His research on farmers' buying behavior has been the basis for literally dozens of North American companies' marketing strategies for over twenty years, and it has made him the leading authority on marketing to farmers in North America. He has leveraged that same research into dozens of agribusiness case studies that have been used by thousands of students in the U.S. and Canada, both in Ag schools and general business colleges. Tom Funk's excellent teaching skills and vast practical experience with agribusiness firms have made him a top-rated instructor with students and agribusiness professionals attending programs both at Guelph and also Purdue.