AudioBook - Total Farm Marketing by Stewart-Peterson

Gain insights from one of the most innovative farm marketers of a generation with over four decades of experience, Scott Stewart.

Enjoy the chapters below in 5-10 minute segments

With this audiobook series you’ll be able to:

Understand why traditional farm marketing offers inconsistent and unreplicable results
Learn an approach to marketing that does not rely on you being right about the market
Rethink conventional farm marketing concepts and learn how to turn them to your advantage
Learn qualities you need to drive marketing success – whether in you or your advisor

Chapter 1 – Gain a New Perspective: An Introduction

Farm marketing can be done well. First, understand that the key to success is to change your perspective on how you approach the market.

Total Farm Marketing · Gain a New Perspective: An Introduction

Chapter 2 – The Impact of Competitiveness

A highly competitive agriculture landscape means that you have to gain efficiency wherever you can – and that means you need to market well.

Chapter 3 – Marketing Then and Now

Price swings have ebbed and flowed over the past 40 years of Scott’s career. What opportunity is there in today’s market?

Chapter 4 – Why Great Producers Are Often Poor Marketers

Everything that has made you successful as a farmer gets in the way of becoming an effective marketer.

Chapter 5 – A Known Fundamental Is a Useless Fundamental

What you know about the market is already priced in the market.

Chapter 6 – Why Outlook Doesn’t Work

You have to be able to accurately predict a lot of factors at the same time – without any surprises – to be accurate about outlook.

Chapter 7 – Strategy Doesn’t Rely on You Being Right

A strategic approach to marketing – how Scott learned early in his career about the power of strategy.

Chapter 8 – Why Manage Opportunity and Risk

A lot of people tell farmers not to be greedy and to sell at reasonable prices. Prices spend too much time at unreasonable prices to be content with reasonable.

Chapter 9 – A Basic Strategic Approach

How strategy works with a real-life example.

Chapter 10 – Pay Attention to What Matters

Being right isn’t what matters the most. Getting the best average price on all your production is what’s important to the health of your operation.

Chapter 11 – Keep an Eye on Volatility

Farmers hate volatility. Unfortunately, low volatility leads to low prices.

Chapter 12 – Dangerous Yet Useful Tools

Just like every farming tool, options and futures can be dangerous. Still, they’re just as important to your operation as any other tool.

Chapter 13 – Do You Have What It Takes

The qualities and commitments you need to bring to the table to be able to say that you have what it takes to market well.

Chapter 14 – What Makes Strategic Marketing Different

Why marketing to the market dynamically and thoughtfully vs to a predetermined price is the key to successful strategic marketing.

Chapter 15 – Decision Criteria to Make the Sale

What is the approach to marketing strategically? The first step is to decide when to make a sale by setting criteria and sticking with them.

Chapter 16 – Tool Selection and Criteria

Choosing a tool is the next step to effective strategic marketing. The most important consideration is whether the math checks out.

Chapter 17 – Tool Selection and Considerations

Continuing from the last track, other considerations as you choose the tools for your strategy.

Chapter 18 – Review Your Positions and Then Review Them Again

The last step of effective strategic marketing requires constant vigilance.

Chapter 19 – Determining Trend by Supply Size

Big supplies, small supplies – what they tell you about price trend. Learn about a simplistic approach that can help keep you out of hot water.

Chapter 20 – How to Use the News

Don’t use the news for insight into price levels. Use it to help determine trend. Here’s how.

Chapter 21 – Breaking Up with Break-Even Marketing

Only producers are told that selling at a minimal profit is good business. It’s time to re-evaluate that approach.

Chapter 22 – Pay Attention to Price Trends

Marketers often get caught up on current price levels when they should be focusing on price trends. Learn Why.

Chapter 23 – Marketing Decisions – Get It Done

Stop second-guessing when to execute on marketing and marketing decisions. Take out the emotions and get it done.

Chapter 24 – Bankers – No Blaming Them

To implement a thoughtful strategic plan, you may need to talk to a banker. You can’t blame them for their questions. Instead, be prepared.

Chapter 25 – Thoughts on Elevator Tools

There are a lot of good reasons to use elevator tools. Just make sure you understand how you’re much you’re potentially paying for the convenience.

Chapter 26 – How to Use the USDA Report

Most marketers rely on the USDA report to make farm marketing decisions. Scott’s advice? Don’t.

Chapter 27 – Do Not Be a Sheep

To be an effective marketer, be an independent thinker.

Chapter 28 – Open Your Time Window

To be strategic, you need to think long term, not just decision by decision. Your time window should be longer than you might think.

Chapter 29 – Shock Absorbers to the Market

Carryover of stocks are the market’s shock absorbers. They can dampen volatility when high, and can cause volatility to swing wide when low.

Chapter 30 – Options Lose Money So Why Use Them

If you buy the wrong option for your situation, the option is bound to be ineffective. Rethink how you purchase options.

Chapter 31 – The Value of Your Hedge Account

A focus on your hedge account can lead you away from making good marketing decisions.

Chapter 32 – Inflation and Other Insignificant News

Inflation has a big impact on the cost of doing business. Unfortunately, its effect on commodity prices (and how you market) is low.

Chapter 33 – About the Strength of the Dollar

Factors like the strength or weakness of the dollar typically affect the extent of a market move, not the direction.

Chapter 34 – How Powerful Are the Big Funds

Hedge Funds aren’t smart money regardless of their oversize impact. Use this to your advantage.

Chapter 35 – Avoid the Killer Loss

You need to stay on top of your marketing decisions day after day. Otherwise you put yourself in danger of a confidence-busting loss.

Chapter 36 – How to Think about Professional Help

Scott believes professional help is a critical step to marketing success for most farmers. Make sure they have your interests at heart.

Chapter 37 – Use the Right Tool

It’s obvious that you pick the right tool for the right job. When you pick a marketing service, pick the approach that suits what you need.

Chapter 38 – Being a Marketing Believer

As you embark on your strategic marketing journey, believe in yourself and what you can accomplish with consistency and discipline. Marketing can be done well.

Chapter 39 – Setting Goals

Scott recaps what strategic marketing is and why it matters. Total Farm Marketing is available for any part of your marketing journey.

About The Author

Scott Stewart

Owner & Chief Executive Officer

Ag commodities broker, strategist, entrepreneur and industry leader, Scott started a company called Stewart-Peterson back in 1985 with the idea that effective farm marketing is strategic, disciplined and consistent. His core philosophy is simple: meet the needs of his farmers clients with a laser-like focus by proving solutions that prepare farmers for whatever the market does. In 2019, Scott rebranded Stewart-Peterson to Total Farm Marketing to emphasize our commitment to farmers and to a holistic approach to farm marketing.

Listen to Scott Stewart’s book
New Times, New Rules

Read Scott’s Bio

Gain insights from one of the most innovative farm marketers of a generation with over four decades of experience, Scott Stewart.

Enjoy the chapters below in 5-10 minute segments

About The Author

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