Wyoming K-Stater joins CAB team for summer

By Steve Suther

Hannah Johlman joined the Certified Angus Beef^® (CAB^®) Industry Information team in May 2016 as a summer intern, writing features, news releases, columns and blogs on all who aim for the brand, from rancher to consumer. She began the summer term with a story tour of ranches and feedlots in Kansas and Colorado.

The Kansas State University (K-State) senior in ag communications and journalism as well as animal sciences and industry works from her home base in Sheridan, Wyo., with the CAB team of journalists in Kansas, Nebraska and Florida.

Johlman credits her passion for the agriculture and cattle community to her grandfather and uncle, who attended K-State veterinary school. As an active 4-H member, she saw the need for industry advocacy and after working on ranches in Nevada, Montana and Wyoming, Johlman’s choice to be that advocate led her also to K-State.

There, she’s a member of Agricultural Communicators of Tomorrow and Block & Bridle, and has interned at the Kansas Department of Agriculture.

CAB was founded in 1978 and is based in Wooster, Ohio, where Johlman attended a young leaders’ seminar last winter. She learned about the brand’s mission of adding value to Angus cattle by providing consumers with a great eating experience.

The first and largest premium beef brand, CAB stimulates demand that incentivizes producers to raise the highest quality beef – some 2.5 million pounds sold each day around the world.

For more information on the brand, visit www.certifiedangusbeef.com. For producer information on targeting The brand that pays^® visit www.cabcattle.com.

Every story has a number: -2.26

You might say it’s an even number, divisible by 2. But what relevance can we find in -2.26, a negative carried out to two decimal places?

You’d never guess it unless you just read the article, but that’s the estimated “own-price elasticity” of the Certified Angus Beef ^® brand.

Still, that does not clarify it much for most of us. After many conversations with Missouri economist Scott Brown last year, I think I can help explain. He worked with graduate student Jillian Steiner to produce the ground-breaking white paper, “Should beef quality grade be a priority?”

The researchers are shown in the photo above and Brown (right) explains the concepts at a University field day last fall.

But it will never be an easy number to chat about.

It’s a key measure of demand, which can be relatively more — or less – elastic. If the number comes out to an absolute value less than 1, it is often called inelastic.

To make it cloudier, there’s a paradox here. Premium priced goods are typically considered luxuries with fairly elastic demand (like -2.26). But beef is a perishable good, and further affected by its price/value relationship: as you pay more, you are more keenly aware that “you get what you pay for.”

Prime demand is very similar to that for CAB, according to the Missouri study, both luxuries that defy their elastic demand estimates (Prime at -2.33) to increase sales as prices move higher.

On the other hand, Select beef has a -1.24 elasticity, which is closer to inelastic, but in the protein market dynamic, it is the most vulnerable to substitution or a switch to pork or poultry.

The other fun side of this research is called “price flexibility,” calculated by simply dividing 1 by the elasticity number. Prime price flexibility is -.43 and it is -.44 for CAB, but -.81 for Select.

So what? So, the closer to 0, the less impact on price when production goes up. You have probably heard some concern about how much more premium beef this market can take, and maybe we should ramp up more Select beef.

Not according to demand data. To do the math and illustrate with a huge change in supply for a very dramatic effect, let’s compare a 50% increase in supply of Prime versus Select beef. Prime cutout last week was $238 per hundredweight and Select was $207, a spread of $31. CAB was $227 by the way, if you want to do the math in the example below.

That increase in Prime supply would mean 50% of -.43, or a 21.5% reduction in price to net just $187, but 1/-1.24 equals the -.81 price flex number for Select, and 50% of that is a 40.5% reduction in price to net just $123, so the spread would more than double to $64.

In the unlikely event that you crave more numbers from this study right now, there are many more in the links to the study provided above!

As we build our herds, it is even more unlikely we will produce 50% more beef anytime soon. But the numbers say the best way to build a future with sustainable beef prices is to aim high, for Prime and CAB.

–Steve

PS — You can follow along as we blog our way through November. Here’s what you may have missed in our “Every number has a story series”:

Day one: $6.93

Day two: 2.5 million

Day three: $204.10

Day four: 12.1 million

Day five: 11/13

Day six: 8 million

Day seven: 139

Day eight: $39

Day nine: 30.1%

Day 10: 120 million

Day 11: -2.26

Day 12: 12 to 15 minutes

Day 13: 30%

Day 14: 32 million

Day 15: $154,000

Raising the Steaks

I’ve never been much of a gambler myself. Maybe I value my money too much. It’s possible I take enough other risks and therefore have never had an urge to sit down at the table and leave my financial fate in the hand of a dealer.

But in the cattle business, I think it’s fair to say that the stakes have never been higher. Raising the right kind of cattle can certainly pay financially, but consider the consumer faced with a purchase decision between a higher priced protein (that’s ours, by the way) and a more bargain-driven protein. The equity built with a consumer who has an exceptional eating experience with beef is huge, but the equity lost on a bad beef eating experience? Well, that’s not something most cattlemen I know want to gamble on.

On August 20th, we’re Raising the Steaks! Or rather, we’re opening the classroom doors to those of you who do. Have you ever wondered what we’re doing in the meat industry to merchandise the beef carcass in new ways? Do you want to learn more about what the restaurant business is doing to add value to your cattle? Would you like to understand more about the science and economics of carcass quality? Or maybe you’ve been looking for a better way to explain all of these to your registered Angus bull customers. Our one-day program at the University of Nebraska in Lincoln is designed for all of these!

The class is open to all ages. No matter the role you play in the beef industry, there is something here for you. Visit us here for more information:
Registration is open – sign up today!

Note: If you already have plans to attend the 2015 Nebraska Angus Tour you may notice that our class is conveniently scheduled the day prior. Make plans to come early and join us at the University Meat Lab! However, we welcome any and all who are interested.

Black Ink team gains a new member

Any time the brand brings on a new hire, it’s fun for us “old folks” (I’m still the young’un on the team by age) to learn where they came from, what they enjoy and where they’ll find their fit with the brand we call home.

Justin Sexten isn’t new to the beef cattle world, he’s just new to CAB and dare we admit we’re pretty partial to the fact that he’s joining the Black Ink team specifically.

Justin actually grew up in the town of Washington Court House, Ohio, a little more than two hours south of CAB’s headquarters in Wooster, but this new role means he and his family (wife, Julie, and daughters, Macie, Morgan and Millie) will be making a big transition from their current home in Missouri to the Buckeye State.

Justin brings with him years of experience in beef cattle nutrition, including his most recent post at University of Missouri Extension. There he coordinated the nutrition, reproduction, genetic and health management of 200 commercial spring- and fall-calving cows as well as the university’s 600-head feedyard.

All that experience, AND he has a PhD.

So if you haven’t already gotten to know Justin, I thought I’d give you the chance to learn a little bit about him. Who knows, you may even see him authoring some blog posts every now and then.

FullSizeRender (4) — For his first official week, Justin joined the team (a few folks are added and others missing from this photo) for our mid-year planning meeting.

Q: Justin, tell us a little about why you chose to work in this industry? I know your dad remains very involved in the beef cattle business today.

A: As much as anything, Laura, to be quite honest, I enjoy the people involved in the cattle industry. It’s something that I grew up around and, if that’s what you know and you enjoy it, that made it an easy decision for me. If you look at what I do and what I’ve done, I’ve stayed involved in the people aspect of the business. Sure I’ve liked research, but I’ve always enjoyed the student training aspect and the producer interaction as much as anything. It’s the people in the cattle industry that makes it fun for me.

Q: You’re leaving what I imagine was a group of wonderful coworkers for another group of what I can tell you are wonderful coworkers. What are you most anticipating about your move to Ohio?

A: The thing I’m probably looking forward to the most is everybody working in the same direction for a common goal. That team mindset is pretty appealing to me.

Q: Speaking of the CAB team, what do you look forward to contributing? Where’s your niche?

A: I guess from my perspective, one of the strengths I bring is a background with the stocker side of the business. The young cattle management part of the industry is kind of an intermediary between the cow calf producer and the feedyard. Nutrition and management that occurs during that segment can greatly impact acceptance rates down the road. Targeting that group, that’s something I want to make a priority in my new role here.

FullSizeRender (6) — The rest of the team joined in for a quick picture after dinner in downtown Lincoln, NE.

Q: What are you most looking forward to when it comes to building on the experience you already bring?

A: I don’t see the audience or the type of people that I get to deal with on a daily basis changing a lot. I’m glad to continue to work with people involved in agriculture and food production. I am looking forward to a broader geographic diversity, though, whether from Florida to Montana, there are just very different management strategies in all of those different geographies. It will be challenging, but also exciting. That part I look forward to.

To find out more about Justin, check out this news release and help us in offering him a big ole’ CAB welcome!

Thanks for allowing me to tell your story,

Laura

Our fourth blog-iversary

‘Tis the season, you know. For looking back, looking forward, celebrating the victories and moving on from the mishaps. But this month doesn’t just mark the end of another calendar year. For the Black Ink team, it also means the end of another year in the blogosphere.

Our little blog launched Dec. 29, 2010 — just shy of four years ago — with a post titled, “Hello, world!” by then-teammate Laura Nelson.

A lot has happened since then, and the blog has even gotten a couple of makeovers in its young life. But one thing hasn’t changed: Our commitment to bring you the stories from cattle country and beyond that will entertain you, educate you and encourage you. The stories that will inspire you to more effectively target the brand and the stories that will help you reach your goals. The stories of people just like you, who are being rewarded — or helping you get rewarded — for focusing on quality.

And what would a little anniversary be without a look back? While we don’t yet have any embarrassing photographs and unfortunately there’s no leftover cake in the back of the freezer, we can share with you the most-read posts of this year.

10. The CAB family welcomes baby calves, much cuteness ensues

9. Nice to Meat Ya: Eric Mihaly

8. Cattle and chefs, bulls and Miami

7. Nice to Meat Ya: Danielle Foster

6. Ag teachers inspire, we say thanks

5. Every steak has a story

4. Nice to Meat Ya: Kenny Montgomery

3. Nice to Meat Ya: Ashley Pado

2. Nice to Meat Ya: Meg and Matt Groves

And the No. 1 most-read post of the year was… Nice to Meat Ya: Jesse Stucky

To those of you who’ve faithfully followed our journey, subscribed to our posts and shared our links, we offer our most heartfelt gratitude. We hope you’ll hop back in this virtual truck in 2015 and beyond, as we bring you more stories. We promise to not make you get the gates.

-Katrina

Katrina Huffstutler is a freelance writer based in Electra, Texas. She’s a frequent contributor to the Black Ink team and lover of functional cattle and quality beef.

Quality and safety first

By Crystal Meier

The Certified Angus Beef^® brand goes beyond fresh beef to add value to high quality Angus cattle. Since its launch in 1978, demand for premium and further-processed items, like deli meats and frankfurters, has brought more value for producers and choices for consumers.

As this innovative line progresses, staff work alongside processors to stay on the forefront of food safety, always the perfect match for fine quality.

“Third-party food safety audits and HACCP [Hazard Analysis and Critical Control Points] were useful tools from the start,” says Brett Erickson, the brand’s director of value-added products. “They gave us information about processors as well, but growing need for consumer transparency in the industry requires new insight on food safety.”

In June 2012, CAB began requiring Global Food Safety Initiative (GFSI) certification for new processors and then started working with existing processors to become approved. The program was relatively new in the United States, yet the universal code allows sharing of product and food safety information with multiple processors of all product types, plant sizes and geographic locations.

CAB staff found many processors already considering GFSI certification, most through the U.S.-based Safe Quality Food (SQF) program. Within SQF’s three tiers, the beef brand requires Level 2 certification for food safety or Level 3 with added quality management measures. Some processors who have worked through the food safety requirements are eyeing Level 3.

“We are fortunate to be associated with dedicated manufacturer-processors who embraced this opportunity to minimize risks by sharpening the food safety culture within their facilities,” Erickson says.“ Once we explained how it can be benchmarked to all food safety certifications required by their customers, they wanted to know more.”

One of those processors is Hudson Meat Company in Columbus, Ohio, where brothers Dan and Jeff Emmenegger use sous vide to cook deli meats, pot roast, prime rib and short ribs. Along with the consistency gained through this slow-cooking method, most products are custom processed using customer-supplied fresh meats, offering a unique niche in the market. Many items have been CAB product since 1989,when Hudson became one of the brand’s first value-added processors.

“GFSI certification was important to us because it was important to the Certified Angus Beef^® brand,” says Dan Emmenegger, Hudson’s president. “Our customers were not requiring it yet but we wanted to be a step ahead of the game and open doors to new business.”

The family-owned processor was already maintaining HACCP approval, so Emmenegger was hesitant about adding costs for staff time, hiring a consultant or buying new equipment. He says the expense has been worthwhile, with a primary focus on re-wording standard operating procedures to match the SQF code.

Hudson Meat finalized the desk audit in April this year, making minor wording adjustments. The Emmeneggers also worked through a plant audit with a consultant to prepare for the official plant certification audit in May.

“We are now organized in a way that helps us level the field with large processors,” Emmenegger says.“Plus, our employees are more actively involved. They need to understand why we do what we do and will take an active role in plant audits.

”At Old World Provisions in Troy, N.Y., vice president Ross Shuket says he has gained insight to his team as well.

“We learned that when given the right tools and defined objectives [compliance with SQF code], our facilities and staff can exceed all expectations,” he says. “Becoming GFSI certified has allowed our current and potential customers to understand and believe in the work we are doing, too, and with that comes increased sales and growth.”

Shuket had also heard about the extensive amount of paperwork and the difficulty of first-time applicants to pass. “Day-to-day management of the extensive paperwork can be challenging but it holds our plants responsible and allows us to improve every day,” he says. “We wanted to make sure we were meeting and exceeding any new industry expectations, and we are.”

In Salisbury, N.C., Freirich Food Products also focuses on being a step ahead of regulations in the industry. It was an early adopter of HACCP in the 1990s so GFSI certification seemed like a logical next step.

“Once you get to the point of passing all those third-party certifications, this didn’t require much work,”says Freirich CEO Paul Bardinas. “We refined our manual to fit within the SQF framework. The pieces were there–we just had to organize them for the new code. Now with one audit group under this umbrella, all of our customers’ needs are met.”

As CAB approaches two years into this transition, 85% of its manufacturer-processors are GFSI certified. More are expected to be approved this year. All are moving a step ahead of the federal Food Safety Modernization Act.

“We are pleased with our progress and appreciate their ongoing dedication to our brand,” Erickson says.“We are proud to be on the forefront with these businesses on behalf of the Angus breed.”

Founded in 1978 by Angus cattlemen, Certified Angus Beef^® is the only beef brand owned by the American Angus Association^® and its rancher members. Ten strict quality standards make it a cut above USDA Prime, Choice and Select. For details, visit www.CertifiedAngusBeef.com or www.cabcattle.com.

Dr. Phil named to 40 Under 40

It takes a lot to make Phil Bass speechless but a Wednesday morning phone call did just that.

Animated, boisterous, “Dr. Phil” to all who know the corporate meat scientist for the Certified Angus Beef^® brand, is many things, but not silent. An attention stealer, unselfishly and fully justified, there’s something about him that makes you want to stop what you’re doing and watch.

But a call from Vance Publishing’s Agribusiness Group to notify Phil he’d been named one of the company’s 40 Under 40 was enough to slow him down, even if it was just for a minute.

“When I got the phone call, I was speechless,” he admits with a tone that’s more subdued than normal.

Started just last year, 40 Under 40 recognizes those judged most likely to make a difference for their leadership and commitment in advancing the cause to double food production by 2050, says Vance’s Greg Johnson.

“These are 40 of the brightest leaders in the agriculture industry, and we hope readers of all our brands are inspired by the work these young people are doing,” he says.

To be an inspiration. Fitting for the young man who earned his PhD with others in mind.

He’s a teacher. Perhaps not the traditional kind you would find behind a college podium, but his lessons are lasting, rooted in a passion set on educating others about the agriculture industry he loved as a child.

“Phil is a natural teacher, and shares an engaging mix of meat science and the beef production story with leaders and influencers invested in our food supply,” President John Stika says, calling Phil a forward-thinking, creative leader.

Engaging. Maybe it’s the sense of humor coupled with intelligence that makes him so. Or perhaps it’s simply the fact that he smiles a lot. Whatever it is, it’s obvious Phil didn’t set out with any master plan to end up where he is today. Rather he is who he is and people seem to like him for it.

“It doesn’t matter where I go, this is me. This is all you get,” he says. “I don’t know how to be anything different. It’s just that CAB allowed me to really start to grow in that respect and do what just comes naturally to me, to teach, ya know.”

We know. In the absence of any honor or recognition Phil would still be teaching. Humbled by the nomination, let alone the selection, he sees it as his responsibility to keep up with those who work just as hard “behind the scenes” of the industry.

“This is something that other people achieve. I would probably be one of the people writing the nomination, or the guy giving the pat on the back to the other folks,” Phil says when asked if he ever saw the honor coming.

But ask anyone who knows him and they probably wouldn’t be as surprised.

So from all of us who have the pleasure of working alongside the meat scientist, we offer our most sincere congratulations and a pat on the back for a job well done.

Thanks for allowing me to tell your story,

Laura

Vance Publishing’s Agribusiness Group will feature profiles of Phil and the other 39 honorees in November and December print editions of its nine publications, and all will be posted on www.40Under40ag.com.

“Join Our Table” in action

Cattlemen and chefs have a unique connection that comes from a shared passion for the best – that’s the concept behind the Certified Angus Beef^® (CAB^®) brand’s “Join Our Table” campaign.

Gathered in the elegant venue of Oak Steakhouse in Charleston, S.C., dim lights set the mood for a group of Charleston-based media and locals to witness what it means.

The June 24^th event brought together longtime Angus ranchers Kevin and Lydia Yon of Ridge Spring, S.C., and Oak Steakhouse executive chef Jeremiah Bacon. More than 35 partook in the exquisite meal of CAB brand Carpaccio, Prime deckle and eye of ribeye as they learned firsthand from the local ranchers and chef what it takes to produce quality and the commitment behind the brand from beginning to end.

“Cattlemen and women like Kevin and Lydia Yon, and chefs like Jeremiah Bacon, all bring their best to the table with the brand and its superior quality,” Mary McMillen, CAB director of public relations, said.

“Quality isn’t an accident. It’s created by a community.”

Kevin and Lydia Yon, Yon Family Farms, together with Chef Jeremiah Bacon shared the story of Certified Angus Beef.

Communities thrive when their members work together, a principle the Yons and Bacon were able to get across to the restaurant patrons.

Foodies, consumers and chefs, it was a night filled with excitement for CAB, Yon says. He, Lydia and their three children have worked with cattle for so long that it was nice to step back and get some perspective from the other side of the fence.

“As a producer of CAB, it was very gratifying,” the rancher said. “We took pride in the product that our family and families across America produce.”

“I think as producers, any time that we can have one-on-one interaction with chefs and people who are interested in what we do and how we do it, any time that we can just stop a minute and do that, it’s certainly very beneficial to our industry,” he added.

For Bacon, the dinner was an honor, not just personally but for those in attendance as they were able to hear the CAB story on a personal level.

“It was the story of the independent farmer and rancher that is such a huge part of what CAB is,” the chef and CAB Brand Ambassador said. “The passion and commitment they have starts the process for the care and quality of the beef.”

I agree, Chef Bacon. I agree.

Thanks for allowing me to tell your story,

Laura

P.S. To learn more about “Join Our Table” and hear what other chefs have to say about the ranch, click here.

What the value-based beef market values

by Trish Henderson

With beef at record high prices in North America and around the world, consumers are seeking premium products to ensure their money is well spent. That’s one reason the Certified Angus Beef ^® (CAB) brand joined with the Canadian Angus Association to sponsor “Carcass 101” June 18-19 in Olds, AB.

Those record highs point to an industry future more dependent than ever on its ability to consistently deliver a quality eating experience. Genetics and management have a big effect on that, which is why Carcass 101 put much focus on how to deliver the best quality profitably.

Thirty-one cattle producers from across the Prairie Provinces attended the workshop in the National Meat Training Centre at Olds College. The world-class facility hosts the only course in North America that covers the whole supply chain from slaughter to retail.

The class visually appraised three steers, then evaluated and graded their carcasses the next day. Meanwhile, guest speakers covered beef grading, meat cutting, genetics, ultrasound, consumer trends and best-practices at the cow-calf and feedlot levels.

Dr. Phil Bass, CAB meat scientist, reviewed the key carcass characteristics evaluated by beef graders in North America:

Physiological maturity of a carcass (indicated by dentition or ossification) is important because older animals have more connective tissue, which affects tenderness, and age is a qualifier for many export markets, he noted.
External fat thickness at the 12^th rib and ribeye area are used to calculate yield grades, but ribeye size is also an issue in the foodservice sector. Steaks that are similar in size and thickness mean a more consistent product for diners, Bass said.
Muscling, meat color, fat depth and marbling are components of quality grade scores, and marbling is a kind of insurance policy for that satisfactory eating experience, he said.

The trend includes more transparency and higher quality. All cattle Tyson sources are required to come from Beef Quality Assurance (BQA) certified suppliers by January 1, 2019.

“We’ve got to be transparent. We’ve got nothing to hide,” Gerber said.

Nigel Gopie, of IBM Food Trust, said sharing will get easier.

“A transparent food system matters,” he said. “Today we’re seeing a blurry view—80% of the world’s data is locked up in organizations’ databases. Only 20% is available through things like Google.”

The IBM Food Trust looks to change that using blockchain technology to assign each data point a fingerprint, or “hash,” so users know the information source and that it’s in its original form.

A handful of large food companies from Walmart to Dole currently use blockchain, but it will take innovative thinking to get the masses onboard.

That’s exactly what veterinarian Sam Barringer, a commander on the Air Force Reserves medical team, suggested we need more of: out-of-the-box thinking.

“We’ve been doing the same things the same way for 20 years and we don’t even know why we’re doing it,” he said, drawing on his experience in Middle East war theaters.

Cattlemen can’t look at health and vaccination as synonymous, Barringer said. “If we were to vaccinate for every pathogen facing cattle, it would be 32 vaccines upon arrival. That’s not viable.”

Even the standard health protocols need some scrutiny, said Paul Walz, Auburn University veterinarian.

“We are at a point with evolving BVD that some of our vaccines no longer provide the same amount of protection,” he said, noting a survey of Nebraska calves showed 82% of BVD strains were outside of those on which vaccines are based. Risk varies from herd to herd and strategies may need to vary year to year.

Regardless of vaccine strain, the stress on newly arrived cattle at any feedyard can hinder efficacy, said Brian Vander Ley, epidemiologist at Nebraska’s Great Plains Veterinary Education Center.

“Vaccines are intended for use in healthy cattle,” he said. On arrival, some calves are too stressed to meet that practical definition. University of Arkansas data on high-risk calves showed an advantage to waiting a couple of weeks before administering those shots.

“Go home and talk to your folks, and make sure you’re doing the right things,” said nutritionist Jeff Heldt, with Micronutrients.

Referring to conversations about cattle supplement timing, storage and delivery, he said vitamins are finicky. They don’t like environments that are too hot, acidic, light or wet.

“Feed manufacturers do a good job meeting mineral needs, but storage time of our products is pretty critical,” Heldt said.

Nutrition on the ranch, must be continued with a solid plan in the feedyard.

Dale Blasi, Kansas State University animal scientist, suggested feeders ask their consultants about limit feeding a grain-based ration to calves at 2.2% of their body weight.

K-State work shows many benefits, from decreased cost of gain and better health to reduced labor and manure management.

It was common practice two or three decades ago. It might be time to revisit the strategy, Blasi said: “Something that’s been so in vogue for so long, working, why didn’t we stay with it?”

The world of nutrition may change slowly over time, but markets are the opposite.

Dan Basse, president of AgResource Co., returned to the forum to talk global markets and the causes of volatility.

“The world is really, really focused today on politics,” he said. He predicted fed cattle prices of up to $120 per hundredweight in the fourth quarter, nothing the model did not account for a trade deal with China in the near future. “If that happens, it changes a lot,” he said. “That’s our big hope in terms of the U.S. opportunity, to build demand and really get back to a bull market longer term.”

During the evening reception, longtime Nebraska cattle feeder Gerald Timmerman accepted the Industry Achievement Award.

“Gerald has a long history of putting the consumer first, and using technology and innovation to do it,” said Mark McCully, CAB vice president of production. “We’re proud to honor him.”

Thorpe honored for beef industry achievements

There is no man more associated with the words “cattle market” than Topper Thorpe, who left his mark on the industry during a 32-year tenure with CattleFax. His contributions and leadership will be noted as Thorpe receives the Feeding Quality Forum Industry Achievement Award in August.

“The uniqueness of the cattle feeding industry is that we supply almost 80% of the fed cattle produced in the world,” says Larry Corah, vice president of supply for Certified Angus Beef^® brand, who began his own career when Thorpe was a rising star. “That is a pretty impactful industry, and CattleFax and Topper have had a strong influence on how successful it has been.”

Raised on a diversified livestock and crop operation in southern New Mexico, Thorpe earned degrees in business and economics from New Mexico State University before becoming one of two original employees of CattleFax in 1968. As the first analyst at the start-up company, Thorpe laid the foundation and served 30 years as CEO of what became “the nation’s premier market information, analysis, research and education service, owned by cattle producers and feeders.

“His leadership in creating the organization of CattleFax and putting market power in producer hands helped the feeding industry grow and become what it is today,” Corah says.

“Topper understood the value of data, of information, and he could take that aggregate data and do the analysis and then weave a picture of what this industry looked like and what it was going to look like 5 to10 years down the road,” says Randy Blach, current CattleFax CEO, hired by Thorpe in 1980.

Friends and customers always appreciated Thorpe’s candor in bringing transparency to all sectors of the cattle industry. He led CattleFax through the farm crisis of the 1980s, ensuring company analysts always told the honest truth, even if it wasn’t what customers wanted to hear.

During his leadership, CattleFax evolved with technology that “accelerated the learning curve” for producers.

“I think really all the credit goes to Topper,” Blach says. “CattleFax wouldn’t be here today if it wasn’t for him. And it wasn’t always easy–there were a lot of lean years, but his wisdom and guidance got us through those years and developed a foundation that we still benefit from today.”

Beyond his talent with the market and business, Thorpe was known for the emphasis he put on relationships, multiplying himself through others who knew him as a great mentor. “You always knew where he stood,” Blach says. “He showed he was genuinely interested in his people.”

The former CEO may have stepped down in 2001, but his vision sustains CattleFax and the cattle industry today.

Wyoming K-Stater joins CAB team for summer

By Steve Suther

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