Location, Location, Location (It’s all in the way that you slice it.)

By | 2018-03-02T20:48:09+00:00 April 21st, 2017|News|

Over the last couple of months, Farm Market iD has announced two new product launches (Field Vision and Farm Focus with Grower Profile).  These products incorporate FMiD’s proprietary geospatial data to help agri business understand the relationships of farms to farmers and the importance of “Location”.  These applications bring Farm Market iD’s geo-spatial capabilities to the forefront, allowing clients to view farms and land (i.e. location) on a map, along with the grower’s address, i.e. location or the locations of individual sales reps, processing facilities, warehouses or retail centers.

We recently conducted an analysis from the FMiD national database and found that more than half (54%) of farmers farming 500+ acres are farming some acreage that is more than 10 miles away from where they reside, and thus would require them to travel to the farm.

500+ planted
5 miles:  82%
10 miles: 54%
20 miles: 28%
25 miles: 23%
50 miles: 15%

In instances where the distance is greater than 25 miles, almost one quarter (23%) of farmers fall into that scenario, so that means the retail center, processing facilities or other location where you interact with the grower may be better served by your competitor.  We have seen this repeatedly in calculating clients’ share-of-customer wallet  Many of  these larger farmers are splitting their business among several suppliers,  partially because of where their land is located.

This analysis underscores the importance of knowing two important location relationships:


  1. Knowing where certain farmland is in relationship to a specific location (Field Vision,) e.g.  such as the dynamic location of one of your employees, or the locations of your processing or distribution facilities.
  1. Knowing both the locations of the grower/farmer and the locations of his/her various farm fields, which can be quite dispersed

To address the first location relationship, we have  an example below in Figure 1  of Field Vision showing farm field boundaries within a 2.5 mile radius of a person’s current location..

Figure 1 – Field Vision allows you to see farmland (blue polygons) around a specific location (red icon) on a map.

The user can then research ownership, operatorship, crop information, etc.  for the farm field they select. Whether it is your location, a location you navigate to or a default location you have already set, Field Vision will display all farmland within a 2.5 mile radius of that location.

The second location relationship provides insights around farmer’s that are farming from a distance.  This is becoming increasingly important as younger farmers and tech-enabled farming drive trends to larger and more distant farming.  Figure 2 is from our Grower Profile module of Farm Focus and displays all farmland for a single farming operation and the location of the related growers

Figure 2 – Grower Profile will display all field boundaries (blue polygons) and related growers (orange icons) for any single farming operation (red icon). A Related Grower is one who either owns land being farmed or operates the land someone else owns.

Figure 2 – Grower Profile will display all field boundaries (blue polygons) and related growers (orange icons) for any single farming operation (red icon).  A Related Grower is one who either owns land being farmed or operates the land someone else owns.

Beyond simply displaying these relationships, they are used for targeting, selection and analysis in many of our client solutions we deliver.  Examples include identifying certain crops within a radius of grain processing facilities or providing detailed market and wallet share analysis for retailers.  This contrasts with other sources of grower data like publishing sources (i.e. subscription and survey) that only provide grower address and do not provide the location of the farm fields.

Let’s take another look at the above Figure 2, as this is a typical image.  The Primary Grower (red icon) has a cluster of farmland around their location, but as the farm operation expands, land is purchased or leased further and further away and the Related Growers mimic that expansion.  Farm Market iD can not only tell you the Primary Grower linked to the land, but also any available Related Growers to that land.

In summary, Farm Market iD can find prospects based on either mailing address or land location.  We can utilize existing boundaries (state, county, zip, etc.) or custom boundaries (as drawn by the client) and will deliver both the Primary grower attached to each parcel of land as well as any Related growers to that farming operation.