In this episode of The Ag Executive Podcast, Taylor Chalstrom (filling in for Jason Scott) sat down with Colson Steber, Founder and Co-CEO of Ag Access, a specialized division of Qlarity Access, for a fascinating conversation on growing a hyper-niche market research division and the vital role of relationships in the agriculture industry.
From Small-Town Roots to Ag Research Pioneer
Colson's journey began in rural Missouri, steeped in the farming community surrounding his father's original market research business, Qlarity Access. He quickly realized he was an "insane learner and researcher" who loved diving into the "incredible depths" of even the most obscure topics within the food system. This passion led him to formalize and structure the existing agricultural market research work into the dedicated division, Ag Access, which he launched in 2019.
What is the Ag Access Division? Your Customer's Voice
Ag Access works with major players like seed, chemical, and equipment companies, to ensure their decisions are directly influenced by the needs and emotions of farmers and producers. They are uniquely positioned in the "insane niche" of market research specialized for agriculture.
Colson shared that their focus is on building strong relationships with those they research, becoming their voice, and telling that story back to the company to inform strategy and decisions.
The Commitment That Sparked Massive Growth
Colson described the "smartest decision" in his ten years as an entrepreneur: committing fully to the ag sector by branding their specialized work. While the original business, Qlarity Access, had some agriculture sector customers, creating the dedicated branding for Ag Access was the game-changer. By deciding to "serve Ag right and be Ag Access," 40 companies found them for first-time projects in the 18 months after starting, quickly turning the division into a multi-million dollar company dedicated solely to the ag space.
The Secret: Relentless, Intentional Action
At the core of Ag Access's success is Colson’s motto: Relentless, intentional action.
For Colson, this approach stems from intense study on managing his own behavior and energy. It's about taking action, as identity and who we are becoming is based upon the action we're taking.
He applies this philosophy to Ag Access through structured systems, like the Entrepreneurial Operating System, to ensure everyone is on the same page and rowing in the same direction. This intentional process instills confidence in their team, which in turn drives strategic action and impact for their customers' key objectives.
Key Trends: Building Trust in an Overwhelmed Market
In an industry where relationships are key, Ag Access connects clients to over 400,000 growers and producers nationwide. Colson observed that while farmers have access to an abundance of information, they are simultaneously completely overwhelmed by it. This is why building trust and connecting with customers' needs is more critical than ever.
The firm's research helps clients translate complex industry shifts into actionable strategy:
- Carbon Credit Programs: Research is vital for translating the "abstraction" of carbon credit programs into practical understanding for farmers who already view themselves as stewards of the land.
- Equipment Evolution: The relationship between farmers and equipment is evolving due to new technology, with a shift toward leasing and rental models. Market research informs companies on how to bridge this transition with the farmer.
- Connecting with Emotion: Companies need to move beyond incremental thinking and measure the emotional needs underlying pressures on farmers. This allows agribusinesses to compete for the farmer’s dollar by bringing trust to the relationship and connecting with visions that create measurable outcomes in purchasing.
Listen Now
Listen to the full episode of The Ag Executive Podcast to hear more about how Ag Access is using research to help agribusinesses build an undeniable competitive "moat" around their products and pricing, without compromising profitability!
