Adapting and Growing for the Future

By Huub te Plate, Chief Executive Officer

The past months have been the most unique period in global changes since 9-11. The worldwide pandemic brought the economy and many supply chains to their knees. Milk futures have never seen such fluctuations in a matter of months, changing from absolute disastrous prices to levels that allow producers to make a living. Beef supply chains have never experienced the recent price variations from ranch to consumer plates. Right now, risk mitigation tools are as important as they have ever been. You will do yourself – and your family – a service by looking into these programs.

At GENEX, as the pandemic spread, we decided continued service and supply of product was key for short- and long-term member satisfaction. In fact, we knew we had to step up and continue forward until the hay was in the barn! We showcased our farmers’ spirit; nobody outworks us, and we do what we say. At the same time, keeping our employees safe was also a top priority. The well-being of our employees and continued service to our members and customers was – and is – of utmost importance.

We have also increased communications to keep everyone informed and motivated. We have held numerous calls via Zoom and Microsoft Teams, recorded video messages and held webinars. Too many to mention.

In my mind, communication rivals health and safety for the number 1 spot in this crisis. You cannot overcommunicate. This is also true for you with your family members and employees. Effective communication keeps all of us in the right state of mind while the world around us is going 100 mph in many directions.

And now at GENEX, we are using the pandemic as an opportunity to make permanent changes in how we work. We have learned electronic communications can be as effective as in person. While face-to-face meetings are still “the cat’s meow” in relationship building, we are stepping up our game in electronic communication.

Winston Churchill once said, “Never let a good crisis go to waste.” We are taking that quote to heart to make permanent improvements in our cooperative business model. We expect these changes will not only contribute to the success of your reproduction and genetic programs but will also enhance your interactions with your cooperative.

The governance changes you will read about on the following page started well before the pandemic. Your directors have done an outstanding job putting together a modern cooperative ready to engage the next generation of producers. We will be using the COVID-19 era to fast-track using modern electronic means to communicate with members, delegates and directors. The result will be accelerating the modernization of the cooperative. We are here to serve you and take on the future, whatever that will be.