Ginette GottswillerThe Source
Using registered Angus bulls can help you stand out from the crowd.
Time and time again I hear the same story: “I sold my calves for the same price as my neighbor who buys his black-hided bulls from the sale barn. I pay top dollar for good, quality genetics from Mr. Angus Breeder and don’t get a penny more! What is wrong?”
Let’s think about that situation for a moment. Mr. Cattle Buyer is sitting on the bleachers and in runs a nice-looking set of black-hided feeder calves. In less than 2 minutes they are sold and out the gate. In runs another group of black-hided calves that look like peas in a pod. Out the door they go in 1½ minutes. Quick evaluation time, auctioneer comments, orders to fill and maybe how the board is doing are the motivating factors for this buyer.
Here is a big question: What did you do to set your calves apart from all the other black-hided calves in the sale barn? More often than not, nothing. You do an excellent job choosing the right genetics, keeping records, weaning, giving vaccinations and doing all the correct management to your calves. However, marketing only enters your mind when you are writing up your calves with your video rep or you are hauling them to the sale barn.
Think about brand recognition. How many times when black-hided calves are being sold do you hear something about the Certified Angus Beef® (CAB®) brand or being out of top Angus bulls? The auctioneer is tying the Angus brand to every black-hided calf if it is Angus-sired or not. Why? Because everyone recognizes the Angus brand.
You can use Angus brand recognition that really means your calves are out of Angus bulls. How? Enroll your calves in AngusSource®. Buyers are guaranteed that your feeder calves are, at minimum, 50% Angus-sired, and they can see just what type of good Angus genetics you have been purchasing.
How?
Every enrollment group in AngusSource can use the Marketing Document to inform potential buyers when and where your feeder calves are selling. It lists all the Angus sires used for the calf crop you are selling along with health, weaning and any other management practices performed to add value to your calf crop.
DNA technology is a twofold value-added component. Producers who want to test their enrolled replacement heifers can use the results to help market their feeder calves. Choose from GeneMax® (GMX) Focus™ or GMX Advantage™ by testing one-third of your enrollment group. You get to choose if the GMX scores will be printed on your Document.
Remember — just because you enrolled your calves in AngusSource doesn’t guarantee they will receive a premium. Why? Research shows excellent marketing will not make poor or average cattle better. Good marketing helps influence buyers to try or invest in your calves on sale day. Marketing calves that don’t gain or grade well or have adverse health events at the feedyard will be the quickest reason buyers won’t bid on your calves in the future.
Confused?
Using AngusSource as a marketing tool can help propel your feeder-calf marketing strategy, but one year will not yield incredible results. Marketing programs are built on top-of-the-mind awareness. Buyers will notice calves who have been using a value-added program more than once. That means you will need to enroll every year. Calves need to be vaccinated, weaned and managed consistently from year to year. Weaning one year and not the next or not being truthful about vaccinations is a fast trip to the back of the line. Follow up with the buyer. Were they happy with your calves? How did they gain? Were there any health issues? The list can go on. Be proactive. Learn more about the product you produced. You may even be rewarded with some group carcass data.
Editor's Note: Ginette Gottswiller is the director of commercial programs for the American Angus Association.