Elders named most trusted agribusiness for third year

Elders has been crowned Australia’s most trusted agribusiness brand for the third consecutive year in the latest Roy Morgan Net Trust Survey (NTS).

The survey, which ranks the trustworthiness of various businesses across the agriculture sector, reflects the growing importance of reliability and transparency in an industry that faces constant challenges.

Mark Allison, Managing Director and Chief Executive Officer of Elders, said the achievement was a testament to the company's enduring commitment to Australian farmers.

"Trust is everything in agriculture. Our clients rely on us for support and advice that’s rooted in over 180 years of experience, and this recognition confirms the hard work of our entire team in delivering that," he said.

"At a time when farmers are facing increased pressures—whether it’s climate change, sustainability, or market volatility—being a trusted partner is more important than ever."

The Roy Morgan survey underscores the critical role that trust plays in agribusiness decisions, particularly as farmers seek partners who offer not only expertise but also consistency and transparency.

The NTS is a measure of customer sentiment, especially in an industry where long-term relationships are key to success.

While Elders led the rankings, other agribusinesses also received high praise in the survey.

Nutrien Ag Solutions ranked second in the trust index, followed by the Australian operation of John Deere.

"The whole industry benefits from a focus on trust," Mr Allison said. "Farmers need to know that they can rely on their partners, whether they’re purchasing equipment, seeking agronomic advice, or selling livestock. The fact that multiple businesses are being recognised for trust highlights that we're all contributing to a stronger agricultural sector."

While winning the Best of the Best Award, Elders is also the Most Trusted Agribusiness Products and Services brand. In a category with 15 key brands in the running, these businesses have diverse operations that cover rural services, real estate, insurance and more. Runners-up were Nutrien Ag Solution and CRT.

Meanwhile, Animal Health saw Zoetis crowned as the winner, recognised for its strong reputation and commitment to animal welfare. Finalists in this category included Ag n Vet and Pastoral Ag.

In the Agribusiness Banks category, Bendigo Bank retained its title as the Most Trusted Agribusiness Bank for the second consecutive year, outperforming NAB and Commonwealth Bank. Farmers praised Bendigo’s community focus and personalised service.

In the Chemical and Fertiliser sector Bayer reclaimed the top spot as the Most Trusted brand, surpassing previous winner Incitec Pivot. Finalists included Bayer, Incitec Pivot, and Nufarm.

Norco emerged victorious in the Farmers Co-op category, beating Dairy Farmers Group and CBH Group. Respondents highlighted the co-op's commitment to quality service and strong Australian ownership.

In the Grain Company category, Graincorp was named the Most Trusted Grain Company, with AWB and CBH Group as finalists. Farmers noted Graincorp’s fair pricing and strong industry reputation.

MLA won the title of Australia’s Most Trusted Industry Group, ahead of Dairy Australia and AWN. Farmers commended MLA’s responsive approach to grower needs and dedication to technological advancement.

Ridley was recognised as the Most Trusted Stock Feed Brand, outpacing finalists Coprice and Laucke Mills. Ridley’s long-standing presence and expertise in the industry were key factors in securing this accolade.