West Central Distribution launches LIFT program

West Central Distribution debuts the all new Leaders in Farming Technology (LIFT) initiative, a partnership with Corteva Agriscience, Nufarm, Valent U.S.A. and Vive Crop Protection. This initiative aims to increase crop yields by incorporating the newest farming technology, including adjuvants, seed treatments, crop nutrition programs and crop protection.

The LIFT program was originally introduced in 2014 as Leaders of In Furrow Technology. At that time, the LIFT program focused primarily on the yield benefits of in-furrow application, the integration of fertilization and planting with the consolidation of seed, fungicide and even insecticide treatments in one system. While the in-furrow application system is still an integral part of the program, LIFT now supports a broader range of farming technologies and products.

"Our goal is to help retailers and farmers stay up to date on topics and products that can truly benefit their bottom line," said Dean Hendrickson, vice president of marketing for West Central. "We are excited to see this program expand to capture new technologies as they are developed."

Retailer and Grower Opportunities through LIFT

According to Forbes magazine, agriculture is a growing industry currently estimated at $7.8 trillion. As pressure on farmers to deliver goods to an ever-growing population increases, so does that need for finding new ways to grow efficiency and to expand yield capabilities.

Through LIFT, West Central and its partners help growers and retailers reduce variables within the growing season to unlock a plant's genetic potential and increase yields by introducing them to updates in technology and sharing best practices.

"Increased productivity is essential to agriculture, especially with the lower commodity prices we regularly face. Our goal is to continue to share these innovative profit opportunities for growers and retailers to expand their business," Hendrickson said. "West Central created the LIFT program with leading agricultural companies to focus on plant nutrition and production, to help maximize yields from every acre."

Through the program, ag retailers continue to benefit from free access to the LIFT Ag Academy, an online education tool that offers CEU credits for certified crop advisors and retailers who complete the courses and quizzes.

To learn more about LIFT and the partners bringing cutting edge products and services, visit the new blog site at www.inthefurrow.com.