With dwindling space and land prices at a premium, today's farmers need to be innovative, flexible and progressive just to stay on top of things — ditto for retailers. Today's retailers know that their livelihood depends on their customers' success and they must not only provide outstanding service and products, but also anticipate and prepare for the latest technological advances in the agricultural marketplace with information, education and knowledge. The concepts of good, old-fashioned “barn-raising, helping each other be successful” are the power tools of the 21st century.

Those concepts certainly apply to George Bros. Propane and Fertilizer of Sutton, NE. The family-owned-and-operated fertilizer, chemical and custom applicator company has gone the extra mile for its customers for 45 years, starting with Donald George who operates the company along with his sons Barry and Doug.

“Dad always introduced his customers to new ideas and innovations before other businesses did,” Doug George says. “People came to expect this level of business from us, and we look for ways to help our customers to be successful. We try to stay ahead of the game and offer new products and new technology. We encourage growers to attend educational meetings and check out the different ideas that might work on their farms. The two most important things between an ag retailer and his customer are communication and service. Accessibility and meeting customers' needs go hand in hand.” Doug also emphasizes product knowledge and follow-up service after the sale.

Following his father's example of providing the company's customers with ways to increase productivity, Doug decided to check out the vertical tillage system of crop production. He encouraged several customers to attend seminars that featured champion soybean producer Ray Rawson and Dr. Jim Ladlie of ProfitPro, a company that helps growers manage key inputs and production practices through the ProYield vertical tillage system.

One of those growers was Fred Hofman, also of Sutton, NE, who, along with his brother Leroy, raises 1,400 acres of corn. The Hofmans' corn yields had plateaued, and they were looking for something to change that pattern. After attending several vertical tillage educational events, the Hofmans decided that it “sounded practical.” This spring marks their third year of using the ProYield vertical tillage system. Not only are they enthusiastic about their corn yield improvements, but they are pleased to have such a good working relationship with their chemical and fertilizer supplier.

“Doug was instrumental in introducing me to the vertical tillage concept,” Fred Hofman says. “He originally took me to vertical tillage meetings where I met Ray [Rawson] and Jim [Ladlie].”

Doug George is modest about his part. “Ray Rawson and Jim Ladlie were instrumental in bringing the ProYield vertical tillage system concept to the farmers in our area, and it would have been remiss of me not to have shared that knowledge,” he says.

“I had seen the results of vertical tillage in other areas of the country and knew that it worked. I also knew that it would just be a matter of time before most of the agricultural community knew it too.”

That foresight paid off. Two years ago Doug jumped at the chance to obtain a Brillion dealership for his area. “No one wanted to take a chance on selling zone building equipment since vertical tillage was still so ‘new,’” he says. “But I was right. Vertical tillage is taking off like gangbusters, and I'm the only Brillion dealer in this area.”

Working closely with customers has allowed George Bros. to expand its business while retaining its existing base, which computes to improved revenue and growth for retailer and customer alike.

Faye Rudsenske is the communications and marketing coordinator and equine specialist for ProfitPro LLC.

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