FarmShift: Wheat 2018 Now Available

Quantitative Syndicated Research With Western Canadian Wheat Growers

March 4, 2019 (Winnipeg, MB) – This syndicated study, fielded in late 2018, looks at western Canadian growers’ intentions and changing practices with respect to wheat production, wheat marketing and certified wheat seed utilization. This study builds on previous wheat-focused market research conducted by FarmShift, providing a long term perspective on growers’ intentions and practices.

Available: Three reports

  1. Wheat Production Trends
  2. Wheat Seed Utilization
  3. Wheat Marketing Practices

The Wheat Production Trends study provides forward looking insight into how western Canadian growers view wheat production. Key topics include:

  • Approach to wheat production - Do growers treat wheat as just a rotation crop, try to maximize yields, target highest quality, intensive input use, reduce costs?
  • Wheat class choices, drivers and intentions, target versus actual wheat yields, satisfaction with these yields and resulting profitability.
  • Shifts in growers’ practices related to portion of farm seeded to wheat, wheat rotations and classes grown, seeding practices, herbicide use, fertility, precision farming, harvesting, foliar fungicide and seed treatment use, with details on what changes are intended.
  • Looks at the portion of crop input spending in each product category for seed, fertilizers, herbicides, seed treatment, foliar fungicides, and growers’ perceptions of their usage trend in each of these categories.
  • Trends for many of the above aspects (comparison with 2015 benchmark study) and analysis of relevant differences by province, soil zone, farm size and age.
  • The Wheat Seed Utilization study tracks western Canadian grower intentions, behavior and attitudes in several areas:

    • Certified seed use and purchase patterns.
    • Preferred wheat seed brands (new in 2018).
    • Attitudes, drivers and barriers related to purchasing certified wheat seed.
    • Tracking of desired variety characteristics and diseases of concern.
    • Specific variety purchase intentions.
    • Building on prior work on purchase channel selection, the 2018 study looks at how often growers purchase a new variety, when they make variety purchases and when they first start thinking about what variety they will purchase.
    • Tracking of selected topics since 2010 and analysis of relevant differences by province, soil zone, farm size and age.

    The Wheat Marketing Practices report explores trends in how growers are marketing their wheat, perceived effectiveness and the tools they use. Some key topics include:

    • Confidence level, satisfaction with results, learning practices and topics they are most interested in to enhance their knowledge.
    • Wheat class perceptions (compared to 2016) in terms of best opportunity, most profitable, number of classes grown, recent shifts between classes and intentions.
    • Growers’ marketing and pre-selling strategies (compared to 2015) in terms of their overall approach, how much is sold in each time frame and when they expect delivery relative to contracted month (both new in 2018).
    • Ongoing tracking of where growers are selling their wheat, whose contracts they are using and how they rate those contracts (for six companies). Use of specific contracts is reported for three companies.
    • Tracking of selected categories since 2012 and analysis of relevant differences by province, soil zone, farm size and age category.
    • Please click here for the study prospectus, which provides full details on the content of the report and methodology, and includes information on how to subscribe.


      Director of Research Strategy

      Russell Jeffrey
      Managing Partner