Cultura Technologies, LLC • http://www.culturatech.com
Reprinted from Grain Journal September/October 2012 Issue
Cultura Technologies was formed in March 2011 with the merger of five agri-food software organizations owned by Constellation Software (CSI). Although the merger is recent, the five are not new to the grain and feed industries bringing together 30+ years of experience in software and services.
The five include two software businesses in the United States – AGRIS™ Inc., Alpharetta, GA, and ExtendAg™, Manteca, CA – and three software suppliers in the United Kingdom – BMS Computer Solutions, Cal Software, and Kinross Software.
“CSI acquires, manages, and builds businesses that supply software solutions to approximately 40 specialized industries, including agriculture,” says Jim Baker, president, Cultura Technologies.
“As part of CSI’s expansion effort within the agriculture sector, the company purchased the U.K. businesses between 2008 and 2010. Then in January 2011, John Deere Agri Services sold the AGRIS and ExtendAg product lines to the Volaris Group, an operating unit of CSI. Soon after, the rebranding and establishment of Cultura Technologies took place.”
The name “Cultura” – which comes from the Latin words “agricultura” and “cultivate” – came from a suggestion by an employee.
“After reviewing an extensive list of ideas from both outside and inside the company, ‘Cultura’ was chosen to reflect that our solutions are specifically geared to the agriculture industry, and that our goal is to foster growth and development for agribusinesses,” says Baker.
“The five businesses had been operating independently under different names. Bringing them together under one company name helped us strengthen collaboration between our global businesses and drive product innovation, plus it opened up opportunities for expanding the product lines into various global markets.”
Brand Names Continue
The widely-known product brands of the individual businesses continue as part of the product portfolio provided by Cultura Technologies. The brands include AGRIS™ Product Suite (AGRIS™ V9, AgroGuide™, oneWeigh™, binSight™, iView™, and Store Manager™ ES), AgStar™, Compac Gold, MillMaster, ExtendAg™, Generation, and Kit™.
“The AGRIS Product Suite provides applications that address specific needs in the production, aggregation, and processing of primary row crops such as corn, wheat, and soybeans,” says Lyle Hartz, director of sales and marketing. “The AGRIS system, which has been on the market since 1978, is a complete, integrated system with packages to cover all areas related to business management – from accounting and financial management to inventory, commodity management, and reporting. The system integrates to our operational tools for handling scale automation, automated bin management, agronomy, retail sales, and online customer account access.
“Our ExtendAg Product Suite provides applications for agribusinesses involved in raw product processing for specialty crops such as fruits, vegetables, and nuts. It includes modules related to compliance, logistics, and management. And our farm management solution, the AgStar system, is geared toward growers of specialty crops.
“We also provide solutions targeted for feed milling (Compac Gold and MillMaster) and seed production and processing (Generation), as well as the Kit™ commodities trading solution suite.
“The software we sell is designed and developed by Cultura Technologies. While our software incorporates standard industry requirements, it can be configured to meet specific business needs for a particular agribusiness. Our software systems also integrate to tools and systems provided by other companies.”
Customers of Today and Tomorrow
Cultura provides software solutions and support to agribusinesses involved in various roles throughout the production, processing, and delivery of food and bioproducts. These roles may include grain origination (grain elevators, terminals, first-stage processors, traders), seed production and processing, agronomy services, ethanol/biofuels processing, farm supply/retail sales, milling, and specialty crop farming and processing.
“Within the agri-food supply chain, which is a heavily commoditized industry with historically low margins, we see continuing trends toward globalization, specialization, and concentration,” says Hartz. “In recent years, creating value is largely driven by entry into value-added niches (e.g. edible oils, biofuels, nutraceuticals) and improvements in efficiency.
“With recent estimates of global food demand suggesting a need for doubling food production by 2050, efficiency improvements are very important. The industry continues to embrace the use of software tools specifically geared toward agribusinesses for easier information management, streamlined processes, and operational automation. These software tools not only lead to improved efficiency but better customer service and profitability, as well.”
Partners in Technology Solutions
“We believe in strong customer relationships and that the expertise of our people makes the difference in delivering solutions that enable businesses to efficiently produce, process, and deliver quality food and bioproducts,” continues Hartz.
“The most important contributor to success is knowing and understanding the particular business – its processes, its people, and the markets it serves. Each implementation is unique and dependent on the facility, how much equipment a business wants to integrate, and the end user’s comfort level with change and technology. c
“To ensure the smoothest of implementations, with the minimum of disruption to the customer’s business, we appoint a project manager who watches over each phase of the project. We develop a blueprint that serves as a project road map for everyone to follow. When it comes time for training, we provide remote (via phone and Internet) and onsite training options, depending on the customer’s needs.
“Once a system goes live, ongoing support is provided by our Technical Assistance Center, whose members have earned repeated top ratings on customer surveys. We also provide an online community for customers who want to access a database of information and learning videos, and/or participate in discussion forums with industry peers.
“The role of technology solution providers doesn’t end once a business is up and running and trained on a system – you aren’t just a provider. You must be a partner. The implementation is followed by a detailed process overview with key personnel so that they understand and are comfortable with day-to-day processes.”
“The majority of our business centers on software and related services, including installation, training, consultation, and support,” says Baker. “In general, we don’t sell hardware, except for a proprietary component that goes with our bulk commodity scale automation system. However, we do have a business partnership with a company that offers hardware sales, installation services, and equipment maintenance as its core business.”
Where and How
Cultura’s products are sold predominantly in North America and the United Kingdom, through sales managers based in the field, as well as through Value-Added Resellers (VARs) with whom the company has a business relationship. Its VARs also provide a presence in South Africa and Australia, and Cultura is looking to expand its global market presence.
“The level of knowledge and experience that our sales and account management teams have in the agribusiness and software industries sets us apart and provides value to our customers in choosing the technology tools that are best for their businesses,” says Hartz.
“Our sales managers know the ag industry and guide customers through the selection process to make sure they are comfortable with their buying decision. Our account managers help maintain two-way communication between Cultura and our customers – sharing information with customers about product releases, corporate strategy, and product direction, while also sharing feedback from customers about products and future needs with other teams within Cultura.”
Experience Sets Cultura Apart
“Cultura differentiates itself by our product longevity in the marketplace coupled with the expertise of our people,” says Baker. “Not only have we established a solid 30-year-plus reputation in the market for providing quality solutions, but we also have the people resources that make a difference.
“The majority of our employees have been working with their respective product line for 10 or more years. Employees continually keep up with industry happenings through customer relationships, memberships in associations, participation in industry initiatives, and various industry resources (e.g. print and online news and trade shows).
“Testimonials from our customers affirm that we are providing the technology solutions and services they need to make their jobs easier, improve their customer service, and make them more profitable.”
