Andy Rest
Association Perspective
It’s all about reputation and quality.
As I write this article in late July, I've just spent two and half days at the Northern Video Auction in Billings, Mont. Whether we were selling calves or yearlings, regardless of weight, the cattle that were bringing substantial premiums were from operations that had built a reputation for quality.
In these tougher times, order buyers and feeders are following their cattle through to the end point. They know how the cattle they buy perform and how much money they've made or lost. On the average, the feeders who paid a premium to own these high-quality cattle have come out ahead.
At the Northern Video sale and at other leading video sales this summer, straightbred Angus cattle were in extremely high demand. The Angus breed's proven reputation for superior carcass traits and "gradeability" ensure top dollar.
These reputation commercial Angus outfits have the uniformity and depth of quality that is easily seen over the video, and they were rewarded with top prices for their commitment. Remember, quality will always be in demand and bring a premium.
Throughout the summer at the leading video sales, the "natural" calves are in high demand, bringing a substantial premium. Research the qualifications for "natural calves" and see if that could be another way to increase demand for your cattle.
Next time you are buying your Angus bulls, remember that attention to quality pays. Bulls that excel in multiple carcass and growth traits are an investment, not an expense. I'm not saying you have to average $5,000 on the bulls you buy, but 32 years of working bull sales has shown me you usually get what you pay for.
Don't settle for a "cow freshener." The vast majority of Angus breeders can offer you an abundance of well-balanced bulls that will move your program forward at affordable prices. In this era of embryo transplant (ET), it is very easy to buy full or half brothers to help increase the uniformity of your calf crop. You'll be rewarded for your efforts when you market your calves.
Helping cattlemen collect on added uniformity and value, the AngusSource® program continues to see solid growth. Currently, enrollments are up more than 11% for the fiscal year (FY). Again, at the Northern Video sales, the AngusSource calves were right at the top of the market. Buyers are willing to spend more because of the guarantee of Angus genetics along with the age- and source-verification component. Be sure you are buying registered Angus bulls, and make sure your bull supplier properly transfers the registration papers of the bulls you buy.
Remember, AngusSource is one of the most cost-effective programs available. There is a $50 enrollment fee and the price for the standard AngusSource ear tag is just $1. There is also a matched set of an ear tag and radio frequency identification (RFID) tag available for $3.25.
A further benefit is the AngusSource marketing document that is sent out once a week to more than 600 interested potential buyers looking for AngusSource calves. Be sure to fill that document out and return it to the AngusSource Department. Take advantage of the tremendous free exposure it offers you to cattlemen actively looking for Angus-sired feeder cattle.
For those of you who have been unable to use the AngusSource program or to have all of your calves qualify for the AngusSource program, there is a new program called Gateway. The Gateway program will be an age- and source-verification program without the genetic component. There will be a $50 enrollment fee. The standard ear tag will cost $3, and the ear tag and RFID tag matched set will cost $5.
The Gateway program will also allow commercial producers to work with the same staff they have dealt with when enrolling AngusSource cattle. They will be able to customize their verification certificate with additional management information and promote their calves online through the Gateway program's listing service. If you are interested in the Gateway program, contact the AngusSource Department at the American Angus Association.
We all know these are challenging economic times. However, one of the best hedges is to build a reputation for quality. By buying high-quality Angus genetics, you will ensure your cattle will bring a premium despite the market conditions.