%
Volatilepricesformycommodityproducts
2024
2022
N/A
30%
Notaskedin2022
Decreasedyieldsduetowaterscarcity
21%
+1p.p.2
A
2024
2022
20%Changein2024
vs2022
1Question:Whatdoyoubelievearethetop3riskstoyourpro?tsoverthenext2years?(2022,n=4,474;2024,n=4,382).2Percentagepoints.
3France,Germany,andNetherlands.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights20244
Volatilecommoditypricesarethethirdmajorrisktoprofitsthatfarmerscited.Thirtypercentoffarmers,mainlyinNorthAmerica,vieweditasoneofthetoprisks.Farmerswhosaidtheythinkcommoditypricevolatilityisatopriskarethree
timesmorelikelytousehedgesandaremorelikely(72
percentversus47percent)tousecropinsuranceastheystrivetoprotectthemselvesfromthisrisk.
Despitetheriskstheyfaceglobally,farmersalsosee
opportunitytocaptureprofitinthecomingyears.When
surveyed,farmerssaidthetopthreeopportunitiesto
increasetheirprofitsinthenexttwoyearswereimprovedyields,highercropprices,andlowerpricesforinputs.Tocapturetheseopportunities,farmersanticipatetaking
threemainactions:tryingnewyield-increaseproducts,
tryingnewcrop-protectionproducts,andpurchasing
innovativeequipment,products,ortechnology.Most
farmersaroundtheworldsaidtryingnewyield-increaseproductswastheirtopprioritytoincreaseprofits,buttheproportionoffarmersplanningtotakethisactiondifferedaroundtheworld.Forexample,farmersinNorthAmericawerenearlytwiceaslikelyasfarmersinEuropetotrynewyield-increaseproducts.
Globally,farmersaremostlikelytotrynewyield-increaseproductstotakeadvantageofopportunitiesinthenexttwoyears.
%ofrespondents1
Europe4
North
America2
Latin
America3
India
Overall
57%49%49%31%49%
37%34%39%24%35%
29%29%28%19%27%
respondents
Trynewyield-increaseproduct
Trynewcrop-protectionproducts
Purchaseinnovative
equipment,products,
ortechnology
1Question:Youmentionedthetopthreeopportunitiesforyourfuturepro?ts.Whatactionsdoyouanticipatetakingtopro?tthemostfromtheseopportunities?(n=4,382).
2CanadaandUS.
3Argentina,Brazil,andMexico.
4France,Germany,andNetherlands.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights20245
Economicoutlookvariesperregion,withEuropeanandNorthAmericanfarmersmorepessimisticonfutureprofits
FarmersinIndiaandLatinAmericahaveamorepositive
outlookregardingfutureprofitscomparedwithfarmersinEuropeandNorthAmerica.InNorthAmericaandEurope,mostfarmersexpectedprofitsthisyeartobelower(64
percentand55percent,respectively);lessthan15percentexpectanincreaseinprofitinthenexttwoyears.
InNorthAmerica,theproportionoffarmersexpectinglower
profitsoverthenexttwoyearshasrisenby16percentage
pointscomparedwith2022,whileinEurope,thisfigurehas
increasedbysixpercentagepoints.Incontrast,optimism
prevailsinLatinAmericaandIndia,wheremorethanhalfof
thefarmers(58percentand76percent,respectively)expecthigherprofitsinthenexttwoyears,upfrom42percentand37percentin2022.
Supplyanddemanddynamicsmaybeshapingfarmers’
outlookonfutureprofits.IntheUnitedStates,pricesofcornandsoybeanshavebeendecliningduetoalargeglobal
harvest,adropinexportsales,andsubstantialamountsof
cropinstorage.2InEurope,thepriceofwheathasdecreasedbyabout40percentsince2022,withfarmersexpressing
concernaboutincreasedimportsfromUkraine.3This
pressureonprices,alongwithrecentincreasedproductioncosts,maybecontributingtofarmers’negativeexpectationoffutureprofits.
InIndia,riceisthedominantcommodity.Farmersthere
haveseenarecordincreaseinpricesdespitegovernmentrestrictionsonriceexports,whichwereaimedateasing
2SergioAlvaradoetal.,“Americascornandsoybeanpriceshitmulti-yearlows
amidfavorablecropprospects,”S&PGlobal,August20,2024;HeatherSchlitz,
“USDAincreasesUScornproductionestimate,cutsstocks,”Reuters,July12,2024.
3“Cerealstatistics,”EuropeanCommission,accessedOctober1,2024;Luiza
Ilie,“EUtostepupcheckstoeasefarmers’fearsaboutUkrainiangrainflows–commissioner,”Reuters,March1,2024.
FarmersinLatinAmericaandIndiahaveamoreoptimisticoutlookonfuturepro?tsthanthoseinNorthAmericaandEurope.
Pro?texpectation,forgiven%ofrespondents1ThisyearOvernexttwoyears
Europe3
LatinAmerica2
India
NorthAmerica4
45
14
13
Higher
65
58
17
15
76
32
30
31
38
23
Stable
32
28
22
55
45
64
53
8
23
Lower
2
12
Note:Figuresmaynotsumto100%,becauseofrounding.
1Question:Howdoyouexpectyourpro?tstobethisyearcomparedtolastyear,andinthenext2years?(n=4,382).2Argentina,Brazil,andMexico.
3France,Germany,andNetherlands.4CanadaandUS.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights20246
domesticpricesandwhichdramaticallyincreasedglobalprices.4Thislikelycontributestotheoverallpositive
outlookonfutureprofitsamongIndianfarmers.
In2023,Brazilianfarmersenduredcropfailures,adrop
incommodityprices,andintensificationofdroughts
andfloods.Butwhensurveyedatthebeginningof2024,farmerssaidtheyanticipatedbetterresultsinthecomingtwoyears,probablyinfluencedbythegrowingimportanceofcornexportstoChina.5However,eventsthatoccurredafterthesurveywasinthefield—mainlywildfiresinthe
leadingsugarcane-andsoybean-producingregions—mayhavealteredBrazilianfarmers’perspectivesaboutprofitabilityinthenearfuture.
Yieldimprovementsandproductionefficiencyaredrivingadoptionof
sustainablefarmingpractices
Adoptionofsustainablepracticesforbothsmall-and
large-scalefarmersisunderpinnedbyeconomics;
farmersareinterestedinimprovingproductivityand
addingrevenuestreams.ThetopdriverforadoptionofsustainablepracticesinIndia,LatinAmerica,andNorthAmericaisincreasedyield;inEurope,itisadditional
revenuestreams.Lowerproductioncostsrankasthesecondmostpopularreasonforfarmers’adoptionofsustainabilitypracticesinmostregions.
4IFPRIBlog,“Afterayear,India’sriceexportrestrictionscontinuetofuelhighprices,”blogentrybyJosephGlauberandAbdullahMamun,July29,2024.
5Ibid.
Adoptionofsustainability-orientedpracticesisdrivenbyyield.
%ofrespondentsrankingeachfactorintop31
North
Latin
America3
IndiaEurope4
72%
54%
77%
35%
39%
65%
34%
58%
44%
38%
34%
47%
America2
Yieldbene?ts
Lowerproductioncosts
Additionalrevenuestream
Higheroutput
productprice
1Question:Whatwouldmotivateyoumosttoadoptsustainablefarmingpractices?(n=4,169).2CanadaandUS.
3Argentina,Brazil,andMexico.
4France,Germany,andNetherlands.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights20247
Croprotation
Whenitcomestowhichsustainabilitypracticesfarmersareimplementing,theleadingpracticesarecroprotations(68
percent),reducedornotillage(56percent),andvariable
ratesprayingorfertilization(40percent).Generally,India
andMexicolagbehindadoptionofsustainablepractices
comparedwithArgentina,Brazil,Europe,andNorthAmerica.
Thereislowwillingnesstoadoptindividualsustainablepracticesinthenexttwoyearsamongfarmerswhoarecurrentlynotusingthatspecificpractice(lessthan10percentoffarmersformostpractices).TheexceptionsareArgentina,where12percentoffarmersexpressed
willingnesstoadoptvariableratesprayingorfertilizationandtousebiologicals;inIndia,14percentoffarmersexpressedwillingnesstopracticecroprotation.
Thereishighadoptionofsustainability-orientedpracticessuchascroprotation,reducedornotillage,andvariableratefertilization.
%ofrespondentscurrentlyadopting1
0<10%10–39%40–59%60–80%>80%
Globaltotal
CanadaEurope3
UnitedStates
Brazil4ArgentinaMexicoIndia
68
87937165772348
Reducedornotillage
56
78
84
56
97
78
42
6
Variableratesprayingorfertilization2
40
56
56
53
68
38
7
3
Useofbiocontrols,
biofertilizers,orbiostimulants
38
23
14
41
67
21
35
35
33
Plantcovercrops
4924585837167
1Question:Whatisyourlevelofadoptiononthefollowingsustainablepractices?(2022,n=4,474;2024,n=4,382).Adoptionentailsuseofagivensustainablepracticeonanypartofafarmer'soperationsanddoesnotnecessarilyindicateuseon100%oftheiracres.
2Includesvariableratesprayingorfertilizationwithouttheuseofassistingagtech.
3France,Germany,andNetherlands.
4Reducedornotillageexcludescropssuchassugarcane,cofee,fruits,andvegetablesforreducedornotillage.Plantcovercropsrelects2022valueduetotranslation.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights20248
Adoptionofbiocontrolsandbionutrientsassustainability-
orientedsoilhealthpracticeshasbeengrowingglobally.6
Some31percentoffarmersareusingbionutrients,while20percentareusingbiocontrols.Themainreasonsfarmerssaidtheyadoptbionutrientsisforimprovingyield,soilquality,andsoilhealth.Farmersadoptbiocontrolsprimarilyasameansofachievingaloweroverallpestmanagementcostperacreandbetterefficacycomparedwithonlyapplyingthetraditional
cropprotectionprotocols.
FarmersinBrazilareleadersintheuseofbothbionutrientsandbiocontrols.Farmers’highuseofbionutrients(64
percent)isgroundedinthehistoricaladoptionofinoculants,whichhasbeensupportedbythegovernment.Forexample,theBrazilianAgricultureResearchCorporation(Embrapa)
developedinoculantsandnewco-inoculationtechniquesandraneducationalprogramstoraisesoyfarmers’
awarenessabouttheireffectiveness.Inrecentyears,
governmentsupport(forexample,ProgramaNacionalde
BioinsumosandPlanoABC)andhighpricesoffertilizers
haveacceleratedtheadoptionofotherbionutrients.For
biocontrols,difficultyincontrollingspecificnematodesanddiseaseswithtraditionalchemicalsdrivesthe61percent
adoptionamongBrazilianfarmers.
6Biocontrolsincludemicroorganismsandbiochemicalstypicallyused
tocontrolplantstressorssuchasweedsandinsects.Biofertilizersand
biostimulants,usuallyreferredtoasbionutrients,arenaturalsubstancesthatenhancesoilquality.
Morefarmersareadoptingbiostimulantsorbiofertilizerscomparedwithbiocontrolsintheirfertilizerandcropprotectionprotocols.
CurrentlyusingPlanningtouse
UnitedStates
Canada
Europe3
Argentina
Brazil
Mexico
India
Total5
2022
2024
2022
2024
2022
2024
2022
2024
2022
2024
2022
2024
2022
2024
2022
2024
Biostimulantorbiofertilizeradoption,%ofrespondents1
8
38
33
8
52
64
N/A4
46
6
6
-3
15
6
6
25
31
Biocontroladoption,%ofrespondents1
21
26
8
76
5
126
128
17
55
4
3
6
23
25
13
6
412
713
15
13
12
25
6
6
55
61
N/A
3
3
22
1
23
12
45
7
6
15
20
1Question:Areyouusingbiostimulantsorbiofertilizersinyourfertilizerprotocol?(2022,n=4,474;2024,n=4,382).
2Question:Areyouusingalternativeformsofcropprotectionintoyourpestmanagementprotocol?(2022,n=4,474;2024,n=4,382).3France,Germany,andNetherlands.
4Mexicowasnotpartofthissurveyin2022.
52024totalaverageexcludesMexico,sosamplesarecomparable.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights20249
About90percentoffarmersusingbiologicalssaidtheyexpecttomaintainorincreasespendingonbio-basedproducts.Some63percentwillmaintainorincrease
spendingonbiologicalsregardlessofchangesincrop
protectionandfertilizerprices,suggestingaresilientmarket.Farmersarenotadoptingbiologicalsasasubstituteto
traditionalprotocols:interviewswithfarmersfoundthattheyusebiologicalstosupplementexistingfertilizerandcrop
protectionprotocolsratherthanreplacethembecausethecombinedprotocolsimproveyield.
About90percentoffarmersexpecttomaintainorincreasebiologicalproductsspend;thus,adoptioncouldcontinuetoincrease.
Futurebiologicalspend,%ofrespondents1
NorthAmerica2LatinAmerica3Europe4IndiaTotal
Iwillprobablyincreasespend
onbiologicalsifcropprotectionandfertilizerpricesincrease.
Iwillprobablyincreasespendonbiologicalsregardlessof
changesincropprotectionandfertilizerprices.
Iwillprobablymaintainspendonbiologicalsregardlessof
changesincropprotectionandfertilizerprices.
Iwillprobablyreducespendonbiologicalsregardlessof
changesincropprotectionandfertilizerprices.
Iwillprobablyreducespendonbiologicalsifcropprotection
andfertilizerpricesdecrease.
A
22
23
13
44
24
18
30
12
20
23
46
35
61
28
41
8
8
8
3
7
7
5
6
4
5
63%
willmaintainor
increasespendon
biologicalsregardlessofchangesincrop
protectionand
fertilizerprices
1Question:Howlikelyareyoutochangeyourspendonbiologicalsascropprotectionandfertilizerpriceschange?(n=1,810).2CanadaandUS.
3France,Germany,andNetherlands.4Argentina,Brazil,andMexico.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights202410
Argentina
Total4+2
Acrossallregions,thepercentageoffarmerswhosaidtheyarecurrentlyparticipatingincarbonprogramsislow—just
12percentcomparedto54percentwhohaveheardof
carbonprogramsbutarenotparticipating.Lowadoptionofcarbonprogramsislikelyduetolackofclearincentivesandawareness.EvenintheUnitedStates,whichrecordedafastincreaseincarbonprogramadoption(aseven-percentage-pointrisefrom2022to2024),ROIisstillperceivedasnot
highenoughbyabout60percentoffarmers.7Onaverage,thesefarmersexpecteconomicincentivesofabout$35anacretoparticipate.
Insomecountries,farmers’lackofknowledgeaboutcarbonprogramsisanadditionalimportantbarriertoadoption.Forexample,inIndiaandMexico,about90percentand60
percentoffarmers,respectively,haveneverheardabouttheseprograms.
7“VoiceoftheUSfarmer2023–24:Farmersseekpathtoscalesustainably,”McKinsey,April9,2024.
Participationincarbonprogramsremainslowatabout12percentdespitestrongincreasessince2022intheUnitedStates.
Carbonprogramparticipation,2024,%ofrespondents1
CurrentlyusingPlanningtouseNotusing/notplanningtouseNeverheardofChangefrom2022
(adopting),percentagepoints)
UnitedStates+7
1177210
+1
Canada
1466416
+1
Europe2
9106120
+1
4106817
Brazil–2
467118
/
0
43462
MexicoN/A3
–1
India
12889
665434
12%adoptionandwillingnesstoadoptcarbonprograms
Note:Figuresmaynotsumto100%,becauseofrounding.
1Question:Haveyouparticipatedorplantoparticipateina[carbonprogram]?(2022,n=4,474;2024,n=4,382).2France,Germany,andNetherlands.
3Mexiconotincludedin2022survey.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights202411
Operations-focusedtechnologycontinuestodriveadoption
Farmerscontinuetoadopttechnology,albeitataslowpace.Thesurveyfoundathree-percentage-point
increasesince2022inthenumberoffarmersusingorwillingtoadoptatleastonenewdigitaltechnologytoimproveoperations.NorthAmericanfarmerslead
adoptionoftechnology,whileLatinAmericaexperiencedthefastestgrowth(aten-percentage-pointincreasefrom2022to2024).
Techadoptioncontinuestogrow,withNorthAmericaandLatinAmericaleading.Currentlyusingorwillingtoadoptatleast1technology,%ofrespondents1
20222024
75
69
62
60
55
52
49
50
11
11
GlobalNorthAmerica2LatinAmerica3Europe4India
1Question:Whatisyourlevelofadoptiononthefollowingtrends?(2022,n=4,474;2024,n=4,382).2CanadaandUS.
3Argentina,Brazil,andMexico.
4France,Germany,andNetherlands.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights202412
Digitalagronomy
Precisionagriculturehardware
Remotesensingtechnologies
Farmmanagementsoftware●
Sustainability-relatedsoftware
Automation,roboticsor,electricequipment
Farmersgloballyaremoreinclinedtoadoptnewtechnologiesthatdirectlyimproveoperations.TheUnitedStateshas
thehighestadoptionofoperations-focusedtechnology,with61percentadoptionofdigitalagronomy,51percentadoptionofprecisionagriculturehardware,and38
percentadoptionofremote-sensingtechnologies.Digitalagronomyandprecisionagriculturehardwarearethetoptwoleadingtechnologiesaroundtheworld.
IntheUnitedStates,agriculturetechnology(agtech)
adoptioniscorrelatedwithfarmsize;largefarms(morethan2,500acres)are45percentmorelikelytoadoptagtechthanaresmallfarms(lessthan100acres).ThisislikelyduetothescaleneededforapositiveROIinagtech.
Countrieswithlargerfarmsizes,suchasBrazilandtheUnitedStates,areleadinginadoptionofdigitaltechnologies.
Breakdownofgrowerscurrentlyusingorwillingtoadoptbytechnology,%ofrespondents1
Deepdive
0102030405060708090100
●UnitedStates
.India.EU
.Brazil
1Question:Whatisyourlevelofadoptiononthefollowingtrends?(2022,n=4,474;2024,n=4,382).2France,Germany,andNetherlands.
Source:McKinseyGlobalFarmerInsights2024
McKinsey&Company
GlobalFarmerInsights202413
Usecasesofthesetechnologiesvarybyregion.Fordigital
agronomy,yieldmonitoringandoptimizationisthemost
widelyappliedusecase.InNorthAmericaandLatinAmerica,yieldmonitoringisthetopdigitalagronomytechnology,with60percentand49percentoffarmers,respectively,saying
theyuseit.Ontheotherhand,yieldmonitoringinEuropeismuchmorelimited,with27percentoffarmersusingit.Diseasemanagementisthemostcommonusecase,with28percentadoption.
Usecasesfordigitalagronomyvaryacrossregions.
Breakdownofdigitalagronomytechnologyadoptionperusecase,%ofrespondentswhose
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