Brian Gross
About Brian Gross
Brian Gross is a Product Strategy Manager specializing in Crop Nutrition at United Farmers of Alberta Co-operative Limited, where he has worked since 2011. He has a background in agronomy and extensive experience in retail price guidance, contract management, and budgeting for crop nutrition products.
Current Role at UFA
Brian Gross serves as the Product Strategy Manager for Crop Nutrition at United Farmers of Alberta Co-operative Limited. He has held this position since 2011, accumulating over 13 years of experience in this role. His responsibilities include providing retail price guidance and marketing support for field staff across various locations. Additionally, he manages budgeting and forecasting for both bulk macro and packaged micro-nutrient product lines.
Experience at CAAR
Brian Gross was actively involved with the Canadian Association of Agri-Retailers (CAAR) from 2016 to 2019. He served as the Conference Committee Chair for the 2017 conference, overseeing the event in Banff, Alberta. He also contributed as a member of the Conference Committee and the Membership Value Committee during this period, focusing on enhancing member engagement and value.
Educational Background
Brian Gross studied at the University of Saskatchewan, where he earned a Bachelor of Science in Agriculture with a focus on Agronomy and Adult Education from 1976 to 1980. He furthered his education at the University of Calgary, completing a Management Leadership program in 1998 that lasted 11 months. This educational foundation supports his expertise in crop nutrition and product strategy.
Skills and Expertise
Brian Gross possesses extensive experience in negotiating supply agreements and managing contracts specifically for crop nutrition products. His role requires a strong understanding of the agricultural market, allowing him to effectively guide retail pricing strategies and provide marketing support to field staff. His expertise in budgeting and forecasting enhances the operational efficiency of product lines under his management.