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Agrimarketing : November December 2006
November/December 2006 AgriMarketing 23 AgriMarketing magazine's "Prod- uct of the Year" was developed to recognize the outstanding new technology, and the inventive marketing activities that support it, that has been introduced into the agricultural marketplace. Past winners read like the ag industry's Hall of Fame. Their technol- ogy has made North American agri- culture the most prolific and efficient producer of feed, food, fiber, and fuel. Entries were submitted by com- panies offering products/services to agricultural producers and were judged by prominent, independent ag industry participants. Judging criteria are: Benefit and value added to mar- ketplace, 35%; Strategic marketing approach, including understanding of market needs, and sales, market- ing, and communication activities, 25%; Market environment, includ- ing share of market, competition, growth in market share, 20%; Industry recognition --- awards and honors received by the prod- uct/service, 10%; and Overall summary of the product/service's significance, 10%. AM PRODUCT OF THE YEAR ABOUT THE AWARD by the AgriMarketing Editors Jerry Warner, AFM, VP/ Chief Management Officer, Farmers National Co., Omaha, NE Warner oversees Farmer National Co.'s farm management division and staff of 70 professional farm managers who manage over 3,600 farms consisting of over 1.2 mil- lion acres in 21 states. Other ser- vices include real estate sales, appraisals, con- sultation, com- modity market- ing, insurance, oil and gas man- agement, conser- vation and recreation services and mapping technology. He is a graduate of the Univer- sity of Nebraska-Lincoln. Dave Coppess, VP Mktg, Heartland Co-op, West Des Moines, IA, Chairman, Agricultural Retailers Assoc (ARA) Headquartered in West Des Moines, IA, Heartland Co-op is a value- added, full-service cooperative owned by more than 5,000 farmer- members serving more than 33 communities throughout central and east-central Iowa. Heartland is a large grain shipper with ag input sales of seed, fertilizer, crop protection products, feed, and petroleum serving approx- imately 1.5 mil- lion crop acres. He is a graduate of Iowa State University. Lynn Henderson, Publisher, AgriMarketing magazine, Chesterfield, MO Henderson has been involved in agricultural communications for more than 30 years where he has had contin- ual contact with agribusinesses and others in the ag industry. He is the former Pres/CEO of Doane Agricul- tural Services Co. Last year, he formed Hender- son Communications LLC and purchased AgriMarketing. He is a graduate of Iowa State University. Billy McLawhorn, CPCC-I, McLawhorn Crop Services, Cove City, NC McLawhorn Crop Services, Inc. (MCSI) was founded by Billy McLawhorn in 1982 to provide soil and crop management advisory ser- vices to producers in eastern North Carolina. McLawhorn's firm was a key leader in the reintroduction of cotton pro- duction to the area and has continued to help producers develop new markets and innovative crop- ping systems for a number of crops, through intensive management advice on more than 25,000 acres. MCSI has five full-time and three part-time employees and uti- lizes a number of college students as interns during the summer grow- ing season. He is a past President of the National Alliance of Independent Crop Consultants (NAICC), and currently serves as President of the NAICC's educational foundation, the FEAE. He is a graduate of North Carolina State University. AM 2006 PRODUCT OF THE YEAR JUDGES Warner Coppess McLawhorn PAST WINNERS 2005: Trimble's AgGPS EZ-Steer 2004: Deere's 60 Series combine 2003: Syngenta's Callisto herbicide 2000: E-business/the Internet 1999: CaseIH's Magnum tractor 1998: NK Brand Bt seed corn 1997: Roundup Ready soybean trait Henderson