
GROWERS Transforms Agricultural Loyalty Program with AI Innovation
GROWERS, a recognized leader in agricultural retail solutions, has recently revealed impressive results from its customizable loyalty program, now supercharged with advanced AI technology. As agricultural retailers in the United States continue to adopt this next-generation platform, 2024 has proven to be a year of significant success. Retailers utilizing the GROWERS Loyalty Program have witnessed substantial sales increases among program members compared to those who are not enrolled. With expectations of further expansion in 2025, the company is poised to increase market adoption as the program combines the power of AI-driven insights with fully personalized loyalty initiatives.
Historically, customer loyalty programs in the agricultural sector operated as basic discount and rebate schemes. These traditional models rarely went beyond simple transactional incentives, failing to build long-term, meaningful relationships. However, GROWERS’ new AI-powered solution represents a dramatic shift in how loyalty is approached, benefitting not only the retailers but also farmers and manufacturers. The key innovation behind this transformation is its ability to promote continuous purchasing cycles, fostering customer engagement and driving repeat business.

At the heart of the GROWERS Loyalty Program is Axiom, a sophisticated AI technology engine developed by Agmatix, GROWERS’ sister company under the ICL Group umbrella. Axiom is designed to analyze a wealth of customer behavior and product performance data using proprietary algorithms. These algorithms offer predictive insights and real-time recommendations, ensuring that GROWERS’ retail partners can provide highly tailored incentives to their customers. By analyzing critical data, such as purchase patterns, seasonality, geography, and individual farmer profiles, the AI platform allows retailers and manufacturers to optimize their offerings and create highly personalized experiences that directly cater to the needs of each customer.
Steven Valencsin, CEO of GROWERS, highlights the significance of evolving customer engagement within the agriculture sector, noting, “For agriculture retailers, loyalty programs aren’t just about boosting sales, they’re about raising the bar on what customer engagement looks like – they don’t just want to reward loyalty, they want to actively create it.” He continues, “By aligning retailers, manufacturers, and farmers through shared data-driven insights, the GROWERS Loyalty Program is able to transcend traditional programs and drive meaningful growth across the industry. It’s a critical tool for influencing behavior, fostering stronger relationships, and enabling better resource planning.”
Retailers are already seeing the tangible benefits of the program. Neal Horrom, COO of Mercer Landmark, a farmer-owned cooperative, shared his positive experience with the platform. “Our investment in this digital transformation has allowed us to build deeper relationships with our customers, while staying ahead of the curve in retail agriculture.” Mercer Landmark, which collaborated with GROWERS to develop its own tailored loyalty program, has experienced enhanced alignment with both their manufacturer partners and the farmers they serve.
The agricultural landscape is rapidly evolving, with larger farms dominating the market and increasing competition between retailers. As input costs continue to rise, squeezing farmers’ profit margins, agriculture retailers are under growing pressure to find innovative ways to remain competitive. Customer loyalty strategies are becoming more crucial, as retailers look for ways to not only attract new customers but also retain and nurture existing relationships. A well-designed loyalty program enables retailers to strengthen these relationships and generate consistent repeat business.
The GROWERS Loyalty Program uses data-driven insights and AI technology to help retailers build digitized and personalized loyalty models. For instance, loyalty points can be awarded to customers, which can be redeemed for discounts or preferential rates on future purchases. This cross-segment purchasing model encourages customers to engage with multiple product categories, driving deeper relationships and increasing customer retention. Retailers can also craft tailored incentives, ensuring that the farmers they serve are continually motivated to engage with their offerings.
One of the most valuable aspects of the program is its closed-loop rewards model. This model links loyalty points to future purchases from the same retailer and manufacturer, strengthening customer loyalty and improving the overall return on investment (ROI) for all participants in the supply chain. Furthermore, the AI platform can predict customer behavior by analyzing historical purchase patterns, enabling retailers to anticipate customer needs and identify potential issues such as customer churn. The platform also provides retailers with alerts on new sales opportunities, allowing them to act quickly and strategically.
GROWERS is not just a provider of loyalty solutions for the agricultural sector—it is reshaping the industry. Through the collaboration with Agmatix, GROWERS is leveraging the power of AI to create cutting-edge loyalty solutions that drive growth, deepen customer loyalty, and strengthen connections within the agricultural supply chain. With the introduction of Axiom into the loyalty program, GROWERS is setting new standards for the industry, ensuring that retailers, farmers, and manufacturers are better equipped to navigate the challenges of an increasingly competitive market.
By fostering a more connected and data-driven ecosystem, GROWERS is making a significant impact on the way loyalty programs function in agriculture. The program’s innovative use of AI not only benefits retailers by boosting sales but also helps farmers optimize their purchasing decisions and strengthen their relationships with key supply chain partners. As the agricultural sector continues to evolve, GROWERS is leading the way, pioneering new technologies that empower retailers, farmers, and manufacturers to achieve their goals while shaping the future of the industry.
Through its transformative approach to customer loyalty, GROWERS is helping agriculture retailers build stronger, more profitable relationships with their customers, while creating a more sustainable and connected agricultural marketplace. By harnessing the power of data and AI, the company is paving the way for smarter, more efficient loyalty programs that are reshaping the agricultural landscape for the better.