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Agrimarketing : May 2009
54 About Anderson:32 Feature Story 5/13/09 12:27 PM Page 54 2009 NAMA AGRI-MARKETER OF THE YEAR THEBASICSOFSUCCESSHONORED W by Lynn Henderson, Editorial Director hen JonAnderson received the call informing himthat he was chosen as the 2009 National Agri-Marketing Association’s (NAMA) Agri-Marketer of the Year, “Iwas so surprised it took a while to believe it. There are so many in the industry that are equally deserving.” But that’s a common reaction among people of accomplishment. They are so busy building successes for their customers and as a result, their organization, they don’t have time to step back and take inventory of their achievements. That is one of the top priorities for trade associations likeNAMA— to provide a community of professionals recognizing outstanding memberswithin their ranks. Recently turning 40,Anderson is the youngest recipient of the highest award bestowed to aNAMAmember. Raised on a dairy and livestock farmin southwesternWisconsin, he has been on the fast road to success fromthe beginning (see “Timeline”). Anderson formed his present organization OPENROADS six and one half years ago after a successful stintwith Bader Rutter& Associates, one of the nation’s largestmarketing communications agencies specializing in agriculture. While there he helped launch Zeneca’s (nowSyngenta)market PAST HONOREES Introduced in 2001, the award honors outstanding accomplishments in the field ofmarketing to agricultural producers. The honoreemust be aNAMA member. Year 2009 2008 2007 2006 2005 2004 2003 2002 2001 Honoree JonAnderson Dave Rhylander Phil Johnson TomDavis Rick Turner Dr. RayHoyum James Seaver DonaldHecht Wendell Knehans 54 Agri Marketing s May 2009 Organization at Time of Award OPENROADS Colle +McVoy Monsanto Successful Farming Gustafson LLC IMC Global AGCO Elanco Monsanto-Corn States leading herbicide Callisto andwon NAMA’s Best of Showin 2002. Akey ingredi- ent in becoming successful is the selection of the teammembers. Anderson can certainly lay claimto that when he teamed up with veteran agrimarketers Dean Potratz and Steve King to found OPEN ROADS. In addition to its full-time staff, the firmhas an extensive network of specialists when certain expertise is need on a project. 2009 NAMA Agri-Marketer of the Year Jon Andersonwith hiswife Rachel accepting the award at the annual NAMA Conference held this year in Atlanta, GA. ABOUT OPEN ROADS OPENROADS is a business growth and development services firm. Its services include: • Business development • Business plans • Strategic alliances • Channel assessment •Meeting facilitation Sales,Marketing & Communication: • Research • Strategic planning • Branding • Business growth communications • Organizational structuring • Customer acquisition and loyalty “To growa business,”Anderson says, “you need effective and consistent growth strategies and communications, both internally and externally, to vividly express vision and mission, clearly convey brand propositions and to target and positively influence the perceptions and opinions of your customers, investors, regulators,media, academia and channel audiences.” That’s justwhat his organization has done for such clients as Engineered Storage Products Company (ESPC) including its Harvestore and Slurrystore brands, LallemandAnimalNutrition, Land ‘OLakes’ business unitWinField Solutions, Estrotect, Inc. and several others. (more on page 56)
May 2009 Supplement