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.

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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...

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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...

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2 min read

Preparing for the Grain Merchandising Inevitable: Part 1

It is winter and the grain elevator is abuzz with activity . . . you have old crop bushels to empty out of the bin, grain to move off the farm, and...

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1 min read

Using the Profit Talk In Your Grain Origination Program

The typical discussion that occurs with a farmer at the elevator or coffee shop centers a lot around price.

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1 min read

10 Ways for Grain Merchandisers to Make Better Forward Sales

One of the greatest weapons in a grain merchandiser's arsenal can be making deferred basis sales. It can be a great way to reduce basis risk, reduce...

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2 min read

Why the Best Accountants in the Grain Business Think Like a Merchandiser

As the Controller, CFO or CPA responsible for producing financial statements for your company’s grain division, do you sometimes feel that you are...

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1 min read

The Forgotten Farm Marketing Alternative

The emotions of farmers have run the gamut these last two months as they sat in disbelief watching new crop prices plummet. For many it was a feeling...

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Basis Example

5 min read

3 Myths of Basis In Farm Marketing

I want to initiate a Public Relations Campaign within the farming community to get BASIS the respect and understanding it deserves.

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