by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : May 2009 Supplement
24 AG BIZ Lubricants:16 Thinking Outside Box 5/4/09 3:34 PM Page 24 2009 NAMA AGRIBUSINESS LEADER OF THE YEAR CHSHELPSENGINESRUNLONGER C HS has a 75-year history of serving agriculture and protecting equipment both in the field and on the road. But it isn’t a company that looks back. Instead, CHS is constantly monitoringwhat’s on the horizon in terms of regulations and equipment designs and practices, so it can produce cutting-edge lubricants. The primary goal is to armdeal- erswith leading technologies that meet the diverse and extreme applications of today’s businesses, according to AnwerHussain, Sr VP, Lubricants, CHS. Sometimes the CHS develop- ment process yields brand newproducts.More often, it leads to reformulations of proven ones. But always, it puts CHS ahead of the pack. Three years ago, Cenex lubricantswere reformulated tomeet the newCJ-4 diesel engine oil specification,while some brands are just nowmeeting those specs.And even though Tier 4 off-road emission regulationswon’t take effect until 2011, the product line alreadymeets those demands. THE RED BRAND THINKS GREEN “We are very concernedwith how today’s lubricants performgiven all the changes in today’s fuels and engines,” saysHussain. “As our leader, LeonWestbrock feels strongly that it’s our responsibility to be on the leading edge in those areas. That’s whywe’ve done things like built more robustness into our oils so our Cenex Superlube TMS diesel engine oil, for example, can performwith alternative fuels like B20 biodiesel.” In fact, CHS has been a front-run- ner in renewable energy products for over 30 years. One of its earliest forays in that arenawas vegetable-oilbased hydraulic fluid. Recently the company launched CenexMaxtron Congratulations Leon! Congr Leo ratulatio We are pr From your friends a o Cindy Jorgenson, M om your friends at indy Jorgenson, AS 65MAS 651-293-7270 | cindyj@br wnandbigelo 24 Agri Marketing s May 2009 1-293-7270 | email@example.com on! ons be members your t are p oud to your team! proud to bers of team! Enviro-Edge SAE 5W-40, a fully synthetic diesel engine oil that gives customers a newtool for boosting fuel economy and extending drain time, and the first in a full line of products that reduce carbon footprints. INVESTING IN QUALITY To ensure productsmaximize equipment performance and life, CHS maintains a strict quality assurance programat its lube oil blending plants inMinnesota, Ohio and Texas. All three plants have been ISO 9001:2000-certified formany years. “Being ISO-certified is an exten- sive journey. Some bosseswould have questioned investingmoney andmanpower thisway, but Leon thinks futuristically,” saysHussain. “His long-range thinking has paid off, because today being ISO-certified is key in our discussionswith major private-label prospects.” The bottomline, saysHussain, is the CHS teamis empowered to deliver on its promises. “Whenwe claimhighquality products in themarketplace, we can actually deliver them.” One of the issues facing CHS and its distributors is the number of substandard lubricants on themarket. That’swhy CHSmanagers take an active role in industry organizations such as the Independent LubricantManufacturers Association and theNational Petrochemical and Refiners Association, and advocate strongly for increased quality control. REACHING NEWMARKETS Recent growth in the CHS lubricant business has comemainly fromtargeted efforts to convert commercial markets to the same brand of heavyduty lubricants that hasmet the tough challenges of farming for so many decades. “Leon has been a driver in our thinking process.He has pushed us —and our retailers—to think outside of agriculture,” explains Hussain. “Becausewe have a very strong presence in small communities, the Cenex brand and our co-op network are poised to penetratemar