On August 20, 2026, Dr. Kimberly L. Morgan from the University of Tennessee Institute of Agriculture joined us for the kickoff session of our Producers on the Rise series to discuss market readiness and pricing strategies for small and mid-sized farmers. Dr. Morgan provided practical insights on assessing buyer demand, evaluating market opportunities, and setting profitable prices before the season begins. She also shared essential steps farmers can take to build a market-first mindset and position their agribusinesses for long-term success.
