Farmers Union changes name
A Rugby-based chain of cooperative stores selling energy, agriculture and supplies has changed its name.
Farmers Union Oil Company started doing business as Envision on July 1.
According to a press release by the company, the change was made to “reflect the commitment and long-term ability to provide customers with a broad base of products and services.”
General Manager Steve Dockter said the name of the company, which serves Rugby, Towner, Wolford, Leeds and surrounding areas, had become too restrictive.
“We’re not just a farm store,” he said. “We offer a lot for people, period. A lot of people think we’re just petroleum. There’s nothing wrong with the (Farmers Union Oil) name. It served us well for 84 years. The board felt it was time to make a change and set us apart.”
Dockter said it’s a change that the company’s seven-person board has considered since late last year.
“We are very excited with the name our cooperative has chosen,” Wolford-area farmer and board president Wayne Slaubaugh said. “Our board went through a strategic process to craft our mission, vision and values. Through this process we discovered our market position and name to help us define our business today and our vision for the future.”
Dockter said he feels skeptics will understand the change and it doesn’t change the way the stores will do business.
“The people that have given us the opportunity to explain why we’re doing it have understood and have been happy with the explanation,” he said. “I know there are people that won’t. There’s always going to be a curve in acceptance. It doesn’t change who we are. We’re a locally-owned cooperative.”
Dockter said any questions on the change can be directed to him or board members.
Dockter said the company will still offer Cenex products and will keep the Cenex sign at their Rugby store on Highway 2. The store on Rugby’s north end will have its Farmers Union Oil sign replaced with an Envision sign.
According to its release, Envision was established in 1929 and serves about 2,000 member owners and other customers in the area. The cooperative reported record earnings of more than $2.6 million in the 2012 fiscal year according to the release.
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