Change is Good
While change can be scary, it is also necessary to survive over the long term. Kenfield cites the California tree fruit industry as an example. The sector has been struggling for a decade with rising production costs, exotic pests, over-production and declining prices, food safety, and a glut of producers.
Next came consolidation, with several growers leaving the business, and a decline in total acreage. With such ongoing challenges, Kenfield believes the only way to survive and thrive is an ability to rethink organizational structure, staffing, leadership, operating efficiencies, and market position.
“The internal rate of change has to exceed the external rate of change,” Kenfield says. “Organizations that are never comfortable and are always dissatisfied with the status quo, that are always learning and tolerant of mistakes, are well-positioned to survive and grow.”
In other words, rather than creating a culture where people are afraid to make mistakes or take risks, both should be considered learning opportunities. In addition, companies that have been successful for many years should never become complacent—as they may be the most vulnerable to competition. That said, Kenfield recommends being strategic about embarking on any change. “Don’t over-react,” he stresses, because “things don’t change as fast as you imagine.”
The specific steps needed to accomplish organizational change vary depending on the situation and the companies involved. But produce industry executives should keep in mind the key factors that promote any successful change, namely: passionate leadership aligned with the need for change and well versed in how to achieve it; constant and consistent communication throughout the organization; listening to and involving employees so they have a vested interest in the change’s success; and being fully prepared for the change while recognizing the need for flexibility in the face of unanticipated events.
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