“Purpose driven”

January 6, 2011

Hey fellow seekers,

In my first post I was just going to introduce the herd. Then I remembered that the big picture plan was that my blog will be known as “the purpose-driven herd,” after a column I wrote in 2006. That’s why I included that phrase.

Back then, I wrote, “The cows in your herd are there for a reason. For profit’s sake, let’s hope it’s not just because you can’t catch them. How did they get on the place, and why do you let them stay? You should consider those questions for each cow, but start with the big picture. Why do you have cows? That’s a deeper question than you can answer in a few seconds.”

I write about my commercial Angus herd (pic) but it is a product of having learned from scores of other Angus producers across the country, trying things that worked for folks hundreds or even thousands of miles away. Sometimes they worked, sometimes only partly, other times I was glad it was a limited trial.

Regardless, I draw on all past dialogs with producers as well as my own herd–and records–to stay grounded as I go about the day-to-day mission of serving as Director of Industry Information at Certified Angus Beef,LLC. It may not be the easiest job to explain to other producers.

For one thing, I’m not supposed to recommend what bulls to use. OK, good, I thought in 1998, because I am not qualified to do that anyway. However, the issue became an indelible memory when in December of that year a Montana rancher asked me what bulls he should use to better hit the CAB target.

“I’m afraid I can’t recommend specific bulls,” I said. “Well then,” he said with near disgust, “what good are you?”

I have worked to rise above that moment and to serve some useful purpose for Angus producers, albeit still short of recommending bulls. The Industry Information Division was created on my first day, and has since grown to include two capable teammates whom you shall get to know better through “BlackInk with CAB,” as well as a steady lineup of college interns.

Being a cattleman as well as a professional journalist (BS/MS from K-State), my key contribution may be writing and editing to make a direct connection with the day-to-day concerns of commercial cattlemen. I know what can be done, how much it costs and how long it takes. I know the risks and rewards of retained ownership. I know that we all take risks to stay in this business because, at least in most cases, we love it.

If you keep reading my blog, I hope you will find common ground with me as you ensure that your herd, for the good of your family and for beef consumers everywhere, is truly a purpose-driven herd. I will draw on my interactions with other Angus producers as well as personal observations.

Until next time… let’s aim for profit, target the brand and build tomorrow together.

~Steve

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