Everyone wants to hit the top of the market, but that’s not a prudent marketing goal because you can’t predict the future, says Steve Meyer, National Pork Producers Council’s director of economics.

Instead, you should use an objective-based pricing method, based on your production costs, living expense needs and your current risk-bearing position. For this, NPPC has developed the Objective Based Pricing model that was covered in the December 1999 issue of Pork. (See page 24.)

Meyer also suggests variety in your marketing plan. “If you do the same thing every day, it is not really managing, and sometimes no action can be the best course, provided it is a decision, not an omission.”