In agriculture, an industry centered on relationships, loyalty matters. This business is unique in that it goes deeper than transactions; it’s built on long-term trust, ongoing support, and the expectation that every decision delivers value. With this in mind, Richardson Pioneer created Richardson Rewards: a loyalty program designed not just to incentivize grower customers, but to showcase new and innovative products that perform, helping them build stronger businesses for the long term.
Vice-President, Crop Inputs
Richardson International
Going beyond standard points-based models, where rewards are centred on the sheer volume of business a customer does, Richardson Rewards prioritizes yield performance and return on investment for growers. It’s why the program features both longstanding and innovative research-backed products from leading suppliers. “We know that these products perform,” says Russ Reich (Vice-President, Crop Inputs). “They’re trialed and tested to ensure growers receive the greatest value and yield on their acres.” Reich notes that next to yield, innovation is another factor behind the program’s offerings. “We’re interested in rewarding business decisions that promote yield through the use of innovative products, and therefore, achieves long-term success for the grower.”
The program is flexible. There are no rigid, one-size-fits-all requirements. Instead, growers are empowered to select the seed, crop nutrition, crop protection products, and biologicals that best suit their individual needs.
“Flexibility is the key,” says Reich. “Growers have control over their crop planning and can select the right mix of products for their specific soil conditions and crop types. Their voice is valued, and so, we don’t force them into a box.”
To help growers curate their own Richardson Rewards plan, year-round support from a trusted Richardson Pioneer representative is available — and encouraged. Growers are invited to work one-on-one with a trusted advisor, ensuring their crop planning and product selection aligns with the program. “This personalized and tailored service lets growers fully understand Richardson Rewards and feel confident in their decisions,” says Reich. “It also ensures they maximize their rewards, because after all, it is a loyalty program first and foremost.”
Only this loyalty program is built not just on transactions, but on trust and the shared goal of long-term success. With personalized guidance, flexibility, and access to best-in-class products backed by research and development, Richardson Rewards stands apart from other loyalty models. It exists to help Western Canadian growers succeed, far beyond the point of purchase and across the entire growing season.
