C ommercial C attlemen
Marketing
B y C aitlin R ichards
data more because that is what their market
is wanting. Just like them, I have to breed for
what people are looking for, and especially for
the people who pull up my driveway to buy.”
For Counsil’s market utilizing show genetics
works well for his operation. All of the
qualities his buyers want are also evaluated
in the show ring, emphasizing the elite
genetics present in champion selections.
There is no doubt the show ring impacts
the commercial cattle industry. Fads within
the show ring have come and gone over the
years, but Smith says the fundamentals of
what makes good cattle, such as structural
correctness, have remained a priority. This has
helped preserve the overall industry and keep
it not only evolving, but also sustainable.
“These shows set the trend for the coming
year,” Smith said. “So, the judges that get
to evaluate those shows don’t take it
lightly. It gives you a perspective on what is
happening and going on in the industry.”
In the show ring, it comes down to personal
preference of the judge. The same is true with
commercial cattlemen. They are looking for a
set of qualities and traits to improve their herd.
Even though a female or a bull may have the
mark of a champion title, it is up to the producer
to decide if those genetics are a good fit.
“They are trying to decide who is going to help
them produce a quality calf out of the herd that
they have built and established,” says Smith, “and
can those genetics that were in the show ring,
can they help and if not they may utilize a bull
that has never seen the inside of a show ring.”
Smith explains that compared to the entire
industry there are fewer producers whose
operations focus on producing elite genetics.
Those elite producers then market their genetics
to smaller producers, who are considered the
multipliers. They are the ones, Smith says,
who are trying to use those genetics and
multiply the stock or type of genetics.
People gather at stock shows to compete and
observe what is selected, but they are also
coming together to discuss the state of the
industry, and also their own particular breed.
Since the show ring’s early years, producers
have been discussing how to improve the
industry and their particular breed.
“It is not only a time for competition, but
also it is a time to gather and talk about
breed improvements,” says Smith. “Also, to
just visit and see what is happening across
the country, because most of the time at
those big shows you have a conglomerate
of people from across the United States.”
No matter the breed, the cattle in the show ring
have come a long way. The industry as a whole has
benefited from the show ring. The shortcomings
cattle once had have been bred out. Resulting
in improved cattle both in the show ring and
in the pasture of commercial producers.
“There are some folks who make their living off of
producing show-quality cattle – those are the elite
components,” Smith says. “Then there are some
folks like the commercial guys who are wanting
to produce a quality calf that will yield them the
highest return on their cow maintenance cost.”
Producers on both ends of the spectrum are
still trying to do what producers from those
early show ring days were trying to do – make
a living by marketing their cattle. LT
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