There is no doubt Australian grain growers are getting smarter about how they produce a crop.
The recent string of dry years has seen some marvellous achievements with people getting some sort of a yield off the proverbial 10 points and a bit of spit.
Our growers are pushing things to the edge, looking for that extra one or two percent in yield or in cost-cutting.
However, could it be argued that growers are spending too much time on the agronomics and not enough time on the marketing.
Very few farmers profess to enjoy marketing their crop- their passion for the job is generally for the basics of growing a good crop.
However, it is here that there are easy gains to be made in relatively easy steps.
No longer can growers be content simply to dump into the local bulk storage site at harvest and take whatever price is on offer - it is akin to simply putting in a crop without fertiliser or spraying for weeds and insects.
With hopes rising of a big production year here, it is more imperative than ever that growers consider their marketing options.
Marketing is rapidly changing, and while it can be daunting, there are big gains to be made.
It's time for those who are not market-savvy to take the plunge and begin to take control of their own destiny, rather than simply complaining about low grain prices come harvest time.