Producing a Partnership:  ETA Helps WinField United Grow Their Events.


WinField® United is a division of Land O’Lakes, providing industry leading expertise, field-proven products, and research-based solutions to agriculture and specialty markets throughout North America. Their role as a distributor makes it possible for farmers & growers to obtain the products that will bring their crops the greatest success.

In the first quarter of each year, WinField United hosts a series of four incentive events: Summit, Summit Elite, Ultimate Field Trip, and Emerald Extras Conference. These are quickly followed up with the annual National Sales Meeting in June, which brings together the entire salesforce from across the continent.


As Senior Events Program Manager for WinField United, Susan Orum is responsible for the strategic messaging of the events as well as delivering a consistent brand experience to all of their audiences. When she stepped into this newly created position in 2013, Susan sought a way to uplevel the event experience for all of their attendees. ”We needed to make a change but had no vendor in mind,” said Orum.”I was in a new role, and I needed a production company that could elevate where we were.”

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