FMiD: Providing the Industry’s Leading Grower Insights
We’ve built the Farm Market iD ( FMiD ) database from the same sources as the FSA data and USDA, as well as our proprietary access to the USDA’s Common Land Unit (CLU) data. We use additional public and private data sources to improve and enhance our agriculture data. This includes land ownership data, as well as other land and grower information.
Other sources of farm and farmer data rely on 2008 USDA or publisher survey data. At best, this covers 20 percent of the market in any given year. A lot has changed and survey bias and flaws are unavoidable.
Because we start with fact-based information drawn from a variety of sources, FMiD avoids these errors. That means we can produce a more accurate and reliable source of agriculture data for your business.
Built from the Land Up
FMiD data is different and special because we are the only agricultural database that is built from the land up. In other words, the foundation of our database is our unique ability to link farmland to farmer operators and owners through our proprietary farm field boundary data.
This capability provides us a nearly infinite source of data and insights to assist agribusiness both strategically and tactically. We have 34 million field boundaries linking over 900 million acres of farmland to approximately 2.4 million farmers and owners.
This geospatial connection is key. With a foundation that solid, we are able to layer onto the land other data points such as crops, soils, weather, real estate transactions, satellite imagery and other geospatial data.
FMiD’s team of data scientists, software engineers and geospatial analysts rigorously maintain this data and have created a robust and repeatable process of acquiring, building and testing our fact-based database.
This effort involves:
Over 4 billion
pixels of satellite data
Over 1 billion
acres of land analyzed
Over 34 million
geospatial field boundaries
Over 2,400,000
active owners and operators
Over 200
farm & consumer demographics
| 99 percent | 98 percent |
|---|---|
| of US vegetative acres represented NASS: 911,000,000 Farm Market iD: 904,000,000 |
of US farm operations represented NASS: 2,060,000 Farm Market iD: 2,010,000 |
| 95 septillion | 309 million |
|---|---|
| datapoints analyzed annually to produce a land-sourced, fact-based database (that’s 95 with 24 zeros after it!) |
crop acres connected to growers Examples: |
| 99 percent | 98 percent |
|---|---|
| of US vegetative acres represented NASS: 911,000,000 Farm Market iD: 904,000,000 |
of US farm operations represented NASS: 2,060,000 Farm Market iD: 2,010,000 |
| 95 septillion | 309 million |
|---|---|
| datapoints analyzed annually to produce a land-sourced, fact-based database (that’s 95 with 24 zeros after it!) |
crop acres connected to growers Examples: |
FMiD’s team of data scientists, software engineers and geospatial analysts rigorously maintain this data and have created a robust and repeatable process of acquiring, building and testing our fact-based database.
This effort involves:
Over 4 billion
pixels of satellite data
Over 1 billion
acres of land analyzed
Over 34 million
geospatial field boundaries
Over 2,400,000
active owners and operators
Over 200
crop & consumer demographics
99 percent of US vegetative acres represented
NASS: 911,000,000
Farm Market iD: 904,000,000
98 percent of US farm operations represented
NASS: 2,060,000
Farm Market iD: 2,010,000
95 septillion datapoints analyzed annually to produce a land-sourced, fact-based database (that’s 95 with 24 zeros after it!)
309 million
crop acres connected to growers
Examples:
93.04 percent of Corn
94.28 percent of Soy
96.79 percent of Wheat
Accurate, Comprehensive, Detailed & Current Data
More accurate. We collect our data through reliable governmental sources, using them to update our proprietary database of field boundaries covering more than 310 million acres of crops. We are the only data source that connects farm owners and operators to the land they manage, and can show the relationships between various farm operations.
More records. Our database is the most comprehensive in the industry, with 2.4 million active farm operators, owners and related growers in our database, covering 95+% of all farm operations in the U.S.
More detailed. We have field-level detail with specific coverage at 1/4 acre increments within the farm field. Because of this detail, we can deliver insights into individual growers and farm operations for sales purposes, build segments for marketing communications and analyze the market as a whole to establish a fact-based business strategy.
More current. We update all of our records annually through a combination of public sources like the USDA, state and local government, and private. Addresses, phones, email and certain land transfers are updated throughout the year. Our processes for updating a repeatable and verified through an external audit each year.
FMiD vs. Competitors
Our competitors use primarily data collected from self-selected respondents. Here are some of the reasons such data is not nearly as accurate:
- The data is subjectively collected.
- Farmers often under-report to stay under the radar.
- Farmers often over-report to qualify for certain incentives.
- Surveys can’t account for overlapping acres or distinction between land owned versus land operated.
- The coverage only includes self-selected respondents – a small percentage of the farmers available.
| Farm Market iD | Competitors | |
|---|---|---|
| Number of Active contact records in database | Over 2.4 million | Less than 350,0001 |
| Percentage of database updated annually | 100% | 46% |
| Can distinguish between where the Farmer lives and Farms | ||
| Updates records through objective sources | ||
| Cross-references multiple sources, both public and private | ||
| Collects data through surveys | x | |
| Contains field boundaries for over 310 million acres of crops | ||
| Contains grower contact information | x | |
| Contains related grower information | ||
| Contains 95%+ coverage of crops in the U.S. | ||
| Contains crop rotation data | ||
| Contains over 200 farm demographics to create highly targeted audiences |
1They may claim more… like 2 million.. but buyer beware this is 2008 USDA data as the USDA no longer provides crop, acreage and producer information through Freedom of Information Act (FOIA requests)
Our competitors use primarily data collected from self-selected respondents. Here are some of the reasons such data is not nearly as accurate:
- The data is subjectively collected.
- Farmers often under-report to stay under the radar.
- Farmers often over-report to qualify for certain incentives.
- Surveys can’t account for overlapping acres or distinction between land owned versus land operated.
- The coverage only includes self-selected respondents – a small percentage of the farmers available.
Number of records in database
Farm Market iD:
Over 2.4 million
Competitors:
Less than 350,0001
Percentage of database updated annually
Farm Market iD:
100%
Competitors:
46%
Can distinguish between where the Farmer lives and Farms
Farm Market iD does
Competitors do not
Updates records through objective sources
Farm Market iD does
Competitors do not
Cross-references multiple sources, both public and private
Farm Market iD does
Competitors do not
Collects data through surveys
Farm Market iD does not
Competitors do
Contains field boundaries for over 310 million acres of crops
Farm Market iD does
Competitors do not
Contains grower contact information
Farm Market iD does
Competitors do
Contains related grower information
Farm Market iD does
Competitors do not
Contains 95%+ coverage of crops in the U.S.
Farm Market iD does
Competitors do not
Contains crop rotation data
Farm Market iD does
Competitors do not
Contains over 200 farm demographics to create highly targeted audiences
Farm Market iD does
Competitors do not
1They may claim more… like 2 million.. but buyer beware this is 2008 USDA data as the USDA no longer provides crop, acreage and producer information through Freedom of Information Act (FOIA requests)
