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In 2011 our Health & Safety performance slipped slightly, and steps were introduced in the fourth quarter of 2011
to address this issue. We have refreshed and simplified our EH&S Management System, introduced specific
accountabilities at all levels of the organization, and put into place a new EH&S Statement posted visibly at all of
our locations. The statement reads:
“The Safety and well-being of our employees, agents, members, customers and visitors is a key
priority at UFA. Building a strong culture of safety begins with the expectations and programs we set
as a co-operative, and lives daily in the actions we take as individuals. It requires dedication from each
of us to make responsible decisions every day to create a safe environment for everyone at UFA”.
This represents an important culture shift, and early 2012 results of site assessments indicate we are clearly on
the right track.
Customer Service Centre
In 2011 our Customer Service Call Centre handled over 40,000 inquiries from our members and customers
providing an effective single point of contact.
Included in this number were more than 2,200 calls relative to our High Yield Member Investment Program. This
program was a tremendous success and raised almost $32 million within a period of 21 weeks to reach our
$40 million member loan target and is reflective of the loyalty that our members have towards their co-operative.
The interaction with members we have had through the customer service call centre, as well as in the field at
Farm & Ranch stores and Petroleum agencies, afforded us a unique opportunity to simply talk with our owners and
share the progress being made throughout 2011.
Community Investment
In 2011 we executed a community investment program of $785,000 to promote, support, and celebrate our rural
communities, particularly in the areas of youth, family and agriculture. Highlights of our accomplishments include:
Launch of a new 4-H Loyalty program targeting youth in Agriculture
Participation in Alberta Farm Safety programs which reached over 55,000 students in 2,700 classrooms
Re-direction of a portion of centrally controlled funding to field management for more of a grass roots focus
Sponsorship and participation in local rodeos and community events
Sponsored Slave Lake Benefit concert
Commenced preparatory work for the launch of 2012 International Year of the Co-operative
Celebrated Farmer‟s Day at all our UFA Farm and Ranch Supply Stores and Petroleum Agencies, honouring
our agricultural producers, families and members of rural communities with picnics, games and music.
Incremental to this investment we also successfully ran the second year of our UFA Small Town Heroes contest.
This touched many communities and met with an enthusiastic response as almost one hundred nominations were
received. Throughout the duration of the contest, UFA awarded more than $13,000 cash to two grand prize
winners and eight runners up to help enhance their communities.
Two private concerts with Paul Brandt were held in the respective hometowns of our grand prize winners,
Jeannette Vatter of Drayton Valley, and the Slave Lake Fire Department of Slave Lake. In addition, the concert in
Slave Lake raised an additional $10,000 for the Pioneer Drop In Centre, and $14,000 was raised in Drayton Valley
for the Drayton Valley Community Fund.
Much to the delight of Alberta fans, a few impromptu performances by Paul Brandt also took place as the tour bus
visited many UFA locations in Alberta on the way to the Drayton Valley and Slave Lake.
PRESIDENT AND CEO‟S MESSAGE 11
UFA 2011 Unabridged Annual Report 11