Letâs talk about something most ag businesses overlook but canât afford to: company culture.
No, Iâm not talking about ping pong tables or âfeel-goodâ posters on the wall; Iâm talking about the real, day-in, day-out energy your team brings to the table. The values they carry into the field. The way they handle problems, take ownership, support each other, and show up for the customer. That vibe, thatâs your culture.
And whether youâre running a fifth-generation family farm, an input supply company or a startup trying to break into the industry, your culture is either helping you grow…or holding you back.
As publisher of West Coast Nut, Iâve had the chance to sit down with hundreds of ag leaders. The ones who are thriving, weathering market swings, keeping top talent and standing out in a competitive space, they all have one thing in common: a strong, intentional culture.
What Is Culture, Really?
Hereâs the simple version: Culture is how your team thinks, behaves and treats each other when the boss isnât watching. Itâs not a mission statement or a line on your website. Itâs the way your sales guy answers the phone. Itâs how your office manager handles a mistake. Itâs the tone your leadership sets, good or bad.
And hereâs the thing, you already have a culture, whether you built it on purpose or not.
The question is: Is it creating momentum, or is it quietly working against you?
Why Culture Matters (Especially in Ag)
In agriculture, we deal with a lot thatâs out of our control, including weather, pests, prices and regulations. You name it. So the things we can control? Weâd better get those right. And culture is one of the biggest.
Hereâs how a solid culture pays off in agribusiness:
⢠Your best people stay: Hiring is tough. Keeping good people? Even tougher. But if youâve built a place where folks feel valued, supported and proud to work, why would they leave? Loyalty isnât bought with bonuses, itâs earned through trust and shared purpose.
⢠Your customers feel it: The way your team treats each other spills into how they treat your growers, retailers and partners. A team with a strong internal culture builds a stronger brand on the outside. That turns customers into fans. In ag, where word-of-mouth still rules, that matters more than any ad campaign.
⢠You get through hard times together: Farming and ag business arenât for the faint of heart. Things go sideways. Always have, always will. The companies that make it through those tough seasons? Theyâve got teams who trust each other, who dig in, get creative and find solutions together. That kind of grit is built on culture.
How to Build a Culture That Actually Works
You donât need a fancy consultant or a 50-page handbook; you just need to be intentional and consistent. Hereâs what Iâve seen work:
⢠Get clear on what you stand for: Pick three to five values that matter to your business. Not just generic stuff, real principles youâll hire, fire and lead by. At JCS Marketing, weâre big on trust, follow-through and teamwork. Those values shape everything we do.
⢠Hire people who match your values:
A great rĂŠsumĂŠ means nothing if someone doesnât fit your team vibe. You want folks who believe in what youâre building, not just people clocking in for a paycheck.
⢠Train beyond just the job: Sure, teach the technical stuff. But also, coach people on how to communicate better, solve problems and lead others. Thatâs how you build a team that grows with your business.
⢠Celebrate wins (even the small ones): When someone does something awesome, talk about it. In meetings. On the whiteboard. In front of the team. Recognition builds momentum, and it sets the tone for what gets repeated.
⢠Create a place where people can speak up: Your team should feel safe giving honest feedback, asking questions or saying, âI messed upâ without fear of getting thrown under the bus. That kind of trust doesnât just help culture; it drives innovation and results.
Why This Matters More Than Ever
In todayâs ag economy, thereâs no room for dysfunction. Weâre moving too fast. Margins are too thin. And letâs face it, competition is fierce. If your team isnât rowing in the same direction, youâre leaking energy, time and money every day.
But when youâve got a culture where people are bought in, where they care about the mission, about each other and about doing things right, you build a business that lasts.
And hereâs the kicker: Culture doesnât just âhappen.â Itâs something you cultivate, just like the orchards and crops we all depend on.
My Two Cents as Publisher
At West Coast Nut, weâre in the business of telling agâs success stories. And the best stories, the ones about growth, legacy and leadership, always come back to people. And people thrive when culture is strong.
So if youâre serious about taking your ag business to the next level, whether that means more growth, more efficiency or more impact, start by looking inward. Culture isnât soft; itâs strategy.
Build it, protect it and let it drive your business forward.