By Fernando Olea, Head of Marketing, Syngenta Canada
I recently had the privilege of participating in a panel discussion hosted by the Canadian Agri-food Marketers Alliance (CAMA) at the London Farm Show on the topic of 'Communicating in an Era of Uncertainty, Unpredictability, and Evolution'. I was grateful to share the stage with fellow panelists Joe Dales and Josh Taylor under the expert moderation of Amanda Richardson. In today's VUCA (Volatile, Uncertain, Complex, and Ambiguous) world, this conversation couldn't be more timely or crucial for our industry. Here are my takeaways:
Acknowledge the challenges
We find ourselves in undeniably difficult times and our sector faces a multitude of challenges. Drawing inspiration from Bob Johansen's "Leaders Make the Future," I emphasized that our ability to adapt and evolve is what will define our success.
Focus on what we can control
In times of rapid change and information overload, it's easy to become distracted by the "noise." By maintaining focus, we can navigate the turbulent waters more effectively and make meaningful progress.
Strengthen customer relationships
The value of strong customer relationships cannot be overstated. I was proud to highlight initiatives from Syngenta like Leadership at its Best, Grower University (GrowerU), and Superintendent University (SuperU), which we've been hosting for stakeholders and customers for over 20 years. These programs demonstrate our commitment to supporting customers beyond just providing products, elevating our industry, while fostering loyalty and trust that are invaluable during challenging periods.
Build on the resilience of agriculture
One of the most encouraging aspects of our discussion was the acknowledgment of our sector's strength. Our resilience is not just a source of pride but a foundation upon which we can build our future strategies.
Adapt supply chains
Each sector within agriculture has its unique supply chain challenges. Adapting these supply chains to reduce dependency on a single market is a necessary step towards building a diversified industry.
Diversify
I shared the example of Chile's export diversification since the 1960s to illustrate the importance and potential of finding new opportunities. In 1960, 90% of Chile's exports went to North America and Europe. By 1990, this had decreased to 60%, and by 2020, it was down to 28%.i This diversification didn't happen overnight – it took time, effort, and a willingness to explore new markets. The lesson for us is clear: diversification is crucial, but it requires patience and persistence.
Embrace an entrepreneurial spirit
Finally, we emphasized the importance of maintaining a positive, entrepreneurial attitude in promoting and opening new opportunities for the Canadian agricultural sector. By purposefully engaging beyond North America, we can tap into new markets and ideas that could propel our industry forward.
As we navigate these uncertain times, clear communication, adaptability, and a focus on long-term strategies will be key to our success. The challenges we face are significant, but so too is the resilience and innovative spirit of our industry. By working together, staying focused on what we can control, and remaining open to new opportunities, we can not only weather this storm but emerge stronger and more prepared for the future.
