In January 1983, I was sitting at my desk when my phone rang. I was a relatively new Ph.D. learning how to teach farmers and agribusiness people marketing. The voice on the other end said, “Hello, Kim. I’m Calvin Pigg, editor of Southwest Farm Press. I’ve been reading your market reports, and we would like you to write for us.”
After pondering it for a few days, I told Calvin, “I’ll accept your offer on two conditions: No. 1, I’ll have an article in every edition, and No. 2, you’ll teach me how to write.” Calvin’s offer and Calvin himself were a gift from God.
I wrote three articles. Then Calvin called. “Kim, I’ve got bad news,” he said.
I thought, “Well, I am getting canceled.” Calvin continued, “Your articles are too long. Every word in your article reduces the room for advertising. We make money from advertising, not your articles.”
I thought, “Thank you, God.”
I worked with Calvin until his retirement, and then God sent Ron Smith. “Wow, it can’t get any better than this.” And, then God sent Shelley Huguley. Shelley is as good as Calvin and Ron, and my relationship with these three is one of the highlights of my career.
The best highlight is that “Wheat Scoops,” now “Grain Scoops,” gave me the opportunity to build relationships with farmers in Texas, Oklahoma, Kansas, New Mexico and, in reality, all over the world.
Forty-two years! Where did they go? Often, I would ask God to guide me and help me provide information to farmers and agribusiness people that will make their lives better. Southwest Farm Press was a major tool for achieving this goal.
Because of “Wheat Scoops,” I was invited to speak at a Texas Wheat Producers Association meeting in Amarillo. At the reception, a major producer told me, “Kim, I’ve been reading ‘Wheat Scoops,’ and, as a result, I increased my returns by $20,000.”
I told him, “Thank you,” but I also pointed out that he was the one who made the decisions. About 10 minutes later, another farmer told me, “Kim, reading your stuff cost me $10,000.” I thought, “Well, at least I’m $10,000 ahead.”
In Oklahoma, a producer said, “I read your articles, and I’ve learned how to market my wheat.”
I thought, “I can learn something here,” so I asked him how he sold his wheat. He said, “I read your stuff and do exactly the opposite.” I smiled and said, "Well, you’re right about half the time, aren’t you?”
Early in my career, a common statement was, “The majority of wheat is sold in the bottom half of the market.” However, I knew successful farmers who had started successful businesses on a shoestring. They couldn’t have succeeded by selling in the bottom half of the market. Research revealed 80% of the wheat was sold in the top half of the market.
I also learned that these successful farmers knew more about selling wheat than I did. I should learn from them, and I did. Southwest Farm Press then gave me the opportunity to share what I had learned.
Wade Brorsen, a research professor at Oklahoma State University and good friend, asked me what I was teaching farmers. After listening to my answer, he said, “You’re just making them feel good.”
I said, “That’s right. If I can convince farmers that they are doing a decent job of selling wheat, which they are, they will be amenable to learning how to improve their marketing skills. At the very least, they will sleep better, just knowing that they are doing a relatively good job.”
Well, as Calvin Pigg said, “Kim, your words don’t make Southwest Farm Press money. Advertising does.” For 42 years, I have enjoyed writing this column and making thousands of friends in the agricultural industry.
Hasta luego. I love you.