Clients / Gen TROPS

Gen TROPS

The challenge

Promote a cultural change that allows the cooperative to be taken to another level, a highly attractive culture both for current farmers and to attract new producers. A culture that consolidates Trops as a market leader.

How we did it

We trained 200 office, technical and plant staff to become Appreciative Inquirers. The goal was to discover what Trops farmers valued most: what they considered cool, important, and what values ​​stood out in the cooperative’s best moments from their perspective.

Each person interviewed 8 farmers, so we included the voice of 1,600 farmers, just over half of the membership group at that time.

From there we distill the opinions of partners and researchers through intelligence and collective action. This is how Gen Trops emerged. Composed of a purpose: “A Life Project” and five principles, which consolidate a culture that makes Trops something unique and inimitable.

"I have been with the company for 20 years, I have grown up with the company, I have made my family together with Trops, I feel I am a part of the company and a very important part of it"

David Sarmiento
Employee and partner | Trops

The impact

The most rapid and notable impact was the connection between workers and partners. This connection and trust was generated in the research process, which is in itself a listening exercise.

The Trops gene remains the lynchpin on which Trops growth rests. It is the culture that drives the business.

As a result of this success, another project emerged, whose challenge was to accelerate the strategic lines through intelligence and collective action.

Gen TROPS
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