Ginette GottswillerThe Source
Brand loyalty pays.
We all have our favorite brands. Name a product — trucks, tractors, jeans, boots. You’re bound to have a particular brand that you prefer more than others.
A while back, I drove by a Ford dealership to check out a used truck I saw advertised. It had already sold, so the salesman did his best to interest me in another brand. Poor guy, I had to make it clear that my mind was made up, and I wasn’t looking for anything else. I knew what I wanted, and it was not there.
Cattle buyers don’t have it so easy. The 2016 National Beef Quality Audit (NBQA) showed that nearly 60% of market cattle are black-hided. If you are looking for Angus, how can you be sure? There isn’t an Angus logo branded on a calf’s forehead to guarantee genetics. Some breed characteristics stand out; however, determining just how much Angus influence there is in a group of black-hided calves can be difficult.
One solution is AngusSource®. Enrolling your calves and verifying they have at least 50% Angus genetics does a lot to tell buyers what you are selling and how it might fit their needs. By documenting group age, source and the bulls used to sire the calf crop, your animals come with added information and value that is appealing to prospective customers.
We also offer producers the option to use an online Marketing Document to advertise calves. The document gives buyers a heads up on the sale location and time, vaccinations and booster shots, as well as other management practices. Buyers will be able to see a list of bulls used as sires and their current expected progeny differences (EPDs) from American Angus Association records.
“So, what kind of premium will you guarantee me if I enroll these calves?”
That’s a standard question from producers shopping for an age-verification program. We cannot guarantee more money for your calves than previous years or more than your neighbor made this year; it all depends on what you are selling and what buyers are purchasing. We can guarantee AngusSource would be a step in the right direction.
You know the quality cattle you want to raise. Now it’s time to determine those extra options — taking your calves from a work truck to a platinum model, if you will. Develop a brand that customers can rely on and will seek out ahead of the competition. Enrolling in the AngusSource program is one way to set your operation apart, and the American Angus Association offers several other tips for taking advantage of Angus genetics.
Choose your path. Set goals. Believe in your program decisions.
Editor's Note: Ginette Gottswiller is the director of commercial programs for the American Angus Association.