Worldwide, Argentina, Brazil, Canada, France, Germany, India, Mexico, Netherlands, United States
Survey time period
January to March 2024
Number of respondents
4,382 respondents
Age group
18 years and older
Method of interview
Online survey
Supplementary notes
Percentages refer to the share of respondents that ranked each factor in the top three.
During the survey, the question was phrased as follows: "Which advisers support your farm with tools or knowledge to holistically maintain soil health?"
Citation formats
Main influences on farmers' decision-making worldwide by region 2024
In 2024, when purchasing agriculture products and managing soil health, farmers globally indicated distributors' input as well as family and neighbor farms as main influences on their decision-making. Distributors were especially significant in North America (** percent of respondents), whereas family and neighbor farms ranked the highest in India (** percent of respondents). In India, local government resources also played a significant role (** percent of respondents). In Latin America, ** percent of respondents indicated their own agronomist.
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McKinsey & Company. (October 15, 2024). Farmers' main sources for advice on agriculture purchases and soil health worldwide in 2024, by region [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/1549995/sources-for-advice-in-the-farming-industry-worldwide-by-region/
McKinsey & Company. "Farmers' main sources for advice on agriculture purchases and soil health worldwide in 2024, by region." Chart. October 15, 2024. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/1549995/sources-for-advice-in-the-farming-industry-worldwide-by-region/
McKinsey & Company. (2024). Farmers' main sources for advice on agriculture purchases and soil health worldwide in 2024, by region. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/1549995/sources-for-advice-in-the-farming-industry-worldwide-by-region/
McKinsey & Company. "Farmers' Main Sources for Advice on Agriculture Purchases and Soil Health Worldwide in 2024, by Region." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 15 Oct 2024, /statistics/1549995/sources-for-advice-in-the-farming-industry-worldwide-by-region/
McKinsey & Company, Farmers' main sources for advice on agriculture purchases and soil health worldwide in 2024, by region ÌÇÐÄÆƽâ°æ, /statistics/1549995/sources-for-advice-in-the-farming-industry-worldwide-by-region/ (last visited August 01, 2026)
Farmers' main sources for advice on agriculture purchases and soil health worldwide in 2024, by region [Graph], McKinsey & Company, October 15, 2024. [Online]. Available: /statistics/1549995/sources-for-advice-in-the-farming-industry-worldwide-by-region/
