Taking an Informed Approach to New Market Opportunities in Agriculture
One of the hottest topics in agriculture today is how farmers are weighing the risk-reward of changing management practices to participate in new market opportunities. Together with its member-owners, WinField® United and Truterra are working with retailers to take an informed approach to shaping these new opportunities.
The approach starts with science. By harnessing the cooperative system’s comprehensive data and scientific approach to crop management, WinField United and Truterra are creating and shaping new outcome-based markets that value how farmers manage their fields as much as their final yields.
This informed approach provides retailers the ability to accurately enhance, quantify and monetize farmers’ sustainability efforts. Based on science and backed by proven trial data and agronomic prescriptions, this approach brings together decades of on-farm agronomic expertise, proven recommendations with the latest products and access to financial services and new market opportunities to help farmers take the next step in adoption of sustainable practices. The opportunity that exists for retailers in this space is to help farmers successfully adopt new practices that enhance sustainability.
While carbon markets are dominating the new market opportunity conversation today, this approach is about building opportunities beyond carbon. The same insights, services, tools and market connections being used today for carbon assets can be applied to a wide spectrum of future market opportunities providing premium grain for food, feed, fiber and fuel.
WinField United and Truterra are moving forward with new initiatives to help farmers maximize the value of their land and water assets. These new initiatives help farmers and retailers navigate new market opportunities together, with the help of a proven partner who has a vested interest in their success. Plus, as part of a farmer-owned system, data is held securely and they share the upside as this market matures and evolves. This is opposed to others in the space who are extracting farmers’ carbon rights while keeping the upside for themselves.
As the industry marches ahead, WinField United and Truterra are building an approach that enhances the relevance of its owned retail network, while securing a bright future for farmers. After all, sustainability is top of mind for consumers, and it isn’t going anywhere. So, the importance of having on-farm sustainability plans will continue to rise in order to capitalize on new opportunities.
Building upon the foundation of insights and products, WinField United and Truterra provide farmers with the tools they need to manage risk and maximize natural resources to generate a potential positive ROI. This is backed by a commitment to help farmers manage their soil health, which puts agronomic data to work by offering low interest financing through SECURE financing, warranty options via the Advanced Acre Rx platform and supporting farmers in their transition to climate-smart practices.
By taking this smart approach to farming, WinField United and Truterra are equipping retailers and farmers with the insights and tools to successfully plant the roots for a brighter future. To learn more, stop by booth 613 at Tech Hub LIVE or visit winfieldunited.com and truterraag.com.