 Ag-Retailer
"E-Business Retailer Portrait"Butterfield & Associates Grain, Inc. was
featured in the September, 2002, issue of Ag-Retailer (Volume 46, No. 9), an
official publication of the Agricultural Retailers Association for crop input
professionals. The feature appears in each issue as an "E-Business Retailer
Portrait." Natalie Knudsen's article is included here:
Three years ago when Butterfield &
Associates Grain, Inc. launched its Web site, visions of e-commerce danced in the
retailers' heads. "We felt our business needed a presence on the Web with e-commerce
and online orders looking like the trend for the future," says Nelson Dinsmore,
co-owner of Butterfield & Associates Grain, Inc., in Meadville, Missouri. Time,
however, is showing the strengths and weaknesses of e-commerce - evidenced by the growing
string of failed dot.coms. "Since the launch of our Web site, we've learned several
important things," points out Dinsmore. "Primarily, that we live in a small
rural community where our customers expect personal interaction, they visit our Web site,
but don't necessarily want to transact business there."
"E-commerce hasn't panned
out," notes Dinsmore, but our Web site is something we still believe in and it's here
to stay. We now view it as a valuable public relations and advertising tool." With a
history of more than 50 years of service in north central Missouri, Butterfield &
Associates Grain, Inc., was purchased in 1990 by Dinsmore and [former] co-owner David
Meyers, from the original owners, the Butterfield family. The retailer serves
approximately 200 customers in a 25 square mile radius of Meadville. "Many of our
customers learn about our services including crop scouting and individual cropping plans
from the Web site," says Dinsmore. Since purchasing the business in 1990, Dinsmore
and Meyers have expanded services, constructed a new bulk chemical facility and seed
warehouse facility to better service their customers. Today, Butterfield & Associates
Grain., Inc. offers a full line of seed and crop protection products, custom application,
crop scouting, soil sampling, field mapping and record keeping, CCA recommendations,
equipment rentals, grain elevator services and hardware supplies.
A constant challenge for the small
independent retailer is having enough capitalization to keep prices competitive with the
larger retailers and wholesalers. According to Dinsmore, that means being able to stay on
top of the new technologies and offering services that larger retailers have. "With
crop inputs becoming commodities, what we have left to sell to the customer is
service," he says. The need to provide service is driving changes in Butterfield's
Web site.
"Our customers have made some great
suggestions for our Web site," says Dinsmore. "As a result of those comments,
we're considering adding more 'field-friendly' information." Proposed changes include
agronomic-based weather consisting of soil temperatures, heat units and moisture-to-date
features. Improved links with university newsletters and services are also part of the
picture.
One of the challenges facing the
Butterfield Web site, admits Dinsmore, is a common one - keeping the site updated and
fresh. "We haven't figured out an effective system for updating between ourselves and
our Web designer," he says. While agriculture and Web sites continue to face
challenges, Dinsmore believes one thing is clear: "The future is service."
Butterfield prides itself on going the
extra mile for its customers. "It's the little things like making a special delivery
or taking responsibility and handling all the details of an account that makes our
business successful," he points out. "Having contact with our customers on a
personal basis is the key to our success. A Web site is a great took, but it just doesn't
give that personal touch," says Dinsmore.
Community involvement is another
important aspect of Butterfield & Associates Grain, Inc. "By working with kids
through the 'Partners in Education' and Cub Scouts, we're able to show the importance of
agriculture and our respect for nature," notes Dinsmore. The retailer also is
involved in product safety and anhydrous ammonia fire training with its local volunteer
fire department. Back
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PACE -
Professionalism Achievement Community Environment Butterfield & Associates Grain, Inc. was
featured in the June, 2001, issue of CropLife magazine. The article appears
below.
Growing
A Positive ImageNurturing
a positive image in your community can make a difference for your business. Nelson
Dinsmore, co-owner/co-manager of Butterfield & Associates Grain, Inc., Meadville,
Missouri, is well-versed in this PACE advantage. His staff conducts three major community
programs: fire safety training; a Cub Scout program focusing on how modern ag practices
can co-exist with wildlife and improve habitat; and elementary class visits to the
facility.
Why
did you choose to work with community groups and what information are you sharing?
We're located in a small rural community in north-central Missouri where many of the kids
are familiar with some aspects of agriculture, but there are still some misconceptions.
The training with Cub Scouts and the "Partners in Education" program is hands-on
training. Our fire training, including anhydrous ammonia training, helps our volunteer
fire department. We keep them updated and advised on products we handle in case of an
emergency. It's a combination of public relations and education, especially for the kids,
showing them that agriculture can coincide with nature. 
Is
there a lot of effort and cost involved in planning these events?
I handle most of the planning; my partner follows through, keeping safety in mind. I sit
down right after the first of the year and put everything together. We try to do our
programs right before the spring season, putting our custom applicators, office personnel,
and general staff at specific stations within our facility. Having it during the
off-season is good, because it gives us time to talk, but bad because they can't see
everything we do. We show the kids our mapping program, walk them through grading grain,
and let them climb up in the sprayers and application equipment. We usually give them an
ink pen, a notepad, and some refreshment, so cost is minimal. We pay a regulatory company
to have a trainer on site and use their training materials. Since we're located right
across from the fire department, we head across the street, watch tapes, do training, and
sometimes have a meal. We also hold an annual customer appreciation dinner, which is open
to the public.
What
are the benefits for the community and dealership?
Although the kids are from a rural area, not many have first-hand experience with
agriculture. This is a bedroom community, and many of their parents work in nearby
industrial areas. We give the kids a chance - even though they go by on the school bus and
see cows and tractors - to learn about agriculture. And, it gives our business an image of
being community-minded, that we care about more than ourselves, and they can see that
we're set up to safely take care of any concerns. How
does the industry in general, including your grower-customers, benefit?
They're cognizant of the fact that we try to be involved in the community. It's a good
practice for our industry and business. We know those in our community on a first-name
basis. My philosophy is: We benefit and it gives us good public relations, shows we're
part of the community, and that we support the community. Can you
suggest how a dealership might determine what type of community service project is right
for them?
Most of the schools have some kind of "Partners in Education"-type program. It's
a very good tool to get involved in, especially with elementary school kids. Kids that age
are very impressionable. Anybody can have a community event. Most dealerships are in rural
areas with local/county fire departments. It doesn't take a lot of money, but you'll gain
good public relations. Back
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Missouri's
2000 Environmental Respect Winners
On May 30, 2000, Butterfield and
Associates Grain, Inc. was named Missouri's winner of the prestigious Environmental
Respect Award, sponsored by DuPont Agricultural Enterprise and Dealer PROGRESS
magazine. The awards program, now in its 10th year, recognizes agricultural retailers in
21 states for their outstanding environmental stewardship achievements.
Butterfield and Associates Grain, Inc.
received the award because of its environmentally sound facilities, commitment to proper
storage, handling and application of crop protection products, community environmental
leadership, and incentives for employees and customers to maintain high standards of
safety and environmental stewardship. A panel of industry experts, including past
recipients, chose the winners from a nationwide pool of entrants.
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Sponsorships...
Fair Sponsor
Butterfield & Associates Grain, Inc. sponsors
the Linn County Fair and supports our youth as much as possible. We are proud to be an
active member of the communities we serve!
Dave Meyers at
the Premium Sale
July, 2002, Linn County Fair
Cub Scout Sponsor
Butterfield & Associates also help
sponsor the local Cub Scout pack in cooperation with the local Missouri Department of
Conservation Wildlife Area, Fountain Grove Wildlife Area, in teaching how modern
agricultural practices can co-exist with wildlife and improve their habitat.
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