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 Extension personnel
• Farmers avoid some topics
• Record Keeping
• Family Communications
• Business Planning
AMMO was born
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Gathered a countywide group of agricultural
suppliers
All agreed:
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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
How Can We Be Different?
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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
Funding Sources
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Received a Western Center for Risk
Management Education Grant
19 AMMO Sponsors contributed $500 each
Kept costs low
• No overhead
• Minimal staffing costs
Time for Action
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Held 2 Focus Group Meetings
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Logistics
Topics
Overall impression – “What do we need to
do to get you there?”
Promotion
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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
Pulling it all together
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Direct mailing of the brochure
Preregistration Forms
Receive contact via:
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Discounts
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Mail (15%)
E-mail (20%)
1-800 phone number (65%)
Preregister for 3+ or whole series
Washington Association Wheat Growers Members
Involve Extension offices and agents
Brochures and counter cards to AMMO
Sponsors
By the numbers
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2011 – 9 workshops in one location
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2012 - Encouraged to expand to neighboring
counties
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121 Individual Attendees
19 workshops in 2 Eastern Washington locations
28 additional sponsors signed on
317 Individual Attendees
2013 – Again encouraged to expand
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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
What Have We Learned?
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Promotion & Marketing Works
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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
Benefits of Private Approach
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Access to resources
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Money
Speaker network
Grower insight
No overhead
Freedom from public restrictions
Private industry credential with growers
Can create partnerships with existing
Extension networks
Questions?