Strategic advertising – Nation Information

Strategic advertising – Nation Information

Whether or not you worth and ship utilizing a commodity trade, or whether or not you negotiate contracts with retailers otherwise you promote farm merchandise on to customers, the worth you go to market at is at all times essential to success in agriculture. 

More and more, although, immediately’s farmers are making use of their administration abilities to the job. How can they set themselves up for higher outcomes?

There are a mess of selling methods, instruments and providers out there and positively multiple proper method to make use of them. 

What these new farmers are discovering, nonetheless, is that there are additionally strategic choices on the coronary heart of each farm’s advertising plan — whether or not they get known as “strategic” or not — they usually could make big variations, even when utilized throughout sectors and geographies.

To place it to the take a look at, Nation Information talked to 3 regional winners from Canada’s Excellent Younger Farmers program, which goals to acknowledge wonderful farm operators between the ages of 18 and 39. We requested them, “What are you doing to up your advertising sport?” Right here’s what we discovered.

Added Functionality

Jason and Laura Kehler, Kehler Farms Ltd., Carman, Man., 2016 Manitoba Excellent Younger Farmers

Jason Kehler had used ahead contracts for a few years, however because the enterprise grew, its mixed accounting, advertising and manufacturing wants turned overwhelming. He and Laura had been burning the candle at each ends, they usually knew they needed to make a change.

In 2019, Kehler recruited Trevor Wiens to hitch the crew as a chief monetary officer and director of grain advertising, and he feels including the function has solely improved the enterprise.

“I stepped again from the advertising function and Trevor now manages it. He’s doing a greater job as a result of he’s a numbers man who can dedicate extra time to it and actually take it to a different degree,” Kehler says.

The place Kehler hadn’t been snug with futures and choices buying and selling but additionally didn’t have time to study extra about them, Weins has been in a position to dig in and discover ways to use these instruments to enhance their outcomes. 

Immediately, Kehler and Wiens meet on a weekly foundation to debate what’s occurring within the markets and to finalize advertising choices.

“I must say that one in every of our greatest faults as farmers is considering we now have to do all the things ourselves,” Kehler says. “I’ve discovered that I’ve to belief individuals, put them the place they’re robust and provides them the instruments to achieve success. Our farm is a lot better off with good individuals round than it could be with me making an attempt to do all the things myself.”

Kehler had discovered about advertising grain the identical method he’d discovered tips on how to develop it — beginning at a younger age, he watched and labored alongside his father and grandfather. 

When he turned a accomplice within the enterprise, Kehler Farms Ltd., the necessity to make advertising choices was restricted as a result of grain was bought via the Canadian Wheat Board (CWB) and potatoes had been grown on contract.

“Beginning to market our personal grain added a unique dynamic to the enterprise but it surely’s been an unlimited enchancment,” Kehler says concerning the CWB being eradicated 10 years in the past. “We’ve by no means regarded again.”

Now, the Kehlers develop potatoes, corn, edible beans, wheat, oats and ryegrass on 6,700 acres in southern Manitoba. They negotiate a fixed-price potato manufacturing contract annually however market the opposite crops on an ongoing foundation.

The advertising plan is strategically targeted on managing storage, danger and money circulation. Investing in elevated storage capability over time has made a major distinction.

“Dad appreciated to have the naked minimal quantity of storage and I discovered that pressured us to make worth choices that we wouldn’t have needed to make in any other case,” Kehler says. “Now we construct bins yearly and my purpose is to have sufficient storage for a great crop in order that I can sit again and make good choices.”

A Name Away

Jordan and Jennifer Lindgren, Lindgren Farms Ltd., Norquay, Sask., 2018 Saskatchewan Excellent Younger Farmers

Just like the Kehlers, Jordan Lindgren additionally made the choice to hunt exterior advertising experience to enhance his enterprise. However as a substitute of onboarding a full-time worker, he selected to rent a grain advertising agency and begin working with a market advisor.

Lindgren, who farms 14,000 acres of canola, wheat, peas and oats with Jennifer and their 4 younger kids, was beforehand making many of the advertising choices himself.

“We speak each different day by telephone,” Jordan Lindgren says. “They’re always watching and analyzing the information.”


He graduated from the College of Saskatchewan with a diploma in agriculture earlier than becoming a member of his uncle and father within the farm enterprise, buying their shares once they retired in 2014 and 2017. 

At first, it was a mixture of learnings from college and classes from the earlier technology that formed Lindgren’s advertising plan. “After a number of years, I bought a sense for once we want money circulation, what we now have for storage, and when we now have workers to maneuver grain,” he says.

Lindgren was utilizing quite a lot of instruments to handle danger, together with a buying and selling account for futures and choices contracts. To remain knowledgeable, he attended market outlook conferences hosted by an area retailer and subscribed to newsletters from a number of market analysts.

However because the enterprise grew, so did administration obligations. Lindgren determined it was time to work with somebody who’s solely targeted on commodity markets.

The grain advertising agency he selected supplies every day market stories by e-mail however the service he values most is one-on-one consulting with an advisor.

“It’s fixed communication,” Lindgren explains. “We speak each different day by telephone to debate what’s occurring and what they’re anticipating to see available in the market. They’re always watching and analyzing the information, which is what farmers don’t have time to do.”

Whereas hiring a market advisor doesn’t take away all the danger, Lindgren has discovered that it might take a major weight off his shoulders. The stress of making an attempt to guess the place the market goes, ensuring grain is being priced and preserving observe of when it must be delivered has been lifted, he says.

The advisor makes use of actual prices of manufacturing and different cash-flow data with the intention to make personalized suggestions, which Lindgren sees as an additional benefit as a result of it makes farmers take a sharper have a look at their profitability and make extra educated advertising choices.

Trying forward, he plans to proceed working with an advisor long-term. He finds the service to be cheap relative to the potential return.

“Hiring a market advisor is an inexpensive technique to defend your backside line,” Lindgren now thinks. “No one can choose the excessive on a regular basis however they’ve a reasonably good concept of what’s occurring available in the market. They’re actually making me far extra money than they’re costing me.”

A Sharper Focus

Gurpreet Lidder, Lidder Produce Ltd., Keremeos, B.C., 2022 B.C./Yukon Excellent Younger Farmer

Whereas the Kehlers and Lindgrens have discovered success by involving extra individuals of their advertising efforts, the alternative is true for Gurpreet Lidder at Lidder Produce Ltd.

Lidder is a second-generation fruit farmer from the Similkameen Valley, who primarily grows apples and cherries, together with some peaches, pears and nectarines. 

“We’ve succeeded in eliminating the middlemen,” says Gurpeet Lidder. Leaving the co-op behind, he’s controlling his personal market technique.


When he graduated from the College of British Columbia and joined the household enterprise, his dad and mom had been promoting their produce at a roadside stand and thru an area co-op. He quickly steered the corporate in a unique course, breaking away from the co-op and advertising on to small retail chains within the Decrease Mainland.

After a interval of regular development, Lidder additional executed his vertical integration technique by constructing a packing facility in 2018. The growth opened the doorways for him to market to bigger business retailers and begin exporting.

“Now we are able to take our product, pack it and promote it,” he says. “We’ve been profitable in eliminating the middlemen, like brokers and wholesalers, and going on to retailers.”

A weekly request-for-quotation (RFQ) course of is used to promote Lidder’s fruit to Loblaws and Sobeys. (Annual fastened worth contracts are a factor of the previous. Not in contrast to different farm commodities, environmental elements can considerably have an effect on market costs.)

With smaller retailers, reminiscent of Langley Farm Market which has six metro Vancouver areas, Lidder is normally pricing contracts month by month.

However Lidder stays targeted on quantity of product, not quantity of shops.

“I’ve at all times discovered that 80 per cent of enterprise is repeat enterprise,” he explains. “I give attention to lower than 10 retail prospects, making an attempt to determine their wants and tips on how to higher cater to them. I believe so long as we proceed to do this, we are going to proceed to earn their enterprise.”

Lidder additionally values long-term relationships over short-term positive factors. He doesn’t overcharge retailers when there’s a product scarcity and in return, he has discovered that they are going to be honest to him when there may be extra in the marketplace.

Whereas the farm has grown to 240 acres and the distribution channels have modified over time, the roadside stand the place Lidder and his siblings grew up working nonetheless performs an necessary function. 

Primarily resulting from location, the stand attracts passionate foodies who drive hours particularly to buy wonderful high quality fruit.

Lidder makes use of them as a take a look at market and has discovered he can precisely predict client tendencies primarily based on their adoption of recent varieties.

Long run, his purpose is to proceed rising and preserve the give attention to high quality.

“If you happen to develop high-quality fruit, you’ll be able to differentiate your self and also you’ll at all times receives a commission nicely,” Lidder says. “Too many individuals give attention to packaging or advertising methods and neglect that product high quality is most necessary.” 

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