What are you passionate about?

That one is easy for me.  Of course, they’ve changed over time, and with advancing age.  Your goals aren’t quite the same (translate: common sense and joint pain).

It is not difficult for me to remember the rush I would get when I used to ride bulls at the amateur, college and professional levels.  Although I never went to the NFR, or any finals of any kind, or won any major titles, that (rodeo) was what defined me.  That’s what I was all about.  Honestly, while I hate to admit it now, I sacrificed a lot of other things to pursue it.  And it was what I cared most about and spent my money, time and efforts toward.  The sights, the sounds, the smells of the arena.  The leather, the rope, the thrill of it all.  Sizing the bull you drew in the pen and discussing his habits with others…..does he turn back?  is he ok in the chute?  does he try to kill you?  Hanging your bullrope with the cowbells on the bull you were about to ride.  Easing down onto his back; warming the rosin on your rope and glove while your buddy pulls your rope tight; wrapping the tail of the rope around your hand; the smell of the excrement, rosin and leather; scooting up close to your rope, getting your feet set on the slats of the chute…..the chute boss yelling, “he doesn’t get any better than that!” when one doesn’t stand or when he’s crushing a leg against the back side of the chute.  He doesn’t stand up straight; he’s trying to cheat you out of the box; so someone rattles the slide in front of him to make him stand right; and you finally nod your head……and the action begins! Wow!  Electric city!

Sometimes you ride one and win; sometimes you ride one and don’t win, sometimes you get bucked off before the tooter blows.  But, when I rode one and won some money, I was as high as I could have been if I was on any drug in the country!

While that ended a long time ago, I still got on one about three years ago; much to the chagrin of my wife and other family members…..I found out later that Karol covered her eyes and never even watched a second of it!  I decided then that, while I would still get on one this very day at age 52, I probably should be thinking about my family’s welfare should something happen to me, rather than about that rush of adrenaline I was getting.

So, what drives you?  Is it the cattle business?  Is that what you spend all of your time thinking about?  What are your goals?  What are your passions?  I’m guessing if you are reading this blog, you have a passion for the beef industry, maybe the Angus breed, and for producing a product that will make you money, support your family, and satisfy the consumer.

I’d be willing to say that you enjoy the sights, sounds and atmosphere of the rural farm and/or ranch lifestyle.  Working cattle, being horseback or on a four-wheeler; helping a heifer or cow deliver a calf; being out in the snow or cold or the searing heat and loving it.  The difference, however, between loving that lifestyle and the sights and the sounds and actually creating a living out of it can be two entirely different things.

I couldn’t make a living riding bulls.  I simply was not that good.  I loved it, I ate, slept and drank rodeo.  But it was a tough business; you were totally on your own, and I couldn’t make it.  I think the beef business is a much better bet, but it doesn’t mean that challenges don’t remain.  A big part of that equation is making sure that you have a customer for what you are producing.

Certified Angus Beef enjoyed another record year ending September 30th:  811 million pounds.  Currently, most packers are paying $7 to $8 per cwt (on the carcass weight basis), which equates to $56 to $64 per head in premiums (800 lb carcass).  Primes are paying like a slot machine at $22 to $25 per cwt; or $200 over a Choice on that same 800 lb carcass. Consumers prefer it; demand is great, and the time is now.

Folks, if you have a target endpoint in mind, and aren’t just raising cattle because it’s cool; or because it gives you self-satisfaction and a “rush,” then it might behoove you to target the Certified Angus Beef brand.  It’s here to stay, and your wife or husband won’t close their eyes when you make that move!

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