Assessing Crop Profitability for Farm Business Planning

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Event Date
October 10, 2019

Join the CCOF Foundation and Kitchen Table Advisors for the second webinar in our Farmers’ Marketing: Tools for Success series that dives into farm business planning from a crop profitability perspective. 

Understanding the profitability of each of your crops is just as important as knowing which of your markets bring in the most profit. In this webinar, you will learn the value of understanding the price-volume relationship for your crop(s) and why it’s important to know the cost of each crop. 

Build your crop plan with intention and an expectation to maximize your profits. This webinar will help you think about your crop mix’s ability to generate profit for your farm. Our speaker, David Mancera of Kitchen Table Advisors, will review 

  • The importance of understanding a crop’s price-volume relationship,
  • When to begin thinking about crop profitability,
  • Information needed to understand crop profitability,
  • An example of enterprise budgeting as a tool to assess crop profitability, and
  • Profitability for a diverse vs. specialized farm.


Get a boots-on-the-ground perspective from Javier Zamora, owner of JSM Organics, about how he incorporates crop profitability into his farm’s marketing decisions for his mixed fruit and vegetable farm. 

This webinar will help you gain resources to help you start thinking about crop profitability for your own operation. 

About Our Speakers

David Mancera serves as the Kitchen Table Advisors’ regional director for the Salinas, Watsonville, and Hollister, California areas. Mancera grew up in a farmworking family in the small town of Chualar, which is in the heart of California’s Salinas Valley. Mancera’s interest in agriculture and food led him to pursue a bachelor’s degree in agriculture business at California Polytechnic State University, San Luis Obispo and later a master’s degree in agriculture and resource economics from the University of California, Davis. Throughout his career Mancera has worked in a wide range of roles—from marketing and sales to operations and corporate finance—for a diverse array of agricultural businesses, including Driscoll’s, FoodSource, Inc., and the California Strawberry Commission.  More recently, Mancera has spent the last year volunteering at a school garden, teaching sustainable agriculture at the local community college, and working with small farmers to strengthen their businesses through his position at Kitchen Table Advisors.

Javier Zamora is the farm owner of JSM Organics and a graduate of the Agriculture and Land-Based Training Institute farm incubator program in Salinas, California. JSM Organics is a CCOF-certified organic farm located in the beautiful rolling hills of Royal Oaks/Aromas, California in Monterey County. The JSM team is dedicated to producing the highest quality organic strawberries, raspberries, blackberries, vegetables, and cut flowers. The mentality of growing using natural means pervades the JSM culture and drives the methods by which their products are produced. This ensures high quality of flavor for their berries and vegetables, as well as the health and safety of their crew and environment.

About this Series

This webinar is part of the CCOF Foundation’s Farmers’ Marketing: Tools for Success series, providing tips and tools for farmers to strengthen their sales and income at farmers’ markets.

Funding for the series was made possible by the U.S. Department of Agriculture’s (USDA) Agricultural Marketing Service through grant AM180100XXXXG055.