Pivot bio, Indigo Ag, AgriThority Lead the Charge on Biologicals Research
30 January 2026, Columbus: Three leaders in the agricultural biologicals sector have signed on as the first sponsors of a comprehensive, farmer-centric market research effort around row-crop farmers’ use of agricultural biologicals. The study, “Biologicals: Row-Crop Farmer Value, Perception and Potential,” is being launched by Stratovation Group, a firm specializing in research, marketing and communications in the agricultural sector.
“Leading companies that market agricultural biologicals know and understand that staying on the cutting edge of farmer trends is critical to their continued success in this rapidly changing sector,” said Cam Camfield, Founder and CEO of Stratovation Group. “We are proud to work with Indigo Ag, Pivot Bio, AgriThority and others to continue our strategic exploration of this growing sector, especially to see how things have changed in farmers’ minds about biologicals over the last four years.”
The 2026 initiative is the third study in a series, also conducted in 2022 and 2024, focused on farmers’ sentiments regarding the rapidly growing agricultural biologicals market. The new effort will provide a fresh data set and establish deeper trends from the early research that found most farmers were aware of agricultural biologicals and early-adopting farmers rated their use and benefits as highly positive.
Specifically, the 2024 research found that awareness of biologicals among row-crop farmers had increased to 87%, from 83% in 2022. Awareness of specific subcategories, biostimulants and biofertilizers, were both up 14 percentage points. The new study will track those trends and more.
In addition to the sponsor partners, influential organizations including the Agricultural Retailers Association (ARA), The Fertilizer Institute (TFI), DC Legislative and Regulatory Services (DCLRS) and the Biological Products Industry Alliance (BPIA) are strategic partners for the research.
“Bringing a diverse mix of partners in early helps us ask smarter questions and reach the right farmers,” said Camfield. “That means stronger data that leads to sharper insights–and ultimately, better decisions for everyone involved.”
The research will be fielded this winter and will focus on comparing baseline findings on foundational issues with the two previous studies.
“Farmers are using new tools to apply biologicals and there is an expansive amount of agronomic research that has looked at the success and efficacy of biologicals in regard to increasing yields, overall efficiency, improving soil health and overall sustainability,” Camfield said. “This work is focused on farmers and what information they are using to make decisions. Marketing efforts have changed, and this research will show us what farmers like and dislike.”
Camfield stressed that it’s not too late for additional companies to join the effort as sponsors. By doing so, they will share in the study’s final report and have access to all the anonymized, raw data gathered through the research.
“It’s good for us to have more voices involved to inform this study,” he said. “We are gearing up for excellence by inviting any biological-focused company, startup or investor to join us for what should be an informative trend analysis.”
Also Read: Padma Awards 2026: Eight Agricultural Stalwarts Honoured as Icons of Indian Farming
Global Agriculture is an independent international media platform covering agri-business, policy, technology, and sustainability. For editorial collaborations, thought leadership, and strategic communications, write to pr@global-agriculture.com
