Repositioning A Masterbrand

Written by NAMA on Tuesday, October 31, 2006 , 12:20 pm

Ann NessJoin us November 14-15 at the Hyatt Regency Crown Center in Kansas City for the 2006 Agribusiness Forum.

The Forum welcomes Ann Ness, Vice President of Corporate Brand Management for Cargill as she presents Repositioning a Masterbrand – The Cargill Case Study. Developing and implementing a brand repositioning strategy for Cargill is no small task. This is especially the case when you consider the decentralized organization of the 12th largest company in the world and the 6th largest food supplier. How do you build a master brand when participation is essentially voluntary? Ann Ness, Vice President of Corporate Brand Management will outline the four steps that they took over a six year period to reposition the Cargill brand. Today’s Cargill is positioned, with a business-to-business brand, as an agri-food company that is an important and honorable player in the business of nourishing the world. Attendees will take a look at what it took to create this brand image.

Ann Ness is Vice President of Corporate Brand Management at Cargill, where she is responsible for the corporate brand identity and related advertising campaigns. Previously, Ann was brand manager at Radisson Hotels Worldwide and an account executive at an advertising agency. She began her career as a newspaper reporter in southern Indiana and later in St. Louis. Ann serves on the Carlson School of Management’s Brand Enterprise at the University of Minnesota where she is a frequent guest speaker.

If you would like to attend the Agribusiness Forum, register on-line now at http://nama.org/forum/register.htm

For more information on the Forum sessions and our speakers, visit, http://nama.org/forum/index.html.

Tally Complete for Best of NAMA

Written by NAMA on Tuesday, October 31, 2006 , 12:18 pm

This year, 1087 entries were received for the Best of NAMA competition. The regional entry judging for Best of NAMA will take place on November 13 in Kansas City. About 50 judges will take time out of their busy schedules to help with judging the entries. First and merit entries will be on display during the Welcome Reception of the 2006 Agribusiness Forum from 5:30 – 7:30 p.m., Tuesday, November 14.

The regional first and merit winners are eligible to advance to the national judging in February and national winners will be announced at the Best of NAMA Awards Ceremony, which will kick-off the 2007 Agri-Marketing Conference and Trade Show, April 11-13 in Dallas.

How many entries did your chapter have? The list below is an initial estimate of how many entries were received per chapter:

Badger

82

Carolinas/Virginia

71

Central California

18

Chesapeake

35

Chicago

42

Cornbelt

4

Eastern

46

Florida

3

Gateway

40

Great Plains

7

Heartland

27

Iowa

81

Michigan

4

Mid-America

13

Midlands

96

Midsouth

54

MoKan

167

NAMA Pacific

9

North Central

193

Northern Prairie

41

Ohio

5

Rocky Mountain

13

Southeastern

23

Southwest

13

NAMA Member Passing

Written by NAMA on Friday, October 27, 2006 , 8:37 am

Longtime North Central NAMA member, Wayne Hoelscher, Cargill, passed away on October 22. Wayne died after a struggle with lung cancer. Wayne is survived by his wife Cynthia Jeane of Polson; son Matthew Wayne Hoelscher of Doral, Fla.; and daughter Louise Mae Smock of Earlville, Iowa.

A memorial service will be held on Friday, November 3rd at 1:00 p.m. at The Church of the Epiphany, 4900 Nathan Lane, Plymouth, MN 55442. A reception will be held at the church immediately following the service.

The family has requested that in lieu of flowers, memorials be made out to Saint Joseph’s Home Care in Polson, MT 59860 (in thanks of the tender care they provided Wayne) or to The American Cancer Society – “earmarked” lung cancer.

Chesapeake Chapter Tours Lancaster County

Written by NAMA on Friday, October 27, 2006 , 8:36 am

Leola Produce AuctionChesapeake NAMA chapter members and guests were treated to a tour of unique points of interest in Lancaster County, Pennsylvania, on October 26th. The tour started with a stop at the Leola Produce Auction.  This co-op auction provides Lancaster County farmers, mostly Amish and Mennonite, with a marketing opportunity to sell produce and plants to buyers from New York, Boston, Philidelphia, Baltimore and Washington, D.C.  The first auction occured 20 years ago under the visionary leadership of the Nolt family. Today it involves over 3,000 farmers who sell over five and one-half million dollars of produce annually. The group got to see produce, including pumpkins, califlower, cabbage, and other late season produce, being brought to the auction in horse drawn wagons.  The highlight was seeing a pumpkin that weighed over 700 pounds (see photo).

The next stop was lunch at Yoder’s Family Restaurant.  The group was treated to an authentic Pennsylvania Dutch meal served family style with everything from ham loaf and fried chicken to “Shoo-Fly” pie and home made ice cream.  No one left hungry.

The tour concluded with a visit to the Case New Holland (CNH) farm equipment manufacturing plant in New Holland, PA.  Members and guests learned of the heritage of CNH from it’s begining with a single product, a windmill powered grinder. Today, CNH is a major force in agriculture production with full lines of tractors, tillage and harvesting equipment. The group then toured the round bailer manufacturing floor.

Case New Holland FactoryThanks to Sonja Wasco, Grant Heilman Photography, for making the arrangements for the Leola Produce Auction tour; to Kristine Harper, Case New Holland, for the plant tour arrangement; and to programing chair, Paul Redhage, FMC Agricultural Products, for the other meeting arrangements and publicity.

(P.S. — The 700 pound pumpkin sold at the auction for $100!)

CropLife Ambassador Network Visits MoKan NAMA

Written by NAMA on Wednesday, October 25, 2006 , 8:02 am

MoKan MeetingOn Tuesday, October 24, 19 MoKan members and guests gathered at the M&S Grill on the Country Club Plaza to network and to hear from Janet Braun, program coordinator for the CropLife Ambassador Network.

Braun talked about the mission of the network, which is to provide scientifically-based accurate information to the public regarding the safety and value of the American agricultural food production. The network places agricultural professionals in classrooms across the midwest to share positive messages about American agriculture.

“The network has a Midwest emphasis and currently has approximately 200 ambassadors, with 100 of those being active ambassadors,” said Braun. “We focus primarily on elementary and middle schools, grades three to six.”

Braun said the network has presentations ready and available; and with a small amount of training, ag professionals can make a 20-40 minute presentation with confidence.

CropLife Ambassador Network is looking to increase their Kansas City area activity and hopes to do that through the help of NAMA members. MoKan NAMA member Curt Blades, Successful Farming, currently serves as an ambassador and routinely makes presentations.

“It’s really a win-win situation because industry professionals are able to share knowledge while giving back to the industry and the students benefit and learn,” Braun said.

Interested parties may contact Janet Braun at janet@maca.org or visit the web site at http://www.ambassador.maca.org/.

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