Opinion

Economists who have studied how farmers market crops have more than once concluded their behaviour “deviates from the standard definition of rationality,” as one study framed it.

This is not to suggest farmers are irrational creatures. Rather, their complex operational matrix combined with human behaviour results in decisions that don’t mesh with classic economic theory on marketing.

How could it?

Farmers are tasked with making “rational” decisions in a world gone crazy with tariff wars, supply chain disruptions, subsidy-induced surpluses and incalculable uncertainties due to escalating geopolitical tensions — all the while struggling to salvage the last of this year’s crop from muddy fields and getting those fields into shape for next year. They are also making critical decisi

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