ARA Academy Empowers Ag Retailers to Navigate Evolving Markets
By Andrea Mowers
Creating resilient agricultural retail supply chains in today’s ever-changing landscape is undeniably challenging. Influences from supplier consolidation, slim profit margins, shifting consumer food preferences and demand for increased price transparency have forced ag retailers to not only adapt and improve but also focus on the future.
Although maintaining competitiveness and creating value for growers has always been paramount, these competencies have become even more critical. As the competitive landscape evolves, ag retail leaders can guide their organizations by sharpening their business acumen and refining their leadership skills.
From Jan. 23-25, 2024, ag retail managers, agronomists and sales professionals will convene at Arizona State University’s (ASU) Tempe campus for the ARA Management Academy. Attendees will explore current challenges facing their organizations and customers and brainstorm strategies to bolster success.
The academy is 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.
Embracing Change
Dynamics of the marketplace are evolving at an unprecedented pace, and disruptions have impacted many aspects of businesses—from technology to human talent—and the industry at a global scale. Historically, supply chains focused on efficiently delivering standardized commodities at the lowest possible price. The emphasis has shifted toward delivering value tailored to diverse customer needs.
Simultaneously, technology has reshaped and will continue to influence the way farmers and suppliers interact. As the agriculture and food industries continue to face disruptions of varying magnitudes, adopting long-term strategic thinking is imperative to stay ahead of the curve. These challenges may pose obstacles, but successful ag retailers and organizations see them as opportunities to reposition, gain a competitive edge and assess their capacity for innovation.
To shed light on the industry’s current environment and how ag retailers can prepare and respond to these ongoing changes, Allan Gray, professor and executive director of the Center for Food and Agricultural Business and the Digital Innovation in Agri-food Systems Lab at Purdue University, will lead a session on the drivers of change and their implications for business strategy. Gray will also provide actionable steps for post-academy implementation.
Greg Griffin, director of fertilizer at Wilbur-Ellis Agribusiness, expressed the experience he had at the academy was unparalleled in terms of informativeness and practical appliability.
During academy sessions, participants will delve into the dynamics of evolving markets, study consumer behavior and formulate actionable strategies for agribusinesses in response to these trends.
Your Services Via the Customer’s Lens
Understanding your services from the customer’s perspective is paramount in effectively meeting their needs. Although the concept of comprehending customer needs is not new, it remains a continuous
challenge amid shifting consumer preferences and technological advancements.
Service blueprinting is a valuable tool designed to simplify this task and enable organizations to visualize service processes from their customers’ viewpoint. At the academy, Doug Olsen, associate professor at ASU’s W.P. Carey School of Business, will lead a service blueprinting session to equip participants with the skills to use this tool effectively.
Attendees will gain insights into the customer viewpoint, define excellence and establish blueprints to meet or exceed specific customer expectations within their organizations.
Unlock the Academy’s Benefits
One of the key advantages of the academy lies in its ability to bring together retailers from a wide variety of agricultural production segments — spanning from commodities to produce. It fosters interaction among diverse industry peers, allowing them to share their experiences and perspectives. This offers valuable opportunities for participants to gain deeper insights into the industry, understand the challenges others face and discover strategies to help set up their organizations for success.
Participants will also engage with renowned experts such as Joan Brett, associate professor of management and entrepreneurship at the W.P. Carey School of Business; Scott Downey, professor of agricultural economics and director of the Purdue University Center for Food and Agricultural Business; and Mark Manfredo, professor and director of the Morrison School of Agribusiness at ASU.
In addition to addressing disruptions, future drivers of change and service blueprinting, the academy will cover other topics vital for success. They include profitability, creating customer value and implementing organizational leadership strategies.
To register for the management academy, click here.
