What seeds, chemicals, and fertilizers do farmers like to buy? And how do they research prices? Get an upfront peek at the first L.E.K. survey of growers across the U.S. Peter Walter sheds light on some of the survey’s key findings, including the farm-level impact of brands and digital networks. Along the way, Peter offers his thoughts on the trends disrupting agriculture and the implications they have for manufacturers and retailers ― including mounting customer expectations of transparency across the value chain.