Back in  the 1990s when I published The Rice World, a trade journal serving the U.S. rice industry, a comment made by Jack Wendt, a well-known and well-respected rice farmer from Richmond, Texas stuck with me and remains with me to do this day. Mr. Wendt, as just about everybody called him out of respect, told me in an interview that achieving top yields wasn’t the most important goal of farming: Making a profit was.

Mr. Wendt was a third-generation rice farmer, born in 1922 and a member of the Greatest Generation, serving in World War 11. He died on Feb. 22, 2013 at age 90 and would have produced his 71^st rice crop that year. He emphasized that technology and innovation was important, but only if it helps you make a profit.

What was interesting is that Mr. Wendt did indeed make good yields and always used the latest technology to maximize production and profits on his Texas rice farm, not too far from Houston.

Also, Mr. Wendt emphasized he loved the life as a rice farmer, but he knew first and foremost that he was running a business.

Other farmers I have known have emphasized the point. They certainly want good yields and a beautiful crop, but profit is what it is all about. Today’s young farmers know this and realize it is a challenge because commodity prices are low and production costs are high.

Brandon Batten is a young farmer who farms with his dad Doug Batten and uncle Charlie “Steve” Bannon in Johnston County, N.C. Brandon is the recipient of the 2017 North Carolina Innovative Farmer of the Year Award by the Tobacco Farm Life Museum. The family uses the latest technology to remain competitive, turning to everything from cloud-based record keeping to autosteer tractors to GPS to cover crops to no-till. Still, making a profit remains the name of the game.

“I like to maximize profit, not necessarily increase yields. Sometimes they go hand-in-hand and sometimes they don’t. There are a lot of new technologies out there that are exciting and shiny and nice, but they may not make you any money,” Brandon says. “Anything we can do to do better at making a profit is a dollar well spent.”

I’ve heard at least one farmer say he didn’t want to be a “moron” farmer by putting “more” fertilizer, seed or pesticides “on” each crop than is needed. In other words, farmers practice precision agriculture to maximize profits.

One thing is certain, “moron” farmers won’t make a profit and won’t stay in business. What’s encouraging is there are few if any “moron” farmers working the land today. The successful ones use technology and rely on innovation, but always keep an eye on the bottom line.