Sherry Lorton

Sherry joined WCC in 1978 where she learned the skills of merchandising by working alongside some of the best merchants in the business. She has since authored/coauthored several books, including "The Art of Grain Merchandising", and developed an extensive line of educational programs and materials on grain merchandising for the industry, including the only Grain Certification Course in the industry.

2 min read

5 Disciplines of Merchandising that Stand the Test of Time

When you see what appear to be good, well-established, long-standing companies suddenly fall apart it makes you wonder.  How do good businesses go bad?  When you take a close look at companies that get into trouble, there tends to be a common...

Read More
rules

1 min read

The Basis Trader's Rules

I ran across this in my favorites folder the other day.  I thought it a worthy reminder of how being successful in the grain elevator business is achieved by staying true to a few simple principles.

Read More
blog image - special requests

1 min read

Dealing with Special Requests from Your Farmer Customers

How many times has a farmer come into your office and told you about some "great, new marketing alternative" that the guy down the street is offering... and wants to know why you're not?  This has probably happened more times than you care to remember. 

Read More
blog version harvest trucks

2 min read

The Consequences of Paying Too Much At Harvest

Competition is the driving forces that determines a fair and equitable price.  For the most part, your cash price to producers is based on your best resell values.  You determine what you can sell grain for and deduct freight and a reasonable handling...

Read More
blog image contract guidelines

1 min read

5 Guidelines for Great Grain Contract Offerings

With so many different types of marketing alternatives available to farmers in the marketplace, how do you, at the grain elevator, decide on which ones to offer?  We believe that if you stick to the following guidelines, then you’ll be sure to have...

Read More
5_Ways_Hand_Shake

4 min read

Positive Grain Marketing Services

Farmers require two things from grain elevators to be able to market their crops successfully.  They need access to the market and the means to capture profitable sales opportunities when they occur.  Positive marketing services are those that address...

Read More
5_step_plan

2 min read

5 Merchandising Disciplines that Stand the Test of Time

When you see what appear to be good, well-established, long-standing companies suddenly fall apart it makes you wonder: 

Read More
mushrooms_4b2c783421b2f_hires.jpg

4 min read

No One Wants To Be A Mushroom

In our last Grain Accounting class the discussion turned to the importance of having a good banking relationship. A lender in the meeting made the comment “just don’t treat me like a mushroom.” With a lot of puzzled looks staring back at him he went on...
Read More

2 min read

5 Disciplines of Grain Merchandising that Stand the Test of Time

When you see what appear to be good, well-established, long-standing companies suddenly fall apart it makes you wonder.  How do good businesses go bad?  When you take a close look at companies that get into trouble, there tends to be a common denominator...

Read More