Philip Morris USA — Tobacco grower communications

Challenge — PM was loosing $2 Million per year reprocessing poor quality tobacco.

Strategy — Convince growers to sort and grade tobacco into 4 stalk positions thereby binging in higher prices at auction

Execution — Behavorial change program instituted via advertorials, trade shows, and advisory board of extension agents, in conjuction with a CRM program consisting of newsletters, e-news, calendars, industry alerts, farm radio broadcast, and training videos

Results — 20% increase in tobacco quality within first year of 10 year program

Awards & Recognitions — National Agri-Marketing Association