Product Driven
by Randy Ratliff
In the next 2-3 years I believe we are going to see the best things to ever happen in the cattle industry ! We currently have fewer cows in the country , and the seedstock breeders that keep replacements back and increase their inventory will receive very big dividends . Feed and moisture will be keys to the future , but program success will come down to the quality of the product and the service given to the customers . There is a tremendous amount of money to be made in the seedstock business !
After a strong run during these first few months of bull and female sales in 2022 , it is evident we have a high demand for our product , but that is only if they check all the boxes . In analyzing our business models , whether it be Fullblood , Purebred or Lim-Flex , if the conformation fits well with a strong EPD profile from a reputable source then the sky is the limit .
It has become more and more evident that the programs receiving the most premium for their product are those that have serviced their customers well , more than just the night before the sale . A text , phone call , email , handwritten note and / or an appreciation gift is vital to sustaining business relationships . Commercial cattlemen have many options when it comes to what breed of bulls they use . They may love the Limousin product now , but if there isn ’ t exceptional customer service to go with it there is always a chance of losing future business . Though these ideas may seem elementary and mundane , we must keep the little details in mind at all times .
One thing I know for certain is the Limousin and Lim-Flex products are as good as any breed of cattle in the country . We have structure and soundness like no other breed , desirable looks and conformation , and most importantly , our breeders are some of the finest folks in the industry . But with growth and the future of the breed in mind , we must continue providing unique and special customer service to ensure that next level experience . I challenge us all to be better , do better and continue to treat everyone just like we would want to be treated .
Best Regards , Randall O . Ratliff Ratliff & Co .
2022 NJLSC Headquarter Hotels :
Four Points by Sheraton Amarillo Downtown ( Rate $ 119 ) 1911 I-40 East , Amarillo , TX 79102 806-242-6777
Fairfield Inn & Suites by Marriott Amarillo Downtown ( Rate $ 119 ) 1911 I-40 East , Amarillo , TX 79102 806-242-4777
* Ask for the “ 2022 National Limousin Group ” for both hotels
28 • APRIL 2022