In the three years since the 2008 global economic meltdown, veteran marketing adviser Bryan Doherty has seen a definite shift in farmers' questions about the markets. "I hear fewer questions like 'What's going to happen?' and more questions like 'Howdo I prepare my business for what's going to happen?' " he says. Doherty believes this is a good shift for producers. "It's a realization that, although you can't control the market, you can control your preparation," he says. The new mind-set reflects what has gone on in businesses worldwide: Risk management within corporations is no longer something to do in a crisis, according to a 2011 survey of business executives by the consulting firm Accenture. Since 2009, companies have improved their risk-management capabilities and view it as essential to sustainable profitability.
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