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Background
Created in 2005, Frontier Agriculture Limited is an industry-leading company combining expertise and best practices from the merger of Allied Grain and Banks Cargill, two successful agricultural organisations.
England Marketing was commissioned to carry out market research amongst farmers in Cambridgeshire who had never used Frontier Agriculture or were previous customers of Banks Cargill and Allied Grain. The research was to determine how Frontier Agriculture is currently perceived in the region, whether any weaknesses are perceived and if there are any barriers to trading with Frontier Agriculture.
Methodology
A telephone survey was undertaken, being the most expedient method for contacting farmers especially during a busy part of the year when the majority of farmers are out for most of the day, ensuring a more cost effective research project. Telephone interviews are also less intrusive and we find that they are less disruptive to a farmer's working day, respondents are therefore more likely to agree to an interview. Interviewers are also able to probe why respondents hold particular views, ensuring the research is more meaningful.
Telephone research was undertaken amongst 100 farmers in the Cambridgeshire region from databases supplied by Frontier Agriculture.
Outcomes
Frontier have used this research to inform their strategy and create an action plan for expanding their business within Cambridgeshire. |
