IN THIS ISSUE:
GRANGE CO-OP
DON’T TREAT YOUR BUSINESS PLAN AS PROPHECY Founder and Principal Brent Morrison
Grange Cooperative Supply Association,
as well as creating a vertically integrated
addresses a common and painful mistake:
or “Grange Co-op,” is a member owned
supply chain for the Rogue Feed brand.
expecting
agricultural supply cooperative based in
your
business
plan
not
to
Oregon’s Rogue Valley. Grange Co-op traces
change.
its roots to 1934 when 99 local farmers made individual investments of $10 to form a fuel delivery service in the Central Point area. From these modest beginnings,
MORRISON SNAPSHOTS Check out some of our highlights from this past season.
As the mill grew, Grange Co-op saw an opportunity to offer bulk feed to dairies, entering that market in 1958. That resulted in the need to expand their grain storage capacity to 1,000 tons in 1959.
Grange Co-op has grown to include a feed
The
mill, fertilizer plant, and seven retail stores
was dynamic and growing when tragedy
throughout Oregon and California.
struck. Late in the night on October 12, 1961
Grange
Co-op
owes
its
success
to
generations of forward-thinking member farmers as well as decades of dedicated staff, who in spite of adversity in the early years, saw continuing opportunities to innovate, grow, and pivot to the needs of its members and the communities it has
cooperative’s
bulk
feed
business
the Central Point grain elevator caught fire and nearly burned to the ground. Undaunted, the members and dedicated staff rallied and rebuilt in time for the summer harvest of 1962. The Central Point feed mill continues to operate today, packaging the popular Rogue Feed brand
served over the decades. The cooperative was founded during the peak of the Great Depression. In 1941,
GETTING TO KNOW JESSICA LAZDINS VUK Learn
more
about
Morrison
Grants
Consultant Jessica Lazdins Vuk.
just as America entered World War II, an early member supplied the funds for the cooperative to enter the feed business with the opening of a feed warehouse; this also resulted in the founding of Grange Coop’s landmark brand, Rogue Feeds. Just two years later, the cooperative purchased Ashland Mills in Ashland, Oregon, further expanding their presence in the feed business and increasing their geographical reach. Then, just 12 years after its founding, 95 out of the 110 members voted in favor of
CLIENT CORNER There is always something new going on, so get caught up with our latest client news.
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building a grain elevator to serve, what was at the time, a large commodity-grain based agricultural economy in Southern Oregon,
CONTINUED ON PAGE 4
NEWSLETTER | SPRING 2021
DON’T TREAT A
BUSINESS PLAN
AS PROPHECY PUBLISHED IN BUSINESS 2 COMMUNITY, FEBRUARY 4, 2021
Prophecy has its place, but not when it comes
and resources are wasted on fanciful, pie-
fact that a realistic business plan has to be
to business planning. If ongoing realistic
in-the-sky sales expectations that can never
flexible.
assessments find the goals or outcomes of
come to fruition.
a plan infeasible, you’ll be left in a difficult
Remember: Standing still is stopping, and
Unfortunately, such a case is no outlier.
good planning requires adjustments. Success,
Most corporate leaders know inherently
on the other hand, is a point on a line rather
that the purpose of a business plan isn’t to
than a destination. Too many businesses get
Consider a scenario in which a company
construct prophecies. At the same time,
stuck in a “this is working, so why change?”
stakeholder
on
executives, employees, and boards can begin
mindset and they forget that even if you have
decision makers to consent to unreasonable
to view business plan documents as almost
attainable and beneficial overarching goals,
sales projections. However far-fetched the
divinely inspired. In other words, they see
the path to achieving them will likely deviate
projections, they were sold as achievable. One
it as an unchangeable mandate, even if
at some point.
may dispute the “prophetic” nature of the plan
it’s not practical or logical. Suggestions of
at their own risk. Of course, the only thing
varying from the plan may be discouraged
truly prophetic about the plan is that it was
and
destined to fall short. The company’s efforts
accordingly, ultimately losing sight of the
situation if the plan has been promoted as nearly infallible.
puts
immense
pressure
disregarded.
Stakeholders
may
act
I’ve seen this point proven again and again throughout my career. One organization I worked with gave me predetermined,
STRATEGIES FOR BUILDING SUCCESSFUL, ADAPTABLE BUSINESS PLANS Let’s revisit the nuts and bolts of ensuring that you’re creating flexible and realistic business plans instead of unalterable “prophecies”:
1.
ENSURE STAKEHOLDERS UNDERSTAND THE PURPOSE OF YOUR BUSINESS PLAN.
You probably assume the key people involved in
approving,
preparing,
implementing,
your
business
sure
your
and
plan,
encourages
make
reasoned
disagreement. That way, you’ll get meaningful feedback. And if consensus isn’t possible, make it safe for stakeholders to “disagree and commit.” This gives them the freedom to speak their minds while still agreeing to strive to make the plan work.
plan as prophecy” mindset. Likewise, some may understand their role but
tone, review it regularly rather than once or
and constant. Plus, you’ll find out quickly if someone on your team is stuck in a “business
not the totality of the plan and its purpose. Stakeholders may think that because they understand their role fully, they understand the business plan fully as well. This isn’t always the case, however. I call this situation “the elephant’s toenails” — you need to make sure everyone can see the whole elephant.
2.
MAKE SURE YOUR PLAN GOALS AND TIMEFRAMES AREN’T MERELY CROWD PLEASERS.
One of the best-kept secrets of how to write a business plan is to avoid writing it for a limited audience. Business plans are often
could, the company would miss its broader
purpose
forum
4.
stop viewing a business plan as infallible
met the measurements as outlined, which I
within
put a plan into action.
will help you and other decision makers
I went to the board and explained that if I
something
purpose. Check those assumptions before you
not realistic?” If nothing else, this experience
year, the business environment changed.
about
consideration. When talking about defining
happens if we miss the mark or recognize it’s
assessments. However, partway through the
agree
business plan and its results understand its
business plan? Why do we have it? And what
more flexible discretionary performance
doesn’t
your plan, their point is worth thoughtful
gather them together. Ask them, “What is a
bonus if I met them; I had suggested somewhat
Even if only a single person on your team
and monitoring the various aspects of your
Try this exercise: Pick a few stakeholders and
measurable objectives with the promise of a
3.
ENCOURAGE A CULTURE OF FEEDBACK AND THOUGHTFUL DISSENT.
done at the request of outside stakeholders such as investors or financial institutions.
THINK OF YOUR PLAN AS A PART OF DAILY LIFE.
For your business plan to take on a less prophetic twice annually. Build and adapt the goals and key performance indicators you outline in your business plan on a real-time basis. This will give you a solid view of whether the plan and its goals remain achievable or require adjustments for industry or company changes. The plan should be a living document rather than a static, stagnant one that can quickly grow outdated. It’s in pixels, not concrete. Writing a business plan is a critical element of running a successful company, but don’t fall into the trap of thinking of it as sacrosanct. Look at it as a practical road map that can sometimes benefit from readjustments to avoid bumps, costly delays, and flat-out misses.
The temptation in these cases can be to
This article was originally published in Business 2
consciously or subconsciously match the
Community. Follow this link to see the original publication:
plan to external expectations — expectations
www.business2communit y.com/leadership/how-to-
that might not be realistic or even doable.
stop-treating-a-business-plan-as-prophecy-02384700
Be careful not to trade long-term reality for short-term results.
goals. They understood, and we changed my bonus objectives. But had the conversation gone differently (as it so often does), I would
ABOUT THE AUTHOR
have been stuck wasting time and energy on
Founder and Principal, Brent Morrison, oversees Morrison’s Business
irrelevant goals simply because they were
& Accounting Advisory service line.
part of an immovable plan.
To get in touch with Brent visit www.morrisonco.net/contact.
G R A N G E C O- OP , C ON T IN UED store
The cooperative strives for a people-first
has become a beloved presence in the
focus to provide a positive culture within
communities it serves. In addition to
their company. Morrison is honored to
typical farm supplies, they feature a
have worked with the Grange Co-op’s CEO
very popular pet department, an award-
and board of directors on recruitment
winning specialty apparel department,
and
popular lawn and garden supplies, and are
development projects. We look forward to
a True Value hardware dealer.
the cooperative’s bright future.
The
Grange
Grange
Co-op
Co-op
retail
continues
farm
to
look
human
resources
organizational
for
opportunities to expand into new markets and share its knowledge, superior customer sold in Grange Co-op farm stores, providing bulk grain for conventional and organic dairies, and providing private label packaging for nationally recognized feed brands. Today,
Grange
Co-op
is
perhaps
cooperative expanded beyond Oregon for the first time in 2017, with the opening of its Yuba City, California retail store, which has been a great success.
best
known for its retail farm stores, featuring quality products, superior customer service, experienced staff, and extensive product offerings.
service, and support of communities. The
Grange Co-op is a proud member of the communities it serves, with extensive support for local FFA and 4-H chapters, scholarships
to
local
students,
and
many other opportunities to bless the communities in which they operate.
MOR RI SO N SNAPSH TS
LOVE IS IN THE AIR To lift the spirits of some of the more at-risk members in Chico Noon Rotary, Michelle worked with her Rotary team to build
MORRISON CHRISTMAS PARTY
Valentine’s Day gift baskets. Over $2,000
The Morrison team gathered in our conference room in December to celebrate Christmas,
worth of goodies and monetary donations
but what kind of Morrison event would it be without a little competition? The team spent
were sent to our office. Michelle and a few
the afternoon enjoying a white elephant gift exchange, playing board games, and a heated
members of her team helped assemble the
(yet friendly) Lego building competition. Congratulations to Dean and Justin on winning
baskets and delivered them to their much
1st and 2nd place!
loved recipients.
BROADCASTING BRENT As part of Chico Noon Rotary’s Centennial Celebration, Brent (who is this years’ Club Secretary) made his way down to Deer Creek Broadcasting. Through the local radio station network, Brent recorded a public service announcement highlighting some of Rotary’s work in the local community. Brent’s announcement can be heard on local stations 103.5 The Blaze, Mix 95.1, 93.9 KPAY Newstalk, KPAY Sports 1290-AM, and KZAP 96.7.
TEAM MEMBER PROFILE
Q&A WITH JESSICA IF YOU COULD MEET ANY HISTORICAL FIGURE, WHO WOULD YOU CHOOSE AND WHY? If I could meet any historical figure, I would choose to meet my great, great grandfather, Karlis Kundzins. Karlis was from Latvia and served most his life as a
GETTING TO KNOW
Lutheran pastor in a town called Smiltene. He used his position to help and advocate for the Latvian people,
JESSICA LAZDINS VUK
a small nation of under 2 million, who at that time
Jessica Lazdins Vuk serves Morrison clients in the areas of grant writing,
service for the town (and country) that they made a
grant administration, and project management. She brings her skills and experience in communication and marketing to effectively serve clients seeking competitive grant funding. Prior to her role at Morrison, Jessica worked for more than a decade in the international nonprofit sector in Sarajevo, Bosnia-
were trying to find their unique cultural identity despite various occupations and influences from more dominant surrounding countries. Karlis did such a plaque to honor him, which I was able to see when I visited Smiltene years ago. My great, great grandfather and his life of service inspires me and I would love to have the opportunity to meet him.
Herzegovina, equipping college students with educational and life skills through foreign language courses, seminars, mentoring, leadership development, and community outreach initiatives. As Sarajevo Team Leader, Jessica managed the branch of the organization located in the capital city of Sarajevo. Her duties included overseeing all organizational activities; leading communication and
WHAT MAKES YOU LAUGH THE MOST? One of my favorite TV shows of all time is “Arrested Development,” a story of an enormously rich family that went bankrupt. I’ve watched it all the way
marketing efforts; managing the Sarajevo staff team; executing strategic
through countless times and always find new comedic
planning sessions; and developing key partnerships with external stakeholders.
gems. The show has a very specific sense of humor
Additionally, Jessica served as Marketing Coordinator at Bon Appetit Sarajevo, a family-owned, fine-dining bistro. She had a supportive role in the business, alongside her spouse who owned and managed the restaurant. Jessica developed Bon Appetit Sarajevo’s marketing strategy and all promotional materials; she also managed all social media profiles. Bon Appetit Sarajevo was among
that is witty, realistic, and extremely random. This is probably why my toddler also cracks me up as well, she shares the same qualities! Her specialty is random and I also find her highly entertaining.
Tripadvisor’s Top 5 restaurants in the city during Jessica’s tenure.
WHAT IS YOUR FAVORITE PLACE IN THE WORLD?
Jessica holds a bachelor’s degree in English and Comparative History of Ideas
in Croatia called Duba Peljeska. My husband is from
from the University of Washington. She has a master’s degree in Global
Sarajevo, Bosnia-Herzegovina, and grew up spending
Leadership from Fuller Theological Seminary.
the summers in neighboring Croatia. The village does
My favorite place in the world is a little coastal village
not have a single grocery store and there are less than ten people that live there all year round (one of them is related to my husband)! However, it sits right on the breathtakingly gorgeous Adriatic Sea and in the summer fills up with the most amazing people from all over the world. In terms of beauty it is right up with another one of my favorite places, Haines, Alaska. But that is another question entirely!
WHAT’S NEW IN 2021? Out of all the years to try to move internationally, my family and I chose 2020. Talk about bad luck! We were living in Bosnia-Herzegovina and were planning to move back to my native Northern California in March 2020 right when the travel ban commenced. Needless to say, our move has not looked like what we thought it would! In 2021, we hope we will finally have some space to get settled and begin to put down roots here.
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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.
WHEN LIFE GIVES YOU LEMONS, YOU BUILD A PACKING PLANT
BAR-C FEATURED IN AGALERT
Ventura Pacific Company, one of the
was featured in AgAlert, a publication of
CALIFORNIA MILK ADVISORY BOARD APPOINTS VERONIQUE LAGRANGE
largest lemon producers for Sunkist,
the California Farm Bureau Federation.
The California Milk Advisory Board
has broken ground at the site of a new
In the article, co-op president Kevin
recently
32-acre packing facility in Oxnard,
Maloney detailed the need for meat
Lagrange as Executive Director of the
CA. As featured in Central Coast Farm &
processing capacity in California and how
California Dairy Innovation Center
Ranch magazine, Ventura Pacific has
that spurred the creation of BAR-C. This
(CDIC). The CDIC was launched in
packaged lemons in older previously
rising need long preceded the pandemic,
2020
owned facilities for decades. Now they
and now stretches the supply chain to the
innovation and enhance productivity.
will have a packing plant built to suit
point that many local farmers must travel
Lagrange brings years of experience
their needs, expanding capacity by
hundreds of miles to process their meat.
in the dairy industry to her new
roughly
and
The founding members of BAR-C stepped
position
CEO Gabe Olmos anticipates a January
forward and created the organization
Director of Business Development for
1, 2022 move in date. Check out our
to provide a mobile facility they would
the American Dairy Products Institute
past newsletter feature to learn more
manage and operate themselves. To read
and Senior Vice President of Business
about Ventura Pacific Company: www.
the full article visit www.agalert.com/
Development
morrisonco.net/newsletter/summer-2019
story/?id=14593
Export Council.
50
percent.
President
Bay Area Ranchers Cooperative, or BAR-C,
to
appointed
further
including
with
Veronique
product-oriented
past
the
roles
US
as
Dairy
WELCOME NEW CLIENTS DUNNIGAN W A T E R DI ST R I CT
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NEWSLETTER | SPRING 2021