At this time of the year, it's easy to feel like yields are largely a function of weather – temperature and rainfall. Over the years in hundreds of grower meetings, I've heard that sentiment repeatedly. If you are inclined to think that way, think about this scenario.

As farmers face another year with challenging markets and high inputs, we as agronomic advisors continue to work with our clients in order to find where we can remove some of the guessing when it comes to the decision-making process of planning another season. It comes as no surprise to anyone that is involved in Agriculture that many areas saw higher than normal precipitation in 2018.

You are likely asked for next years seed order many times before harvest even begins. In that case, one of the first decisions you probably will make using your yield data is which numbers to plant the following year.

Telling customers they are underperforming never seemed like a great business model to me. Benchmarking can have that exact effect – 60% aren’t performing well if you remember teachers grading on the curve back in school. Those at the top of the curve might enjoy the satisfaction of knowing they are the stars, but how do you gently push the below-average customers to step up their game?

In case you haven't heard, there's a target on your back! Our modern crop production system is on a collision course with the non-farming public who are becoming more removed from farming with each generation. Many outside of agriculture, including regulators, associate high-yield crop production with being environmentally reckless.