The agricultural sector and its related sectors are important customer groups to Rabobank Group. For the best possible service to these food & agri clients, Rabobank Group has bundled its expertise, service provision and marketing communication into its Food & Agri department. Collaboration in agricultural marketing between local Rabobanks is increasing as well. At year-end 2007, a quarter of the market was served through these supralocal collaborative organisations. Tailored product proposals and knowledge products such as studies and visions enable account managers at local Rabobanks to give clients the best possible service.
In 2007, Rabobank introduced the Rabo Relocation Package. This relocation package helps Rabobank's agricultural clients in the relocation of their businesses. For their relocation, clients can avail themselves of a Relocation loan, which gives such farmers or horticulturalists more financial leeway during the transformation process. Especially for innovations in the intensive cattle farming sector, Rabobank, together with the Dutch National Green Fund, developed the VIV-Plus loan. This loan enables agricultural entrepreneurs to finance the relocation of their cattle business at low costs.
Rabobank makes an effort to help present and future entrepreneurs draw up fitting business strategies. The 'Rabo Opvolgers Perspectief' programme is offered to business successors. In 2007, greenhouse horticulturalists discussed business strategies under the 'The Wereld van Jip' project, based on three core trends formulated by Rabobank for its vision of long-term developments in this sector. Especially for entrepreneurs in the agricultural sector, Rabobank organised two training courses for entrepreneurs. These training courses, 'Uw Passie en Pressie in Beeld' ('Your passion and pressure visualised') for dairy farmers and 'Kansrijk ondernemen in the Akkerbouw' ('Successful arable farming'), covered several days. Such meetings give agricultural entrepreneurs a broader view of their businesses and a clear picture of the future.
Rabobank's own knowledge departments in food & agri, the size of which is unique in the world and befits its market leadership position, are an important source of inspiration for the account managers at the local Rabobanks in their contacts with clients. 2007 saw another series of authoritative studies on various subjects, including egg-laying poultry farming, arable farming and horticulture.
Nevertheless, the traditionally high customer satisfaction in the agricultural sector levelled out slightly in 2007. Agricultural clients are very positive about their agricultural account managers. Still, they would prefer Rabobank to offer even more competitive financial products and greater transparency in its charges. Also, agricultural entrepreneurs appreciate being valued as corporate clients. Traditionally, agricultural clients have strong ties with Rabobank and this translated in high customer loyalty in 2007.