What Roach AG Marketing does

Roach AG Marketing, Ltd. is a privately held, family-owned agricultural advisory firm founded in 1978 by John Roach in Perry, Iowa and headquartered since 2001 in Boca Raton, Florida. The firm provides grain marketing consulting, hedging, and brokerage services to U.S. row-crop producers (corn, soybeans, wheat), operating as an NFA-registered introducing broker alongside consulting and tax-planning services delivered through three wholly-owned units: Roach Ag Brokerage, Daily Grain Plan (an award-winning newsletter with sell-signal alerts), and Roach Ag Financial (launched 2021, focused on farm tax-deductible retirement contributions). Roach AG employs 40 people across 7 office locations — 4 in the Midwest (Corn Belt) plus the Boca Raton corporate headquarters and additional regional sites — and serves over 10,000 agri-business customers through a sales-led, one-on-one advisory model in which experienced brokers build individualized marketing plans around each farm's rents, input values, and yield history.

The firm's core technology is a proprietary Buy/Sell Signal system built on technical indicators (including the 20-day moving average and Extended 3-Box Buy Signals) applied to corn, soybean, and wheat markets. Daily Grain Plan packages these signals into a subscription newsletter with proactive call/text notifications to subscribers when sell signals trigger, while the firm's hedging service uses each farmer's own operational factors (rents, inputs, yield history) to tailor price-risk execution. Roach AG monetizes through a mix of brokerage transaction fees, recurring subscription revenue (Daily Grain Plan, consulting retainers), and professional-services fees (Roach Ag Financial), supported by media distribution including John Roach's continuous role as Senior Market Analyst on PBS's Market to Market since 1978 and Brad Matthews' appearances on US Farm Report and Ag Day.

Second-generation leadership is in place: founder John Roach remains CEO, his son J Todd Roach (Ph.D., Experimental Psychology, University of Mississippi) serves as President after joining in 2019, Brad Matthews (Indiana University B.S. Finance, former Chicago Board of Trade floor trader) leads Roach Ag Brokerage, and Michelle Jackson serves as Vice President focused on talent acquisition. Pricing is not publicly disclosed and is structured around individual farm scale and service tier (consulting vs. hedging vs. brokerage), with no enterprise contracts, named logos, or public revenue figures — customer concentration is broad across SMB row-crop farmers rather than anchored on any single enterprise account.

Name

Roach AG Marketing

Legal name

Roach Ag Marketing, Ltd

Website

https://roachag.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Roach AG Marketing is a privately held, family-owned agricultural advisory firm founded in 1978 that provides grain marketing consulting, hedging, brokerage, and tax-planning services to more than 10,000 U.S. row-crop producers across seven office locations.

Ownership category

akta.pro rank

Headquarters

HQ city

Boca Raton

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Brokerage Services: Grain marketing brokerage transactions for farmers and agri-business customers trading futures and options for risk management purposes. Roach Ag Marketing, Ltd is an NFA-registered introducing broker.
2. Consulting Services: Personalized one-on-one consulting services pairing farmers with experienced brokers throughout the marketing year for individualized marketing plans.
3. Daily Grain Plan Subscription: Award-winning E-Newsletter subscription service with proactive notifications when market conditions suggest selling opportunities.
4. Roach Ag Financial: Tax planning services helping farmers make tax-deductible retirement contributions using high grain price income.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Roach Ag Marketing, Ltd. is a full-service grain marketing advisory firm that helps row crop producers manage price risk. The company delivers one-on-one consulting, hedging services, NFA-registered introducing brokerage in futures and options, an award-winning Daily Grain Plan E-Newsletter with proprietary Sell/Buy Signal alerts, and Roach Ag Financial tax and retirement planning for farmers.

Product overview

Roach Ag Marketing, Ltd. is a full-service grain marketing advisory firm offering a portfolio of products and services to help row crop producers manage risk. The core offerings include Daily Grain Plan (an award-winning E-Newsletter with sell signal alerts), Roach Ag Financial (tax savings and retirement planning), and direct advisory services (Consulting, Hedging, and Seminars). The company provides market analysis resources including USDA data, sell signal charts, futures quotes, and world crop weather information. Services are delivered through experienced brokers with over 40 years of helping farmers market their crops and livestock.

Differentiator

Problem solved

Functional benefit

Brands

• Daily Grain Plan: Award-winning E-Newsletter designed to help farmers make better cash grain sales by taking emotion and guess-work out of marketing plans. Notifies subscribers when sell signals indicate it is time to make a sale.
• Roach Ag Financial

Products and services

• Daily Grain Plan Award-winning E-Newsletter subscription service that helps farmers make better cash grain sales by taking emotion and guesswork out of marketing plans; subscribers receive calls or texts when Sell Signals indicate it is time to make a sale.
• Roach Ag Financial (Farm Tax Savings) Tax savings and retirement planning program designed for farmers within roughly ten years of retirement who face income tax burdens from high grain prices; enables large tax-deductible retirement contributions.
• Consulting Services Personalized one-on-one service pairing farmers with an experienced broker throughout the marketing year to develop a simple, easy-to-follow yet highly personalized marketing plan.
• Hedging Services Price risk management service for farms that uses the farmer's own factors (rents, input values, yield history) to design and execute hedging strategies; suited for experienced investors comfortable with more risk.
• Seminars Grain marketing seminars that Roach Ag sponsors, hosts, or presents at grower meetings and customer appreciation events across the U.S. Corn Belt.
• Roach Ag Brokerage NFA-registered introducing broker offering brokerage services in futures and options for grain marketing and risk management; led by CEO Brad Matthews.

Quantifiable outcome

• Helps over 10,000 agri-business customers manage crop and livestock marketing decisions
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• NFA (National Futures Association)coreOthersRoach Ag Marketing, Ltd is registered as an NFA-registered introducing broker. This regulatory registration allows the company to offer brokerage services in the futures and options markets for agricultural commodities.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• DTN: Large-scale agricultural market data, weather, and advisory platform serving farmers, traders, and agribusinesses. Overlaps with Roach Ag in market analysis and farmer decision-support but operates at much greater scale and breadth.
• Rabo AgriFinance: US agricultural lending, risk management, and advisory arm of Rabobank serving row crop producers. Comparable in serving farmer financial and marketing decisions, but operates as part of a much larger banking franchise.
• Cargill: Global agribusiness with grain origination, merchandising, and farmer-facing services including market advisory. Massive incumbent whose farmer-facing capabilities overlap with Roach Ag's brokerage and advisory model.

Direct peers

• AgriVisor (Total Farm Marketing by Water Street Solutions): Grain marketing advisory and brokerage serving farmers with market analysis, consulting, and brokerage services. Comparable niche focus, customer demographic, and subscription-plus-brokerage revenue model to Roach Ag.
• Pro Farmer: Long-running subscription-based agricultural market news, advisory, and analysis service targeted at row crop producers. Directly comparable on content subscription and advisory model, with stronger media distribution.
• Barchart: Commodity market data, charting, and analytics platform including grain futures tools targeted at farmers and traders. Comparable on commodity signal delivery and farmer audience, though more data-product-led than advisor-led.
• Stewart-Peterson: Independent grain marketing advisory and brokerage firm serving Midwest row crop producers with consulting, hedging, and educational services. Closest head-to-head competitor to Roach Ag in business model and customer base.

Others

• Farm Journal: Long-standing US agricultural media company producing television (Ag Day, US Farm Report), publications, and data products reaching Midwest farmers. Comparable audience and thought-leadership channel overlap, but operates as media/advertising rather than brokerage.

Emerging players

• Indigo Ag: Digital agriculture and grain marketing platform connecting farmers to buyers with data-driven pricing and transport tools. Well-capitalized agtech entrant with overlapping value proposition in grain marketing and risk management.
• Farmers Business Network (FBN): Direct-to-farmer digital platform offering inputs, marketing, and data tools including grain marketing functionality. Emerging digital-native competitor whose self-service model could erode Roach Ag's high-touch economics over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/roachag
• YouTubeyoutube.com/user/RoachAgMarketing
• Facebookfacebook.com/RoachAg
• LinkedInlinkedin.com/in/roachag

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roach AG Marketing