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100% online |  Available 24/7 | Self-Paced | 4 Modules - estimated completion <6 weeks



View this short video to see how the Farm Marketing Essentials course
can be advantageous to your grain origination program.
This course lays the foundation for understanding the dynamics of farm marketing so that you can move this conversation forward with meaningful and actionable results. Objectives of the course:
  • Understand the principles of profit based marketing.
  • Be effective in analyzing the current profit picture from different perspectives.
  • Be equipped with a variety of tools to aid in your marketing conversations.
  • Be inspired by the role you play in delivering services of value to your farm customers.
  • Understand how the elevator's prices are determined.
  • Realize the unique connection between elevator and farm and the value you bring to the relationship.
  • Have a working knowledge of the common marketing alternatives available to farmers for marketing their crops in the pre-harvest period.
  • Be able to address the farmer's fears of selling prior to harvest with a clear explanation of the alternatives for addressing non-delivery issues.
  • Understand the role crop insurance plays in a farm's marketing plan.
  • Explore how the objectives of marketing shift after harvest for both you and the farmer.
  • Develop a working knowledge of the Marketing Alternatives available to farmers for selling grain in the post-harvest marketing period.
  • Apply the skills of origination to buying grain out of the farmer's bins.
  • Look at ways Profit Based Marketing is adapted to different market environments.
  • Learn ways to keep conversations focused on profit.
  • Be able to customize marketing plans to the needs of the individual.
  • Review resources that are helpful to your marketing discussions.

Module 1:  Profit Based Marketing

  • Introduction to Profit Based Marketing
  • 7 Essentials of a Skillful Marketing IQ
  • What are common characteristics you see in farmers who are good marketers?
  • How to Do a Profit Per Acre Analysis
  • How do you gain reliable information about production costs?
  • Where the Elevator's Price Comes From
  • An Elevator's Perspective on Price
  • The Elevator & Farm Connection
  • How the Elevator Makes Money from Trading Basis

Module 3: Shifting Focus Post-Harvest

  • The Decisions of Marketing After the Bushels are Harvested
  • Buying Out of Farm Bins
  • Minimum Price Contract: Mechanics of Execution Post-Harvest
  • Mechanics of Deferred Price (DP) Contracts
  • Mechanics of Basis & Extended Price Contracts
  • Knowing More About the Contracts You Don't Offer

Module 2:  Timing of the Marketing Decision

  • The Marketing Timeline
  • Fulfilling the Farmer's Marketing Objectives in the Pre-Harvest Period
  • Forward/Target Contract: Mechanics of Execution
  • Introduction to Options
  • Minimum Price Contracts
  • Hedge-to-Arrive Contracts
  • Crop Insurance: How it Works & What It Means to Farm Marketing
  • Dealing with Non-Delivery of a Forward Contract Due to Crop Failure
  • Pre-Harvest Bushels are the Most Profitable

Module 4: Adapting Your Message to the Situation

  • Buying in Difficult Times
  • Changing the Conversation
  • Planned Decisions for the Indecisive
  • Sticking to the Plan in a Rally
  • Originator's Toolkit

Participant Registration

Elevators utilizing White Commercial's Futures Brokerage Services (Participants) register through the special Participant website. 
If you do not have access, please call Cindy at 888.546.9555 for details.
  Our mission is to enhance the well-being and success of agricultural businesses
through world class education and management consulting.

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