An interview with Ray Hoyum, Vice President, Market Development and Communications, IMC Global

What is IMC doing to more closely align itself with retailers and how are you differentiating yourself from the competition?

IMC has always had a strong relationship with retailers and appreciates the added value they bring to our product offering. Our Back-to-Basics program continues to provide tools that help dealers communicate the importance of balanced soil fertility to their customers. Through mailings and our back-to-basics.net Web site, we share important information on soil fertility management. We try to put ourselves in the dealer's shoes and help him deal with the issues he faces on a day-to-day basis.

People in our market development and management teams traveled the country spending quality time with dealers. We used this time to reinforce relationships and share information. But, more importantly, we used the time to listen — to hear about their challenges and needs and to talk about how we can help, even if the solution doesn't involve fertilizer. I think that this effort has really set us apart from others in the marketplace.

Tell us about IMC's Six Sigma programs and how retailers benefit.

In 2002, IMC achieved more than $8 million in savings largely due to over 60 Six Sigma initiatives. This continuous improvement process raises quality, benefits customer service, streamlines operations and offers financial gains, not just reduced expenses. With a change to a more fact-based and data-driven culture at IMC, important decisions are now being made based upon these data. Improved operations in mining and processing result in better quality, while improved transportation logistics and distribution mean better service.

Back-to-Basics has been around for a few years now. What's new and what are retailers telling you about its effect on their customers?

The Back-to-Basics initiative has helped all of us at IMC and our customers stay focused on the importance of proper soil fertility. Managing for proper soil fertility means increased fertilizer sales, better crop yields and a better bottom line for dealers and growers. Even though the overall message of our program stays the same, we continue to provide new materials that help dealers address new aspects of soil fertility management. Earlier this year, we shared ideas on how balanced soil fertility can help growers manage the effects of adverse weather. This fall we are focusing on the importance of soil testing. We've found that dealers look at the Web site as a very valuable resource and are using it to educate, inform and motivate.

Nutrient management planning continues to be a hot topic. How is IMC working with retailers and their customers to develop plans that are efficient and promote environmentally sound practices?

I believe nutrient management planning means different things to different people. For example, to some it involves a site-specific nutrient management plan for concentrated animal units, whereas for many farmers it is more of a concept or system approach to good farming practices. We believe good, science-based crop production systems can be in harmony with the environment. Therefore, we work with our customers to promote balanced soil fertility programs and practices that are efficient and help protect the environment.

What gets you excited as another harvest is completed and 2004 is just around the corner?

Agriculture is all about optimism and looking toward the future with confidence. Challenging weather this year has impacted yields in some areas. Generally, we're seeing excellent corn yields but lower than expected soybean yields. With corn, cotton and soybean acreage up slightly for '04, we are looking at a modest increase in fertilizer demand. Still, there is a great opportunity for growth. We must nurture this opportunity because herein lies the greatest profit opportunity for dealers and growers — and the hope for a hungry world.

Dr. Hoyum has more than 25 years of experience in university teaching and research, as well as soil fertility management, marketing and sales. He has provided market development guidance to customers in more than 40 countries. During his professional career, he has authored more than 250 technical and marketing publications.

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