Buzz words still tell the stories

Those are popular (and thus often overused) phrases, but they are central to what we do here at CAB.

But it’s not just us. During the Cattle Industry Convention and Trade Show last week, we heard those same themes in many sessions and individual conversations. It turns out that adding value, increasing consumer confidence and growing demand is central to the greater industry, too.

Especially as we navigate what Randy Blach and the rest of the CattleFax crew told us have been the most dramatic markets many of us have ever seen. (In fact, the exact quote was, “This is the second most volatile market in history.”)

We’ll be sharing more in the coming weeks, but as for a quick recap, here some of our favorite zingers from our time in San Diego:

• “You have to produce cattle with the consumer in mind. If you don’t, nothing else matters,” said Don Schiefelbein, Minnesota Angus breeder. I can’t think of a better way to set the stage for the week. Tom Brink echoed his comments with, “You have to think of who is next on the supply chain and give them what they want.”
• “This isn’t about us. This is about our kids and grandkids,” said Rob Fraley, Monsanto executive, talking on the importance of using technology to produce more with less. We’ve got to encourage STEM education and we have to start telling our story. It’s that important.
• “People want to buy products they can trust,” said Paige Hartley, with Darden. “I don’t think you can put a dollar value on that.” Fellow presenters, including our own John Stika, noted it’s not likely we’ll see an economic signal for sustainability like we do for quality or weight, but it still brings dollars back. It’s just harder to measure. But there is a long-term connection and we must be cognizant of that.

• 

  “You have to begin with the end in mind, and you have to have a plan,” said John Schroeder, Darr Feedlot, talking about communication and cooperation from ranch to the feedlot. It certainly takes a plan to get his ideal animal: “a safe, humanely handled, upper 2/3 Choice, yield grade (YG) 2.” (For the record, we think he’s got a pretty comprehensive definition. Just add “Angus” and you’re set.)

We were happy when CattleFax said the “supply shock,” and thus the price shock, happened last year and although it’s a completely different market, overall they’re still positive going into 2016.

I wouldn’t call the tone the same “riding high” type of attitude of a year ago, but I still felt much enthusiasm. I mean, it’s not like a group of cattlemen to see an upcoming challenge and approach it half-heartedly.

I think we’ll have a whole team of people, that will be working on these three things: Adding value. Consumer confidence. Growing demand. (And much more, of course!)

May your bottom line be filled with black ink,

Miranda

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