Master Marketer program introduces revised programming model
New changes will broaden reach, provide needed risk management education
To further enhance producer profitability through improved marketing and management skills, the Master Marketing Program of the Texas A&M AgriLife Extension Service has developed a revised model for its programming in 2025.
Master Marketer provides high-quality educational programming and support activities designed to help producers evaluate the marketing tools, pricing and risk management strategies they might employ to best benefit their operations. The program covers a broad range of crop and livestock commodities.
“The educational opportunities and market information provided by the Master Marketer educational system have become an even more critical resource for Texas producers in understanding and dealing with changing market dynamics,” said Mark Welch, Ph.D. professor in the Texas A&M Department of Agricultural Economics and AgriLife Extension economist for grain marketing based in Bryan-College Station.
Welch said the economic environment for U.S. agriculture continues to be impacted by high input costs, declining and volatile commodity prices, production risk and tight profit margins.
“Risk in this turbulent climate highlights the need for better and more timely market information with which the producer can make crucial operational decisions,” Welch said.
Program changes to broaden reach
Welch said for 2025 the program will introduce a revised model of Master Marketer programming, which will include two-day marketing plan workshops held at various locations around the state. This will broaden the reach of the program and provide relevant risk management education to more producers in preparation for the upcoming cropping season.
Welch and fellow project investigators John Robinson, Ph.D., professor and AgriLife Extension specialist for cotton marketing, and Emmy Kiphen, AgriLife Extension program specialist, both in the Department of Agricultural Economics, will collaborate with AgriLife Extension district economist throughout the state in planning the details of each new Master Marketer event.
“The same primary topics as past Master Marketer programs will be provided in a more condensed form, with links to auxiliary resources like webinars and recorded presentations based on the interests of the participants,” Welch said.
The first of these Master Marketer Marketing Plan Workshops for 2025 will be conducted in Amarillo. Planning is underway for workshops in Lubbock, San Angelo and Waco. In this new format, Master Marketer can be repeated in the same region on an annual basis rather than the five-to-seven-year rotation under the old system.
How the program benefits producers
“Master Marketer is critical to the profitability of farmers,” said Lindsey Bowers, a grain merchandiser with United Agricultural Cooperative Inc., El Campo. “Most farmers truly love farming but don’t enjoy marketing their crops, and Master Marketer provides the resources to make marketing less intimidating and more about risk management.”
Bowers said the program also equips producers with the vocabulary to more deeply understand market commentary and discussions with brokers and merchandisers, plus gives them the confidence to engage in and, if needed, challenge what they are being told about market conditions.
More about the Master Marketer program
From 1996 to 2023, there have been 1,662 graduates from 33 Master Marketer workshops at 14 locations. The program consistently receives high marks for quality of speakers and presentations and for self-assessment of knowledge gained.
The most recent 2½ year post-survey of graduates shows a continued positive economic benefit of the Master Marketer program — participants report an average increase to farm revenue of $35,000 per year.
The Master Marketer program has been supported by major commodity and farm advocacy groups across the state, including the Texas State Support Committee, Cotton Inc., Texas Corn Producers Board, Texas Wheat Producers Board, Texas Grain Sorghum Producers Board and Texas Farm Bureau.
“These alliances have provided a foundation for the longstanding success of the Master Marketer program,” Welch said.
