Member Report 2016: Vision, Mission & Core Values

< Back
Panoramic picture of horizon, overlooking a farm


To be recognized as the most trusted and reliable supplier of petroleum, crop, livestock, building products and services in the markets we serve.

Mission Statement

To accomplish our vision, we will:

  • Unite our customers, member/owners, staff, and elected officials toward balancing our common purpose of improving economic and social well-being of agriculture owners and their communities with sound business decisions that drive profit growth.
  • Develop and execute a strategic plan that strives for best-in-class customer experiences, recognizes and quickly adapts to relevant technology and promotes sustainable practices on behalf of and for our member/owners in all markets.
  • Promote and support the establishment of strong, professional business relationships by understanding the needs of our loyal customers/members and providing relevant, worthwhile solutions.
  • Remain connected to our roots and grounded in communities, Alberta’s natural resources, rural involvement and awareness, and the ideal that cooperation, neighbour to neighbour, town to town, and member to member is a heritage to be proud of and protected.

Core Values

A company is defined by its values. These are the principles by which we go about the day-to-day business of serving our owners and customers, and how we treat each other as employees.

Performance | Integrity | Collaboration | Progressive Thinking Accountability | Agility | Respect

Without a vision and mission, an organization cannot be successful. It’s the foundation on which we operate, and it guides what we do every day.

Kevin Hoppins | Chair, UFA Board of Directors