As CEO, Dan Custis oversees all company financial, marketing and sales operations, as well as new product development, Custis’ agricultural expertise is centered in the fungicide and insecticide seed treatment and legume inoculant markets. He has worked for and held various positions with national and multinational companies. Custis received his Bachelor of Science in agriculture from Eastern Kentucky University and his master’s in business with a focus on small business development and startups from Regent University.
It can be exhilarating moving into new, international markets. One of my passions is bringing our products into new countries and working with the farmers there. With a little forethought and preparation in a few areas, the challenges you’ll face navigating the deep waters of international business will be easily overcome or avoided altogether. Here are a few things to consider before moving into international business in the ag industry.
1. Know Your Market
The No. 1 consideration is the market. Understand the market you’re breaking into and what crops are being addressed. Determine specific crop needs. For example, before entering a new market, we would determine if a biostimulant or disease and/or insect control is required for improving crop health, quality and yields.
2. Understand the Culture
Abandon the North American way of doing business. We can’t take our ways of carrying out business to another country and assume people there will understand what we mean. Research the country’s culture before making contact. Understand how business is conducted in that country. The last thing you want to do is insult people with the way you want to do business. Understand who your customer is and what their goals are—and culture is a big part of that.
Additionally, understand the farming practices in that country. Consider…