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 Feb. 25, 2026 Source: Osborn Barr Paramore news release ST. LOUIS, Mo. -- Osborn Barr Paramore announces the launch of "OBPulse: The Purchasing Mindset of Growers," a research report offering timely analysis of the factors influencing the decision-making of U.S. farmers and outlining where opportunities exist for brands to better serve this audience. OBP collaborated with market research partner Ag Access to field a survey of 300 corn and soybean growers during the most recent harvest season, with a focus on current trends in farm input planning and buying behavior. These quantitative findings were paired with OBP's decades of agricultural experience and proprietary AI persona library to produce actionable insights for marketers and strategists in the crop inputs and agribusiness industry. "Farmers are saying the quiet part out loud: they need brands to meet them where they are in the face of a market environment that breeds risk and incessant operational evaluation," said Rhonda Ries, OBP President. "These dynamics have farmers changing their thought process. This report dives into those dynamics and even provides a couple ways brands can start to activate around these insights." To help organizations move from insight to implementation, OBP also offers OBP Sessions: high-energy, collaborative workshops designed to rapidly transform audience and market insights into actionable activation strategies. Structured as a series of focused sprints, OBP Sessions bring together key stakeholders to build internal alignment, generate momentum and identify opportunities that can deliver tangible business impact. This work underscores OBP's continued leadership in agriculture marketing, building on a legacy of work with global and national brands that champion progress in production, sustainability and rural life. "OBPulse: The Purchasing Mindset of Growers" is available for download on the OBP website. To learn more about OBP, visit obpagency.com. About OBP Osborn Barr Paramore (OBP) is an independent and women-owned full-stream marketing communications agency based in St. Louis with a distributed workforce of employees nationwide. For more than 35 years, we have served brands across a range of verticals, including agriculture, food and tourism, proudly partnering with them to Brave What's Possible. Notable client partners include Bayer Crop Science, Morton Buildings, ProFarm Group and the Missouri Division of Tourism. Learn more at obpagency.com and follow updates on Facebook, Instagram, and LinkedIn. Tweet |
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