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Art School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences Washington State University Randy Fortenbery Understanding Markets and Marketing: Introduction

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Art. Understanding Markets and Marketing: Introduction. Randy Fortenbery. School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences Washington State University. The objective of marketing is:. NOT to make money in the futures market. - PowerPoint PPT Presentation

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Page 1: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Art

School of Economic SciencesCollege of Agricultural, Human, and

Natural Resource SciencesWashington State University

Randy Fortenbery

Understanding Markets and Marketing:

Introduction

Page 2: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

The objective of marketing is:

• NOT to make money in the futures market.• NOT to sell at the highest price of the year.• NOT to generate accurate price forecasts.

• TO earn a reasonable return on investment• TO minimize the risk associated with achieving a

target level of income.

Page 3: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

US Wheat Balance Sheet (June/May)USDA USDA

USDA USDA USDA USDA USDA USDA Jan Est. Jan Fore.Marketing Year 05/06 06/07 07/08 08/09 09/10 10/11 11/12 12/13

Beg Stocks 540 571 456 306 657 976 862 743Imports 81 122 113 127 119 97 112 130

Acres Planted 57.2 57.3 60.5 63.2 59.2 53.6 54.4 55.7Acres Harvested 50.1 46.8 51 55.7 49.9 47.6 45.7 49% Harvested 87.6% 81.7% 84.3% 88.1% 84.3% 88.8% 84.0% 88.0%Yield 42.0 38.6 40.2 44.9 44.5 46.3 43.7 46.3Production 2,105 1,808 2,051 2,499 2,218 2,207 1,999 2,629Total Supply 2,726 2,501 2,620 2,932 2,993 3,279 2,974 3,142

Food 915 938 948 927 919 926 941 950Seed 78 82 88 78 69 71 76 75Feed and Residual 160 117 16 255 150 132 164 350Exports 1,003 908 1,263 1,015 879 1,289 1,050 1,050Total Demand 2,156 2,045 2,315 2,275 2,017 2,418 2,231 2,425

Ending Stocks 571 456 306 657 976 862 743 716Stocks To Use 26.48% 22.30% 13.22% 28.88% 48.39% 35.65% 33.30% 29.53%

Avg. Farm Price $3.42 $4.26 $6.48 $6.78 $4.87 $5.70 $7.24 $7.90

Page 4: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences
Page 5: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

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$12.00

$14.00

$16.00

Cash Grain Prices

Wheat Corn Soybeans

$/bu

Page 6: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Wheat as a Feed Grain

Wheat prices over the last year or so have been supported by feed demand

Page 7: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences
Page 8: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

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012$0.00

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

Corn vs. Wheat Price

Nearby Corn Futures Price Nearby Wheat Price

Page 9: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Feed Demand Summary

• Cattle numbers are declining because of drought conditions in the Southern Plains.

• Dairy margins are stressed.• Corn feed demand was currently projected to be

down about 2 percent from last year.

Page 10: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Volatility Perceptions

Biofuel production has driven up commodity prices, and increased

commodity price volatility.

Page 11: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1995

/96

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/00

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/01

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/11

0

1000

2000

3000

4000

5000

6000

7000US Corn Use

Food, Seed, and Industrial Ethanol for fuelFeed and Residual

Page 12: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1996/97

1997/98

1998/99

1999/00

2000/01

2001/02

2002/03

2003/04

2004/05

2005/06

2006/07

2007/08

2008/09

2009/10

2010/11

2011/12

2012/13

0

1000

2000

3000

4000

5000

6000

7000

U.S. Corn Use

Ethanol Total Industrial Use (including food and seed) Feed Demand

Mill

ion

Bush

els

Page 13: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

US Corn Balance Sheet (Sep/Aug)USDA USDA

USDA USDA USDA USDA USDA USDA Jan. Est. Jan. Fore.Marketing Year 05/06 06/07 07/08 08/09 09/10 10/11 11/12 12/13

Beg Stocks 2,114 1,967 1,304 1,624 1,673 1,708 1,128 989Imports 9 12 20 14 8 28 29 100

Acres Planted 81.5 78.3 93.5 86 86.4 88.2 91.9 97.2Acres Harvested 75.1 70.6 86.5 78.6 79.5 81.4 84 87.4% Harvested 92.1% 90.2% 92.5% 91.4% 92.0% 92.3% 91.4% 89.9%Yield 148.0 149.1 150.7 153.9 164.7 152.8 147.2 123.4Production 11,114 10,535 13,038 12,101 13,092 12,447 12,360 10,780Total Supply 13,237 12,514 14,362 13,739 14,774 14,182 13,516 11,869

Feed & residual 6,155 5,595 5,913 5,254 5,125 4,795 4,548 4,540Food/Seed/Ind. 2,981 3,490 4,387 4,953 5,961 6,426 6,437 5,867

Ethanol 1,603 2,119 3,049 3,677 4,591 5,019 5,011 4,500Exports 2,134 2,125 2,437 1,858 1,980 1,834 1,543 950Total Demand 11,270 11,210 12,737 12,065 13,066 13,055 12,527 11,267

Ending Stocks 1,967 1,304 1,624 1,674 1,708 1,128 989 602Stocks To Use 17.45% 11.63% 12.75% 13.87% 13.07% 8.64% 7.89% 5.34%

Avg. Farm Price $2.00 $3.04 $4.20 $4.06 $3.55 $5.18 $6.22 $7.40

Page 14: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Actual Corn Price Compared to Price

Expected from Supply/Demand System

Page 15: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1990199119921993199419951996199719981999200020012002200320042005200620072008200920102011$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

$90.00

$100.00

$110.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

$4.50

$5.00

$5.50

$6.00

Corn vs. Oil Prices

Crude Oil ($/ba) Corn ($/bu)

$/b

a

$/b

u

Page 16: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Current Ethanol Situation

• The current renewable fuels standards limits corn based ethanol to contributing 15 billion gallons towards the 35 billions gallon target by 2022. Production in 2011 was about 14.2 billion gallons.

• Blending subsidy of 45 cents per gallon eliminated in 2012, as well as 54 cent per gallon Brazilian import tariff.

• Less important driver of corn prices moving forward, and not and important driver of price volatility.

Page 17: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Volatility Perceptions

Speculative activity in the derivative (especially futures) markets has resulted in

increased price volatility and inefficient price discovery.

Page 18: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

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2011

200000

400000

600000

800000

1000000

1200000

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Corn Open Interest - Long

Commercial Long Positions Reportable Long Positions

Page 19: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

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Corn Futures Price vs. Trader Activity

Speculators' Net Positions Hedgers Net Positions Nearby Futures Price

Page 20: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

0

2

4

6

8

10

12

$0.00

$2.00

$4.00

$6.00

$8.00

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$12.00

$14.00Wheat Price and Futures Trading Activity

Speculators Net Position Hedgers Net Position Wheat Futures Price

Page 21: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

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Wheat Price and Futures Trading Activity

Speculators Net Position Hedgers Net Position Nearby Wheat Futures Price

Page 22: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

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100000

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$0.00

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Corn Futures Price vs. Trader Activity

Speculators' Net Positions Nearby Futures Price

Axis Title

Page 23: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

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11-80000

-60000

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0

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$5.00

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$7.00

$8.00

$9.00

$10.00

$11.00

$12.00

$13.00

Wheat Price vs. Speculators' Net Positions

Speculators Net Position Wheat Futures Price

Page 24: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Empirical Evidence• Work by the CFTC looking at 2008 oil prices

suggested that speculators were not the cause of either price levels or price volatility

• Similar results were found by Irwin et. al looking at soybean markets.

• DESPITE THIS: Perception is driving policy.

Page 25: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Volatility Perceptions

International economic events have become more important than basic market

fundamentals in determining price levels and volatility.

Page 26: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1/6/

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2011

70

75

80

85

90

95

$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

$9.00

$10.00

$11.00

$12.00

$13.00

Wheat Price vs. The Value of the Dollar

Nearby Dollar Index Nearby Wheat Price

Page 27: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1/6/2

012

1/15/2

012

1/24/2

012

2/2/2

012

2/11/2

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2/20/2

012

2/29/2

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3/9/2

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3/18/2

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4/14/2

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4/23/2

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5/2/2

012

5/11/2

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5/20/2

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5/29/2

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6/7/2

012

6/16/2

012

6/25/2

012

7/4/2

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7/13/2

012

7/22/2

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7/31/2

012

8/9/2

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8/18/2

012

8/27/2

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9/5/2

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9/14/2

012

9/23/2

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10/2/2

012

10/11/2

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10/20/2

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10/29/2

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11/7/2

012

11/16/2

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11/25/2

012

12/4/2

012

12/13/2

012

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012

12/31/2

012

1/9/2

01378

79

80

81

82

83

84

$6.00

$6.50

$7.00

$7.50

$8.00

$8.50

$9.00

$9.50

Wheat Price vs. The Value of the Dollar

Nearby Dollar Index Nearby Wheat Price

Page 28: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1/6/2

006

3/10/2

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7/14/2

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4/4/2

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8/8/2

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10/10/2

008

12/12/2

008

2/13/2

009

4/17/2

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6/19/2

009

8/21/2

009

10/23/2

009

12/25/2

009

2/26/2

010

4/30/2

010

7/2/2

010

9/3/2

010

11/5/2

010

1/7/2

011

3/11/2

011

5/13/2

011

7/15/2

011

9/16/2

011

11/18/2

011

1/20/2

012

3/23/2

012

5/25/2

012

7/27/2

012

9/28/2

012

11/30/2

01270

75

80

85

90

95

$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

$9.00

$10.00

$11.00

$12.00

$13.00

Wheat Price vs. The Value of the Dollar

Nearby Dollar Index Nearby Wheat Price

Page 29: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Fundamentals Still Matter

• Land Use

• Asian Demand

• International Production

• Alternatives Uses

Page 30: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

CRP Contract Expirations

• Sept. 30 2009 2.8 million acreso Tx 561K, Colo 409K, Ks 331K, NDak 192,o SDak 184K, MT 138K

• Sept. 30, 2010 4.5 million acres

• Sept. 30 2011 4.4 million acres

• Sept. 30 2012 6.5 million acres

Page 31: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

CRP OBJECTIVES• Upland Bird Habitat 250,000 acres• Bottomland hardwood trees 500,000 acres• Non-flood plain wetlands 250,000 acres• Flood plain wetlands 500,000 acres• Longleaf pine plantings 250,000 acres• Prairie pot hole duck habitat 100,000 acres• State acres for wildlife 500,000 acres

Page 32: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

280,000

290,000

300,000

310,000

320,000

330,000

340,000

350,000

360,000

370,000

US Agricultural Acres

Planted Acres (1000 acres) Harvested Acres (1000 acres)

Thousa

nd A

cre

s

Page 33: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences
Page 34: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences
Page 35: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences
Page 36: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences
Page 37: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences
Page 38: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

5/31

/200

5

8/9/

2005

10/1

8/20

05

12/2

7/20

05

3/7/

2006

5/16

/200

6

7/25

/200

6

10/3

/200

6

12/1

2/20

06

2/20

/200

7

5/1/

2007

7/10

/200

7

9/18

/200

7

11/2

7/20

07

2/5/

2008

4/15

/200

8

6/24

/200

8

9/2/

2008

11/1

1/20

08

1/20

/200

9

3/31

/200

9

6/9/

2009

8/18

/200

9

10/2

7/20

09

1/5/

2010

3/16

/201

0

5/25

/201

0

8/3/

2010

10/1

2/20

10

12/2

1/20

10

3/1/

2011

5/10

/201

1

7/19

/201

1

9/27

/201

1

12/6

/201

1$0.00

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

July Wheat Futures Prices

Page 39: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1/3/2006

3/21/2006

6/6/2006

8/22/2006

11/7/2006

1/23/2007

4/10/2007

6/26/2007

9/11/2007

11/27/2007

2/12/2008

4/29/2008

7/15/2008

9/30/2008

12/16/2008

3/3/2009

5/19/2009

8/4/2009

10/20/2009

1/5/2010

3/23/2010

6/8/2010

8/24/2010

11/9/2010

1/25/2011

4/12/2011

6/28/2011

9/13/2011

11/29/2011

2/14/2012

5/1/2012

7/17/2012

10/2/2012

12/18/2012$0.00

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

July Wheat Futures Prices

Series1

Page 40: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1/2/2

008

2/13/2

008

3/26/2

008

5/7/2

008

6/18/2

008

7/30/2

008

9/10/2

008

10/22/2

008

12/3/2

008

1/14/2

009

2/25/2

009

4/8/2

009

5/20/2

009

7/1/2

009

8/12/2

009

9/23/2

009

11/4/2

009

12/16/2

009

1/27/2

010

3/10/2

010

4/21/2

010

6/2/2

010

7/14/2

010

8/25/2

010

10/6/2

010

11/17/2

010

12/29/2

010

2/9/2

011

3/23/2

011

5/4/2

011

6/15/2

011

7/27/2

011

9/7/2

011

10/19/2

011

11/30/2

011

1/11/2

012

2/22/2

012

4/4/2

012

5/16/2

012

6/27/2

012

8/8/2

012

9/19/2

012

10/31/2

012

12/12/2

012$4.00

$5.00

$6.00

$7.00

$8.00

$9.00

$10.00

$11.00

$12.00

$13.00

July Wheat Futures Prices$/

bu

Page 41: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1/2/

2003

3/27

/200

3

6/19

/200

3

9/11

/200

3

12/4

/200

3

2/26

/200

4

5/20

/200

4

8/12

/200

4

11/4

/200

4

1/27

/200

5

4/21

/200

5

7/14

/200

5

10/6

/200

5

12/2

9/20

05

3/23

/200

6

6/15

/200

6

9/7/

2006

11/3

0/20

06

2/22

/200

7

5/17

/200

7

8/9/

2007

11/1

/200

7

1/24

/200

8

4/17

/200

8

7/10

/200

8

10/2

/200

8

12/2

5/20

08

3/19

/200

9

6/11

/200

9

9/3/

2009

11/2

6/20

09

2/18

/201

0

5/13

/201

0

8/5/

2010

10/2

8/20

10

1/20

/201

1

4/14

/201

1

7/7/

2011

9/29

/201

1

12/2

2/20

11$0.00

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

White Wheat Cash PriceRitzville

White Wheat Cash Price

Page 42: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

6/2/

2008

7/6/

2008

8/9/

2008

9/12

/200

8

10/1

6/20

08

11/1

9/20

08

12/2

3/20

08

1/26

/200

9

3/1/

2009

4/4/

2009

5/8/

2009

6/11

/200

9

7/15

/200

9

8/18

/200

9

9/21

/200

9

10/2

5/20

09

11/2

8/20

09

1/1/

2010

2/4/

2010

3/10

/201

0

4/13

/201

0

5/17

/201

0

6/20

/201

0

7/24

/201

0

8/27

/201

0

9/30

/201

0

11/3

/201

0

12/7

/201

0

1/10

/201

1

2/13

/201

1

3/19

/201

1

4/22

/201

1

5/26

/201

1

6/29

/201

1

8/2/

2011

9/5/

2011

10/9

/201

1

11/1

2/20

11

12/1

6/20

11

1/19

/201

2$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

$9.00

White Wheat Cash PriceRitzville

White Wheat Cash Price

Page 43: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

Highlights of USDA’s 2012/13 Supply and Demand Estimates

1. 2012/13 Global wheat production estimated at 654 MMT, down 6% from 2011/12

– Global supplies estimate at 850 MMT; 44.0 MMT lower than 2011/12

– Black Sea production declines to 78 MMT due to weather problems, compared to 115 MMT in 2011/12

– Canadian production estimated at 27.2 MMT, up 8% from five-year average

– US production rebounded 14% to 61.8 MMT2. Consumption to decline for first time in five years, down 4% from 2011/12

– World feed use expected to decline 10 percent to 132 MMT3. World wheat trade to fall 16% from 2011/12 to 132 MMT, below 5-year average of

138 MMT4. 2012/13 world ending stocks at 177 MMT, down 10% from 2011/12

– China’s ending stocks (56 MMT) account for 31% of total5. 2012/13 planted acreage higher than 2011/12

– U.S. wheat reached 55.7 million acres, up 3% from 2011/12– Winter wheat acres 3% greater at 41.8 million acres– Durum acres up 61% to 2.2 million acres after a sharp

decline in 2011/12– Spring wheat acres down 3% to 12.0 million acres

From: U.S. Wheat Associates

Page 44: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

OUTLOOK• We have likely entered a sustained period

of higher average prices, coupled with increased volatility. Sources of volatility vary, and policy strategies to “control” volatility are at risk of causing, not solving, concerns related to market risk.

• Tensions between various use categories will result in considerable political pressure to manage who can and cannot engage in trade, especially in derivative and forward markets.

Page 45: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

3/31/2

011

4/15/2

011

4/30/2

011

5/15/2

011

5/30/2

011

6/14/2

011

6/29/2

011

7/14/2

011

7/29/2

011

8/13/2

011

8/28/2

011

9/12/2

011

9/27/2

011

10/12/2

011

10/27/2

011

11/11/2

011

11/26/2

011

12/11/2

011

12/26/2

011

1/10/2

012

1/25/2

012

2/9/2

012

2/24/2

012

3/10/2

012

3/25/2

012

4/9/2

012

4/24/2

012

5/9/2

012

5/24/2

012

6/8/2

012

6/23/2

012

7/8/2

012

7/23/2

012

8/7/2

012

8/22/2

012

9/6/2

012

9/21/2

012

10/6/2

012

10/21/2

012

11/5/2

012

11/20/2

012

12/5/2

012

12/20/2

012

1/4/2

013$6.50

$7.00

$7.50

$8.00

$8.50

$9.00

$9.50

July 2013 Futures Prices

Hard Red Winter Soft Red Winter

Page 46: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

6/1/2

012

6/7/2

012

6/13/2

012

6/19/2

012

6/25/2

012

7/1/2

012

7/7/2

012

7/13/2

012

7/19/2

012

7/25/2

012

7/31/2

012

8/6/2

012

8/12/2

012

8/18/2

012

8/24/2

012

8/30/2

012

9/5/2

012

9/11/2

012

9/17/2

012

9/23/2

012

9/29/2

012

10/5/2

012

10/11/2

012

10/17/2

012

10/23/2

012

10/29/2

012

11/4/2

012

11/10/2

012

11/16/2

012

11/22/2

012

11/28/2

012

12/4/2

012

12/10/2

012

12/16/2

012

12/22/2

012

12/28/2

012

1/3/2

013

1/9/2

013

1/15/2

013$6.50

$7.00

$7.50

$8.00

$8.50

$9.00

$9.50

July 2013 Futures Prices

Hard Red Winter Soft Red Winter

Page 47: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

1/29/1

960

5/1/1

961

8/1/1

962

11/1/1

963

2/1/1

965

5/1/1

966

8/1/1

967

11/1/1

968

2/1/1

970

5/1/1

971

8/1/1

972

11/1/1

973

2/1/1

975

5/1/1

976

8/1/1

977

11/1/1

978

2/1/1

980

5/1/1

981

8/1/1

982

11/1/1

983

2/1/1

985

5/1/1

986

8/1/1

987

11/1/1

988

2/1/1

990

5/1/1

991

8/1/1

992

11/1/1

993

2/1/1

995

5/1/1

996

8/1/1

997

11/1/1

998

2/1/2

000

5/1/2

001

8/1/2

002

11/1/2

003

2/1/2

005

5/1/2

006

8/1/2

007

11/1/2

008

2/1/2

010

5/1/2

011

8/1/2

012$0.00

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

$16.00

$18.00

Cash Grain Prices

Wheat Corn Soybeans

$/bu

Page 48: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

ConclusionsWe have likely entered a new pricing regime relative to basic commodity prices.

Both price levels and price volatility will continue to exceed levels experienced through 2006/07.

We will likely see several proposed “solutions” to commodity price activity initiated through political institutions. This will be a global phenomenon, and many of the proposals will be short-sighted and off target.

Much of the political motivation for “managing” markets makes overly simplistic assumptions relative to causality.

Creative risk management becomes important

Page 49: School of Economic Sciences College of Agricultural, Human, and Natural Resource Sciences

THANK YOU