The CropLife 100 Ag Retailers and the ‘Drive for Relevancy’
December 6, 2024 
Every year, various publications around the globe have devoted time to examining how their primary target audience has performed during the past 12 months. Here at CropLife® magazine, we are no different. Each and every year for the past 41 years, we’ve sent out surveys to our readership to find out numerous things — how they’ve done, financially, during the current year, what concerns/opportunities they see in the marketplace, and how they expect to perform during next year’s season.
The result of these efforts is the annual CropLife 100 report. Throughout the decades, the data from this survey has been the benchmark among agricultural industry watchers and experts to gauge how one of the most important and influential segments of the business is doing — the ag retailer.
For the 2024 CropLife 100 report, we are proud to have WinField United as our official sponsor. This well-known, agricultural-focused company is no stranger to ag retail. The company has direct ownership in one of the CropLife 100’s largest entities — GreenPoint Ag — and numerous partnerships with other ag retailers that are ranked within the annual CropLife 100 listings.
And WinField United knows the value ag retailers bring to the agricultural table. In fact, according to Leah Anderson, President of WinField United and Senior Vice President for Land O’ Lakes, ag retailers are one of the major focuses for the company and its industry mission.
“We have a purpose as WinField United: To enable the retailer to be the hero at the farmgate,” says Anderson. “We are not the only player in the marketplace. What makes us unique is that we’re taking the millions of data points our system produces every year and putting them to work through the local connections and leadership of our retail owners. We want to help the people in this industry achieve their greatest potential — whether they are our own employees, our retailers, or the farmers they serve.”
In her mind, says Anderson, this pairing of technology knowhow and data-backed insights with “a personal touch” is the key for WinField United and its retail owners in achieving a key marketplace goal: Relevancy.
“If you look at what’s going on in agriculture today, we have a challenging macro environment, challenging economics, and new risks appearing all the time that the country’s farmers are facing,” she says. “With all this in mind, we want to make sure that WinField United and our retail owners are staying relevant to provide the greatest value to America’s farmers.”
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