Take control of emerging market situations and proactively defend or grow sales and margin

A unique collaboration between AF and Research Engine delivering a ground breaking market information service for the agricultural sector.

In season brand tracking service for all major agricultural inputs – whether your brand is:

  • Agrochemical
  • Adjuvant
  • Fertiliser

If you are selling an input product in agriculture there is a very high chance we can find it and feed back to you how its progressing during the season.

How to use the information?

A tactical service to allow you make evidence based interventions to maximise sales and optimize brand profits in the final stages of the race.

  • Become more responsive and dynamic in the market
  • Redirect scheduled marcomms to help exploit or support an emerging situation
  • Target NDA decision makers with critical additional information
  • Work with authorised distributors to provide extra support for growth or to cover expected shortfall




07775 666916

0203 0112 401

This new service is unique in the agricultural sector in the UK. Real time transaction data has not been a tool available for the marketeer in uk agriculture and the industry is in the process of unlearning old assumption and relearning a new way marketing management.


Below, are some questions that you have asked.

If you have additional questions or observation please do contact us and we will add them here:

AF generate over 500,000 transactions each year.

The data is owned by AF and has been collated into market reports by Research Engine.

Transaction data typically comprises, price/unit, a sku code, date information and some limited customer details such as region/county.

Transactions are generated continually.

The data belongs to AF. Farmer details are not passed on to Research Engine beyond the first part of the post code so that reporting can be made at a regional level.

In addition the source of supply from within the trade is not passed on to Research Engine.

All data is GDPR compliant.

In this way AF protect the important parties that are central to their role in the market.

In the report you will not be able to identify the distributers or suppliers and you will not be able to identify the farmer except by region or county.

In the report you get full information about your own brands and competitor brands: order dates, product volumes, prices paid, first two digits of the postcode.

The service has two unique features:

  1. Data is available real time – the season unfolds in your inbox as at happens.
  2. Brand identification is 100% accurate because the transaction records brands at SKU (Stock Keeping Unit) level.

We can build customised reports from the basic data in any format that you require.

Yes, it is possible to create custom overlays on request.

Over lays could be:

  1. Weather data
  2. Crop growth stage data
  3. National media spend data

No, this service is conceptually opposite to panel data – panel data is usually a historic audit of what has happened and is reported well after the event. This new tracker service is design to inform manufacturers of brands about what is happening as it happens. It is complementary and tactical.

Yes, competitor data available to all subscribers.

The data covers usage in the Non Distributer Advised (NDA) sector of the market. This is the part of the market that is most dynamic and volatile and where, historically, manufacturers have least visibility compared with official distribution channels. Most businesses will also be working through authorised distributorships in which there are pre-arranged feedback processes.

The definition of NDA is as follows and could more correctly be labelled as: FEE PAID (INDEPENDENT OR DISTRIBUTER) OR SELF ADVISED FARMER BUSINESS

Below is a range of scenarios that are classified as NDA or more correctly as FEE PAID (INDEPENDENT OR DISTRIBUTER) OR SELF ADVISED FARMER BUSINESS

ScenariosWho gives the adviceWho places the order with AFWho pays AF
1. FarmerFarmer (BASIS)


2. FarmerAICC/ independent


3. FarmerAICC/ independent


AICC/ independentFarmer
5. FarmerDistributer rep Fee Paid Advice onlyFarmerFarmer
6. FarmerDistributer rep Fee Paid

Advice only

Distributer rep as part of serviceFarmer

The data comes from a sample of 3500 farmers spread though out the UK.

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