The Real Cost of Putting Off a Marketing Plan
We talk to a lot of producers who mean to make a marketing plan every year, but when markets get volatile, it's easy to freeze. Should I hold? Should I sell? What if the price goes higher? With so much already on your plate, it’s one more decision that’s tough to make. But waiting too long can cost more than most people realize.
Missed Opportunity Is Still a Loss
When prices move fast, the window to act can close before you even get your bids in. Say corn futures rally 25 cents, but you’re still “thinking about it” and don’t pull the trigger. That hesitation can turn a potential $25/acre gain into zero if the market dips again.
Example: You have 1,000 acres of corn. A 25-cent opportunity left on the table is $25,000 you didn’t lock in, real money, even if the crop’s still in the field.
What Waiting Looks Like in Real Numbers
Here's how a missed opportunity adds up:
Scenario A: You forward contract at $5.00/bushel.
Scenario B: You hold out hoping for $5.25, but prices drop to $4.80.
On 100,000 bushels, that’s a $20,000 swing.
Smart planning cushions the downside, not just bets on the upside.
It’s Not Just About Price, It’s About Peace of Mind
Without a plan, every market swing feels like a crisis. You’re watching prices at the gas pump, in the middle of dinner, and during the kids’ ballgame. A good plan removes the guesswork and emotional whiplash.
What a Good Plan Actually Looks Like
A solid marketing plan isn’t about timing the exact peak. It’s about:
Knowing your break-even.
Setting price targets that meet your goals.
Spreading risk with contracts and crop insurance.
Staying flexible and watching the basis.
It’s about being prepared, not about being perfect.
What You Can Do Right Now
Pull out your break-even numbers and update them based on current inputs.
Look at your grain position: how much is unpriced?
Talk to someone who can help you build or revise your plan.
Don’t wait for the market to force your hand. Get ahead of it.
