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Source: McCormick Company news release

Are there generational differences among corn growers and dairy producers? New research commissioned by McCormick Company shows younger managers embrace the same values and reasons for farming, but they often consider new ways to get information and manage their operations.
New research shows how the management style of younger dairy producers and corn growers compares and contrasts with that of their older counterparts. The survey, commissioned by McCormick Company, considered management practices, ownership structures, decision-making processes, business and transition planning, and the role of information - including digital media - in running respondents' operations.

"Leading agrimarketers are always on the lookout for innovative ways to help farmers as they provide food and fiber to the world," says Mark Perrin, president of McCormick Company. "That's why, with more dairy producers and corn growers nearing retirement, conducting research to understand how the next generation approaches farming is so important.

"What we found was that younger managers embrace the same values and reasons for farming, but they often consider new ways to get information and manage their operations. Our goal is to share proprietary insights from this research with select companies seeking innovation as they connect with key customers."

An independent research firm interviewed more than 600 corn farmers and dairy producers, half of which were younger than 45 years of age. The vast majority of their farms were owned by two or more family generations; but one in four of the younger dairy producers were first-generation owners.

"The survey also showed that industry trends and issues transcend age differences," says Perrin. "For corn growers of all ages, interest in the environment and sustainability is what affects their management most. Dairy producers are influenced most by interest in animal welfare and the environment."

Company representatives searching for deeper insights on how to reach and influence corn growers and dairy producers can contact Mark Perrin,, or their nearest McCormick office, for more information.

McCormick is laying the groundwork to conduct similar research with growers who raise other types of crops and producers who work with other livestock species.

Founded in 1926, McCormick Company is the 10th oldest integrated marketing communications agency in the United States, according to the American Association of Advertising Agencies. Today, McCormick is an independent, employee-owned agency that provides strategic and creative expertise to help its clients grow. McCormick has locations in Amarillo, Texas; Darlington, Wis.; Des Moines, Iowa; Indianapolis, Ind.; and Kansas City, Mo.; as well as in Canada and France.

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