It's Not Who You Know, It's Who Knows You

Marketing is not our core business, so I like to work with professionals on that. In our latest marketing campaign, it was suggested that for one of our ads we should use a close-up of yours truly. I think a lot of people thought I’d never agree to that. But I did — instantly. Not only because I’m a little bit vain, but I had three good business reasons to put my mug out there.

First of all, I’m very proud of my company. I am proud to represent it, our products and our team. As a business owner I also know that if you put your name (or in this case your face) on your work, you are most likely going to perform your best. You want to make sure you can proudly show your face when it comes to business relationships — be they with employees, suppliers, your range of products, and after-sale services.

Second, we are all human and we like to interact with other humans — the foundation of good communication. My company has been manufacturing seed coaters for more then 50 years and ships them worldwide. Often we have challenges or customizations that need to be solved, and since our clients are from all parts of the world, good communication is essential.

In Scandinavia, just like Canada, we often are challenged by freezing weather conditions in early spring. We are used to solving issues caused by the cold, making sure the liquid flows and that the treatment sticks to the seed and not the equipment in a range of conditions. This can only be successful if you have good communication and work with people that feel they can connect with one another. Clients need to know that you are available and engaged. It’s key that you show your face.

Third, our company was built on relationships. It´s essential that we have great quality, top-of-the-line equipment and good after-sale support. But the most important factor of all — our trust account — was built by people who are recognized.

Build an organization where all your co-workers proudly show their faces,and I assure you that you will have a prosperous business — and you’ll be surrounded by great, professional people!

It's Not Them - It's YOU & I!

The future belongs to the world’s youth, so the big question is how to be attractive to the Millennials?

I have the privilege to do what I love for a living. I am growing an old, trustworthy company into a world-leading position in a global market. And I love every minute of it. NoroGard has its feet in two industries. We are machine manufacturers, and our business is in the agriculture industry. To me that’s the best of two worlds and since I have passion and engagement, I can achieve almost anything.

Taking over a family-owned company that has been in the business for more than 50 years, and making it world-leading, requires a change in mindset, in order to gain new and improved results.

Although NoroGard has a great history, my focus is on the future, since that’s where we are going to spend our time. Of course, I cannot do this by myself: I need the best co-workers. And if you want to attract the best people, you need to step up and become attractive.

The future belongs to the world’s youth, so the big question is how to be attractive to the Millennials? Lately, I have noticed that our industry uses social media like a defense to explain seed breeding and to promote understanding, in general, for agricultural processes. I sense the industry is desperately trying to create public understanding for genetics and seed treatments and the innovations that have been made.

Never before has public interest in agriculture been higher. The demands for biological and organic is enormous. We also have a generation who has access to all the information they want—but no experience whatsoever. The result is they interpret the information as they (or the media) pleases.

The world’s population continues to grow, but the acres don’t. We need to increase yields at harvest, in order to put food on the table.

The Millennial generation, in general, doesn’t know farming, but they google everything they are interested in. You can curse it, or you can choose to adapt and work it.

The Millenniums are engaged and passionate, as well as demanding and spoiled … 

Instead of telling them why we do what we do, we should challenge them to do it better! But only if you dare, because the risk is that they will do a far better job—if you let them.

Due to climate change and the growing population, the industries with the brightest futures are involved in clean water, clean air, and agriculture. That’s where you want to invest and buy some shares. 

We need to clean out social media from a lot of useless crap and fill it with valuable engagement. I don’t care what you had for breakfast and I don’t want to see your outfit of the day. I want to see influencers that provide clean water, food and education in developing countries.

I want to see all YOU agronomists writing a blog about your passion in order to engage the next generation to find new, organic, biological seed treatment solutions. We need more science and knowledge regarding the soil, bacteria and the environment for germination, and YOU need to make it attractive. 

I want all YOU farmers and seed processers to make use of your Instagram account and encourage the next generation of farmers to put food on the table. If the public, in general, doesn’t understand the complexity and charm of agriculture, it’s because they haven’t heard it from the proper source.

YOU & I need to make the public’s interest in agriculture creative and meaningful, and we need to do it on social media, starting today!


It is time to step up our game

It is time we own up to the responsibility that we carry as actors within the agricultural industry. We need to gain and share knowledge. We need to look at ways in which we can contribute to the counteraction of poverty. We need to become supporters of the world’s charity organisations and we need to support farmers by purchasing Fairtrade certified produce. 

Although the world poverty has decreased since 1990, by nearly 70 percent, there is still a long way to go before anyone should feel satisfied. The United Nations have stated a goal to achieve zero poverty by year 2030, this is the first of 17 goals for sustainable development. Although the definition of poverty stretches way further than simply economic factors. We are discussing multidimensional poverty where people suffer from a lack of freedom, power, influence, health, education and physical safety. This amount is currently including 1,3 billion people worldwide, half of which are below the age of 18 years old. If this isn’t a motivating factor, then I don’t know what is.

What the UN is looking to achieve, is to eradicate poverty in all its dimensions. And whilst we’re at it, also establish social security schemes, provide equal rights to own property, access basic services, access to technology and economic resources. As well as building a resilience against economic, social and environmental disasters.

NoroGard is, for obvious reasons, entirely incapable of achieving this goal single handedly. However, being an organization within the agricultural sector, with our products and business partners being located literally worldwide, supporting this goal is a natural responsibility of ours. And it should be for you too. The key purpose of NoroGard is to put food on people’s tables. By utilizing the advanced and sophisticated technology that we have at our hands and applying it to our seed treatment equipment, we can help increasing the return of crops and build seed that is suitable for precisions planting. By optimizing farming, we counteract poverty. A treated seed is given the best conditions for survival against disease and insect infestation. As well as provided with the ability to receive appropriate nourishment for quick root development, a stronger plant and a higher yield of the harvest. Furthermore, a precision planted seed will not only increase the nourishing of the seed but also reduce the number of seeds needed per acre by 50-80 percent. We don’t stop there though. It is our mission to always work to improve the operator health and safety with our equipment. All our equipment is CE-Certified with a profound risk analysis, low water and electricity consumption.

NoroGard is built on a company culture that is constantly seeking to make best use of our, as well as nature’s resources. The core values that we are carrying today, are the same ones our founder established over 50 years ago. The only thing that has changed, is our knowledge regarding the impact we have with our equipment. The only way of achieving change is to learn more, and then share the new found knowledge with others! If we can help make sure that each and every farmer get the most out of their harvest, we can create economic stability, freedom, power and put food on their table. Building strong farmers is the foundation of obliterating poverty in all its dimensions and will contribute towards improved quality of life for people around the world.

 

How many of the products on your weekly grocery list, do you feel comfortable knowing it has been produced in a way where farmers are being supported and treated fairly?