I was reading an article this morning about a large cooperative and their priorities.

"We will focus on our strengths: increasing sales, maximizing margins, capturing service revenues, and implementing new technology."

I would think that they would want to focus on increasing patron income, maximizing yields, reducing input costs, and working for the success of the patron.

The goals of a company shouldn't be at odds with that of their customers. In fact the really successful companies focus on creating customer value, not just selling them products.

If your supplier is more interested in selling you a product and increasing their bottom line than increasing yours, I'd look for a new supplier.