Shifting From Supplier to Coach: A New Role to Unlock the Potential of Farm Inputs Companies

To create a win-win relationship with farmers while fulfilling the public pursuit of sustainable farming practices, farm inputs companies need to move from producer/supplier to pest/crop management provider and create added value by coaching farmers to maximize performance.

Report summary

In this report, we quantify the potential added value created by coaching in five different farming systems, including the US, Brazil, Australia, France, and the Netherlands, and identify the factors that require coaching the most.

“On the bright side, high internet literacy facilitates partial data sharing, and abundant startups serving as technical providers prepare a promising environment for coaching. However, farmers’ incentives for adopting a coaching service can be beyond farm inputs companies’ lead, and new risks emerge during coaching,” according to Chia-Kai Kang – Farm Inputs Analyst.