IN THIS ISSUE:
RECRUITING AND RETAINING The pandemic has closed a lot of doors for businesses, but where one door closes another may open. Shawn Miller offers a new perspective on recruiting and retaining employees.
FAMOUS IN FORBES Brent Morrison was recently quoted in the online edition of Forbes Magazine.
FARMERS BREWING COMPANY “Farm to fork” is a common phrase
The Wellers started to envision marrying
nowadays,
to
these two passions: farming and brewing.
glass?” Farmers Brewing Company, also
They began to imagine crafting beers with
known as Farmers Brewing, is owned by
ingredients from their family farm. With a
fifth-generation farmers Bill and Kristin
farmer’s work ethic and passion for craft
Weller. They brew craft beers from local
beer, the family vision of creating easy
ingredients grown on their family farm,
drinking, sessionable beers was to come
which
to fruition. The Wellers formed Farmers
is
but
how
located
in
about
rural
“farm
Princeton,
California.
Brewing Company in 2017 and through
Farmers Brewing is a 100 percent family-
MORRISON SNAPSHOTS
owned brewery that crafts high-quality, locally-produced beer. Their mission is to
their tireless commitment to their vision and product, they experienced exponential growth by 2020.
The Morrison team has stayed busy this
create beer that is light, clean, and easy
The Wellers formed plans to expand their
past season. Check out our snapshots to
to drink. Beer brands include “Farmers
business by building a production facility
see what we’re doing.
Light” a premium light lager that has
with a significantly larger brewing capacity
only 99 calories, an unfiltered wheat
and included a tasting room. The space was
“530,” and a Mexican Lager called “Valle,”
to be right in the heart of the family farm
among others.
in Princeton, the perfect backdrop to live
As a farmer’s kid, Bill was actively involved in helping out on his family farm and wanted to pursue a career in agriculture. Bill graduated from Cal Poly San Luis
ADAPT OR PIVOT?
Obispo
in
Agricultural
Engineering
out their mission statement of “creating a connection with their consumers through educating their audience about farming, being transparent with their ingredients, and giving back to the community.”
Technology and met his wife Kristin
In early 2020, Farmers Brewing opened
shortly after. Also being from a farming
its new production facility, consisting of
background, Bill and Kristin both shared a
a 25,000 square foot, 50 barrel on-farm
order to succeed.
desire to farm their family land. However,
brewery. They were pursuing plans to open
CLIENT CORNER
Bill had another passion that he was
up the tasting room a few months later. Only
beginning to discover, as he started to
a month in to beginning self-distribution
Remaining stagnant isn’t really an option in today’s environment. Brent Morrison discusses the need to adapt or pivot in
Catch up on the latest news from our
take up the hobby of “home brewing”
clients including grant awards and new
beer in their family garage, in between
facilities.
full-time farming.
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CONTINUED ON PAGE 4
NEWSLETTER | WINTER 2021
ATTRACTING AND RETAINING PEOPLE IN THE NEW NORMAL A P OST CO VI D O P P O R T U N I T Y Circumstances fuel opportunity. History
is
full
of
examples
of
times
when difficult circumstances resulted in significant innovation. In most all of these cases, a particular technology or process was already in existence, but it had not been fully developed because the need was not significant. A challenging circumstance created a need for innovation, and creative and industrious people met that need. For instance, the needs of the United States military during WWII drove a number of innovative products that we have today. A couple of examples include aerosol bug spray, needed by soldiers in the South Pacific to reduce the risk of malaria, and duct tape, developed to meet the need for an all-weather exterior tape. The medical glove was invented by a surgeon at The Johns Hopkins Hospital because one of his nurses was experiencing severe reactions to the disinfectants used during surgery. Why go to the trouble of inventing a product for one nurse? The nurse and surgeon were “involved.” Love and war, two powerful motivators for innovation. A global pandemic can also be a powerful motivator. We’ve already seen some creative developments pandemic,
come
from
from
make
the
shift
COVID-19 ventilators
WWW.MORRISONCO.NET
to drug treatments originally developed
An
for
In
incentives and programs to attract and retain
the world of employment, there are also
employees is at a significant advantage when
opportunities for innovation in the effort to
it comes to persuading workers to come back
attract and retain talent. The methods have
to work or attract new people. Incentives
existed for a long time, but now is a time
may be financial, but they don’t need to be.
when organizations can capitalize on the
In fact, non-monetary incentives are the
opportunity and develop innovative ways to
most powerful. The best people look for
attract and retain talent.
long-term benefits and career development
completely
different
conditions.
As organizations shift and adjust to what could be a fairly long term new reality, there are opportunities to address weaknesses and capitalize on opportunities during the crisis and beyond. Focusing on employee retention and being able to attract the best talent has always been an important strategy. It’s even more important now. Some businesses were forced to let some good people go due to economic conditions. As the economy improves, it is important to be able to bring those people back or replace them with other talented individuals. For some businesses, the
enhanced
unemployment
benefits
during economic downturns may have the unintended consequence of incentivizing workers to stay home. Employers must offer more valuable incentives to get them back at work, and the best strategy goes beyond a monetary incentive.
employer
who
has
already
adopted
opportunities. The financial aspect is just the baseline. Evaluate your cultural practices, career enhancement opportunities, and your ability to foster solid relationships. These are the things that will help you improve employee retention, get your best employees back on board, and stay ahead of the game through this crisis and the next. Here are a few areas to focus on during our current business climate.
EMBRACE AND EFFECTIVELY MANAGE REMOTE WORK There are some benefits to working from home. If done properly, it can improve employee retention, morale, happiness, and loyalty. Developing an effective work-fromhome process can also help companies save on office space, utilities, and supplies, and create the opportunity to hire talent from other parts of the country without relocation.
its
A crisis will create as many opportunities
GIVE PEOPLE A SENSE OF HOPE
drawbacks. Employees can develop a sense
as it eliminates. Organizations simply must
of isolation and loneliness. Employers must
become creative and realize their potential in
COVID-19 has created stress for everyone.
work to create connection opportunities. This
a difficult situation. All strategy formulation
could be virtual hangouts or giving employees
should involve key people in the process. This
time to connect at properly distanced outdoor
will help create the most accurate view of
meet-ups.
the situation, allow for the sharing of diverse
However,
Remote in
working
work
from
also
maintaining
home
has
presents
challenges
productivity.
Numerous
distractions in a home environment can make it difficult to stay on track, especially without
ideas, and set the stage for stronger buy-in. If employees see a plan and have the opportunity to contribute, they’ll be more likely to stick around and help make it happen.
focus on the employer employee relationship coupled with accountability and effective
A strong people strategy includes everything
that comes from an office setting. Intentional
performance management plans are essential.
critical positions. Take every opportunity to cross-train key employees in the performance
Though not as compelling as some of the repackaged approaches, a SWOT (strengths, weaknesses,
opportunities,
and
threats)
analysis is a critical tool and component in
strategic
planning,
especially
during
a challenging time. Consider the current circumstances and the external threats, to expose and identify weaknesses. You can then better leverage any strengths that exist to capitalize on opportunities.
from cross-training and redundant backups to comprehensive succession planning for
APPLY EFFECTIVE BUSINESS STRATEGY
of essential functions. Encourage staff to share information with co-workers just a step or two away from an actual process in order to retain important intellectual capital. This helps retain critical institutional
knowledge
when
some
deep-seated
and
significant
fears
and insecurities. It’s very important that leaders do not discount the reality that some people are struggling. We should provide compassionate
and
appropriate
support
for those struggling emotionally. Assure this crisis, but be realistic and transparent as well. Many businesses won’t survive, and careers will be disrupted, but an organization that can craft and execute a solid strategy to attract and retain talent will be one of the organizations left standing. And they will have the best people as they plan for future success.
People are an organization’s greatest asset, and ultimately it’s the people, not the technology or luck that allows an organization to be successful during challenging circumstances.
people
leave. In addition, ensure that your people strategy includes redundant relationships with customers, stakeholders, and other key parties to ensure the loss of an employee doesn’t cripple your organization.
it has threatened their livelihood or set off
employees that the business can get through
CREATE A LONG-TERM PEOPLE STRATEGY THROUGH SUCCESSION PLANNING
the peer pressure and intrinsic motivation
For some it’s an inconvenience, for others
This article was written by Morrison Principal Shawn Miller. To learn more about this topic, contact Shawn at smiller@morrisonco.net.
F A R M E R S B R E WIN G C OM P AN Y, C ON T IN UED
unthinkable
locations across Northern California. The
happened. The COVID-19 pandemic hit and
Wellers’ entrepreneurial tenacity is a true
shut down their biggest buyers: bars and
example of all that is possible, even in the
restaurants.
midst of great challenges.
The Wellers and their team did not miss a
Morrison was blessed to assist Farmers
beat. Previously limited to draft, Farmers
Brewing with a successful United States
Brewing immediately shifted to canning
Department of Agriculture Value-Added
their beer. Cans hit shelves on April 6, only a
Producer Grant proposal. The proposal
day-to-day
few weeks after the shutdown commenced.
resulted in a $250,000 grant award, which
at
Farmers Brewing has seen great success in
is being leveraged with matching funds
@farmersbrewing and visit farmersbrewing.
this sales channel and they are currently
to further Farmers Brewing’s distribution
com/beer-locator to find where Farmers
selling their beers at more than 400 different
and marketing efforts. Check out their
Brewing beers are being sold!
at
their
new
facility,
the
MOR RIS ON SNAPSH TS
JESUS CENTER RUN FOR FOOD VOLUNTEERING
GAGE EDWARD BULLOCK
The Annual Jesus Center Run For Food looked
The newest addition has made his way
a bit different this year. Rather than a large
into the Morrison family. Amanda Bullock
5k run in Bidwell Park, this year’s event was
and her husband Josh welcomed baby Gage
a 5k Your Way, with runners running in their
Edward Bullock into the world late last fall.
own neighborhoods and favorite locations.
Big sisters, Dylan and Elliot, are over the
The Morrison Team was proud to support
moon to have their baby brother home and
the Run For Food by volunteering as a group
have been helping mom and dad care for little
to support runners picking up their event
Gage. Congratulations Amanda, Josh, Dylan,
t-shirts and run information.
and Elliot!
happenings
farmersbrewingco
and
on
at
FAMOUS IN FORBES
Principal Brent Morrison was quoted on nontraditional workplace settings in the December 6, 2020 online edition of Forbes Magazine. You can see the article titled “6 Ways To Reevaluate Your Business Plan This Month” at: forbes.com/sites/ rh et t p o wer/2020/1 2 /06/6-wa y s-t oreevaluate-your-business-plan-thismonth/
NEWSLETTER | WINTER 2021
ADAPT OR PIVOT? “Life is what happens to us while we are making other plans.” WHAT DOES IT MEAN TO PIVOT?
ALLEN SAUNDERS, AMERICAN COMIC STRIP ARTIST
“Pivot” joined the top tier of business buzzwords in 2020. It has come to mean a quick reaction to unforeseen circumstances
It is fitting that a quote seemingly made for
WHAT’S THE SAME?
2020 comes from a comic strip artist. Allen
Humanity’s
Saunders, the author of Golden Age strips
remain the same. As bad as it’s gotten, for
Mary Worth, Kerry Drake, and Steve Roper
instance, no one has stopped eating. People
and Mike Nomad, passed away in 1986, and
still need to work and a place to live. They
while he probably couldn’t have predicted
want education for themselves and their
2020, the year would have been much better
children. They want entertainment and
as a comic plot.
recreation. They want to be connected –
The chaos of 2020 may cast doubt on the value of planning, and it has certainly been a time when adapting on-the-spot has been necessary no matter how forward thinking one was, but that doesn’t diminish the need to plan. An important key is knowing when to adapt and when to pivot.
WHAT’S DIFFERENT TODAY? Change has a new front seat driver in the form of the pandemic and the reaction to it. Call that reaction a rational response, political overreach, or anything in between, but the main driver for change today is no longer just technology (which itself has been impacted by the pandemic).
basic
needs
and
desires
and to disconnect from time to time. And there is a growing need for a sense of safety, whether it be from the pandemic or its social and economic impacts.
WHAT IS REASONABLY PREDICTABLE? It’s safe to say that the COVID-19 pandemic will end. All pandemics have, whether it be by vaccination, social isolation, herd immunity, or some combination thereof. Peoples’ basic needs will not change, though how they fulfill them will. As noted, we haven’t stopped eating, but we have changed what we eat and where we eat it. We haven’t stopped wearing clothes (mostly), but we have changed what we
which results in a major change in strategy, not a tweak. There has been no shortage of unforeseen events, how does a pivot compare to normal tactical adapting? If the loss of a major source of inputs causes you to find another source, it’s an adaptation. If it causes you to make your own or change to a new line of business, it’s probably a pivot. Before you “pivot,” you should be pretty certain the circumstances you’re reacting to cannot be otherwise mitigated to keep your business viable.
OK, WHAT NOW? Don’t stop planning. Start with an assessment of how your business model stacks up against basic human needs and desires, even if their form changes. Understand that
demand,
supply
chain,
workforce
availability, workplace conditions, delivery, technology and other key factors can alter suddenly. It almost doesn’t matter why, as it seems likely the COVID-19 response could become a model for reactions to future
It took from the dawn of mankind to the
wear as we spend more time at home. And
national or global events.
1890s to invent the first primitive radio; had
when the current pandemic ends, another
technological change stayed at that pace, we
pandemic or pressing perceived need will
Given that, can your business viably adapt
might be almost to the walkie talkie by now.
likely hop in the driver’s seat at some point.
By comparison, it took from January 2020 to March for much of the US population to be restricted largely to their homes, driving change in every aspect of consumption, demand, supply chain, workplace conditions, workforce availability, service and goods delivery, technology, and about everything else you can think of. When the COVID-19 pandemic is over, it may well leave behind a new model for national and international emergencies, whether pandemic-driven or otherwise.
WHAT ISN’T? As encouraging as the newly developed vaccines are, we can’t predict when this pandemic will end. We can’t predict exactly the long-term effects on business, politics, and society at large. And we can’t predict what the next game-changing event will be. And while the rate of change may throttle
to a major shift in key economic factors? Do you know how to assess that, and make financial projections under a variety of scenarios? And not just situations as specific as another pandemic; think in terms of economic disruptions to demand, supply, delivery, etc., regardless of cause. If you don’t think you reasonably can accomplish this, pivot now while it’s a choice and not a desperation move.
back a bit once COVID-19 is contained, I
The “adapt or pivot” assessment is more
wouldn’t count on it going back to the pre-
important than ever. Let us know if you’d
COVID pace – which would still be rapid by
like
historical standards.
approaches.
to
explore
concerns
and
possible
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FOLLOW US
C L I E N T CORNER The Morrison Client Corner is a regular feature of our newsletter.
If you’re a client of ours, we’d love to stay up to date with what is going
Here, you’ll find updates on what a number of our clients are up to,
on within your organization and invite you to share your highlights
their achievements and milestones, and the generally great things
in this space. Feel free to send any press releases, newsletters, or
happening in their companies or organizations.
happenings to Michelle at mgenova@morrisonco.net.
GRANT AWARDS FOR MORRISON CLIENTS
FARMERS’ RICE COOPERATIVE ACQUIRES A NEW BRAND
THE JESUS CENTER IS BUILDING A NEW FACILITY TO OPEN IN 2021
Morrison had a busy season writing
Farmers’ Rice Cooperative (FRC) recently
In addition to their plans to relocate
competitive grant proposals on behalf
purchased
in spring 2021, the Jesus Center is
of our clients and are thrilled the award
Mill’s
notifications are starting to come in.
and storage facilities in Woodland, CA.
campus
In 2020, Morrison helped our clients
With this acquisition FRC adds over 60
a
secure over $9 million in federal and
experienced management and operations
move people from homelessness into
state
grant
funding
through
Pacific
(PIRMI)
International
rice
milling,
Rice
drying,
also
finalizing called
their the
transformative
collaborative
Renewal project
Center, to
help
the
team members as well as PIRMI’s market-
stability. The Renewal Center will co-
California Energy Commission Food
leading brands. For over 50 years, PIRMI
locate a number of service providers to
Production Investment Program; the
has been a leading producer of medium-
integrate services to address trauma
California Department of Food and
grain rice and with the acquisition comes
recovery, mental health, and addiction
Agriculture Specialty Crop Block Grant
new opportunities to grow and enhance
management. 2021 will be a promising
Program; and several other state and
value-added services to growers and
year to bring the Renewal Center to
federal grant programs. Check out
customers.
fruition. For more information check out
our cover on Farmers Brewing for one
Rice Cooperative!
Congratulations
Farmers’
renewalcenterchico.org.
example of our successful grant work!
WELCOME NEW CLIENTS WILLOUGHBY BROTHERS LLC
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NEWSLETTER | WINTER 2021