Mark Harmon
Joplin Regional StockyardsJoplin Regional Stockyards Located in Southwest Missouri Located in Southwest Missouri 23,000 Customer Base / serving 3.0 million cattle 23,000 Customer Base / serving 3.0 million cattle
in my trade areain my trade area Marketed 435,000 Cattle in 2005Marketed 435,000 Cattle in 2005 Host a weekly in house Video AuctionHost a weekly in house Video Auction All Sales are Live on DV Auction on the InternetAll Sales are Live on DV Auction on the Internet Average herd size in our area is less than 50 cowsAverage herd size in our area is less than 50 cows 30 plus Livestock Auction Markets within 150 30 plus Livestock Auction Markets within 150
milesmiles Our goal is to remain a leader in the cattle Our goal is to remain a leader in the cattle
marketing industry and that requires us to alwaysmarketing industry and that requires us to always
““THINK OUTSIDE THE BOX”THINK OUTSIDE THE BOX”
““Agriculture’s future will Agriculture’s future will be driven by be driven by
fast changes in fast changes in technology.”technology.”
Preparing for the FUTUREPreparing for the FUTURE Producers will have documented Producers will have documented
records on management and health records on management and health programs and will be backed by the programs and will be backed by the owner making sure their product will owner making sure their product will satisfy the specifications and needs satisfy the specifications and needs of the industry.of the industry.
To enhance the profitability of the To enhance the profitability of the entire production system.entire production system.
EID and ANIMAL EID and ANIMAL IDENTIFICATION IDENTIFICATION
IS NOT A PROBLEM IS NOT A PROBLEM BUT ABUT A
““OPPORTUNITY”OPPORTUNITY”
VERIFICATIONVERIFICATION
Verification is a means of proving claims Verification is a means of proving claims about a product and also a method of about a product and also a method of exchanging information.exchanging information.
With the ability to trace a product through With the ability to trace a product through a production and distribution system to a production and distribution system to the end user.the end user.
Retailers are increasing drawn to these Retailers are increasing drawn to these products, because their customers are products, because their customers are showing growing interest in products with showing growing interest in products with some kind of verification.some kind of verification.
What the extra work of Verification can What the extra work of Verification can do for you is open marketing do for you is open marketing opportunities not available to cattle that opportunities not available to cattle that are not aged, sourced or process verifiedare not aged, sourced or process verified
While economic incentives are not While economic incentives are not guaranteed, producers whose cattle have guaranteed, producers whose cattle have been aged, sourced, process verified been aged, sourced, process verified have reported increased Marketability have reported increased Marketability and Premiumsand Premiums
There’s no doubt that animal There’s no doubt that animal identification will become mandatory, identification will become mandatory, but right now Age-Source and but right now Age-Source and Process verification will: Process verification will:
Improve Industry CommunicationImprove Industry Communication Improve products Improve products Improve MarketabilityImprove Marketability
Today the value lies in the cow-Today the value lies in the cow-calf segment.calf segment.
If we miss the opportunity to If we miss the opportunity to capture data (keep records), we capture data (keep records), we can’t capture it later on.can’t capture it later on.
A Successful marketing plan for A Successful marketing plan for the FUTURE begins todaythe FUTURE begins today!!
MarketingMarketing With the nature of our market and With the nature of our market and
strong demand, marketing calves will be strong demand, marketing calves will be quite easy. quite easy.
As we move into the lower end of the As we move into the lower end of the cattle cycle, we’ll see the price range cattle cycle, we’ll see the price range widen further between reputation and widen further between reputation and non-reputation cattle.non-reputation cattle.
Management practices along with Management practices along with geneticgenetic
choices used today will be the backbone choices used today will be the backbone of the calf crops sold in the futureof the calf crops sold in the future
MarketingMarketing
Relationships developed this fall Relationships developed this fall between producers, veterinarians, between producers, veterinarians, livestock markets and their livestock markets and their customers will be necessary to customers will be necessary to ensure market access and premiums ensure market access and premiums when the market focus has shifted when the market focus has shifted away from the cow-calf segment.away from the cow-calf segment.
Just Remember Just Remember Animal ID is not traceabilityAnimal ID is not traceability
ID merely enables traceability, ID merely enables traceability, which makes which makes
Source-Age-Process Verification Source-Age-Process Verification PossiblePossible
Those who produce and market Those who produce and market beef should realize that the end beef should realize that the end product they sell is not simply product they sell is not simply
MEATMEAT it is TASTE,it is TASTE,
TENDERNESS,TENDERNESS,
SAFETY and WHOLESOMENESS.SAFETY and WHOLESOMENESS.
Remember !!!!!!!Remember !!!!!!!If you don’t measure itIf you don’t measure itAnd have it identifiedAnd have it identified
You can’t Manage itYou can’t Manage itIt’s not always price per It’s not always price per
pound but the amount pound but the amount of the CHECK !!!of the CHECK !!!
Thank You
Enjoy a JUICY STEAK TODAY
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