1、Agriculture PracticeGlobal Farmer Insights 2024Farmers are increasingly prioritizing productivity.A shift toward operations-focused solutions underscores a broader trend in agriculture,where efficiency and sustainability are becoming paramount.This article is a collaborative effort by David Fiocco a

2、nd Vasanth Ganesan,with Ana Luiza Mokodsi,Franziska Alesso,and Otto Gryschek,representing views from McKinseys Agriculture Practice.October 20242Global Farmer Insights 2024Farmers worldwide are navigating challenges such as increased input prices,extreme weather events,and commodity price volatility

3、.Given the current macroeconomic environment,the priority for farmers today is improving productivity,whether through agriculture technologies(agtech)for improving operations,biological products,or sustainable practices.This report offers insights for organizations collaborating with growers,outlini

4、ng strategies that could deliver more-personalized products and services to boost productivity and seize emerging opportunities.Since 2018,McKinsey has surveyed and interviewed thousands of farmers around the world to better understand their views.In the first quarter of 2024,we interviewed about 4,

5、400 farmers in Europe(France,Germany,and the Netherlands),India,Latin America(Argentina,Brazil,and Mexico),and North America(Canada and the United States)(see sidebar,“Survey details”).This effort follows a global survey we conducted in 2022.The survey covered five main areas:farmers views of profit

6、 risks and opportunities;farmers outlook on future profits;adoption of sustainable practices;adoption of products and technology;and purchasing channels and main influencers on the purchasing journey.We summarize the surveys key takeaways below.Given the current macroeconomic environment,the priorit