Agribusiness Leader of the Year
NAMA has named Leon Westbrock, CHS Inc., Executive Vice President and COO, Energy, as the 2009 Agribusiness Leader of the Year. This award, which is NAMA’s highest honor, will be presented at the Opening General Session of the 2009 Agri-Marketing Conference, “Hot Ideas, Sizzling Solutions,” April 16, 2009 in Atlanta, Georgia. The award honors outstanding leaders in agribusiness, education, government service or other agribusiness related areas who exemplify excellence in agribusiness by their significant contributions to the industry.

It is no secret that the energy industry has been on a rollercoaster ride for nearly two years. In fact, while unprecedented volatility has made this market cycle especially difficult, the industry has been through many periods of highs and lows over the last two decades. Through it all, Leon Westbrock’s calm drive, inspirational and empowering leadership style, and clarity in balancing market economics, customer needs and company operations have made him the ideal leader for the CHS energy business.

Westbrock leads the multifaceted energy business of CHS Inc., a Fortune 200 company providing essential resources in energy, grains and foods. CHS is the nation’s largest member-owned business (cooperative) and runs the largest cooperative-owned energy business in the United States. He is responsible for refineries, pipelines and terminals, and sale of refined fuels (gasoline, gasoline-ethanol blends, diesel fuel, biodiesel), lubricants and propane primarily marketed under the Cenex® brand through more than 1,600 Cenex branded retailers in 22 states.

Westbrock has learned the energy business and developed his deep leadership skills from the ground up. Beginning with childhood on a 640-acre grain-and-dairy farm in western Minnesota, then adding a degree in English from St. Cloud State University, a tour in the U.S. Army and a few years of teaching junior and senior high school English, Westbrock discovered his calling in the cooperative system. Beginning as a marketing intern for what was then called CENEX in 1976, then moving through member cooperative management and many positions in the energy area, Westbrock has never forgotten the importance of understanding what the customer needs, then working to meet those needs with both company and customer interests in mind.

He combines excellent people management with strategic capital investment and a farsighted approach to building the energy business within a rapidly changing world.

In 1997, Westbrock helped forge a joint venture between CHS and rival Farmland Industries to combine energy marketing platforms and resources. While difficult to establish and largely unexpected in the industry, this move was critical to long-term viability of the Cenex brand. “Leon also has the unique ability to create trust and partnerships, even with competing companies,” says Anwer Hussain, senior vice president, lubricants, CHS. “Leon’s leadership enabled formation of Country Energy (the joint venture), which ultimately resulted in CHS acquiring Farmland’s energy business. Without his vision, it would have been difficult to build and grow the Cenex brand profitably.”

Business partners have long appreciated Westbrock’s analysis and support. Terrence Bohman, president & CEO, Universal Cooperatives, Inc., says, “Our growth and expansion would not have been possible without Leon’s dedicated and proactive leadership as board chairman of Universal Cooperatives.”

“Our board has always relied on Leon for a marketing perspective,” adds Jim Loving, president of National Cooperative Refinery Association (NCRA). “Whether the issue is crude oil sources, the Sarbanes-Oxley Act or future diesel demand, we count on Leon for sound advice and input.”

Companies who supply services to CHS have long appreciated Westbrock’s intelligent approach. “What I love about Leon is that he challenges you to ensure you are grounded in your views,” says Phil Johnson, chief operating officer, Colle+McVoy. “He is willing to do things that are unconventional – like pursuing green causes years before it was popular – instead of taking the path of least resistance. He has pushed the CHS energy business to grow in areas that were not short-term wins, but were smart long-term investments. They were not the easiest course to take, but right for the company.”

As a cooperative, CHS provides patronage to its member cooperatives based on the products they buy, grain they sell and services they use, and determined by the overall financial performance of those businesses. Eligible members receive a portion of their patronage in cash, with the remainder becoming equity (ownership) in CHS. Higher corporate profitability enables CHS to return higher amounts of patronage to its cooperative customers.

Westbrock’s drive to increase value to customers while prudently using resources has resulted in consecutive years of record profits and record energy patronage to customers, with refined fuels patronage increasing from 2.70 cents per gallon in fiscal 2003 to 20.93 cents per gallon for purchases made in fiscal 2007, a 670 percent increase.

As a knowledgeable, trusted industry representative, Westbrock is frequently called on to provide insight to groups from member cooperatives to state and national political leaders. He willingly shares his time with these groups, helping to educate them and learning at the same time.

“Leon has always been willing to and has often helped with state and federal affairs issues,” says Bob Looney, vice president, Government Affairs, CHS. “He sets a great example by being involved with governmental affairs and that has trickled down to others in the energy business unit. In addition, federal officials and their staff members want trusted friends they can turn to for information and analysis of complex issues.” Westbrock engages in active dialogue with officials and staffers, explaining CHS businesses and what they should know about the role of energy and cooperatives in agribusiness and throughout the economy.

“He is generous with his time and is very comfortable working with many audiences,” Looney adds. “Leon is willing to change his busy schedule and react very quickly to our needs in Washington, D.C., or throughout the CHS trade area.

NAMA Marketer of the Year

NAMA has honored Jon Anderson, President of OPEN ROADS, with the NAMA Marketer of the Year award. The award will be presented during the Second General Session of the 2009 Agri-Marketing Conference, “Hot Ideas, Sizzling Solutions ” on Thursday, April 16 at 11:00 a.m. in Atlanta, Georgia and is sponsored by AgriMarketing magazine.

NAMA recognizes its active members with senior management of marketing and/or sales responsibilities with the NAMA Marketer of the Year award. This award is NAMA’s most prestigious honor awarded to active members of the association and honors outstanding accomplishments in the field of agri-marketing

Jon Anderson, along with two of his colleagues, created OPEN ROADS, a business growth and development services firm, in 2002. Last year, Anderson and his team at OPEN ROADS celebrated their five-year anniversary of the firm. Starting their business with no clients and no business, Anderson has helped grow OPEN ROADS into a highly successful business growth and development firm. Their business now includes 12 clients, a half dozen consulting associates and billings exceeding $1 million for several years running. Capitalizing on his skill and vision, the company’s innovative business structure and outside the box service offerings make OPEN ROADS somewhat unique in agriculture.

Anderson was a leader in the launch of Syngenta’s Callisto herbicide, which deservedly won Best of Show at the NAMA national awards competition in advertising, for its innovative positioning as a weed control agent derived from natural origins. The active ingredient in Callisto is now the number one selective herbicide active ingredient in the world. Since 2005, Anderson, the OPEN ROADS leader on this account, has successfully repositioned the iconic Harvestore brand. The firm attributes their achievement to a communications strategy that was highly public relations-oriented versus mass media, focus groups conducted, in-depth dealer “heart-to-heart” market research, new websites and electronic communications, and the results from consulting with the company for new programs to improve parts, service and financing. All this was achieved with a limited budget, but led by Anderson’s rich leadership. (Not only did Anderson’s work with the Harvestore brand result in successful business placement, it also placed the story on the cover of AgriMarketing in October, 2006.)

As an expert in business growth and development, Anderson earns the trust of C-Level corporate leaders in his efforts to help their companies post growth in market share and sales volume, working closely with internal teams and leading external groups to get the job done.

A specific example of Anderson’s ability to demonstrate initiative that has contributed to the overall marketing and sales of a company’s success, is highlighted in the story of Engineered Storage Products Company (ESPC). Armed with a solid revitalization business plan based on extensive market research, Anderson led an enthusiastic new owner of ESPC – owner of Harvestore, Slurrystore and other related products – to begin aggressively reintroducing itself to the North American ag market.

In just 18 months, the results were just short of spectacular, revenues jumped 25%, new Harvestore structure sales increased more than 200%, Slurrystore sales were up 200%, and pre-owned structure sales were climbing. Sales within the ag market were topping $15 million, allowing five new dealerships to be added in the past two years.

His involvement with the Badger NAMA Chapter is extensive, chairing its annual golf outing for over 10 years, as well as supporting the young, newest members of the agricultural marketing industry. Furthermore, he truly cares about the industry’s young people, and is an excellent role model thanks to his integrity, his personality and his dedication to the people and causes he believes in. He exemplifies this as his continues to be involved in the critiquing and practice rounds for the student marketing competition. In addition, Anderson developed and presented a building a personal branding strategy to the student group. The presentation focused around how to develop and build a personal brand, offering his expertise and mentoring skills. Students gained the ability to focus on their visions for the future, allowing them to create steps to start the journey.

Throughout his career he has continued to have a truly unwavering commitment to agriculture. He has continued to dedicate his visions, talents and energy to the betterment of the agricultural industry.

His leadership style shines through as he is extremely strong at developing the core strategy and key messages behind a product’s sales success. To compliment this development, Anderson demonstrates his ability to implement sound, disciplined programs that highlight solid company strategies and communicate messages clearly and efficiently.