Managing hyper change.

November 16-17 Kansas City

What will the U.S. Agriculture sector look like in the next decade, or even next year? Who are our core customers? What will they look like and how should we market to them? Understanding the dynamic changes in agriculture and their impact on agri-marketers is the focus of the 2004 Agribusiness Forum.

Join NAMA this November 16-17 in Kansas City for an insightful look at the hyper pace of change forecast for U.S. Agriculture in the next ten years. The Forum features industry experts from inside and outside the agricultural community. Individual speakers and panels will explore the consumer landscape, providing excellent insight for agri-marketing professionals desiring a leading role in this sector.

This year's forum will take place right before NAFB and in the adjoining hotel to make it convenient for those attending both.

Forum Schedule

Tuesday, November 16

3:00-5:00 p.m. Hyper Change in Agriculture: Will U.S. Ag Be #1 Forever?

As a follow-up to the most popular session of last year's Agribusiness Forum, we have assembled another balanced and broad-reaching expert panel to address the hyper change occurring in global agriculture and how these changes will affect U.S. agricultural marketers. This session will look at the position of the U.S. Ag industry in a global marketplace and what we can expect and prepare for in an exciting and drastically changing future.

Panel Members:

John Finegan, Beck Ag Com (Moderator)

Jay Akridge, Purdue University

Terry Wolf, U.S. Grains Council Past Chairman (producer from Illinois)

Dr. Chuck Lambert, Deputy Undersecretary for Marketing & Regulatory Programs

5:00-6:30 p.m. Welcome Reception

At this reception attendees will be able to browse through regional Best of NAMA entries and participate in the ABEF Miniature Golf Event.

7-9:30 p.m. PDA Awards Banquet

Presentation of the four Professional Development Awards of Excellence.

After Dinner Speaker:

Understanding the Persuasive Psychology of Marketing"

Market Navigation President, George Silverman, is a recovered and reformed psychologist. His primary interest in the psychology of marketing, decision-making, persuasion and particularly word-of-mouth marketing, for which the formal study of psychology had not prepared him, but 30 years of marketing consulting has. He is the inventor of the telephone focus group, co-inventor of the peer word-of-mouth group, and has successfully used word-of-mouth techniques to accelerate purchase decisions for successful products including the VCR, the automatic teller machine, Trac II razor and NordicTrack. A master illusionist, George will open our minds to the wonder of persuasive marketing psychology.

Tuesday, November 16

8:00-10:30 a.m. * Marketing in a Consumer Driven Environment

Signs that "the consumer is in charge" abound in our world today ... the National "Do Not Call" Registry. TiVo, instant messaging and the iPod are all examples that in the world of marketing, the consumer is increasingly in control. Many consumer companies, however, need to connect the interests of consumers with the producers of the companies' raw products.

This session will explore how major companies are balancing, consumer vs. agricultural producer interests, and include specific programs or examples demonstrating each company's approach.

Panel Members:

Sonja Hillgren, Farm Journal (Moderator) Kenneth Stettmeier, Wal-Mart Bob Langert, McDonald's

10:30-11:30 a.m. Marketing c-Connections to Rural America

This session will take a big picture look at the status of connecting rural America to broadband and the impact this will have on marketing products to ag producers.

Speaker:

Tom Dorr, Undersecretary of Agriculture (invited) Kip Pendleton, AgriStar Global Networks

Noon-1:30 p.m. Luncheon Managing Hyper-Change In Ag--The Strategic Leadership Challenge

Currently, strategic change is on-going and all encompassing. The result is that executives must blend improved customer service, strategic planning, on-going change management and effective leadership into their daily schedule in order to achieve continued success. Through real life stories and current observations, Geery Howe will explore unique strategic leadership choices, and how to use them during these uncommon times.

Speaker:

Geery Howe, Morning Star Associates Geery Howe, founder and president of Morning Star Associates is a consultant, speaker, executive coach, and trainer in leadership, management, and strategic change.

2:00-3:00 p.m. Using Traceability Data In Marketing--Implications & Issues

Some agri-food industry players are working, to address supply chain inefficiencies and meet consumer and regulatory demand for information through the implementation of auditable and verifiable traceability systems. Technology solutions based on private data sharing networks capture relevant product attribute information and track products from the source of production through processing, to the end-user. Effective food chain management through traceability solutions delivers value to each link in the chain, including improved business performance, credibility of origin and brand claims and compliance with food safely and security requirements. Case studies include agri-food industry players successfully creating value in the processed fruit and vegetable, beef and grain chains.

Speaker: Amy Bantham, SJ&H

Amy Bantham joined John Deere FoodOrigins in 2001. She specializes in policy and legislative analysis of food safety and regulatory compliance issues, and directs business and market development efforts in Japan. Ms. Bantham also serves as Director for SJH & Company, an agri-food consulting firm, where she manages strategic and business planning projects, feasibility studies, market assessments and program evaluations.

3:00-4:00 p.m. Focus Forward: Improving Today & Building For Tomorrow

The challenge for many executives is that each day is full with back-to-back meetings and project deadlines. For many, being overscheduled is caused by the need for a high volume of communication and problem solving during accelerated change. The result for some is a loss of focus and direction. Geery Howe concludes the 2004 Agribusiness Forum exploring unique ways to solve current challenges improve communications and partner with fellow employees in order to improve today and build for tomorrow.

Speaker: Geery Howe, Morning Star Associates

4:00 p.m. Adjourn

Registration Information

For registration rates call 913-491-6500 or visit www.nama.org/forum.

Hotel Information

The Agribusiness Forum will take place at the Hyatt Regency Crown Center. This hotel adjoins the hotel where the NAFB convention will be held.

Hyatt Regency Crown Center

2345 McGee Street

Kansas City, MO 64108

PH: 816-421-1234

FX: 816-891-8984

Don't forget to mention "NAMA" when making your reservations. Rates: Single/Double/Triple/Quad: $110.00 Note: The Hotel cut-off date is October 22, 2004. Reservations made after October 22 are subject to higher rates and potential unavailability.

Forum Sponsors

Associations, Inc.--Program Booklet Ad

Cattlemen's Beef Board/NCBA-Kick-OffSession

Colle+McVoy--Lanyards

Doane/Agri Marketing--General Publicity

Elanco Animal Health--Session Speaker

Farm Industry News-The Corn and Soybean Digest--Wednesday Luncheon

Fastline Publications--Registration Brochure Printing

High Plains Journal--Co-Sponsor Continental Breakfast

Hoard's Dairyman Magazine--Co-Sponsor Continental Breakfast

John Deere Agricultural Marketing Center--Co-Sponsor Dinner/Speaker, Registration Brochure Design

Rhea & Kaiser Marketing Comm.--Registration List Printing

Successful Farming--Program Booklet Ad