Market Probe Builds Agri Business with Acquisition

Milwaukee-headquartered Market Probe has acquired Brussels-based MR firm, Ask, to enhance its global agricultural capabilities. The announcement follows last year's purchase of St-Louis crop and dairy sciences specialist Marketing Horizons.

Terms of the transaction were not disclosed.

Market Probe President and CEO Tanniru Rao said the acquisition allows the company to expand its agricultural and business-to-business marketing research practice in the European market.

Senior researchers will be hired in India, Southeast Asia and China, following Market Probe's belief in staff with local market knowledge and access to databases populated by the operators of farms and other agricultural professionals. The company's goal is to provide a single source for global research in the agricultural market research arena.

Ask will continue to operate with its existing staff from its location in Belgium. Around 60% of Ask's turnover is realised in the Agri business, and 40% in B2B and in B2C. Just under half its turnover is domestic, the rest from elsewhere in Europe and the Middle East, with quant allowing for two tirds and qual one third of projects last year.

Market Probe has offices in nine countries on five continents and is online at www.marketprobe.com , while Ask is at www.askbmi.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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