Abstract
Two focus groups were conducted in Idaho to explore wheat producers' marketing preferences and factors affecting their decision-making. Participating producers have used a variety of tools, including cash sales, forward contracts, futures and options contracts, and the store-and-sell-later strategy. Beyond financial and operational considerations, participants emphasized the influence of social, behavioral, and external factors on their marketing decisions. This is likely due to the region’s heavy reliance on export markets and the recent unprecedented volatility caused by geopolitical events. The findings highlight the need for extension programs to improve information sharing, marketing education, and stress management, which will help enhance producers’ ability to navigate market volatility.