A Look At United Prairie’s Innovation

Whether it’s a product, software or machine, the team at United Prairie doesn’t shy away from new technology. The retailer is prepared to take a leap of faith if it means bringing the best innovations to its customers.

“We have been a company that has readily adapted and grabbed the bull by the horns to figure this stuff out, even though it could be potentially detrimental in the end,” says Kyle Meece, United Prairie agronomy manager.

It’s the forward-thinking mindset and willingness to embrace change that led to United Prairie’s Tolono, Illinois, headquarters being named the winner of The Scoop’s 2024 Business Innovation Award, sponsored by Ever.Ag Agribusiness.

It All Starts With The Grower
United Prairie is a full-service ag retailer. It offers dry fertilizer, seed, custom spraying and application. Since 1996, when the company was founded, the United Prairie footprint has expanded from four locations to 14 across east-central Illinois. That growth has made the shift to modernize operations paramount.

“We needed to find ways to be more efficient and give a better customer experience to the grower,” says Curt Miller, United Prairie CEO. “It all starts with the customer. You hear their wish list, see what’s achievable and what makes sense and then go from there.”

Meece echoes that sentiment and emphasizes the importance United Prairie places on including growers in these decisions.

“The worst thing I can do, or anybody in our industry can do, is assume we know what the farmer wants,” Meece says. “We have to go ask what they want to see, where they feel like they’re lacking and what we can improve for them.”

The most impactful changes the company has implemented based on grower feedback include the following:

• A customer portal and app
• Fleet management tools
• Drone application

(Cheyenne Kramer)

Going Digital
One of the most requested updates has been the ability to digitally view and pay invoices, prepay bookings and track expenditures as the retailer’s customer base has been transitioning between generations. This is now possible with the addition of the company’s app and customer portal named UP Connect, which was developed in partnership with AgVend.

“We love to hear what kind of features they’re wanting,” says Dakota Patton, United Prairie controller. “We don’t want to push something out just because everyone is doing it.”

Roughly 20% of customers have downloaded the app, but Patton says an important distinction is that almost all of the company’s top 100 customers are using it.

“It’s not just the number of accounts. It’s the key accounts,” he explains.

Patton shares the goal with adding these tools isn’t to become totally paperless but to be able to offer customers their preferred option.

“You’re going to have some people that are still wanting paper statements and contracts,” Patton says. “I just want to be able to offer to every grower we have whatever they feel comfortable with and offer the best service.”

(Cheyenne Kramer)

On-Demand Updates
Just as popular as paying invoices in the app is the ability to check the status of an application with the integration of Sky Dispatch by Agvance.

“Some of our growers were really wanting on-demand updates of when their applications are completed, so they can dispatch tillage equipment to their fields,” says Ben Rawlins, United Prairie operations manager.

This feature has been a long time coming for the company. Rawlins explains United Prairie has been in the process of testing versions of the software for more than a decade.

“We had been playing with a version of the program since the mid-2000s,” Rawlins says. “The older versions didn’t work well with our business model. But the latest one was what we needed, and we implemented it two to three years ago.”

The new ability to notify growers when their field has been completed has created a notable efficiency for United Prairie, essentially cutting out a middleman during the application process.

“It eliminated a lot of phone calls because the manager has access to be able to see where they are in their application, and the salesperson doesn’t have to be in the middle of that. Whenever customer communication does need to be made, it automatically does that,” Rawlins says.

(Cheyenne Kramer)

Adding, Not Replacing
One of the most difficult additions United Prairie made is drone application.

“The drone application was more challenging than we anticipated and not as efficient as we anticipated, but a lot of the growers and people in the community are interested in it,” Miller says.

Carly LaFoe, assistant marketing manager and drone operator at United Prairie, explains in working through those challenges, the company found the best place for the technology would be on new acres.

“We don’t want to take acres away from an airplane or take acres away from a sprayer. We’re more here to help them,” she says. “If they can’t get the job done, we’ll come in and try.”

The team plans to sit down this winter and calculate just how many acres they were able to add this year by having their drones, but LaFoe estimates the Tolono drone was able to spray around 2,500 over the summer.

And while the original plan for this technology wasn’t for recruitment, it’s become a unique tool to set United Prairie apart.

“When students at career fairs find out we have a spray drone and the new See & Spray technology, they want to learn all about it,” LaFoe says. “Technology is a big part of the next generation’s lives, and they really love what we’re incorporating.”

Miller adds, “Younger generations want to see new tech and see organizations that are advancing.”

(Cheyenne Kramer)

Not Just Any Innovation Will Do
When it comes to putting new innovations in front of customers, United Prairie sets a high bar to meet.

A rigorous vetting process takes place for all technologies and products to ensure they provide a return on investment. Depending on what the innovation is, it may be tested with employees who have been known to adapt quickly, operations managers, sales managers or on the company’s innovation farm.

“We research everything we sell to a farmer. That’s not negotiable. That return on investment has to be there, or we won’t sell it. It’s just that simple,” Miller says.

Meece explains there’s a three-year process for products that make it to the United Prairie Innovation Farm, which was started 10 years ago to perform randomized, replicated trials on a small scale.

• Year one: The product goes on the research farm to look for return on investment.
• Year two: If return on investment exists, then the product goes to the sales team and is given to key growers to test.
• Year three: If return on investment continues, then the product can be brought to market with confidence.

(Cheyenne Kramer)

Forward-Thinking Mindset
That advancement within the company is what the team believes makes United Prairie unique within the industry.

“Our management and our operators are willing to adapt to something as quick as we can throw it at them, LaFoe says. “We approached them and said, ‘Hey, we’re going to get a spray drone.’ And we had three operators step up and say, ‘I want to learn how to operate it.’”

And it’s not just about adapting to implement a new technology or tool. It’s also the need to roll with the punches afterward.

“Anytime you try to make changes, there’s pushback, and that’s OK. There should be pushback in anything someone is passionate about,” Miller says. “There’s also going to be innovations or technologies that you try that do not work. But being able to work through those challenges makes us more efficient and helps us give a better customer experience.”

It all comes back to being a partner—solving problems for growers and helping keep them sustainable for years to come.

“We want it to be a joy to do business with United Prairie,” Miller says. “When I walk into a grower’s office and their admin staff grabs me and says, ‘Hey, we really like this. It has made our lives a lot easier.’ To me, that’s a really big win.”