It’s About Growth
The Agriculture Industry sector includes businesses whose main focus is raising crops, animals, timber, fish and other animals within a farm or ranch, or their natural habitats. Market to these related but disparate businesses with agriculture industry data that offers a comprehensive view of the people that run them, the work they do, and factors that govern their success.
Farms take many forms – Farms may consist of a single parcel of land or a number of discontiguous parcels. One piece of land may be farmed by the owner while the remainder may be operated by renters and run as separate farms. Just as with any other type of business, an agricultural establishment of any size may be a partnership, LLC, corporation, or other type of organization. So, in some respects, the considerations for marketing to agricultural businesses are similar to any other audience. Reaching the decision makers is key.
How Important Is The Agriculture Industry To The Economy?
In 2019, agriculture, food, and related industries contributed $1.109 trillion to U.S. gross domestic product (GDP), a 5.2-percent share. Farm output contributed $136.7 billion of this sum—about .6 percent of GDP. (The overall contribution of the agriculture sector to GDP is larger than this because sectors related to agriculture rely on agricultural inputs in order to add value to the economy.) Food – basic to human existence – accounted for 13% of average household expenditures in 2019. Food ranked third in dollar outlay behind housing and transportation.
In 2019 22.2 million full- and part-time jobs were associated with the agricultural and food sectors—10.9% of total U.S. employment. Direct on-farm employment accounted for about 2.6 million of these jobs, or 1.3 percent of U.S. employment. Agriculture and food related industries accounted for the remaining 19.6 million jobs. Of those, food service, eating, and drinking places accounted for the largest share—13 million jobs—while food/beverage stores supported 3.2 million jobs. The remaining agriculture-related industries together added another 3.4 million jobs.
Agriculture Industry Trends
Following are the trends shaping the present and future of the agriculture industry. Marketers of relevant goods and services take note.
Plant & Animal Health & Disease Control – The year 2020 marks a renewed focus on animal disease treatment and prevention, following up on components of the 2018 Farm Bill. The Department of Agriculture’s Animal and Plant Health Inspection Service (APHIS) awarded $5.2 million to the National Animal Disease Preparedness and Response Program. The National Animal Health Laboratory Network received $5 million in funding for projects addressing development of test methods and validation, advancing e-data transmission, fostering better lab biosafety and biosecurity practices, and enhancing emergency preparedness. The National Animal Vaccine and Veterinary Countermeasures Bank acted to increase the U.S. stockpile of vaccines against foot-and-mouth disease, purchasing $27.1 million in vaccine. APHIS’ target goal is to invest up to $30 million in FMD vaccines by the end of 2020.
Agriculture Technology – The harnessing of agricultural technology begins with building out broadband access connecting farm and livestock businesses internally and externally. From drones to satellite-based monitoring, from blockchain-style supply chain management, the widespread implementation of broadband based network technology ecosystem will increase the ability to recognize climate, soil, water, and disease based challenges before they become a crisis. Picture controlling an irrigation system for thousands of acres via a satellite-connected tablet computer.
Vertical Farming – Vertical farming has taken root in cities and areas where arable land is at a premium and the need to grow more in less space and using fewer resources is present. It too is enhanced by agricultural technology. Farming can literally occur indoors, employing hydroponic and aeroponic techniques. LED lighting replaces the sun. Vertical racks replace fields and gardens. The popularity of the organic food movement has fueled the trend, and practitioners are hoping it continues. Worldwide demand for biopharmaceuticals is also a platform for vertical farming. Global competition among some familiar big names (like Deere & Company) is growing.
Food Safety – Food safety is on everyone’s mind. Producers and consumers alike expect workable and effective food safety measures to be codified and applied even handedly. The financial impact of Produce Safety Rules on producers differs however by size. Large farms with sales of over $500,000 expect compliance costs of .9%, while small farms (annual sales between $250,000 and $500,000) are at 6.0%, and very small farms (annual sales between $25,000 and $250,000) are at 6.8%. The cost of compliance also varies by region and crop, since the size of operations can tend to be larger or smaller depending on those factors. Hence broccoli farmers experience a compliance factor of .44%, while avocados are at 3.53%.
Tariff Tug-O-War – The seemingly open-ended tariff war, especially with China has thus far necessitated billions of dollars in relief to help farmers who have lost overseas sales to weather the storm. The incoming administration seems somewhat disposed to continue some degree of confrontation in order to secure dealings that are more fair. Now is a time for funders to pay close attention to the financial needs of farmers.
Agriculture Industry Data Points
- Number of Farms – 2,042,220 (USDA report p7)
- Estimated Avg. Value of Land & Buildings per Farm – $1,311,808 (USDA report p7)
- Estimated Market Value of All Machinery & Equipment – $272,297,000,000 (USDA report p7)
- Average per Farm – $133,363 (USDA report p7)
- Distribution by Value of Products Sold: Smallest – 603,752 with total sales of $93,210,000 (29.6% of industry total) Largest – 8,888 with total sales of $134,950,472,000 (34.7% of industry total) – (USDA report, Table 2, p9)
- Farms with net profits – 891,329 (USDA report, Table 5, p16)
- Farms with net losses – 1,150,891 (USDA report, Table 5, p16)
- Market Value of Products Sold – $388,522,695,000 (USDA report p7)
- Total Farm Production Expenses – $326,390,640,000 (USDA report p7)
Breakdown Of Farm Production Expenses
Following are reported totals for individual cost categories: (USDA report, Table 4, p12)
- Livestock and poultry purchased or leased -$44,934,482,000
- Breeding livestock purchased or leased – $5,543,456.000
- Feed purchased – $62,625,223,000
- Fertilizer, lime, and soil conditioners purchased – $23,543,177,000
- Rent & lease expenses for machinery, equipment, & farm share of vehicles – $2,423,579,000
- Gasoline, fuels, and oils purchased – $13,474,121,000
- Utilities – $9,008,838,000
- Hired farm labor – $ 31,635,981,000
- Contract labor – $7,594,815,000
- Interest expense – $ 12,396,094
- Chemicals purchased – $17,585,163,000
- Seeds, plants, vines, and trees purchased – $20,969,668,000
- Cover crop seed purchased – $257,008,000
- Repairs, supplies, and maintenance costs – $19,671,413,000
- Customwork and custom hauling – $7,555,434,000
- Cash rent for land, buildings, and grazing fees – $21,060,123
- Interest expense – $12,396,094 (Secured by real estate – $8,915,897,000. Not secured by real estate – $3,480,197,000)
- Property taxes paid – $9,415,124,000
- Medical supplies, veterinary, & custom services for livestock – $4,445,744,000
- Production expenses paid by landlords – $2,077,889,000
- Depreciation expenses claimed – $28,810,800.000
So What Do Agriculture Businesses Need?
The U.S. Department of Agriculture is a central point for understanding what is happening in our agricultural industries. Topics that translate into trends are discussed at length, and merit visiting by marketers. Build a list offering the products and services that farm and agriculture-related businesses of all sizes need:
- In-Field Computer Hardware/Software
- Agriculture Analytics D/SaaS Products
- Heavy Equipment Rental/Repair
- Farm Machinery Acquisition/Financing/Repair
- General Infrastructure Maintenance
- Safety Training
- Soil Management/Fertilizer Products
- Pest Control Services
- Veterinary Services
- Supply Chain Management
- Time Management Solutions
- Investment Materials
- Training Materials & Consultation
- Industry-Related Subscriptions
- Payroll Services
- Staffing & HR
- Professional Development
- Office Supplies
- Business Services
- Legal Services
- Accounting Services
- Credit Card Services
- Financial Services
- Mobile Communication
- Office Furniture & Supplies
- Enterprise Level IT Services
- Marketing/Distribution Services
- Web Development
Reach The Businesses & Decision Makers Who Matter
Mailinglists.com provides the data that reaches decision makers in the agricultural industry. These may be executives in the mold of a traditional corporate hierarchy, or entrepreneurs that wear many hats. Direct marketers have many choices available for focusing their effort on a particular audience. Target by specific crop name. Target by livestock type. Target by SIC code for crop, livestock, or establishment category. Target by job description of agriculture industry professions.
Reach executives at large farming and ranching operations by title, and by age. Many positions of responsibility in farming, livestock, aquaculture and related fields in the agriculture industry value chain require academic or government accreditation or certification. Take advantage of our databases of licensed professionals to reach these highly qualified people. Titles include CEO, COO, CIO, Controller, Director, Vice President, President, Chairman, GMs, Mid level Managers, Sales and Marketing Managers, HR Managers, Finance Manager, IT Head, IT Director, IT Manager, VP IT, Purchasing Manager, Procurement Manager, Supply Chain, Head of Operations, Business Development, Marketing Executives, Corporate Secretary, Treasurer, Administration, R & D Executives, etc.
When their day is done, they lead lifestyles that make them open to relevant offers consistent with their personal behaviors and interests. Contact executives at home, away from their challenging work lives (or even as they work from home) as an additional path to engagement. Their relatively undivided attention can translate into more business.
What Is The Source Of Our Agriculture Industry Data?
Mailinglists.com offers a dedicated database of agricultural industry establishments. This is drawn from our benchmark database of U.S. businesses to efficiently target any audience in the sector. Our 25 year partnership with Dun & Bradstreet puts the most accurate, comprehensive marketing data at our clients’ fingertips. Our management relationship with Select Farm lists provides an inside track into the agribusiness industry, where data associated with successful, large scale operations is required.
World class resources, including the D&B Data Cloud contribute to the depth and quality of data that Mailinglists.com delivers. The result is a full range of demographic, firmographic and geographic data across the spectrum of agricultural industries. Reach businesses with marketable records – including name, address, phone & SIC code; the vast majority also include primary contacts, sales figures and # of employees. Also public company records from U.S. courts & state offices; business registrations; suits, liens & judgment filings: UCC filings; bankruptcy filings.
Why Does Data Hygiene Matter?
You expect clean food. Expect clean data. Enterprises in the agriculture industry are dynamic. Their fortunes are always at the mercy of economic and natural forces, so our data is continuously monitored for accuracy. Given the broad range of sizes, some are more vulnerable than others the effects of a public health crisis. For these reasons, compiled sources undergo careful monitoring to ensure that they are current and accurate. The results are high levels of deliverability and response.
HyperHygiene® – Our own data cleaning process. This includes the following steps and precautions to ensure the hygiene of our data:
- Perform NCOA sweeps far more often than most list sources can.
- Resolve duplication in its various wasteful forms.
- Resolve incorrect information entered during registration processes.
- Filter customer vs. purchased records so you don’t pay for what you don’t need.
- Separate Duns numbers may be assigned for entities with the same owner or location.
- Phone companies may reassign former business phone numbers to individuals, and may NOT include them in business list updates.
Essential Data Elements For Marketing To The Agriculture Industry
- First Name
- Last Name
- Company Name
- Mailing Address
- Email Address
- Phone Number
- Fax Number
- Job Title
- Company Website
- Farm Crop Type
- Livestock Type
- SIC Code
- NAICS Code
- Number Of Employees
- Revenue Size
- LinkedIn Profile
Build Your Agriculture Industry Marketing List
Whatever product or service you offer, Mailinglists.com has the data and the expertise to build the right mailing list to reach your target in the diverse categories that make up the agriculture industries. We begin with your customer and contact list. Then by matching and adding relevant records, and appending data elements wherever needed, we help you build out a robust foundation of marketable leads. Our goal has always been to help marketers reach the right audience with the right data at the right price.