By Erin Robinson, Purdue University Center for Food and Agricultural Business
Building resilient agricultural retail supply chains is complex. Industry consolidation is changing the scale at which ag retailers do business, and growers are also grappling with labor shortages and rising input costs. Retailers must adapt quickly but also plan strategically for the future.
Maintaining a competitive edge and creating lasting value for growers is increasingly critical. Leaders must refine their business strategies and sharpen their leadership capabilities to guide their organizations into the future.
From Jan. 28-30, 2025, ag retail managers, agronomists and sales professionals will gather at Arizona State University’s (ASU) Tempe campus for the ARA Management Academy. This three-day workshop, led by Purdue University’s Center for Food and Agricultural Business in collaboration with the Agricultural Retailers Association (ARA) and ASU’s W.P. Carey School of Business, will help participants tackle current industry challenges head on and explore innovative strategies to fuel future success.
Adapting to Change
The agricultural marketplace continues to face disruptions affecting technology, talent and business operations on a global scale. Supply chains once prioritized delivering commodities at the lowest cost, but today’s focus is on delivering value that meets distinct customer needs.
Technology’s impact on the way farmers and suppliers interact is undeniable, and it’s only just beginning. As the industry faces ongoing disruptions, adopting long-term, strategic thinking will be key to staying competitive. These challenges offer unique opportunities for ag retailers to reposition, gain a competitive edge and lead their organizations toward innovation.
To address these trends, Allan Gray, professor and executive director of Purdue’s Center for Food and Agricultural Business, will lead a session focused on the drivers of market change and their implications for business strategy. He will also offer practical steps to ensure participants are able to implement what they learn when they return to their daily operations.
“This was the most informative, applicable information and classwork that I have ever been a part of,” says Greg Griffin, director of fertilizer, Wilbur-Ellis Agribusiness.
Participants will analyze shifting market dynamics, study consumer behavior and develop actionable strategies to position their agribusinesses to embrace and respond to these trends.
Your Services from the Customer’s Perspective
Understanding your services through the eyes of your customers is essential to meeting buyer needs. Although recognizing customer expectations is not a new concept, technological advancements and shifting consumer behaviors make it an unavoidable challenge. Service blueprinting, a valuable tool for visualizing service processes from a customer’s viewpoint, helps organizations streamline their services to meet or surpass expectations.
Doug Olsen, associate professor at ASU’s W.P. Carey School of Business, will lead a session on the topic, providing participants with insights into customer perspectives and tools to design services that drive customer satisfaction and loyalty.
Unlocking the Academy’s Benefits
One of the academy’s standout advantages is its ability to bring together ag retailers from across the industry—from commodities to specialty crops—creating an environment of shared experiences. Participants will benefit from networking opportunities with peers facing similar challenges while gaining a new perspective on the current marketplace.
In addition to Allan Gray and Doug Olsen, participants will have the opportunity to engage with renowned experts such as Joan Brett, associate professor of management and entrepreneurship at ASU; Scott Downey, professor of agricultural economics and director of the Purdue Center for Food and Agricultural Business; and Mark Manfredo, professor and director of the Morrison School of Agribusiness at ASU.
The 2025 ARA Management Academy will cover essential topics such as creating profitability, developing customer value and driving leadership strategies for long-term success. Participants will leave the workshop equipped to lead their organizations confidently during extraordinary times.
