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AGRI-MARKETERS CONFIDENCE INDEX RISES
Source: Agri Marketing magazine

The latest Agri-Marketers' Confidence Index (AMCI) rose to 69 (0 is lowest 100 is highest) from 57 when it was last conducted in March 2016. The highest ever rating was in March 2011 at 83 and the lowest was in August 2015 at 52.

The poll, conducted by Connetiv's Agri-Media Committee and Agri Marketing magazine among managers of corporate agribusinesses in earlier this month, shows they believe the current situation has improved for their companies and for farmers and ranchers.

58% of the respondents reported they believe business conditions for their companies in the U.S. agricultural market will be better in 12 months. 11% believe they will be worse.

Don Tourte, VP/Market Leader Penton Agriculture and Chairman of the Agri-Media Committee, says, "With the lower grain and livestock prices, the Index's score is a bit perplexing. To be successful in marketing, though, those involved must have a positive outlook.

"However, it is not just about commodity prices," he continues. "The majority of the U.S. are going to have record crops so, even if prices are low, farmers will have a lot of grain to sell."

Bill Miller, Vice Chairman at Meister Media Worldwide and Co-Chair of the AgriMedia's Research Committee notes, "One huge positive is the financial condition most producers are in today. Most will be able to weather the storm for quite some time."

To view the report click here.

"It is also interesting to note that 54% of the respondents reported their organizations are planning to increase their marketing communications budgets, 24% plan to decrease them with the balance leaving them at the same level," says Lynn Henderson, Publisher of Agri Marketing magazine. "That compares to a year ago when 24% of agri-marketers reported they were going to increase their budgets and 21% were going to decrease them."

The poll was sent to 225 managers of companies that develop and sell products to U.S. and Canadian crop and livestock producers. A total of 124 (55%) company representatives participated in the poll, including a very wide sampling of large and small enterprises, as well as both crop and livestock-oriented companies. This is significantly higher than past survey responses according to Henderson.

"The AMCI is modeled closely along the lines of the well-known consumer confidence studies regularly reported by The Conference Board," reports Tourte.

"It is an indicator designed to measure the confidence or the degree of optimism among corporate agribusiness marketers on the state of the agribusiness economy. It looks at both their outlook for their own business now and in the future, as well as their perception of the outlook for their customers - the nation's farmers and ranchers."

AMCI is calculated by looking at the percentage of positive versus negative responses.

To read how AMCI is calculated and its complete results click here.


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