When Prices Disappoint, Sound Marketing Advice Matters Even More

You have the opportunity to bring real value to your farmers this fall. 

As harvest approaches, your growers are facing tough decisions in a less-than-exciting market. But that doesn’t mean there isn’t opportunity. In fact, this is exactly when your role becomes most valuable — as a guide, a sounding board, and a trusted partner.

Here are five steps to turning the marketing conversation into a positive, worthwhile, and actionable plan:

1. Invite the conversation.
   Don’t wait for it — initiate it. One-on-one meetings are where the real work gets done. Whether it’s a farm visit, coffee at the local diner, or a sit-down in your office, make the time to talk marketing.
2. Arm yourself with the facts — and multiple perspectives.
   What’s the profit picture today? What does it look like under different yield scenarios?  A farmer with a target at $10.25 to reach his goal based on a 60 bpa yield might only need $9.50 if yields are 66 bpa. A different way of looking at the numbers can open the door to productive decisions.
3. Identify the need.
   Every farmer’s situation is different. Some need cash flow. Some want to lock in profits. Some want to stay in the market without taking on more risk. Before offering solutions, take time to understand their actual goals and pressures.
4. Define the alternatives.
   Once you know the need, you can help walk through the right set of choices:
   • Ready to sell? Lay out the best execution plan.
   • Need cash at harvest? Compare cash sales, storage, or alternatives like Minimum Price Contracts (MPC).
   • Committed to holding grain? Show how MPC might keep them in the market with less cost and less risk than DP or storage.
5. Set expectations.
   Whatever the plan, help your customer know what to expect and how you’ll help manage it. Bringing clarity and structure builds confidence — and loyalty.

This fall, every farmer will make marketing decisions — either by plan or by default. You can help ensure it’s the former.

Even in a down market, you can be the difference between hesitation and action, between stress and confidence, between missed opportunity and margin made.

So start the conversation. Equip yourself with the tools. And show up with a mindset of service.

Because when you help your farmers win — you win too.