Let’s talk about something most ag businesses overlook but can’t afford to: company culture.

No, I’m not talking about ping pong tables or “feel-good” posters on the wall; I’m 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, that’s your culture.

And whether you’re 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, I’ve 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?
Here’s the simple version: Culture is how your team thinks, behaves and treats each other when the boss isn’t watching. It’s not a mission statement or a line on your website. It’s the way your sales guy answers the phone. It’s how your office manager handles a mistake. It’s the tone your leadership sets, good or bad.

And here’s 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 that’s out of our control, including weather, pests, prices and regulations. You name it. So the things we can control? We’d better get those right. And culture is one of the biggest.

Here’s how a solid culture pays off in agribusiness:

• Your best people stay: Hiring is tough. Keeping good people? Even tougher. But if you’ve built a place where folks feel valued, supported and proud to work, why would they leave? Loyalty isn’t bought with bonuses, it’s 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 aren’t for the faint of heart. Things go sideways. Always have, always will. The companies that make it through those tough seasons? They’ve 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 don’t need a fancy consultant or a 50-page handbook; you just need to be intentional and consistent. Here’s what I’ve 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 you’ll hire, fire and lead by. At JCS Marketing, we’re big on trust, follow-through and teamwork. Those values shape everything we do.

• Hire people who match your values:
A great résumé means nothing if someone doesn’t fit your team vibe. You want folks who believe in what you’re 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. That’s 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, “I messed up” without fear of getting thrown under the bus. That kind of trust doesn’t just help culture; it drives innovation and results.

Why This Matters More Than Ever
In today’s ag economy, there’s no room for dysfunction. We’re moving too fast. Margins are too thin. And let’s face it, competition is fierce. If your team isn’t rowing in the same direction, you’re leaking energy, time and money every day.

But when you’ve 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 here’s the kicker: Culture doesn’t just “happen.” It’s something you cultivate, just like the orchards and crops we all depend on.

My Two Cents as Publisher
At West Coast Nut, we’re in the business of telling ag’s 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 you’re 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 isn’t soft; it’s strategy.

Build it, protect it and let it drive your business forward.