Volume II, Issue II

A Note from Cindy . . .

April 15, 2011

Over the past 40 years that White Commercial has been in business, we’ve observed 5 common characteristics that successful grain elevators - businesses of all sizes and types - all share. These characteristics are “The Five Anchors that Create Success in the Grain Elevator Business.”

Going Deep is our Anchor #5.

“Going Deep” refers to creating an environment where you spread skills and responsibilities to others in your business so that the business can perpetuate itself, enduring that everything doesn’t depend on one person. We selected a group of our customers from around the country in various types of businesses to hear their stories on how they’ve gone deep and created an environment for the future for their businesses to grow.

I want to share a few excerpts with you from their interviews with John Werner, President/CEO and Philip Luce, Director of Education. I am very appreciative of Jesse Ruff, Kevin Drayer and Don King for sharing their stories to help others in the industry! Each link is less than 9 minutes long . . . so take a few minutes and enjoy hearing from your successful peers.

Best wishes,

Cindy Smith

P.S. There are still educational opportunities available in the upcoming months. You may view and register at this link: http://www.whitecommercial.com/education/current-schedule.aspx. Invest in your future and go deeper to train those within your organization!

Join us at one of our next workshops!

There is still opportunity for you to come join us at one of our upcoming meetings this spring and summer:

Real World Merchandising Workshop

May 18 & 19 ~ Kansas City, MO

June 16 & 17 ~ Niagara Falls, NY

Grain Sellers’ Retreat

July 25 & 26 ~ Utica, IL

Please call Cindy at (888) 546-9555 to register or you may view details and register here:

White Commercial Corporation ~
SO MUCH MORE than clearing your future trades and teaching educational workshops!

White Commercial clears the futures for our members and conducts workshops. HOWEVER, our real niche is to help support a whole network of people that focus specifically on the needs of a grain elevator, feed mill and rice dryer. Our Members are located in 25 states plus Manitoba and Ontario, Canada.

Here are a few member benefits:

Unlimited access to the experience of our Grain Merchandising Team
On-site farm marketing workshops for your customers
Comprehensive on-line Basis Trading Library
Access to the ONYX Electronic Trading Platform

Tired of standing alone in these volatile times? Call Cindy at (888) 546-9555 to learn more about how to become a member of our group.

“Even if you’re on the right track - you’ll get run over if you just sit there.” Will Rogers

Anchor #5: Going Deep - A Golden Nugget

“Just imagine what you could accomplish with a group of like-minded, trained, motivated employees all working toward the same goals.”

~ Sherry Lorton, Director of Education, White Commercial Corporation

John Werner, President/CEO of White Commercial, asked the question below to three of White Commercial’s Participants. Their answers follow.

“There are a lot of medium to large size elevators out there that are very successful but their overall merchandising and origination skills are wrapped up on one sometimes two people. Do you have any advice from them?”

Jesse Ruff

Ruff Brothers Grain Co., ~ Toluca, IL

Family business that started with one elevator in Long Point, IL in 1959. Today they have 10 locations.

“That’s dangerous. In fact I know our banker would tell you that you need to have people that know how to do what I do. You need back up, it’s good to have people that can step in if you have something that happens to someone or even just for vacations and what not. You need people that know how to get things done while you’re gone. So I would tell people definitely get some people to back you up. I like to see younger people who are trained to do the merchandising. It takes time. I would say it takes years to get a good feel for merchandising so you’ve got to plan ahead and don’t just think about this year but think about the next 5, 10 years.”

For more of Jesse Ruff’s insight on going deep, go to the following audio link to hear more of his story (6 3/4 minutes total): http://www.whitecommercial.com/videos/ezine_jr.mp3

Kevin Drayer

Salamonie Mills, Inc. ~ Warren, IN

The mill is the oldest currently running established agricultural business in the State of Indiana. It’s grown to 1.6 mil of storage at four different locations.

“I’m not a big fan of titles so basically the way we’re set up is we have (them) both involved in the business doing origination, selling and working with the customers. Basically each one of us knows how to do each other’s job and can fill in and swap and do whatever needs to be done to take care of the customers. As I said, I’m not a big fan of titles and so-called positions and we do have some basic places that each one of us fit in and work but for the most part everybody can do everybody’s job around here.”

For more of Kevin Drayer’s insight on going deep, go to the following link to hear more of his story (8 1/2 minutes total): http://www.whitecommercial.com/videos/ezine_kd.mp3

Don King

Michlig AgriCenter Grain, LLC ~ Manlius, IL

Michlig AgriCenter Grain has six sites with a team of over 100 employees. Their business has experienced rapid growth during the past few years.

“I think as you look at any business today, you can’t have your eggs all in one basket. How can you allow a farmer to call your elevator and receive good service if you only have one person to service him? You have to have a core competent staff, obviously you have to have leaders out of that staff, but you have people out there that can get the information out, do their job and do their trading. It’s not a one size fits all by any means. I think that if you go with one person, obviously you are leaving yourself open for the ‘what if’ - a different job, a sickness, a tragedy. I don’t think anybody in today’s business wants to have all of their eggs wrapped up in that. I don’t think that’s good.”

For more of Don King’s insight on going deep, go to the following link to hear more of his story (5 1/2 minutes total): http://www.whitecommercial.com/videos/ezine_dk.mp3

Kevin Drayer
Manager/Co-owner
Salamonie Mills, Inc. ~ Warren, IN

“You guys helping us look deeper within our company is a great way to help us. Quite honestly I wouldn’t be where I’m at today if it wasn’t for you folks at White Commercial.”