Our world, our beef cattle industry and our consumers are in a dramatic transition. To meet the challenges of the future, we as producers must become more flexible and adaptive in meeting the desires of our consumers, both in domestic and foreign markets.

Today's consumers are:

- increasingly interested in knowing where their beef comes from.

- increasingly interested in quality and consistency; not just highter USDA quality grades but also an improved product line of beef entrees that yield a high quality eating experience.

- increasingly interested in food safety and are certainly more reactive to negative food safety issues. They want SAFE food, not safer food. Buying habits are often based on perceptions rather than facts. Others will meet their desires if we do not.

There are simply too many advantages to becoming a part of a large marketing alliance or branded beef program. Many changes are coming, including a two-tiered marketing system. One of those tiers will ultimately become discounted. Don't allow your calf crop to become a part of that discounted group. We can help you begin now positioning your calf crop for the future and adding value 'today'.

This is accomplished in a number of ways. As illustrated below, the key word to accomplishing these goals is 'commitment'.

Adding value is not a color or breed issue. There are good carcasses in every breed, and in every calf crop. You just have to determine which genetics are producing them. We can help you start down the path of discovering the 'value' of your calf crop. This information tells you 'where you are'. Our consumer markets tell you 'where to go'. Working together, we can travel down the road together, improving the product we produce, our profitability, and ultimately our longevity in the cattle business.

We're looking to create long term partnerships with forward thinking producers. Don't be afraid of change...embrace it! You don't have to do it alone and it is a necessary requirement for our future success. Together, we can meet the changeing desires and needs of today's domestic and foreign consumers.

Have questions? Call us. You may have neighbors you'd like to invite in. If so, we'd be happy to speak to your group.