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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