Growers tend to look to the same sources for advice on agriculture purchases and soil health.
Top 3 advisers for soil health, % of respondents1
North America2
Europe3
Latin America4
India
48%
39%
54%
75%
Input distributors
Input distributors
Own agronomist
Family and
neighbor farms
35%
32%
35%
43%
Family and
neighbor farms
Independent agronomist or agronomic advisory companies
Input distributors
Local government resources
31%
24%
31%
36%
Independent agronomist or agronomic advisory companies
Family and
neighbor farms
Family and
neighbor farms
Input distributors
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
McKinsey & Company