Burley USA — Tobacco grower communications / behavioral change
Challenge — PM was loosing $2 Million per year reprocessing poor quality tobacco.
Strategy — Convince growers to sort and grade tobacco into 4 stalk positions thereby binging in higher prices at auction
Execution — Behavorial change program instituted via advertorials, trade shows, and advisory board of extension agents, in conjuction with a CRM program consisting of newsletters, e-news, calendars, industry alerts, farm radio broadcast, and training videos
Results — 20% increase in tobacco quality within first year of 10 year program
Awards & Recognitions — National Agri-Marketing Association