Producers in the Panhandle and South Plains – mark your calendars! Master Marketer 2026 is coming up soon. Having a solid marketing plan and risk management strategy is going to be especially important this year. The two-day program will be held in both Lubbock and Canyon, with focuses on building a marketing plan for cotton, grain, and livestock. Additionally, there are three upcoming profitability workshops that you don’t want to miss!
Building a Marketing Plan: Cotton, Grain, & Livestock
In 2026, a risk management strategy and marketing plan are crucial. Market disruptions, policy changes, and weather uncertainties create an increasingly volatile agricultural landscape. Government-based initiatives, such as disaster relief programs and commodity support, along with crop insurance programs, can strengthen a producer’s risk management strategy. Still, it all comes down to financial literacy: past Master Marketer participants report improved understanding of marketing concepts and how to develop a marketing plan, in addition to risk management practices. Featured speakers will include Dr. Mark Welch, Dr. David Anderson, and Dr. Natalie Graff.
Risk Management Education Sessions include:
- Budgets and Breakevens
- Crop and Livestock Outlooks
- Farm Policy
- Production Strategies
- Financial Risk
- Weather
- Crop Insurance
Master Marketer 2026
| Master Marketer: Canyon | |
| February 11-12, 2026 | Texas A&M High Plains Research and Extension Center |
| 9am-4pm | 3211 Russell Long Blvd. |
| Lunch Served Each Day | Canyon, TX |
The $50 registration fee is payable at https://tx.ag/MMCanyon2026.
| Master Marketer: Lubbock | |
| March 4-5, 2026 | Texas A&M AgriLife Research and Extension Center |
| 9am-4pm | 1102 East Farm Road 1294 |
| Lunch Served Each Day | Lubbock, TX |
The $50 registration fee is payable at https://tx.ag/MMLubbock2026.
Profitability Workshops
Andrew Wright and Will Keeling from the Lubbock Extension and Research Center will host three profitability workshops in February. These workshops train participants to use the South Plains Profitability Analyzer. The analyzer is a decision designed to help producers compare the profitability of a set of crop enterprises they wish to consider for their farm. The workshops will also feature market updates from Dr. John Robinson and Dr. Mark Welch, Texas A&M AgriLife Extension cotton and grain marketing specialists. The workshops will be held in Lamesa, Olton, and Brownfield on the following dates:
- Lamesa: February 5, 2026
- Olton: February 17, 2026
- Brownfield: February 26, 2026
Stay tuned to Ag Economics on the Plains for more information about these workshops in the coming weeks.