Each week, we here at RealAgriculture choose a new question to ask in our poll.
A few weeks ago, we asked which professional farmers plan to add to the farm in the year ahead. The final tally favoured a business/succession expert, but adding a marketing advisor ranked second.
Brain Voth, founder of IntelliFarm Inc., isn’t surprised, especially given the market volatility of the last two years. Simply put, more volatility and higher prices increases marketing risk, and hiring someone to help navigate that risk makes sense.
What’s interesting is that Voth says many of his clients are already very knowledgeable about grain market dynamics, but that they see value in discussing market strategy with someone devoted to the topic.
Voth says when hiring a marketing person, farmers should explore what’s out there (from full service, to just a price update) and be sure to take the time to interview a few shops. Personality compatibility is important, Voth says, as building a relationship with your advisor important to building trust.