COUNTRY Financial® provides insurance products and financial services to clients throughout the United States, and did you know COUNTRY is part of the Illinois Farm Bureau family of companies? COUNTRY and its affiliate counterparts – GROWMARK, Prairie Farms Dairy and the Illinois Agricultural Association Credit Union – were founded with one important thing in common: to provide solutions for farmers. Today, many of these solutions also help nonfarmers.
As COUNTRY celebrates its 100th anniversary, the affiliate CEOs share how they are planning for the next 100 years.
Staying Relevant
The CEOs agree their success comes down to their people, staying focused on clients and building trust.
COUNTRY was started by farmers in 1925 to provide fire and lightning insurance. Since then, the organization has grown to provide a full suite of insurance and financial solutions for clients in 19 states. COUNTRY CEO Jim Jacobs says the company’s longevity is a testament to the organization’s employees and a client-centric approach.
“At GROWMARK, it’s about building that trust over time,” says Mark Orr, GROWMARK CEO. “We have to earn that business every day.”
Matt McClelland, CEO of Prairie Farms Dairy, and Nick Brooks, CEO of IAA Credit Union, emphasize the importance of focusing on the client.
“I get back to the farmer focus,” McClelland says. “Take care of the dairy farmer first, and when we do that, it creates a wonderful story that our consumers want to be a part of. If we don’t have the farmer message as the backbone of that conversation, we’re just another milk company.”
Brooks emphasizes the importance of listening to members and not taking them for granted.
“Provide the opportunity for them to give feedback and then make changes as necessary so they want to continue to do business with you,” Brooks says.
Looking Forward
Each organization has faced highs and lows but remains dedicated for the future, focusing on growth, providing client value and investing in technology.
COUNTRY is in the first year of Destination 2030, its five-year strategy that defines how the organization will grow over the next five years. COUNTRY is also in the midst of a technology transformation, preparing to provide products that clients will need and want in the future.
GROWMARK and Prairie Farms Dairy are focusing on growth while staying true to their missions.
Prairie Farms hopes to double its revenue and to be a great provider of dairy products.
“And also own other parts of your kitchen and your home,” McClelland adds.
As COUNTRY nears the end of its 100th year in business, Jacobs is feeling grateful.
“I have enormous appreciation for the organization and all the affiliated companies,” he says. “It’s a truly incredible honor and pleasure to work here.”
This story includes excerpts from an interview with Rita Frazer of the RFD Radio Network that also appeared on FarmWeekNow.com.
