Elders has been announced as Australia’s Most Trusted Agribusiness Brand in Roy Morgan’s inaugural Trusted Agribusiness Brand Awards following an exceptional year garnering high levels of trust, and exceedingly low, or negligible, levels of distrust.
50 brands were measured as part of the study involving surveys with over 1,000 Australian farmers, with Elders claiming the top spot in the Agribusiness Products and Services category and the ‘Best of the Best’ Most Trusted Agribusiness Brand for 2023.
Roy Morgan CEO Michele Levine said Elders’ success can be attributed to five factors: strong customer relationships, good customer service, experienced and knowledgeable staff, long-standing presence, and reliable products and services.
“While its historic roots are in agriculture, today Elders’ diverse business operations cover rural services, real estate, insurance and much more,” Mr Levine said.
“For 185 years Elders has been embedded in the fabric of Australian agriculture and played a key role in rural and regional communities by employing local people and servicing local farming families.”
Farmers interviewed in the study, praised Elders, saying, “Any dealings I have had with them were completed efficiently and in a straightforward manner,” and, “Comprehensive insurance and banking services underpinned by local support.”
The Awards recognised the outstanding levels of trust built up by eight brands across a range of different industries and services including Animal Health, Agribusiness Banks, Chemicals and Fertilisers, Farmers Co-op, Grain Companies, Industry Groups, Stock Feed, and Agribusiness Products and Services generalists.
“When customers trust a brand, they continue buying its products or services, they recommend it to others and remain loyal to the brand,” Me Levine said.
“So trust is the underpinning foundation of brand reputation.
“This is especially important in the farming and agribusiness industries where building and maintaining trust is a key pathway to developing business and personal relationships within this competitive sector.”
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