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Wheat is worth billions of Australian exporting dollars each year. As the seventh largest producer of wheat worldwide and the third largest exporter, behind the U.S.A. and Canada, Australian wheat growers prove to be a large audience for marketers of wheat production inputs everywhere. How can marketers worldwide grab the attention of Australian wheat growers, whose numbers total an estimated 41,000? (ABARE Update, April 2001)

To get an idea of how large the wheat market is in Australia, in the year 2000,(KLEFFMAN&PARTNER 2000 Broadacre Panel) nearly 30 million acres of wheat were cultivated, yielding over 20 million tonnes. Last year, as is in previous years, Asian and Middle Eastern countries imported most of the wheat produced in Australia. In addition to the expansive export of Australian wheat to Asia and the Middle East, future sales of Australian wheat look positive in other countries as well with the break into South African and South American durum wheat markets, a move instigated by the Australian Wheat Board (AWB).

A KLEFFMANN AUSTRALIA study reveals information about the decision making process of Australian wheat producers, a topic essential to grabbing their attention and to spending marketing dollars more efficiently. The study covers topics such as timing of decisions concerning product use, where farmers collect information about the products they use to produce wheat, and also what publications they read, across a particular region, state or country-wide.

A qualitative portion of the study delves deeper into product use, addressing the time of use, reasons for use, and win/loss of market share among product manufacturers, including replacement product information. AM

Jill Burston is a project manager for KLEFFMANN AUSTRALIA, located in South Melbourne, Victoria, Australia. KLEFFMANN works in cooperation with Millennium Research, Inc., Apple Valley, Minn., USA.

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