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Building Your Sales Force

Human decision-making is a tough nut to crack. We would like to think of ourselves as making rational decisions, but we are often influenced by all kinds of extraneous factors. For example, the common logic in football when faced with short yardage on fourth down at...



Tackling Marketplace Changes

Tackling Marketplace Changes It’s no secret that consumer preferences in food production are changing or that there is constant pressure on agricultural producers to continuously improve their production practices. It’s also no secret that farmers are facing tight...



Procurement Strategies of Commercial Producers

Agricultural producers are facing significantly lower commodity prices and farm incomes, which have resulted in intense pressure to lower their costs. One way they have sought to do this is through aggressive negotiation on purchased inputs. Much of this negotiation...



Producers’ Purchasing Preferences in 2017

Editor’s note: Dr. William Secor is an economist for CoBank and a former clinical professor with Purdue University’s Center for Food and Agricultural Business. He played an integral role in the 2017 Large Commercial Producer Project during his tenure at...



Knowing Your Customer

Knowing your customer base is more important than ever, especially when your customer base includes the complex operations run by today’s large-scale commercial agricultural producers. That’s where the Large Commercial Producer Project research from Purdue...