For far too long farmers have been production oriented, paying little attention to the marketing of their products. In the current economic and political environment that is no longer sufficient to survive. A farmer must know, not only how to produce but what it costs to produce, what risks are involved, which risks can be avoided; and, probably most important, what marketing alternatives are available. This paper shows the strategies and detailed requirements of marketing management of a beef farm from the High Plains of the USA.
