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Agrimarketing : September 2012
Publisher/Editorial Director ____________________________________________ Lynn Henderson (LynnH@AgriMarketing.com) ph: 636/728-1428, ext. 2001 Customer Service Manager ____________________________________________ Audrey Evans (AudreyE@AgriMarketing.com) ph: 636/728-1428, ext. 2003 EDITORIAL ____________________________________________ NAMA Liaison Editor Jenny Pickett (email@example.com) AM Editorial Advisory Board: Mike Borel, The Context Network Tim Brackman, National Corn Growern Assn Erika Osmundson, AgCareers.com Jim Farrell, Farmers National Company Russ Green Jerry Harrington, Pioneer Hi-Bred Laura Henke, Charleston|Orwig Tommy Jones, John Deere Crop Insurance Pat Morrow, BASF Steve Rhea, Rhea + Kaiser Brad Schu, Land O'Lakes/Purina Mills Angie Skochdopole, AdFarm Bob Wilhelm, Rabo Agrifinance CIRCULATION _________________________________________________ Send subscription inquiries and address changes to: P.O. Box 16123 St. Louis, MO 63105 PRODUCTION _________________________________________________ Design/Layout Audrey Evans (AudreyE@AgriMarketing.com) Design for NAMA News Jennifer Pickett Agri Marketing is sent to qualified executives employed by corporate agribusinesses and their communication agencies, farm media, trade associations and others providing services to North American agriculture. is published by: Henderson Communications L.L.C. 1422 Elbridge Payne Road, #250 Chesterfield, MO 63017 Phone: 636/728-1428 FAX: 636/777-4178 E-mail: firstname.lastname@example.org IT'S ALL ABOUT THE WEATHER Those of us invested in the agricultural sector know how very important the weather is to our profession. While our city cousins watch the weather to see if they need to carry an umbrella, agriculturalists watch it to plan their activities, their revenues, their families' entire lives. This year, was all about the searing drought in the Midwest. Fourth worst in the nation's history. It was so heartbreaking to watch the crops wither throughout the growing season. A season which had started out with high hopes because of the early planting (earliest ever) and the near record number of corn and soybean acres that had been planted. The U.S. was going to once again be the lead supplier of food the world's hungry so desperately needs. And to continue to lessen the nation's reliance on imported fuels. Instead, USDA now estimates the nation's total corn and soybean yields will be down 12%. Several private forecasts say that estimate is overly optimistic. In many cases there were farms where no crop was harvested at all. It was plowed under to be in compliance with crop insurance policies. The markets took notice and pushed corn and soybean prices to all-time highs. That, of course, is devastating to the livestock industry whose largest expense is feed. Pastures were burned up, cow-calf herds were liquidated. The glut forced livestock prices substantially lower. Despite this, USDA is forecasting 2012 will set a new record high in farm income. Huh? USDA economists cite the combination of crop insurance payments and the high grain and soy prices being received for what is being harvested will propel the ag sector. In the meantime, the 2012 drought shows the true value of the modern agricultural practices and tools that are now on the market. Sophisticated irrigation rigs, moisture saving tillage practices and now the new traits making corn less susceptible to limited water. When our grandfathers fought drought, their average corn yields were 40 bu/acre. They were entirely wiped out. Today's average is 160 bu/acre, so half a crop is still twice that of grandads. Droughts are horrible things. But, gratefully, not what they used to be. AM 4 Agri Marketing September 2012 THIS MONTH IN Agri Marketing Five Years Ago (2007) • Ingersoll-Rand sells its Bobcat unit to Doosan Infracore for $4.9 billion. • Chicago Mercantile Exchange and Chicago Board of Trade merge. The resulting entity is named CME Group Inc. • Hubner Seed and Lewis Hybrids are acquired by Monsanto. Ten Years Ago (2002) • Bunge acquires 55% of Cereol which owns Central Soya and CanAmera. • Mid America Crop Protection Association changes its name to Mid America CropLife Association. • Top Producer magazine goes online. • Farm Journal's AgDay and WeekEnd MarketPlace begin being broadcast on RFD-TV. Twenty Years Ago (1992) • Imperial Chemical Co. demerges into two separate companies: ICI and ICI Biosciences PLC which includes its crop protection, seeds, pharmaceuticals and specialty chemicals businesses. • John Charleston and Lyle Orwig form the new marketing communications agency Charleston|Orwig. • NAMA names its Agricultural Communicators of the Year: Paul Brower, VP of Goldkist; Mark Perrin, VP of McCormick Advertising, and Mark Vail, KFEQ, St. Joseph, MO. • Sam Meers forms Meers Advertising. AM Daily news and updates about the Agricultural Industry can be obtained by going to: www.AgriMarketing.com. For a free subscription to Agri Marketing Weekly e-newsletter, go to www.AgriMarketing.com. Lynn Henderson Publisher FOR OPENERS
AgCareers USA 2012