Dairy marketing isn’t just about chasing better prices—it’s about having a dynamic strategy in place before the market moves. At Total Farm Marketing by Stewart-Peterson, we help dairy farmers protect margins, reduce stress, and build long-term strategies. To illustrate how this can play out on the farm, we’ve created a fictional “Tale of Two Dairy Farmers.” While these examples are theoretical, this story reflects the experiences of many real-life Total Farm Marketing customers who’ve found success, confidence, and consistency with our variety of services shown below.

A Tale of Two Dairy Producers:

Dairy Marketing Can Feel Like A Constant Scramble

Just ask Brian Keller. He’s tried everything—brokers, spreadsheets, insurance agents—but still finds himself reacting instead of planning.

Compare that to Jason Becker, a fellow dairy farmer in the same county. As a customer of Total Farm Marketing, Jason sleeps easier knowing his marketing is proactive, structured, and aligned across milk, feed, and insurance.

Meet Farmer A:
Brian Keller – Bouncing Between Promises

Location: Sauk County, WI
Operation: 2,100 cows

Brian Keller has tried to manage his milk marketing in every way imaginable—going it alone, working with traditional brokers, and cycling through multiple DRP insurance agents over the years. Each promised proactive communication and sound strategy. Each eventually fell short. His marketing approach remains scattered and reactive, and with just a few years left before he hopes to hand the farm to his daughter, he’s worried. There’s no system, no structure, and no way to confidently transition this part of the operation to the next generation.

4:30 AM

Brian glances at milk prices while heading to the parlor. He hasn’t heard from his broker in weeks and can’t remember the last time anyone explained what his current marketing strategy actually is, let alone even talked to him about it.

9:00 AM

As he replaces a gate in the holding pen, Brian wonders if he missed a DRP sign-up window. His insurance agent typically just places endorsements when he calls—no insight and no integration with his operation.

12:30 PM

His daughter, who’s starting to ask more questions about taking on the farm, wonders how their milk is protected. Brian fumbles through a few spreadsheets but struggles to explain how it all ties together—or if it even does.

3:00 PM

The market declines. Brian doesn’t find out until the next morning. Another missed opportunity. Another day of not knowing whether they’re making the right moves—or any moves at all.

8:00 PM

Brian eats a late dinner while scrolling milk prices on his phone. With no strategy laid out to follow and no partner to help lead the way, he’s left chasing the market—and the clock.

Meet Farmer B:
Jason Becker – TFM360 Customer

Location: Sauk County, WI
Operation: 2,200 cows

Jason Becker's family has been farming in Sauk County for nearly 30 years. 8 years ago, after one too many sleepless nights worrying over milk prices and feed costs, he signed up for the TFM360 platform from Stewart-Peterson Inc. Since then, he’s renewed every year without hesitation. Jason doesn’t just rely on TFM360’s rules-based, AI-powered recommendations—he also works one-on-one with an consultant from Stewart-Peterson Group, Inc. who knows his operation inside and out. The combination has brought structure, clarity, and confidence to his milk marketing. He’s even chosen to place his DRP endorsements through SP Risk Services LLC, giving him peace of mind that every part of his marketing strategy is working in sync.

4:30 AM

Jason flips on the barn lights and then checks the markets on phone. Last night's TFM360 update email was straightforward and directional: milk strategy unchanged, feed targets holding. He heads out knowing today’s market noise won’t derail the strategy that he and his consultant have laid out. Jason breathes a sigh of relief that he can just focus on his operation.

9:00 AM

Midway through breeding checks, his TFM consultant calls. “Jason, Class III is reacting to USDA numbers. No action needed today, but we’ll be ready if it crosses our next trigger.” Jason appreciates the heads-up—he doesn’t have to scramble or second-guess.

12:30 PM

His son Nate, who’s starting to step into more leadership on the farm, logs into the TFM360 portal and reviews their current milk marketing positions. He sees how their past DRP coverage is layered with strategic cash and futures positions. Nate isn’t just learning the what, the why, and the how.

3:00 PM

A short TFM360 video lands in Jason’s inbox: a market update with context, next steps, and risk scenarios. Jason’s strategy is fully aligned—milk, feed, DRP—without conflicting messages or surprise gaps.

8:00 PM

Jason sits down with his wife, relieved that milk marketing is no longer a daily stressor. Their strategy is running with structure and foresight—and preparing the next generation to carry it forward.

Same industry. Same volatility. Two very different approaches.

Whose shoes would you rather stand in?

Milk marketing doesn’t have to feel like a guessing game. Whether you’re in the thick of daily chores or planning for the next generation, the right support makes all the difference. TFM360 brings structure, strategy, and proactive communication to your dairy marketing—so you don’t have to chase the market or carry the burden alone. The difference between these two farmers? One has a comprehensive, proactive strategy. The other doesn't even know where to begin.

About Total Farm Marketing's Services:

WATCH NOW: See TFM360 in Action

In this short video, Total Farm Marketing's Brad Peterson discusses how AI and proactive strategies are transforming dairy marketing and risk management. Learn how innovative tools like TFM360 and Dairy Revenue Protection insurance can help optimize your operation.

Our team is ready today to get you started on a path to more strategic milk marketing. Email us today or call (800) 334-9779 Mon.-Fri. from 7:30 to 4:30 CT.

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