Agrochemical companies BASF and Bayer CropScience have the highest brand index in all regions of Germany.

Fend is the third largest maker of agricultural machinery behind BASF and Bayer CropScience. It is based on the image barometer 2021/22 introduced by the German Agricultural Engineering Society (DLG) last Friday.

To determine the brand strength of companies from the agricultural sector, 664 farmers were asked by telephone about their assessment of the awareness, benefits, preferences and image of the leading companies in agribusiness. As reported by DLG, the three companies are the most cited in terms of use during the last cropping season and planning for the 2021/22 season. This applies to satisfaction and brand preference.

Fendt, BASF and Volks-und Raiffeisenbanken achieved the highest image values ​​among the survey participants. According to the DLG, the average agricultural area of ​​a farm surveyed in 2021/22 was 352 hectares. Survey participants averaged 52 years of age, and in 90% of cases the farm was traditionally farmed.

More than three-quarters of those surveyed had further training as a postgraduate or postgraduate technician, economist, or agribusiness economist. 37% of the participants ran a farm that was fully cultivable. Livestock farmers surveyed kept an average of 302 cattle, 1,600 pigs or 16,112 chickens, depending on the type of farm.