I think we as cattle producers often forget about the business side of our business and get too caught up in what we personally like. It doesn't matter if I like black, red, pink or green cattle - the only thing that matters is what my customers need. If I can't sell my cattle, I'm not going to be in business very long. We need to think more like business owners when we make decisions about our business.
More and more, this is becoming an information-driven industry. It started with the consumer wanting a more consistently satisfying eating experience from beef. This demand was communicated back to the packer, who started awarding premiums for higher-quality beef. These premiums has enticed feeders to procure cattle they know will perform profitably in the feedlot and on the rail. They are willing to pay more for cattle that have the data to back them up because they are more likely to turn a profit. So commercial producers have begun to see the need to improve the genetics of their herd for feed efficiency, growth and carcass traits and look for bulls to fill this need. The problem is, very few seedstock producers know how their genetics will perform that far down the line. So the seedstock industry is now at the point where it is playing catch up. We as purebred breeders have gotten used to dictating to the commercial producer what it is that they want, rather than producing what our customer needs.
Cattle producers will always need fertility, calving ease and functionality. Now they are also willing to pay for feed efficiency, growth and carcass merit. We have a responsibility and an opportunity to provide those things.
The seedstock producers who started collecting ultrasound data on their own cattle and following their customers cattle through the feedlot and to the rail before now are prepared for the current demands of the industry. Those who didn't get on the bandwagon earlier need to do so immediately if they want to continue to be viable. Fortunately, it is possible to collect a lot of data in a hurry. Now is the prime time to be ultrasounding last year's spring calf crop. And it's not to late to find out where our customers cattle are at and follow them like a hawk until we have feed efficiency, conversion, gain and carcass data on them. Then we need to submit all that data to our respective associations for genetic evaluation. In return, the association will give us EPDs that we can provide to our customers as they make purchase decisions. But we also need to use this data as we make our own selection decisions and cull the cattle that don't measure up because there is no place for them anymore.
This is an exciting time to be in the beef business! As it becomes more vertically integrated, we have the opportunity to take advantage of the increased communication between different segments of the industry and work together to create a superior product for the end consumer. Let's stop worrying about traits that have little or no effect on the end product, and focus on making better beef. It comes down to delivering the kind of cattle our customer wants and needs, not the cattle we like to look at.
And now I will step off my soapbox. Thank you for your time.