VISION

We envision a Kroeker family company that:

• Meets food needs for this generation and beyond
  Our basic commitment is to produce nutritious food on a sustainable basis. As stewards of the land we feel responsibility for larger environmental issues such as the preservation of soil and water under our care.


• Is an industry leader
  We seed to model creative, energetic and forward-looking management that brings pride and profits to our stakeholders. We do not grow for the sake of growth nor do we place artificial limits on our size or scope; rather we seek and seize good opportunities to expand our sphere of leadership and stewardship. We are prudent risk-takers — innovative but not reckless.


• Works in partnership with others
  As agricultural entrepreneurs, we create opportunities for shareholders, employees, partners and investors so all can utilize their abilities to earn a meaningful livelihood and enrich our communities. We exercise leadership and generate opportunities through a network of efficient economic units and strategic alliances that empower one another, build mutual strength and reduce risks. In doing so, we seek to avoid conflicts of interest, at the board, management and staff level; where such conflicts cannot be avoided, we forthrightly identify them and seek to minimize their adverse effects.


• Has management depth
  Our success should not depend on a few key people. We seek to systematically increase the knowledge base of our employees at several levels as a buffer against sudden personnel changes, should they arise.


• Practices innovative agriculture
  We want to develop expertise, both corporately and among our staff, to keep us on the leading edge of our industry. We cultivate relationships with research institutions in our field and allocate time and resources to applied industry research that will enhance our productive capacity. We value and promote critical thinking that strengthens our role as a model of innovative and sustainable agriculture. We value and seed to uphold our tradition of serving the wider industry through regional and national leadership involvements.


• Is financially robust,
  not unduly vulnerable to industry or climatic dips. Our approach to matters of finance is one of fiscal realism; our analysis of new ventures utilizes mature discernment, full-cost accounting, a hard-headed calculation of risks, and follows financial policies set down by the board.


• Shares with others
  In accordance with our policy on donations, we share profits not only with employees and senior management but also with wider community and charitable causes — local, regional and global.


• Practices Christian ethics
  Our dealings with stakeholders (including shareholders, employees, partners, investors, colleagues, customers, suppliers and competitors) are grounded in biblical teachings of integrity, fairness, decency and respect. Our cropping practices, technology and land use take seriously the impact on future generations.