United Ag is located in El Campo, Texas, about 90 miles outside of Houston. They operate a 6.4 million bushel grain storage facility, two cotton gins, four agricultural supply stores, and a custom bagging operation for deer corn and crack corn (puff corn).
United Ag knew they needed a digital tool to get information to their producers. Their first attempt at offering a (non-Bushel) customer portal resulted in low adoption rates: it lacked an intuitive user experience and did not provide the critical information farmers needed day in and day out. United Ag also faced problems pushing information out to growers. They were sending PDFs and it was a hassle for their growers to open emails and access each PDF individually. Growers wanted something simple to understand and easy to navigate, allowing them to quickly find the information they need at a moment’s notice.
“They [Bushel] just took everything that I wanted and put it in a very user-friendly app [customer portal],” Bowers said. “We have always aligned very well with Bushel because…our core values are the same.”
Lindsey Bowers, Grain Merchandiser, United Ag
“I wish we would have known then, that we’d have this level of trust with Bushel and with our producers.”
Bushel’s customer portal provides tools to enhance United Ag’s grower-to-grain facility relationship and experience. From Bowers’s experience, it’s all about effective communication. She uses the customer portal for mass communication purposes. Being able to put information out to all farmers simultaneously allows her to have follow-up conversations with individual farmers without having to repeat the main message.
