Pivot Bio, Indigo Ag and AgriThority back new study on farm use of biologicals

Pivot Bio, Indigo Ag and AgriThority have signed on as lead sponsors of a new market research initiative examining how US row-crop farmers view and use agricultural biologicals, as interest in the category continues to grow.

The study, titled Biologicals: Row-Crop Farmer Value, Perception and Potential, is being launched by Stratovation Group, an agriculture-focused research and communications firm. It marks the third installment in a series of surveys previously conducted in 2022 and 2024.

According to Stratovation, the 2026 research will build on earlier findings that showed rising awareness and generally positive perceptions of biological products among early adopters. The company said the new effort will generate updated data and allow for deeper trend analysis over time.

“Companies operating in agricultural biologicals recognize that understanding farmer sentiment is essential in a fast-evolving market,” said Cam Camfield, founder and chief executive of Stratovation Group. He added that the study aims to capture how farmer views have shifted over the past four years as product availability, research and marketing strategies have expanded.

The most recent survey, conducted in 2024, found that awareness of agricultural biologicals among row-crop farmers had risen to 87%, up from 83% in 2022. Awareness of specific subcategories, including biostimulants and biofertilizers, increased by 14 percentage points over the same period. Stratovation said the new study will track whether those gains have continued.

In addition to the three sponsoring companies, the research is supported by several industry organizations as strategic partners, including the Agricultural Retailers Association, The Fertilizer Institute, DC Legislative and Regulatory Services and the Biological Products Industry Alliance.

Stratovation said the survey will be fielded this winter and will again focus on farmers’ decision-making, information sources and experiences with biological products, alongside comparisons with results from earlier studies.

Camfield noted that advances in application tools and a growing body of agronomic research on yield, efficiency and soil health have changed how biologicals are positioned in the market. The study, he said, is intended to assess how those developments are being received by farmers.

The company said additional sponsors can still join the project and will receive access to the final report and anonymized raw data. Stratovation said it expects broader participation to strengthen the analysis of adoption trends in the biologicals sector.