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 Gathered a countywide group of agricultural suppliers All agreed: 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? 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 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 Held 2 Focus Group Meetings Logistics Topics Overall impression – “What do we need to do to get you there?” Promotion 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 Direct mailing of the brochure Preregistration Forms Receive contact via: Mail (15%) (20%) phone number (65%) Discounts 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 2011 – 9 workshops in one location 121 Individual Attendees Encouraged to expand to neighboring counties 19 workshops in 2 Eastern Washington locations 28 additional sponsors signed on 317 Individual Attendees 2013 – Again encouraged to expand 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 total AMMO sponsors 228 Individual Attendees to date

What Have We Learned? Promotion & Marketing Works Direct Mailing Wheat Life Sponsor Counter Cards Thumb Drives Radio Social Media Website ( 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 Access to resources Money Speaker network Grower insight No overhead Freedom from public restrictions Private industry credential with growers Can create partnerships with existing Extension networks

Questions?