While adoption of some sustainable practices is high, many European farmers are worried about future profitability and are hesitant to invest in innovation and new technologies. European farmers’ adoption of agtech such as precision hardware is lagging behind their counterparts in Brazil and the United States. Meanwhile, the use of biologicals varies by crop type, input prices, and regulatory outlook.
These are among the findings of a survey of 600 farmers in France, Germany, and the Netherlands, the European regional slice of McKinsey’s Global Farmer Insights Survey of 4,400 producers fielded in early 2024 (similar surveys were conducted in 2020 and 2022). In this article, we highlight findings on European farmers’ application of sustainable farming and innovation and technology.
Five major themes emerged from the survey.
European farmers’ economic caution and reluctance to invest in new technologies and ways of working suggest that agriculture industry players should pay increasing attention to high-impact, high-economic feasibility solutions. These organizations have an important role to play in supporting local farmers, especially because structural changes continue to create uncertainty about the future in many rural areas in Europe. Some of the opportunities could include omnichannel engagement, new risk management solutions, and novel input products, as well as further professionalization and monetization of existing sustainability practices.
