Customers and largest distributors of Yara Iberian in Spain and Portugal gathered in Madrid for a year occurred, participate in the Annual Convention of Partners held on 16 and 17 June in a unique place such as the mountains in the near of Madrid.
Since 2010 Yara Iberian Partnership implement its program based on the segmentation and classification of customers and distributors, the Norwegian multinational invited each year to these clients to assess with them the development of the previous season, and to share and define basis on which the coming campaign will build.
Monica Andres, CEO of Yara Iberian, was in charge of welcoming the attendees and thanked once again, the excellent work they are doing Yara and distributors together. In addition, in his speech said Andres Monica: “Our aspiration is to be able to become the leading provider of sustainable solutions for cultivation, supporting farmer profitability through knowledge, quality and productivity.”
During the two-day long meeting Yara Iberian could share with its customers lined up not only his views on the current market situation, but also to draw the strategic guidelines on trade and marketing for the upcoming 2015-16 season. True to the motto or slogan with which Yara has been defined in recent seasons, Knowledge grows – knowledge-grow, the event was a good example of how to share the knowledge and experience of both sides is the basis to achieve common goal unites us: to grow.
The meeting, which opened on Tuesday 16 with a dinner at the Casino Gran Madrid Torrelodones, brought together the fertilizer distribution companies that are part of Yara Partner Program. During the dinner attendees could attend a show of images made with sand by the artist Diana Rodan. In the aforementioned show were shown some of the challenges that our society-such as resource scarcity and as Yara, hand in hand with their faces distributors, he is committed to sustainable agriculture.
For Yara one of the key objectives is to continue being a leader in R & D. So I wanted to take this opportunity to introduce two products that stand out for their innovative nature and have been developed specifically for the Spanish market: YaraVera YaraBela Pro Pro Zn and Zn. Both products have taken into account the shortcomings of our soil on Zn and its distinguishing feature is that it is a unique formulation developed to meet the specific nutritional needs of each crop.
Communication in agriculture
The conference was attended Zuriaga Lourdes, president of the Association of Journalists of Spain Agrifood (SEPA) and professional with extensive experience in the audiovisual sector which highlights his 11 years (1997-2008) in front of the veteran program agrifood Agrosfera information. His speech focused on the importance of communication in the food industry and how this communication should take a more proactive approach to the reagent tone to which we are accustomed. He further said that communication should not be understood as an expense but as an investment and should be characterized by transparency and be direct with the farmer, because only in this way can create company-farmer based on trust relationship.
It was a general feeling gratitude by attending Yara, because finally a company of this sector, often stigmatized, has managed to take the initiative and take the flag of sustainability as leitmotif. In this sense many could congratulate the team of Yara by the award that the multinational has recently been awarded. On May 8 Yara Iberian won the 2015 Supplement Award in the category of Sustainability, a fact that many general and specialized media have been echoed in recent weeks.
The voice of the distribution
This year, the event had a distinctive approach and highlighted the active participation of attendees from Yara wanted to encourage. Customers were able to move the team of Yara their concerns and suggestions, as well as his appreciation for all the benefits that this synergy and teamwork poses to their businesses.
For Yara its distribution network is a key to understanding its business model. In this sense Germán Martos, Commercial Director of Yara in intensive crops said: “At Yara we are committed to developing our dealer network Partners. Beyond common business objectives, we share values and ideals and the same vision of the future where the transmission of knowledge and farmer figure play an essential role. In the organization of Yara Iberian we strive for our business partners or partners know what to do in Yara and how we do, ensuring proper alignment of interests and expectations.”
Source: Yara Iberian