Altria, formerly parent company of Kraft Foods, Miller Brewing and Philip Morris, is one of the nation’s largest purchasers of agricultural commodities. Yet its relationship with agriculture was all about the price of commodities.
We help Altria rebuild its relationship with the ag community to create an environment for greater cooperation on shared issues. We start by uncovering issues of mutual interest such as food safety, sustainability, consumer education, and more. Then enable dialogue about the greater value of an interdependent relationship through events, speeches, sponsorships and contributions, as well as publicity. Within two years, Shared SolutionsSM helps to change how farm leaders think of this big customer, with a 75% increase in favorability rates. And early on, more than 150 ag leaders enroll to work jointly with Altria on shared interests. This one-of-a-kind program took this supply chain relationship to a new level of value, far beyond the traditional buy/sell.