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An Innovative Private Industry Approach to Grower Risk Management Education

An Innovative Private Industry Approach to Grower Risk Management Education. In the beginning…. Started at a strategic planning session for a grain marketing cooperative. Consensus was that Extension wasn’t reaching many growers Typically only production-based Taught by E xtension personnel

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An Innovative Private Industry Approach to Grower Risk Management Education

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  1. An Innovative Private Industry Approach to Grower Risk Management Education

  2. In the beginning… • Started at a strategic planning session for a grain marketing cooperative • Consensus was that Extension wasn’t reaching many growers • Typically only production-based • Taught by Extension personnel • Farmers avoid some topics • Record Keeping • Family Communications • Business Planning

  3. AMMO was born • Gathered a countywide group of agricultural suppliers • All agreed: • Grower management skills needed improvement • A new approach was needed • To join forces as a united front • To put $500 forth as a sign of commitment & sponsorship • Created the Agricultural Marketing & Management Organization

  4. How Can We Be Different? • Make project a “Big Deal” • Get growers attention • Growers trust their suppliers • Customize according to grower input • Highly regarded and knowledgeable speakers • Non-traditional marketing/promotions

  5. Funding Sources • Received a Western Center for Risk Management Education Grant • 19 AMMO Sponsors contributed $500 each • Kept costs low • No overhead • Minimal staffing costs

  6. Time for Action • Held 2 Focus Group Meetings • Logistics • Topics • Overall impression – “What do we need to do to get you there?” • Promotion • Needed to promote it as a “BIG DEAL” • Hired a marketing company • High-quality promotional material • Direct Mailing & Supplier Network • Complimentary Grower Kick-Off Dinner

  7. Pulling it all together • Direct mailing of the brochure • Preregistration Forms • Receive contact via: • Mail (15%) • E-mail (20%) • 1-800 phone number (65%) • Discounts • Preregister for 3+ or whole series • Washington Association Wheat Growers Members • Involve Extension offices and agents • Brochures and counter cards to AMMO Sponsors

  8. By the numbers • 2011 – 9 workshops in one location • 121 Individual Attendees • 2012 - Encouraged to expand to neighboring counties • 19 workshops in 2 Eastern Washington locations • 28 additional sponsors signed on • 317 Individual Attendees • 2013 – Again encouraged to expand • Program adopted by Washington Association of Wheat Growers to assist in meeting their grower education goals • 28 workshops (so far) in 4 Eastern Washington locations – 12 more scheduled for Dec. 2013 • 54 total AMMO sponsors • 228 Individual Attendees to date

  9. What Have We Learned? • Promotion & Marketing Works • Direct Mailing • Wheat Life • Sponsor Counter Cards • Thumb Drives • Radio • Social Media • Website (www.lcammo.org) • WORD OF MOUTH • Interactive Audience Response Systems engage the participants • Many more spouses attended than anticipated • Growers genuinely appreciate what AMMO offers them and therefore make changes to their farming operations

  10. Benefits of Private Approach • Access to resources • Money • Speaker network • Grower insight • No overhead • Freedom from public restrictions • Private industry credential with growers • Can create partnerships with existing Extension networks

  11. Questions?

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