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Agricultural News

Customers All the Way Up the Line Need to be Considered for Maximum Beef Value

Tue, 24 Apr 2012 16:01:36 CDT

Customers All the Way Up the Line Need to be Considered for Maximum Beef Value

Cutting costs is important, but it is not the only way to improve profits in the cattle industry.

Colorado Angus breeder Troy Marshall recommends such practices as age and source verification and targeting cattle for certain grids.

He says producers still must focus on being low-cost producers, "but more and more, we're going to have to focus on the top line, on benefits. And he says those benefits accrue all the way up the line.

"Ultimately, first customer is probably whoever we first sell our cattle to and that's probably the feedyard operator from a cow-calf perspective, but it goes all the way up the chain to the packer, the wholesaler, retailer and ultimately the consumer.

"And that's where, I think, we have to focus more and more on is whether or not we are providing an eating experience that creates true value throughout the total system."

Marshall says satisfied consumers translate to greater demand, greater sales, and better cattle prices. But he doesn't leave it there.

"From an individual producer's standpoint, if you can hit specific programs, specific targets, specific niches, there's an opportunity to capture more value from those calves."


You can watch the full story about creating more value up the chain by clicking on the video below.


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