Marketing cattle business. Calves are sold in one direction, but data go in both directions, thus the concept of trace-back.
The challenge remains. The free marketplace determines calf value, but the value of the information associated with the calf has not been determined.
One point has become very clear: The information contains the keys to unlock the doors needed to enter the more complex marketplace, domestically and internationally.
While the keys may open the doors, one big question has resulted: Is this a burden or an opportunity? The data become knowledge and information, both powerful market tools. So, while we answer the question, care and caution must be exercised, particularly as data ownership, transfer and access are exposed.
As the Dickinson Research Extension Center expanded the effort of understanding the concepts and challenges of cattle movement, the CalfAID project( a local program for age and source verification) emerged. It’ s an exciting and interesting project that brought many participants to the table.
As time went on, additional marketing incentives or valueadded programs were developed, inclusive of regulatory standards, with the understanding that the marketplace would determine the validity of the various programs. Has that happened? Maybe.
Optimistically, yes, but I would challenge commercial cattle producers to quickly name five new marketing opportunities in the last decade. Why? Again, opportunities are there, but for every move forward, new obstacles and new barriers seem to hinder the opportunity.
Unresolved questions still remain on all sides of the fence. These unanswered questions are real and inhibit participation in new marketing opportunities.
Movement of cattle is a delicate balance among the science, regulations and marketing advantages on differing issues, which continue to be unclear and not fully agreed upon by all stakeholders.
Whatever the issue, the national herd always must be protected from risks of exposure first. After that, demand and marketability of our nation’ s animals and products follows.
The beef industry needs a modern, effective system of individual accountability, a system respectful of local concerns, realistic in response to pathogenic challenges, and responsive to industry needs and consumer desires for animals and people. As the confusion, positioning and jostling continue, we can only hope some light will come to the podium.
I thought this 10 years ago. Not much has changed.
The center did a lot of work, and when we closed the books on the CalfAid program, we experienced some heaviness of heart. Today, as news and other informational sources tease a response to age and source verification, those memories are real. The bottom line is: Our producers are up to any challenge. I
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