Agri Marketing

Osborn Barr

A study released by Osborn Barr reveals challenges and opportunities on the horizon for the agricultural industry as the next generation prepares to take over the farm. The study titled "Farmers of Tomorrow: Generation Z's Future in Agriculture" is the first comprehensive study to better understand how the next generation views farming and ranching.

The study identifies four major factors shaping the future of ag:

1) Farm succession expectations differ between older farmers/ranchers and their children, many of whom plan to work in agribusiness;

2) Gen Z views government involvement more positively;

3) Ag tech tops the list for Gen Z who are more in favor of new agricultural technology;

4) Gen Z prefers peers over brand names. …

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