Competences Center – delivering benefits
Grupa Azoty “PUŁAWY” has been considering its strategy for a few years: What ought to be updated, in order to find a new momentum for our work. Proper identification of target groups proved the most useful in shaping this new strategy.
Seeking the target group
Naturally, agricultural manufacturers are the main group which purchases the products of a fertilizer company such as Grupa Azoty “PUŁAWY”. There are other stakeholders to consider, however: distributors, intermediaries, agricultural advisers. The farmer is always the end user, though, and this is why we decided to focus on the rural environment, to witness the current developments and trends in the countryside.
Mission: “Delivering benefits”
In this way, the essence of “PUŁAWY” activity has taken shape. It is not sufficient to provide high quality fertilizers. An equally important task is to provide knowledge about those fertilizers, as well as about the place and method of their application. To this end we decided to establish “PUŁAWY” Competences Center, a consortium whose members include our Works, R&D institutions and agricultural associations. The Center joins the potentials of business and science, so as to achieve synergistic effects. The initiative has brought tangible benefits already: the three “Science – Business – Agriculture” Conferences organized so far, and the postgraduate course for agricultural counselors. We have also launched “AZOMAIS”, a project aiming at creating a “maize package” including manuals of cultivation, the specialist fertilizers and a combine drill. The project is co-financed by the National Center for Research and Development.
The need for knowledge
As recently as in 2010, 82% of Polish farmers took decisions concerning their farms following only their own judgment and experience. The proportion has fallen to 39% today, with more and more people ready to make use of professional agricultural counseling. The niche has remained underdeveloped, but “PUŁAWY” Competences Center is aiming at filling this gap. The institution is also breaking down the barriers between the worlds of business, science and farming, which is confirmed by the impressive attendance rate at our conferences. Hundreds of participants wish to listen to interesting lectures about farming and learn about the offer of companies which produce goods for farms. The Polish countryside is evolving, and it requires modern solutions. Competences Center was established to provide them.
Based on a presentation during a breakfast time press briefing organized by Grupa Azoty “PUŁAWY” on November 20th, 2013.