McKinsey & Company
Growers tend to look to the same sources for advice on agriculture purchases and soil health.
Top 3 advisers for soil health, % of respondents1
1Question: Which advisers support your farm with tools or knowledge to holistically manage soil health? (n = 4,382).
2Canada and US.
3France, Germany, and Netherlands.
4Argentina, Brazil, and Mexico.
Source: McKinsey Global Farmer Insights 2024
North America2
Input distributors
48%
Europe3
Input distributors
39%
Latin America4
Own agronomist
54%
India
Family and
neighbor farms
75%
Family and
neighbor farms
35%
Independent agronomist or agronomic advisory companies
32%
Input distributors
35%
Local government resources
43%
Independent agronomist or agronomic advisory companies
31%
Family and
neighbor farms
24%
Family and
neighbor farms
31%
Input distributors
36%
