Selling to serve; Cruise takes responsibility for producers' success

     Being an independent sales representative for a seed company is more than just taking orders and making deliveries.

     Jeff Cruise of Monticello, who has been selling Pioneer seed for 13 years, is among those who provides whatever products and services that will best benefit the customer.

     “What I like about it is helping farmers meet their goals,” Cruise said. “It’s obviously a challenge every year when you are in production ag, and I take responsibility for it like it’s my own. When things go well, it’s a satisfying situation.”

     Cruise not only sells the latest Pioneer corn hybrids and soybean varieties, he works on planning each year with the producers he serves.

     “In the fall of the year, you catch up with customers from the previous year’s seed purchases and review how things went,” Cruise said. “I’ll ride along in the combines with farmers, and see what hybrids worked well for them.

     “That way you get a game plan for the new season. I’ll sit down with guys on an individual basis and go through a plan for their operation on a field-by-field basis. It’s more field-by-field oriented than ever before. It’s a competitive world, so you want to make sure your seed placement is as accurate as possible, that you place hybrids according to soil types and fertility. Fertilizer management is really important too.”

     Hybrids are constantly changing, Cruise said.

     “There are always advancements in genetics,” he said. “There’s a lot more to choose from than there used to be. There are a lot of different routes you can go. It’s constantly getting better.”

     Pioneer, which is based in Johnston, Iowa, keeps up with the changes, Cruise said.

     “Pioneer is a well known company,” he said. “I feel they’re very professional and sound. They have good products and the latest traits and technology to offer the producers.”

     Cruise, who grew up on the family farm between Monticello and Scotch Grove, has a four-year degree in agronomy from Iowa State University. He got started with Pioneer while he was working as a Crop Production Specialist with Innovative Ag Services in Central City.

     When IAS and Pioneer decided to part ways, Cruise was offered the chance to take on the Pioneer agency.

     “It allowed me to be close to home,” he said, adding that it was a goal “to have a business of my own.”

     In addition to selling seed, he rents nitrogen applicators and a land roller. He also offers custom seed treatment, and not just for Pioneer seed.

     Cruise has also been a certified crop advisor for 16 years. He completes 40 hours of continuing education every two years, either online or by attending meetings at ISU, in order to keep his certification.

     In everything he does, Cruise tries to help the customer remain profitable. That has become more difficult in times when crop production is at record highs and resulting prices are low.

     “We put a plan together to keep costs steady, and yet maximize their return on their investment,” he said. “You’ve got to come up with a plan that the producer’s comfortable with, that’s affordable, but also profitable at the end of the day.”

     Jeff, 42, also works with his father Joe and older brother Jay to produce primarily corn and hogs on the family farm, which has been in operation for 96 years. Like the customers Jeff serves, the Cruise family also works to remain profitable in competitive times.

     “Every season is a new challenge,” he said.

     He and his wife Beth have four children: Taylor, 18, Caitlyn, 16; and 15-year-old twin brothers Carter and Cole.