College of Agriculture, Forestry and Life Sciences; Public Service and Agriculture

Clemson seminar aims to offer agribusinesses blueprint for 2020 success


PAWLEYS ISLAND — South Carolina agribusinesses can get their ducks in a row for a successful 2020 during an intensive program from Clemson Cooperative Extension aimed at helping farm operators write a marketing and risk management plan for the upcoming year.

Clemson Extension logoThe 21st Annual Executive Marketing Seminar: Developing a Marketing Plan is a three-day seminar set for Jan. 7-9 at the Litchfield Beach and Golf Resort in Pawleys Island that will pack over 20 hours of hands-on instruction into the program.

The instruction will include problem solving and case studies, and participants will write a marketing plan based on the mnemonic device FLOID (Family Living, Operating expenses, Interest expense, Debt service), and desired equity growth.

The seminar will include a fundamental outlook for 2020, as well as information on using weather data, “mega trends” for the next decade, managing expectations, using options and a crop insurance refresher.

Clemson University farm business consultant Scott Mickey will then lead participants through the process of putting the plan on paper — from FLOID to target price analysis, fundamental price projections, year-round marketing strategies and a marketing simulation game.

“Our goal is to help the state’s ag producers get a jump start on planning for a successful year by helping them understand the tools available to manage risk,” Mickey said. “The Clemson Extension Agribusiness Team is built to equip South Carolina agribusinesses with the business and economic principles for making decisions aimed at improving profitability and sustainability, and this seminar in particular focuses on writing a marketing and risk management plan for the upcoming year.”

Along with Mickey, the faculty includes market analyst Jeff Beal of Strategic Marketing Services, Virginia Tech professor emeritus Dave Kohl, an ag economist and futurist specializing in finance and business management, and Eric Snodgrass, a meteorologist at Nutrien who provides the “Morning Farm Report,” a daily weather update for Agrible.

Tuition is $695 per student ($595 early bird registration before Dec. 16, 2019. The fee covers all instructional materials, the welcome reception, breakfast, lunch and breaks each day. Additional members of the farming operation join the group for only $325.

Enrollment is limited to 35 students, so participants are accepted on a first-come, first served basis. Registration is open and more information is available here.


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