2025 Partner Summit Event Recap
Welcome Reception &
Opening Remarks
Alexander Reichert
CEO and Co-Founder
AgVend
Key Highlights
• Shared Mission: Build the digital infrastructure for the physical ag supply chain, in deep partnership with retailers and ecosystem players.
• Network Growth:
→ 74 partner retailers
→ 150K+ users
→ Representing 30% of North American ag retail market
• From Basics to Strategic Advantage:
→ Digitizing paperwork is just the beginning
→ Focus shifting to insight, agility, and market leadership
• Strategic Investments:
→ Committed to tech innovation (Goose, Nexus, and more)
→ Scaling team with top talent
→ Operating with financial discipline for long-term impact
• Our Call to Action:
→ Continue transforming tech into a competitive advantage
→ Run the Damn Ball—stay focused, impactful, and future-ready
2025 Partner Awards
Lena Head
Director of Partnership Management
AgVend
Celebrating Excellence
How AgVend Partners are raising the bar
2025 Partner Awards
- Reducing Cost
- Enhancing Operational Efficiencies
- Growing Revenue
- Improving Customer Experience
Reducing Costs
Transforming Fuel
Delivery Requests
Goal: Reduce time and cost fielding delivery request calls
- Trained the team to use ML Connect and promote it to customers.
- Educated customers via emails and text messages on the convenience of the digital platform.
MERCER LANDMARK
Mercer Landmark Unlocks Time Savings and Team Efficiencies
“Our phones aren’t ringing as much as they used to because of the app. So now by operating with a leaner team, our staff is able to stay productive, do additional tasks and in the end, they’re happier because of it.”
Joe Hart, EVP of Energy
5 days
Saved during the first winter season
$100K
Reinvested into the business
MERCER LANDMARK
Enhancing Operational Efficiencies
Empowering Sales Teams & Streamlining Processes
Goal: Enable sales teams to make faster decisions in the field.
- Set targets for quotes, goals, and customer interactions.
- Standardized quoting process through MFA Connect.
- Tagged and tracked opportunity customers to identify actionable growth areas.
Saving 19 Workdays per employee.
Every Year.
“By integrating AgVend with our ERP, we’re saving 151 hours per employee annually, translating to a $317,100 reduction in operational costs each year. With greater efficiency, we’re reducing errors and cutting costs, driving better results across our business.”
Jason Worthington, Senior Director of Sales and Agronomy, MFA
$317K
Annual time savings
Growing Revenue
Goal: Increase revenue by monitoring fertilizer positions during contracting periods.
Boosting Profits with Smart Positioning
- Require 100% of fall agronomy contracts entered daily into the Ag Partners Portal.
- Adjust go-to-market pricing promptly based on market fluctuations.
Real-time position monitoring that protects your margins.
$336K
Total Margin Gained
Ag PARTNERS
Improving Customer Experience
Goal: Enhance grower experience and increase wallet share through cross-divisional selling.
Capturing New Business
- Used client notes to support team discussions, track activity, and enable targeted cross-functional offers.
- Focused on key product categories.
- Created tailored, timely marketing campaigns (custom banners, emails, and texts).
CFS CENTRAL FARM SERVICE
Boosting Sales Impact with Smarter, Targeted Marketing
82
New customers purchased in new categories
576K
Bushels delivered from 25 new customers
$810K
Additional revenue from tailored digital marketing
Raise a glass
Cheers to driving the future of Ag Retail.
Keynote: Digital Transformation & Your Competitive Advantage
Alexander Reichert
Co-Founder & CEO
AgVend
Andrew Jacob
COO
CoBank
Key Highlights
● Agile Overhaul: Shifted from Waterfall to Scaled Agile 6.0, using delivery pods for faster, iterative development (value delivered every 2 weeks).
● Cloud Migration: Phased transition to full cloud infrastructure by 2027, avoiding lift-and-shift; building scalable, compliant architecture.
● AI Integration: Leveraging AI for document processing, email triage, and credit analysis (reduced from weeks to hours).
● Automation & Standardization: Focus on repeatable, out-of-the-box solutions to boost efficiency and cut costs.
● Talent Strategy: Emphasis on U.S.-based talent in major tech hubs; limited offshore for commodity tasks, focus on allowing a space for innovation and creativity.
● Emotional Impact on Leadership: Focus on managing the emotional well-being of both leaders and team members during difficult transformative changes.
● Enhance Communication Strategies: Implement robust internal communication channels to keep all teams informed and engaged.
● Challenges: High turnover, emotional strain of transformation, underestimated communication needs.
● Next Focus:
→ Regularly review and adjust the IT budget to sustain 11–12% allocation of earnings on IT
→ Deepen AI capabilities: invest in automation to enhance productivity and customer service
→ Improve communication and change management through regular progression and key stakeholder loops
The Growth Equation:
Balancing Profit, Technology, and Innovation
Betsy Horton
CFO
Compeer Financial
Key Highlights
• Core Message: You have to earn the right to innovate and invest. Innovation should be strategic, not reactive.
• Customer Experience Gap:
→ 79% of customers expect consistent experiences, but many feel like they're dealing with disconnected departments.
→ Over half report needing to repeat information to multiple reps.
→ Takeaway: Break down silos—customers want a connected journey.
• Three Keys to Balance Growth & Innovation:
- Earn the Right – Build operational discipline and performance before investing in transformation.
- Strategic Innovation – Align innovation efforts with your long-term strategy.
- Be Creative – Think outside the box to differentiate in service, product, and delivery. • Vision: Enable meaningful innovation through intentional investment, cross-functional alignment, and customer-centric transformation.
Mergers: Bringing Together Teams and Technology
Rodney Graham
CFO
Keystone Cooperative
Jeff Griffeth
Asst. VP of Tech
Keystone Cooperative
Amy Kinsler
CXO
Keystone Cooperative
Garrett Buschjost
Sr. Partnership Manager
AgVend
Key Highlights
● Strategic Merger: Combined Ceres, Co-Alliance, & Endeavor JV into a $3B+ cooperative, leveraging joint venture success for expanded scale and innovation.
● Execution Timeline: Due diligence (Fall), member approval (Jan), merger effective (Mar 1), systems live (Sept), 1-year milestone celebrated.
● Customer Transition: 40K+ portal users migrated; 36K+ active on Keystone Connect. Emphasis on seamless login, banking, and communication via Connect.
Interoperability in Action:
Connecting the Digital Ag Value Chain
Dr. Jeremy Williams
Head of Climate, LLC
Bayer
Key Highlights
• Interoperability Focus: Reducing data friction through partnerships (e.g., Microsoft, Admin) to boost insight and productivity.
• Global Challenges: Growing population (+30% by 2050), shifting diets, labor shortages, and demand for sustainable practices.
• AI in Ag: AI tools free up sales teams, enhance recommendations, and improve operational efficiency.
• Data Transparency: Respect for farmer-owned data, clear use policies, and value-driven sharing build long-term trust.
• Digital Engagement: Inspired by automotive models (e.g., Ford), agriculture aims for continuous, tech-enabled customer connection.
• Next Focus:
→ Scale AI tools to support sales teams and provide insights
→ Strengthen data partnerships
→ Lead industry data standards - maintain clear and transparent data usage policies to build farmer trust
→ Create digital platforms for continuous interaction with customers
Shaping the Future of the Ag Retail Employee;
Enhancing Your Blockers & Tacklers
Group Breakouts
Key Insights
• Service + Tech = Efficiency: Tech should enhance, not replace, service to growers. Simplicity and ease-of-use drive adoption.
• AI in Action: High-impact areas include marketing, grain offers, internal comms, and customer data analysis. Tools like ChatGPT and Copilot are game changers.
• Recruitment Shift: VR trade show tools, work-study programs, scholarships, Co-op University, and social media storytelling are drawing new talent.
• Retention Tactics: Bonus structures, development programs, mentorship, and internal leadership training help retain talent and build culture.
• Frozen Middle: Mid-level resistance is real. Overcome it with clear "why" messaging, peer-led training, smaller group implementation, and leadership consistency.
• Cross-Functional Clarity: Strategic roles thrive with centralized tools (e.g., SharePoint, shared calendars), CRM notes, and clear sales processes.
Actionable Takeaways
Elevate Recruitment
• Invest in early pipeline strategies (FFA, tech colleges, high schools)
• Use immersive tools (e.g., VR, TikTok, Snap) to showcase modern ag careers
Prioritize Talent Over Headcount
• Build "Co-op University" programs
• Shift from hiring for experience to aptitude + attitude
• Develop leaders through external programs (e.g., Land O'Lakes leadership)
Drive Tech Adoption
• Reverse mentoring: Younger employees train senior peers
• Break change into phases with clear ROI, incentives, and real examples
• Use CRM & shared platforms to boost visibility, reduce information hoarding
Embrace AI for Productivity
• Start with marketing & admin: newsletters, notes, proposals
• Encourage role-specific prompt libraries to accelerate usage
Connect Tech + Training
• Tech investment must come with people investment
• Customize training by comfort level & role
• Use dummy data, simplify UI/UX, and create shared accountability
“Technology is only as powerful as the people who use it. Empower your blockers and tacklers to make it stick—and deliver results.”
Next Steps for Leaders:
• Audit current tech adoption barriers
• Establish peer-led implementation teams
• Align recruitment, retention, and digital strategies with long-term vision
AgVend Product Roadmap
Eli Rosenberg
Co-Founder & CPO
AgVend
Pat Sullivan
GM of Nexus
AgVend
Key Product Roadmap Themes
Digital Transformation is Here:
- Sophisticated farm operations & younger farm managers demand personalized, digital experiences
- Ag retailers face growing complexity through consolidation—requiring unified tech systems
- Labor shortages and demographic shifts increase pressure to do more with less
Product roadmap questions?
Connect with your AgVend Partnership Manager.
2025 Platform Innovation Highlights
● Goose AI Copilot
○ Boost productivity with real-time answers, automation & AI insights
● Goose Insights
○ Identify upsell/cross-sell opportunities, predict attrition, prioritize high-impact actions
● Secure Forms Builder
○ Streamlined eSignature and document workflows
● Loyalty & Rewards + Program Management
○ Maximize retention and rebate optimization
● Nexus Procure – Centralized supplier view
● Nexus Market – Boost new product sales through marketing, track ROI
● Nexus Connect – Secure data-sharing with 3rd parties
● Nexus Finance – Embed financing at POS, minimize admin load
Summaries of the breakout sessions will be shared in the coming weeks. Session recordings are currently being processed. Stay tuned for updates and additional resources.
Tips & Tricks for Driving Adoption
Brian Madigan
VP of Agronomy
Country Visions Cooperative
Bryce Roberts
Grain Originator
Ag Valley Co-op
Taylor Buck
Financing Analytics & Grower
Ag Partners
Nick Miller
Partnership Manager
AgVend
Laura Garvin
Partnership Manager
AgVend
Leveling Up Your Sales Processes
Amy Nelson
Grain Advisor Manager
CFS
Amanda Haught
Energy Sales Manager
Heritage Cooperative
Justin Pease
Ag Technology Manager
Valley Ag
Macy Hoch
Sr. Partnership Manager
AgVend
Unlocking Your Competitive Advantage: Technology's Impact By Business Unit: Agronomy
Matt Hill
District Sales Manager
MFA Inc.
Garrett Buschjost
Sr. Partnership Manager
AgVend
Unlocking Your Competitive Advantage: Technology's Impact By Business Unit: Grain
Kale Peterson
Grain Merchandising Manager
River Valley Cooperative
Lena Head
Director of Partnership Managers
AgVend
Unlocking Your Competitive Advantage: Technology's Impact By Business Unit: Energy
Tony Kammerlander
Energy Accounting Manager
UFC Minnesota
Macy Hoch
Sr. Partnership Manager
AgVend
Unlocking Your Competitive Advantage: Technology's Impact By Business Unit: Marketing
Brandon Justice
Senior Manager of Digital Transformation
GreenPoint Ag
Alyssa Speake
Marketing Director
AgVend
Optimizing Your ERP & AgVend Integration Breakouts
Agvance | Control | Merchant | AgVantage | Tronia | Agris | Oakland
Collaborate, Connect, and Shape What’s Next
During this session, partners came together in breakout groups based on their organization’s ERP system—Agvance, AgVantage, Tronia, Merchant, Agris, Oakland, or Control. This dedicated time created space for meaningful, ERP-specific conversations and collaboration with peers who work on similar platforms every day.
Together with ERP representatives and the AgVend team, partners had the opportunity to:
● Connect with peers using the same systems
● Collaborate on opportunities, best practices, solutions, and ideas
● Ask questions of the AgVend team and ERP representatives
● Prioritize future needs as a group
Thank you to all ERP representatives who were able to attend virtually or in-person!