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Agrimarketing : January-Febuary 2010
50 Agri Marketing January/February 2010 The Canadian Agri-Marketing Association (CAMA) has named Jay Bradshaw, President of Syngenta Canada, its 2009 Marketer of the Year.Bradshaw brings a passion for agriculture and an empowering lead- ership style that has helped build the company's exceptional reputation and position it for a strong future. He joined the team in 2001 and has been spearheading Syngenta's "game changing" design of the industry ever since. Born and raised in a farming community in the Eastern Townships of Quebec, Bradshaw graduated from the University of Guelph in 1982 with an honours degree in environmental biology. He went on to earn his M.B.A. in Saskatchewan and build a career in agriculture. With 25 years in both the board- room and farming field, he draws on his wealth of knowledge in agriculture, business and effective leadership to exceed customer expec- tations, build partnerships and develop a corporate culture that motivates his team to act like own- ers. Under Bradshaw's leadership, Syngenta Canada's sales have increased 73% since 2001. The company was credited as the top overall performer in Canada by both retailers and distributors in a 2008 Stratus survey. His management style of build- ing leaders from within has led to some truly exceptional programs that support scientific innovation, encourage leadership and help farmers run successful businesses. CANADA'S TOP 100 EMPLOYERS Bradshaw oversaw the development of an employee benefit package and enviable working environment that attracts top talent in Canada's agricultural industry. Syngenta was designated one of "Canada's Top 100 Employers" in 2007 and 2008, as well as a "Top 10 Employer in the Waterloo Region" for the past three years. A recent company-wide survey showed that 98% of employees sup- port the values of Syngenta and are proud to tell people where they work. A further 96% would recom- mend Syngenta as an employer. His passion for agriculture includes helping Canadian growers become better business managers dedicated to sustainable farming. Under Bradshaw's encouragement, the Syngenta team created "Syngenta Grower University," a business management program developed in conjunction with the Richard Ivey School of Business. "Leadership At Its Best" is another unique program designed to contribute to board member leader- ship development and to enhance an association's governance, organiza- tional effectiveness and management. GIVING BACK In 2005, Syngenta became a registered "Caring Company" with Imagine Canada, making a commitment to con- tribute to the vitality of Canadian char- itable organizations and communities. Bradshaw and his team have been instrumental in developing Syngenta's "Giving Back to Agriculture," a pro- gram that benefits Canadian agricul- ture and helps create a vibrant future for our rural communities, including investing in endowment scholarships with Canada's major agriculture universities. Bradshaw was Chair of the Board of Directors and Executive Committee of CropLife Canada for an unprecedented five years and now serves as Past Chair. Under his guidance as Chair, stew- ardship programs were developed to reduce the environmental impact of empty pesticide containers. Last year, 73% of containers were collected across Canada and recycled, making Canada a world leader in container management. The program also collects unused or expired pesticides from the farm for safe disposal as well as trains consumers and professionals on responsible pest management. "GrowCanada," an educational program developed under his tutelage, takes a leadership role in communicating the safety and benefits of crop protection products, Canada's stringent regulatory system and the role plant science technology plays in modern agriculture. LEADERSHIP A fervent defender of sustainable agriculture, Bradshaw continues to address the need for commer- cializing innovation while championing best practices and environmental stewardship. His passion for agriculture and deep understanding of the industry has allowed him to be a well- respected leader in Canadian agribusiness. Both within Syngenta and on his many visits to Canada's farmlands, he is known for his abili- ty to engage audiences and listen with a finely tuned ear. He is accessi- ble, well-known to growers, and reg- ularly attends industry functions. He has also taken a bold approach to product marketing. Partnering with an urban-based advertising firm, Syngenta has pushed the boundaries of agri-marketing and won numerous awards for their innovative campaigns. Through his customer-centered focus and strong connection with agri- culture, Bradshaw continues to build the Syngenta brand based on positive customer experience. His enthusiasm and support for agriculture has resulted in programs that improve the business acumen of farmers, refine the leadership skills of grower groups, finesse the marketing savvy of retailers and increase the day-to-day enjoyment quotient of Syngenta employees. AM Jay Bradshaw, Syngenta Canada CAMA'S AGRI-MARKETER OF THE YEAR by Patrick Crampton, Head, Marketing, Syngenta Canada
World Ag Congress