Help Your Employees Talk Coop
Phil Kenkel
Bill Fitzwater Cooperative Chair
Surveys have consistently shown that farmers have positive attitudes toward their cooperative.
However, members still need to be regularly reminded that they benefit from their cooperative
and their cooperative benefits from their participation. Members need to know about the unique
features of cooperatives in general and how those features affect their co-op’s day-to-day
operations. When they know more about cooperatives, educated members find themselves in a
better position to communicate with others about their cooperative. They are also more likely to
run for a board seat or serve on a member committee.
Your employees are your front line troops for member relations. A national survey of employees
of consumer cooperatives returned low agreement with the statement “I have been given
information so that I can talk knowledgeably about co-ops with customers.” The best way to
improve employee’s cooperative knowledge is to sprinkle in some cooperative knowledge into
your training and development efforts. Post your favorite version of cooperative principles to
accompany your mission statement. Inform your employees on how much money your
cooperative has returned to members in patronage and retired equity during the last 5 or 10 years
and emphasize that those funds are being recycled in your local communities. Find a time,
perhaps prior to the annual meeting, to discuss how members control the cooperative through
board elections and membership votes.
Every employee will eventually face a comment like “This cooperative doesn’t care about
members!” Cooperatives aren’t supposed to make a profit! You have to die receive your equity!
In most cases the farmer is just taking a break from discussing the weather and has no real issue.
It can still be a good opportunity to promote your cooperative difference. Some talking points I
have heard from managers include: “All of our margins are returned to the member. Some is
returned by maintaining and improving operations and some is returned in cash.” “Farmers end
up paying for all of the agribusinesses but their cooperative is the only one they end up owning.”
No business can please everyone, but a cooperative is the only firm with the farmer in the board
room! Sharing your favorite slogans with employees and explaining the rationale behind them
will increase their confidence to explain the cooperative advantage. If you are interested in an
employee training session on “understanding cooperatives” give R.J. or me a call.
5-21-2009