To improve farm profitability, we as producers have been encouraged to
diversify, identify, and produce products that have higher potential returns than the basic raw commodities we currently produce.
But how do we do that? I believe there are several reasons why we haven't been able to
effectively enter the market and capture new opportunities. As individual farmers, we lack information to identify opportunities, and don't have the production capacity or the resources to supply many of the
markets in the industry. As individual farmers, we also don't have a system in place to negotiate with processors and buyers, that connects producers with opportunities for higher returns. For end-users too,
there is no effective system to identify and connect with producers who are willing and able to produce the specific products they want.
Enter FarmConnect. FarmConnect is a grower-owned, market-driven
organization that will work with buyers to find out exactly what they need, and work with growers to provide information on crop production and market opportunities. It will be a cooperative of producers, but will
be different than other "new generation" cooperatives that sprung up in the 1990s. FarmConnect will not make products, but generate leads, ideas, and opportunities. It will create an alliance of
producers that will identify and deliver agricultural commodities with enhanced marketplace value to improve our profits.
Currently, we're working with two key consultants to put together a world class business
plan. Since sharing information is a central component of the FarmConnect concept, one of these consultants is a national leader in information technology and electronic commerce. To do FarmConnect right, we
know we must incorporate cutting-edge technology.
We're also developing our communications strategy that will guide us as we launch FarmConnect and go out statewide to recruit members. While we're still
working out the details of membership, our goal is to have broad producer membership from across Minnesota, and across multiple crops and commodities. "Indeed, many commodity groups and farm organizations are
participating in this effort. It cuts across all commodities and into crops and livestock that do not have organizations to represent them."
We anticipate conducting our membership drive in the February-March 2000
timeframe. Later this winter, when you start hearing about our membership meetings, I hope you will attend, and encourage others in your area to attend. I'm confident that FarmConnect will be successful with the
broad involvement of you and your neighbors.
Art Brandli, from Warroad, MN, is the Vice Chairman, Minnesota Wheat Council, and Chairman of FarmConnect
