Spring 2014 Frontline Beef Producer by International Brangus Breeders Association

FRONTLINE

A NEWS SOURCE FOR COMMERCIAL BEEF PRODUCERS

SPRING 2014

VOLUME 6

ISSUE 1

beef producer

FRONTLINE Beef Producer 1

Your SOURCE for Top Quality Registered & Commercial Brangus Cattle

Proud Members of

Circle Land & Cattle Co., Ltd. Bobcat Bottoms Ranch • Persimmon Creek Ranch • Camp Cooley Spring Valley Ranch • Windy Hill Ranch • Vista Ridge Ranch 2 FRONTLINE Beef Producer

located just off Hwy. 6 and OSR P.O. Box 4747 • Bryan, Texas 77805 Office: (979) 776-5760 • Fax: (979) 776-4818 Website: www.circlexbrangus.com Steve Densmore, Cattle Mgr., (979) 450-0819, cell • (979) 778-1055, home Chris Duewall, Operations Mgr., (979) 777-6803, cell

FRONTLINE Beef Producer 1

SPRING 2014

OUT FRONT:

Outlook Remains Optimistic for Producer Rebuilding by: Tommy Perkins, Ph.D., PAS

FRONTLINE Beef Producer

MARKETING:

Brangus Publications Inc. Editor and Layout/Art Director

Marketing Through Consumer Awareness by: Jason Bates

12 16

FACES OF THE INDUSTRY:

Scientific Background and Good Management Proves Beneficial for Brangus Producer by: Brittni Drennan

Director of Field Services and Commercial Marketing

Jason Bates

IBBA Comunications Coordinator

FEATURE:

Brittni Drennan

Administration/Circulation

Seven Tips for Ranching Success by: Larry Stalcup

FEATURE:

MANAGEMENT:

INDUSTRY:

33 34 36

Tyler Dean

Brangus Genetics Offer Heterosis for Rebuilding the Nationâ&#x20AC;&#x2122;s Cowherd by: Tommy Perkins, Ph.D., PAS and Jason Bates

Why Should I Keep Records on My Cowherd? by: John Paterson

Taking Stock of its Beef Checkoff Role, Federation of State Beef Councils Steps Out to Celebrate 50th Anniversary source: Federation of State Beef Councils

SERVICES

Frances Miller

Contributing Editors

Tommy Perkins, Ph.D., PAS Jason Bates Brittni Drennan Larry Stalcup John Paterson Advertising

Melanie Fuller 979.828.5300 979.255.3343 Copy Editor

Lindsey Matli Operations

CALENDER OF EVENTS

Rosanne Sralla Patti Teeler

ADVERTISER INDEX

FRONTLINE Beef Producer is a product of:

Brangus Publications, Inc. 5750 Epsilon San Antonio, Texas 78249 Phone: 210.696.8231 Fax: 210.696.8718 Brangus Publications, Inc. Directors: Ron Flake, Chairman Tommy Perkins, Ph.D., PAS, President Brandon Belt, Secretary/Treasurer Traci Middleton, Director R.L. Robbs, Director Information appearing in this issue may be reprinted only with written permission of Brangus Publications, Inc.

ON THE COVER: A Brangus female thrives in the rocky terrain of Westall Ranches in Arabela, New Mexico. Photo taken by Jason Bates. 2 FRONTLINE Beef Producer

LPC Livestock Publications Council Member

by Tommy PERKINS, Ph.D., PAS IBBA EXECUTIVE VICE PRESIDENT

OUT FRONT

Outlook Remains Optimistic for Producer Rebuilding

he drought has subsided in most portions of the United States, cattle supply numbers are short, corn prices have fallen, global beef demand has improved, and domestic beef demand is good. Barring another “Cow that Stole Christmas” or additional drought conditions, this should lead to strong prices in all segments of the beef industry for the next several years. Optimism is certainly beaming from most cattlemen and women who I talk to these days.

Could the days of $0.75 feedlot cost of gain be upon us again? It certainly looks like the production of corn in the U.S. in now meeting the demands of both the livestock industry and the production of ethanol. I suspect feeder calf prices will rise as feedlots are better able to lower the cost of gain on these cattle in the feedlot phase. This, coupled with the continued short supply of this class of cattle, will further improve future prices. Speaking of short supplies, the loss of the nation’s cowherd will continue to have an impact in the years to come. Economists are predicting beef cattle harvest will continue to decline through 2015 or beyond because of the cows that were harvested during the previous drought. The first week of January 2014 saw the five area average price for slaughter steers to be the highest on record for cattle sold on a live weight basis at $137.46 per hundred weight. The reduced feeder cattle numbers, combined with the retention of replacement beef breeding heifers to rebuild

the nation’s cowherd, should lead to reduced feedlot placements and slaughter numbers as well as higher prices for fat cattle. The continued increase in global beef consumption bodes well for domestic beef profitability. The U.S. continues to be the world’s largest beef producer even though production is expected to drop by five percent or more in 2014. The continued short supply of cattle, lower feed costs and improved global beef demand are all reasons for optimism in the beef industry. However, beef must be steadfast in its importance as the protein source of choice for the meat consuming public. Marketing a convenient, lean, tender and affordable beef product to the millennial generation will be important to the future of this great industry. Profitability appears to be returning to cow-calf producers in both the commercial and purebred segments of the industry. The value of a great bull has never been as important in my lifetime as I see a shift of the nation’s cowherd toward

the south and southeastern parts of the U.S. The value of heterosis continues to be discussed in cattle circles as commercial cattlemen want to add some Bos indicus influence in their cowherd. Inclusion of heterosis improves all aspects of reproduction, longevity and other lowly heritable traits which drastically impact profitability in the cattle industry. Crossbreeding has been shown to increase the number of years a cow will produce a heavy weaned calf annually. There are several options for injecting Bos indicus genetics into the nations black hided cow population. However, use of Brangus genetics will offer you improvements in reproduction, longevity, feedlot performance and carcass attributes while maintaining those black hided premiums. Brangus cattle give you all the maternal benefits of the Bos taurus and Bos indicus cross in one package that excel in all environments with no loss in yield or quality grades. Crossbred cows have been the gold standard female (continued on page 4) FRONTLINE Beef Producer 3

OUTFRONT (continued from page 3) for commercial beef production for years. Real world results from profit-driven producers prove that the Brangus crossbred female is not only the most productive, but also the most profitable female in the industry. Data from the United States Meat Animal Research Center in Clay Center, Neb., show Brangus crossbreds have 50 percent greater lifetime productivity over British x Continental crossbreds. The Brangus and Brangus crossbred commercial female has long been valued for her maternal

excellence by profit-minded beef producers. Research and real world results from across the United States prove that Brangus-influenced commercial cows produce more pounds of high quality beef than any other. Ultimately, Brangus and Brangus-influenced cattle will excel in feedlot growth and placement of high yielding, high marbling carcasses in the packing phase. Do not hesitate to call me if you have any specific questions about Brangus genetics or locating Brangus cattle for use in your operation. For information about IBBA

programs or other inquiries, please call (210) 696-8231 or visit www. GoBrangus.com. Stay connected to IBBA through Facebook, Twitter or receive news updates by joining our email list. ABOUT THE AUTHOR:

Ottmanns Brangus at Valley View Ranch

Brangus Bred for North of the Mason-Dixon Line Suhns patriot 440w

BULLS FOR SALE! Milam of Brinks 541S17

Our family has been feeding cattle for six generations in Northwest Missouri. Our first Brangus was born here in 1968 and they are “bred for north of the Mason-Dixon line” to stop sale barn discrimination. Bulls are developed on fescue - FesQMasters! Bulls for sale are sired by Milam, Patriot, Affirmed 820X9, Ike 596U4 and Lambert 317R3. Give us a call to see what Valley View bulls can do for you!

They have that Angus look, but are still 3/8 Brahman with lots to offer! Valley View Ranch Short Ear · Tight Sheath · A+ Calving Ease All Bulls HAND Fed · Bred for TENDERNESS

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James Ottmann  Est 1967  Membership 1537 PO Box 22  Rock Port, MO 64482 (816) 387-7322  valleyviewranch@tarkio.net Chad & Mandy Ottmann (660)787-0220  chadottman@yahoo.com

FRONTLINE Beef Producer 5

6 FRONTLINE Beef Producer

FRONTLINE Beef Producer 7

MARKETING

by Jason BATES IBBA DIRECTOR OF FIELD SERVICES AND COMMERCIAL MARKETING

Marketing Through Consumer Awareness

o often in business we get caught up in our own little circles. We have invested vast amounts of money and time in developing the right product for the marketplace, and often times, the end consumer is not interested in all the advances we have made. Specifically in animal agriculture, even more specific in beef production. The end consumer is hung up on a few catch phrases they have heard from television or media outlets. Every industry has the responsibility of listening to the concerns of the public and educating them in a professional manner to help create a better awareness of the real inner workings of their industry. For every person who promotes or believes in something, there is someone who feels it is not needed or, even worse, detrimental to society.

I have found one of the best places to visit with someone who is the farthest removed from the beef industry is on an airplane.

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Sometimes on a plane you can realize just how small the world is, but more often than that, on a plane we realize people come from all walks of life. The particular day I am thinking of, I had three different flight connections, so I had four different chances to talk to somebody new. Each conversation took place with four people from four different backgrounds. After small talk with each person I sat next to, I was very surprised if I met somebody in the beef industry. My past conversations have led to two major topics all natural and

organic. However, that day was different. Topics that repeatedly came up that day were about antibiotics and tenderness. Not a single one of the four people I talked to knew how the term antibiotics related to the cattle business. All they knew was it is certainly a cause for concern. If the perception of a majority of the public is that there is a cause for concern, we (the beef industry) face the chance of losing some market share. Their thoughts on tenderness seemed to be very abstract. They related everything involved in the enjoyment of their eating experience to be tenderness. I was glad to have the opportunity to talk to these people about the topics. I believe they had a better understanding of these key terms and how they relate to the cattle industry after our conversation. Marketing of any product is not always trying to sell something; sometimes it is merely providing information to the public and revealing the other side of the

MARKETING story and then letting them decide for themselves. Recently, the use of antibiotics has drawn attention from many circles. With no clear scientific evidence connecting antibiotic resistance in humans to beef cattle, there are still groups trying to find a link to discredit beef as one the best sources for protein in our diet. The U.S. Food and Drug Administration (FDA) recently unveiled their new policy with regard to the use of antibiotics and antimicrobials in animal agriculture. This new policy is mainly directed toward the labeling of antibiotics used as a measure to only treat or prevent illness in cattle. Several pharmaceutical companies, meat animal officials, and the National Cattlemen’s Beef Association (NCBA) have embraced the policy. These policy changes will help farmers and ranchers educate consumers while giving them renewed assurance in the safety of their food. Tenderness of the meat that we produce has been on the radar for several years. With the broad range of demand for the higher quality cuts of beef domestically and globally, changing tenderness is more important than ever. Many consumers can control the flavor of their meat by using seasonings and condiments, but they have a harder time controlling the tenderness of their cooked product – especially cooked to higher temperatures. Tenderness can vary considerably even within the same quality grade, so simply put, consumers can control flavor but not tenderness, a characteristic for which, studies have confirmed, consumers will pay

a significant premium. In a Texas A&M University research project on 330 animals, it was confirmed the Warner-Bratzler analysis indicated 97 percent of the Brangus steaks were scored “tender” or better, whereas only 94 percent of the Angus steaks scored tender. As the beef industry is ever evolving and new scientific advances are being made to help us produce a better product more efficiently, it is important to remember the overwhelming majority of our customers do not have a concept of the everyday procedures and advancements we are making. It is not only our responsibility to be good stewards of our cattle and our land, but also to inform and educate those who do not have the unique understanding every time the opportunity presents itself. So the next time you are on an airplane or travelling, take the time to strike up a conversation with someone about the industry and lifestyle we

so often take for granted. Educating someone and swaying just one person’s opinion in favor of the Brangus cattle business, takes their vote away from the alternative. ABOUT THE AUTHOR:

Jason Bates has extensive experience in the seed stock industry having grown up in the registered thoroughbred and registered cattle business. Bates has had the opportunity to manage several purebred and commercial cattle operations, including helping develop a branded beef program from start to finish. Prior to working for IBBA, Bates worked as the Field Services and Marketing Director for another breed association. As the Director of Field Services and Commercial Marketing, Bates works to bridge the gap between the purebred seed stock producer and the commercial cattleman.

FRONTLINE Beef Producer 9

GENETRUST at Suhn Cattle Company

March 25, 2014 • EurEka, kS 180 Brangus & Ultrablack Bulls

Buy online at:

UPCOMING GENETRUST SALE Cavender’s Neches River Ranch April 26, 2014 • Jacksonville, TX 150 Regisered Females 400 Commercial Females 10 FRONTLINE Beef Producer

Vernon Suhn • PRESIdENT vern@genetrustbrangus.com • (620) 583-3706 Craig Green • MARkETING dIRECTOR craig@genetrustbrangus.com • (870) 834-1976 Cody Gariss • SALE CONSULTANT codygariss@gmail.com • (417) 425-0368 doug Williams • SALE CONSULTANT whipowill@yadtel.net • (336)745-5252

Catalogs mailed by request only. Call or visit our website to request yours today!

Artificial Insemination still ranks as one of the most innovative tools to be incorporated into the beef industry. The power and acceptance of the GENETRUST sire lineup is evident as 8 of the 10 most used Brangus bulls in 2012 were either owned or bred by GENETRUST. We would be happy to share our experience in helping direct you to the sires most suited to your program and synchronization protocols that should best fit your operation. Our lineup includes a strong calving ease offering which we can competitively price for large commercial synchronization programs. Contact GENETRUST as we would be happy to visit with you regarding the beef industry and how GENETRUST can help make your operation more profitable.

progeny From These proven sires represenT The majoriTy oF The bulls selling march 25Th and are The anchor sires in our ai sire lineup.

Guardian

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Landau

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new COnCePt

PassPOrt

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www.genetrustbrangus.com â&#x20AC;˘ 1-877-GENETRS (436-3877)

FACES OF THE

INDUSTRY

by Brittni DRENNAN IBBA COMMUNICATIONS COORDINATOR

Scientific Background and Good Management Proves Beneficial for Brangus Producer

t does not take very much time talking to Evon Crooks to realize there is something unique about him. Crooks is one of four brothers, and yes, he came from a ranching family and has extensive experience breeding cattle. However, his unfamiliar accent suggests he might not just be a typical rancher from North Carolina.

Crooks and his three brothers grew up in Jamaica in the Caribbean where they worked on the family farm as adolescents. Their parents made a living raising beef and dairy cattle in the tropical, humid climate along with a number of other cattlemen. According to Crooks, there are three primary beef breeds that exist in Jamaica- similar to

red and black Angus and Brahman cattle. Raising cattle is something Crooks is very passionate about and enjoys doing. “Raising cattle is not new to me,” Crooks said. “I consider raising cattle a recreation and a stress reliever at the end of the day.” Upon graduating from high school, Crooks moved to the U.S. to attend the City University of New York where he majored in Chemistry. He continued his education and attended graduate school at Long Island University in Brooklyn, N.Y., where he received his Master of At left, Evon and Carol Crooks of Mocksville, North Carolina. Crooks says with Brangus genetics, he has built a herd he is proud to put his brand on.

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Science degree in Chemistry. He soon began working as a research chemist, which he still does today. Crooks coached his children’s soccer team until they moved away

FACES OF THE

INDUSTRY from home to attend college. With his background and knowledge of the beef industry, he decided it was time to get back in the beef production business. Crooks and his wife of more than 35 years, Carol, operate the farm and now have 25 head of Brangus mother cows at EC Farms in Mocksville, N.C. “My background in chemistry helps to improve nutrition and condition in cattle,” Crooks said. “I look at the industry from a scientific aspect, and I can more easily solve problems in a scientific, cause and effect relationship.” Crooks started out raising

Hereford cows but continued to experience having problems with his cattle contracting pink eye. After conducting some of his own research, he came to the conclusion that black hided cattle had fewer complications caused by diseases and

would have less problems. Crooks decided to invest in the Brangus breed. In 1998 he purchased two cow/calf pairs from Doug Williams of Whip-o-Will Land and Cattle at his neighbor’s sale. “We’ve been able to slowly build our herd, and we have a herd we are really proud to have our brand on,” Crooks said. “And it’s good to see our customers happy with our product.” Since he initially began raising Brangus cattle almost 15 years ago, Crooks has developed a quality breeding program and is pleased with his Brangus cattle. He has produced the kind of cows that put producers in the black instead of the red when it comes to return on investments. He said Brangus cattle produce good mothers and provide advantages such as heat tolerance. “They have very high growth rate and can wean calves at seven months old in the 600 to 700 weight range, and it’s hard to do that with other breeds,” Crooks said. “It’s nice to drive around in our pasture and see nice cattle that I know will work well in this area.” Crooks said he selects for fertility, and as far as phenotype, he wants an animal that has broad shoulders, a stout rear end and depth in the rib. He also places a great deal of emphasis on calving ease. He said having live calves is crucial to success and is proud his cows do not have any problems during calving season. But Crooks’ real secret to his success is plain good management. “The cattle industry is a big investment,” Crooks said. “I can tell you what my intake is and what my output is in terms of feed and performance; I know how to be cost

effective.” Crooks implements rotational grazing on his pastures and works to develop his cows to turn a profit foraging on grass. He said it is more cost effective to have animals that can do well on grass without significant amounts of supplements, especially with the current increased price of corn and grains. He also implements artificial insemination (AI) techniques to increase efficiency and return. “Feed cost is a significant cost of management,” Crooks said, “but I can put my herd on good quality grass, and they can forage well on my pastures.” While continually improving the genetic quality of his herd, Crooks remains efficient because he knows quality and efficiency are both related and can greatly reduce input costs if managed correctly. Crooks has become more involved in the Brangus breed and has since been a member of the Southeast Brangus Breeders Association. He has served the association on the Board of Directors and currently serves his regional association as President.

ABOUT THE AUTHOR:

Brittni Drennan received her bachelor’s and master’s degrees in Agricultural Communications from Texas Tech University. A native of Welch, a small town in West Texas, she has a passion for agriculture and has been involved in various aspects of the industry. She has extensive experience editing and writing news releases and feature stories for publications as well as several organizations. As Communications Coordinator, she administers IBBA’s online presence through social networking sites, oversees the production of IBBA’s publications and writes material promoting Brangus. FRONTLINE Beef Producer 13

Great Bulls Beget Great Bulls

Swagger

327X2

John Wayne x Fred’s Dam

Swagger x Double Time

Thick, Sound, Functional, Affordable These bulls and more now available private treaty.

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Frank Perry  405.833.5189 www.perrybrangus.com

14 FRONTLINE Beef Producer

Lawman Ranch

Shiloh Hall  918.798.1337 www.lawmanbrangusranch.com

Since 1993

THE POWER OF A COMPLETE PROGRAM ■ Breeding a genetic package that is efficient, cost-effective and environmentally

adapted. And, Mother Nature approved: Foraged-based, fertile and functional.

■ Stacking pedigrees through an extensive A.I. program focusing on breeding

functional cattle rather than breeding by numbers. ■ Expansive herd health program including annual whole-herd Johnes testing paving our way to a certified Johnes-free herd. ■ Providing opportunities for customers to add value to calves with pull through programs.

Customer Programs – 2013 Town Creek Farm Customer-Owned Commercial Heifer Sale averaged $2127 on 262 head helping our customers generate more dollars.

Town Creek Farm Bull Sale and Commercial Brangus Bred Heifer Sale 150 Town Creek Farm Bulls • 300 Commercial Brangus Bred Heifers

October 18, 2014 • 12 noon • At the farm near West Point, Mississippi Total Commitment

Since 1993

Town Creek Farm

Milton Sundbeck, Owner Office 662.494.5944 • 32476 Hwy. 50 East, West Point, Mississippi 39773 Tommy Sanders, Farm and Herd Manager, 662.436.6175 • Tommy@TownCreekFarm.com Ron Flake, Coordinator, Breeding and Bull Development, 662.509.2233 • Ron@TownCreekFarm.com Joy Reznicek, Marketing, 205.399.0221 • Joy@TownCreekFarm.com www.TownCreekFarm.com

FRONTLINE Beef Producer 15

FEATURE

by Larry STALCUP BEEF CONTRIBUTING EDITOR

Seven Tips for Ranching Success

hether you have 100 cows or numbers akin to the King Ranch in Texas or the Deseret operation in Florida, there’s a lot of responsibility in running cattle. “And there are at least seven things every rancher should know if profit potential is your main goal,” says Rick Machen, Texas AgriLife Extension beef cattle specialist.

Machen is among livestock gurus who’ve seen their guides for ranch profitability turned upside down this year by the searing heat and drought that’s made the Southwest a disaster area. Lots of rain this fall and winter are needed to pull pastures back up to normal, and to make wheat pasture a viable forage source over winter, he says. Nonetheless, producers in all climates can’t forget their responsibilities as caretakers of the land in their ranching enterprise, especially in a time when beef production presents better

opportunities than in past years, Machen says. “It’s important that producers abide by seven basic guidelines if they aim to make the most out of their operation,” he says. His superseven things to know may seem elementary to many, but they’re often overlooked.

1. Environmental stewardship “This is job one,” he says. “Ranch owners or managers must first be stewards of the resources entrusted to them. Natural resource

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IBBA Registration Number: R10115207 Semen Available: $40 per Straw Contact Spanish Ranch to Order

stewardship is a responsibility, not an elective.” That’s especially true if your ranch has seen the dreadful drought, in which water and forage have been compromised. “Stockmen must manage the quantity of water infiltrating aquifers in Texas and across the Plains,” Machen says, adding that runoff into rivers and other waterways shouldn’t include valuable topsoil.

2. Have a preventive herd health plan. There’s no substitute for a valid veterinarian-client-patient relationship. A plan to prepare cattle against risk and exposure to illness will pay off in final production numbers. “At a bare minimum, cattlemen should vaccinate calves against the clostridial complex,” Machen says. “It’s the producer’s responsibility to castrate bull calves before four months of age. You also need to ensure your cattle are identified with ear tags, ear marks or branding. “Every producer should look at being part of a Beef Quality Assurance program; a solid herd health plan is a major part of such programs,” he says.

FEATURE 3. Good reproductive performance pays. With margins extremely tight, high calving and weaning rates are vital to hold down production costs. For every percentage point the weaning rate goes down, production costs go up. “Reproductive performance is the single most important factor in profitability,” Machen says. “Depending on your annual production costs per cow, the calf breakeven price increases as the weaning rate decreases.” As an example, if the annual production cost for a cow is $400, a 100% weaning rate puts the breakeven price for a 500-lb. calf at about 80¢/lb. It increases to 84¢ if the weaning rate falls to 95%. “If your percent calf crop weaned drops to 80%, the breakeven price for that calf becomes $1/lb.,” Machen says, adding that producers are severely punished profit-wise when calving and weaning problems push the weaning rate to 60-65%. If it costs $250/year to properly maintain a cow, the calf breakeven price jumps from 50¢/lb. to over 80¢ if the weaning rate drops from 100% to 60%, he says. 4. Are cows getting enough to eat? Something as simple as observing the length of grass in a pasture can help determine if cows have enough forage for grazing. “Look at the grass,” Machen says. “If a cow’s hooves are consistently visible from 25 ft. or more away, or if the forage is less than 4 in. tall, cattle likely aren’t able to harvest all they

want to eat. If cattle are grazing well into the middle of the day, especially during hot summer days, they may be short on grazing.” Drought conditions likely made that assessment meaningless for warm-season forages this summer in the Southwest. But for areas with sufficient rainfall to maintain winter forage, including winter wheat or ryegrass, the 25-ft. or 4-in. rules should help determine if supplemental forage is needed. “Good forage is needed to maintain a good body condition score (BCS),” Machen adds. “Cows should carry at least a BCS of 5 at calving, and a first-calf heifer needs to be a 6. Make sure they have plenty of clean water in cold weather, as well as when it’s hot.” That’s because water deprivation in cold weather can result in very rapid erosion of cattle condition. Meanwhile, clean water troughs promote water consumption,

especially among young cattle. They’re also an indication of good stewardship, he adds.

5. Get your money’s worth out of hay. The need to provide hay expands in a drought. But in many areas, where sufficient rainfall typically supports significant warm-season forage production and provides some cool-season pasture, the need to put out hay may reflect excessive forage demand, Machen says. That’s another strike against holding production costs down. Hay quality, whether for coastal Bermuda or alfalfa, is directly related to animal performance, he says, so hay users should learn all they can about the forage before it’s fed. “Typically, hay baled to sell may have lower bale weight and less nutrient content than hay harvested by the person who will ultimately (continued on page 18)

Lack-Morrison Brangus Bulls, Females, Semen and Embryos

23rd Annual Roswell Brangus Sale February 22, 2014, 10:00 a.m.

Bill Morrison 411 CR 10 Clovis, NM 88101 (575) 482-3254 (575) 760-7263 Cell bvmorrison@yucca.net

Joe Paul & Rosie Lack P.O. Box 274 Hatch, NM 87937 P (575) 267-1016 F (575) 267-1234

www.lackmorrisonbrangus.com FRONTLINE Beef Producer 17

FEATURE (continued from page 17) feed it,” Machen says, adding that “the quality of coastal drops significantly after 28 days of growth.” Hay buyers should always know bale weight. Additional valuable information includes potential waste, plant maturity at harvest and level of fertilization. Buyers should also ask about excessive weed content and whether hay was rained on after it was cut, raked and baled. Protein supplements can replace nutrients deficient in hay or grazing, especially in harsh winter climates or drought, but they can be costly. In droughts like this year’s, producers without sufficient pasture or hay sources may need to put cows in small, well-watered pastures with feeding facilities to supply a 10%12% protein, balanced diet, Machen says. Moving cattle to better pasture, which may have to be leased in other parts of the country, may also be an option.

6. Economy of scale and smaller producers. A ranch with 100 cows would need virtually a 100% weaning rate to assemble even one load of calves, or the equivalent of about 48,000 lbs. Weigh that against dozens of loads from larger ranches and the bargaining power shrinks. “It’s more difficult for smaller producers to forward contract or use direct or video marketing,” Machen says. “Direct marketing through video or Internet sales may still be an option, but loads may have to be mixed sex.” He notes that cooperative pooling of similar age, kind, quality and weight cattle has been promoted by Extension and other cattle marketing specialists. “Several auction markets nationwide offer commingled feeder-calf marketing opportunities wherein producers of any size can participate in ‘load lot’ marketing.” Machen contends that because of

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WEST COAST BRANGUS BREEDERS ASSOCIATION 18 FRONTLINE Beef Producer

For more information, contact any member of the West Coast Brangus Breeders Association listed below: BELLA TERRA FARMS Arroyo Grande, CA, (805) 391-0044 BRENDAN’S BRANGUS Santa Ynez, CA, (805) 475-2812 CALLAWAY CATTLE COMPANY New Cuyama, CA, (661) 766-2607 DEER CREEK RANCH Los Molinos, CA, (541) 817-2535 EL RANCHO ESPANOL DE CUYAMA New Cuyama, CA, (805) 245-0434 KELONUKAI RANCH Hilo, HI, (808) 969-7982 RAFTER J CATTLE COMPANY Turlock, CA, (209) 765-8222 ROMANS BRANGUS Vale, OR, (541) 212-1790 RUNNING STAR RANCH Lincoln, CA, (916) 645-8500 SMITH STATION BRANGUS Cedarville, CA, (530) 279-2697 STARDUST FARMS Oak Run, CA, (530) 472-1903 TUMBLEWEED BRANGUS Delhi, CA, (209) 484-0152 SPANGLER RANCHES Corona, CA, (951) 735-5000 WALKING S BRANGUS Sheridan, CA, (530) 633-2178 WYMAN CREEK CATTLE COMPANY Oroville, CA, (530) 693-0906

www.westcoastbrangus.com

the differences between small and large operations, smaller producers need to concentrate on holding down production costs. “If your competitors can consistently and profitably produce beef for less than your breakeven, they win, you lose,” he says.

7. You never know enough. Producers should take every opportunity to attend cattle production and/or marketing seminars offered by their regional Extension office or cattle associations. “Information is readily available on animal health practices and regulations, stewardship, urban sprawl, production and marketing and other areas that impact ranchers,” Machen says. Plus, producers need to be a part of something larger than themselves, he adds. “They should support ag organizations that represent their interests in their state and national capitals. They need to observe what other successful producers do and compare notes with them. And they should take every opportunity to tell their story of quality assurance and environmental stewardship with others, especially young people.”

FRONTLINE Beef Producer 19

FEATURE

by Tommy PERKINS, Ph.D., PAS and Jason BATES IBBA EXECUTIVE VICE PRESIDENT and IBBA DIRECTOR OF FIELD SERVICES AND COMMERCIAL MARKETING

Brangus Genetics Offer Heterosis for Rebuilding the Nation’s Cowherd

he Brangus breed, a 3/8 Brahman and 5/8 Angus composite, was developed to utilize the superior traits of Angus and Brahman cattle. This two breed combination resulted in a breed that unites the traits of two highly successful parent breeds. The Brahman, through rigorous natural selection, developed disease resistance, overall hardiness and outstanding maternal instincts. Angus cattle, known for their superior carcass qualities, are also extremely functional females that excel in both fertility and milking ability. This unique integration of two breeds has created advantages in fertility, longevity, adaptability and mothering ability, which Brangus females possess.

Data suggest the United States beef cow population is at its lowest since 1952 because of the prolonged drought across the nation,

20 FRONTLINE Beef Producer

high feed costs, and other factors impacting the beef industry. Luckily, the drought has subsided in m o s t portions of the U.S., corn prices have fallen, global beef demand has improved, and domestic beef demand is good. More specifically, Brangus cattle will be part of the nation’s herd rebuilding that is beginning to occur. “ B r a n g u s offers a plethora of opportunity for commercial cattle producers to increase profitability,” said Tommy Perkins, Executive Vice

President for the International Brangus Breeders Association (IBBA). “The strong maternal attributes, in conjunction with the added heterosis, allow cattlemen to capture more dollars in the market place by using Brangus genetics. Additionally, the feeder calf byproduct will excel in the feedyard as well as yield and grade with the best in the industry for maximizing post weaning profitability.” The Brangus sired feeder calf has many traits of value to the commercial beef producer, especially out of English cows such as Hereford and Angus. U.S. Meat Animal Research Center (USMARC) data show Brangus x English cross calves have tremendous growth potential, feed efficiency, and increased yield while obtaining carcass quality that is equal to or greater than those sired by Continental breeds. Perkins further states, “Brangus

FEATURE

females are outstanding mothers which provide added heterosis over a Bos taurus X Bos taurus cross in terms of efficiency, animal health, and longevity. Likewise, Brangus beef carcasses are accepted in many premium product lines such as Certified Angus Beef and Nolan Ryan All Natural Beef.” “We continue to develop programs that increase demand for Brangus genetics. The Brangus Gold program, for example, defines the popularity of Brangus sired females,” said Jason Bates, IBBA Director of Field Services and Commercial Marketing. “The Brangus association is committed to adding marketing opportunities for commercial cattlemen using our genetics as we seek strategic partnerships and alliances with industry partners to improve marketability of Brangus sired feeder calves.” Like Angus, Brangus cattle may be black or red in color and are polled. Although Brangus cattle are known best for their ability

to perform well in extremely hot, humid climates, they also thrive in cold climates. Louisiana research suggests that Brangus cows increased body weight during the summer months while Angus cows lost weight. Brangus appeared to be more adapted to the coastal climate which is indicative of their Bos indicus influence. From a carcass standpoint, Texas A&M University research confirmed the ability of Brangus steers to produce exceptionally high quality carcasses. The test included 330 animals sired by 17 Brangus bulls and 32 animals sired by two high marbling, high accuracy EPD bulls. All 19 sires were randomly mated to mostly Brangus females. All the cattle were managed, fed and harvested the same. WarnerBratzler analysis indicated that 97 percent of the Brangus steaks were scored “tender” or better whereas only 94 percent of the Angus steaks scored tender. Use of genetic evaluation technologies, performance and

pedigree tracking software as well as genomics has continued to move Brangus cattle to the forefront of the beef industry. “Incorporation of Total Herd Reporting (THR) has empowered the Brangus database and ultimately our genetic evaluation,” Perkins said. “IBBA has always been a leader in genetic evaluation technology, and its recent adoption of multi-breed EPD methodology is no different. These genetic selection tools offer producers necessary information for making sound genetic decisions while hitting marketing goals.” As a commercial bull buyer, consider what the Brangus breed can do for your bottom line. It is IBBA’s belief that producers making the best genetic decisions today will see the most opportunities for profit in the next decade. Please do not hesitate to call 210-696-8231 or go to IBBA’s website at www.GoBrangus.com for additional information. ABOUT THE AUTHORS:

Dr. Perkins is the Executive Vice President for the International Brangus Breeders Association. He most recently was the executive for another breed association after serving as a professor at Missouri State University and Texas State University for nearly twenty years. His professional career is most noted for excellence in the field of beef cattle ultrasound. He has a doctorate in animal breeding from Texas Tech University Jason Bates has extensive experience in the seed stock industry having grown up in the registered thoroughbred and registered cattle business. Bates has had the opportunity to manage several purebred and commercial cattle operations, including helping develop a branded beef program from start to finish. Prior to working for IBBA, Bates worked as the Field Services and Marketing Director for another breed association. As the Director of Field Services and Commercial Marketing, Bates works to bridge the gap between the purebred seed stock producer and the commercial cattleman. FRONTLINE Beef Producer 21

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Still Taking Commercial Sale Consignments 22 FRONTLINE Beef Producer

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For more information or to request a catalog please contact Mike Vorel, OBA Sales VP - (405)826-6959 Wes Dotson, Auctioneer - (580)541-3799

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541Z4 • DOB: 11/11/12

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Bred Nuff Said daughter with 113 YW ratio

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FRONTLINE Beef Producer 23

MANAGEMENT

by John PATERSON NATIONAL CATTLEMEN’S BEEF ASSOCIATION EXECUTIVE DIRECTOR EDUCATION

Why Should I Keep Records on My Cowherd?

hen I was visiting about record keeping programs recently, a rancher was overheard to say “I don’t see much use in collecting time consuming individual records for commercial cow herds. Pregnancy testing and my eyeball can let me know all I need to determine if a cow stays for another

year.”

Everyone is entitled to his or her opinion, but with increasing demands continually being placed on ranchers to ensure sustainability, records are a necessary part of a ranch business. Records provide benchmarks so that we can determine strengths and weaknesses of our ranch operations and how we demonstrate continuous improvement. How records are kept varies from the very rudimentary to the very complex. When I asked several ranchers how they kept their records, the answers varied from “On the scale house wall”; “On

24 FRONTLINE Beef Producer

the back of my Copenhagen can”; “In my IRM Red Book”; “On an Excel spreadsheet” or “On a Standalone computer program”. Table 1 summarizes the different types of record keeping systems used by different herd sizes (NAHMS 2011). When averaged across all operations, 83.3 percent of ranchers collected information about their operations, with the majority of these records kept in a hand-written form (78.6 percent). As the herd increased in size, the rancher was more apt to keep records on a computer. In order to collect records, animals

need some form of individual identification if the goal is to identify individual animals to monitor changes over time: weaning weights of calves, pregnancy, sire effects, etc. Table 2 describes common methods of animal identification. These data were collected between 2007 and 2008 (NAHMS). The plastic ear tag was the most commonly used form of individual animal identification. The percentage of operations that used any form of individual animal ID on at least some cows ranged from 59 percent for operations with 1-49 cows to 89 percent of operations with 200 or more cows. What information should be collected? Dr. Karl Harborth from Louisiana State University (LSU) wrote an insightful article about where the beef industry could have the greatest impact on sustainabilityimproving calving rate. The factors that influenced calving percentage include nutrition, health, genetics and body condition score. A cow with a low body condition score is one that will have difficulty getting bred in a timely manner to maintain a yearly calving schedule. In addition to having a goal of a high calving (continued on page 26)

Southeast Texas Independent Cattlemen ’s Association

Saturday, March 15, 2014 Ford Park Complex · Beaumont, TX Donald Jordan, Auctioneer Bull Sale at 10 a.m. Heifer Sale at 1 p.m. (or immediately following bulls)

Cattle may be viewed after 5 p.m. Friday, March 14 and between 7-10 a.m. Sale Day

Sale Offering of 100+ Top Quality Breeding Age Bulls; All Bulls Will Be Test Negative for Trichomoniasis and Fertility Tested With Current Health Papers. Female Offering is expected to be at 350+ Commercial and Registered Breeding Age Females (Open, Bred & Pairs). Official consignment deadline was 1/15/14, but consignments will be taken through 02/15/14 contingent upon pen space. Forms and rules can be downloaded @ www.icatexas.com or contact one of the persons listed below for more information. Electronic version of Sale Catalog will be available online by February 22, 2014 and via e-mail request. To be put on mailing list for hard-copy catalog, please contact the sale secretaries.

Southeast Texas ICA is Proud to Recognize

Capital Farm Credit as our 2014 Corporate Sale Sponsor! SALE CHAIRMEN: Bobby Thornton —(409) 781 3982 Wayne Williford —(409) 246 2334 SALE MANAGER: Chuck Kiker —(409) 658 0959

SALE FACILITY LOCATION Take Exit # 845/846 (Brooks Rd./Major Dr. Exit) o Interstate 10 (West of Beaumont) Various Hotels @ Walden Rd. (Approx. 1 mile from Ford Park —www.fordpark.com)

SALE SECRETARIES: Terri West —(409) 656 1483 se ca_cbhs@yahoo.com Susan Horn —(409) 253 2323 hornauc on@a .net

FRONTLINE Beef Producer 25

MANAGEMENT (continued from page 24) rate, the distribution of when the calves are born can have significant financial consequences. As an example, let’s compare the theoretical calving distribution of two herds, Ideal vs. Poor. For the “Ideal” calving distribution, 90 percent of the calves were born during the first 42 days compared with only 40 percent of calves born during the first 42 days for the “Poor” calving distribution. The later the calves are born in the calving season; the potential for lighter calves at weaning exists. The Ideal system weaned 56,600 pounds of calf compared to 48,400 pounds for the Poor distribution system. At today’s prices, the difference in income value could exceed more than $14,000 if calves sold for $1.80 per pound. The challenge for the rancher is to determine what caused the poor distribution. Was it because the cows were in a poor body condition at breeding time due to drought or poor feeding conditions (look at the number of open cows)? Was it due to disease (e.g. Trich)? Or, was it due to an infertile bull? More importantly, how can you correct this problem?

26 FRONTLINE Beef Producer

Table 1 - Methods of Keeping Records by Record-Keeping System Used

HERD SIZE (NUMBER OF BEEF COWS)

RECORD SYSTEM Hand-written records (ledger, notebook) Computer on the ranch Computer off the ranch Any of the above

1-49

50-99

100-199

200+

ALL

76.2% 80.8% 89.1% 88.5% 78.6% 13.3% 24.5% 21.8% 37.4% 17.0% 2.0%

4.2%

3.7% 10.8%

2.9%

80.5% 87.0% 93.6% 95.0% 83.3%

Table 2. Percentage of Operations and Percentage of Cows by Type of Animal Identification Used (NAHMS)

INDIVIDUAL ID TYPE % OF OPERATIONS Plastic ear tag 50.4 Bangs tag 24.2 Hot-iron brand 12.2 Ear tattoo 8.1 Ear notch 4.8 Freeze brand 2.4 Electronic ID/Microchip 0.8 Other metal tag 1.6 Any identification 66.1

% OF COWS 57.5 38.1 20.5 7.7 9.8 3.9 1.2 2.1 79.1

MANAGEMENT Another conclusion that can be garnered from the records is to determine if cows are calving every year. Let’s assume for the “Poor” distribution herd the average calving cycle was increased to 390 days compared with 365 days for the “Ideal” herd. At two pounds per day gain for a nursing calf, this difference for the Ideal herd could be 25 days longer nursing x 2.0 pounds per day gain x $1.80 per pound value of a weaned calf. This would mean that cows in the Ideal cowherd could, on average, produce $90 more calf weaning weight than the Poor cowherd. These examples are reasons why simple record keeping can help to identify and solve problems that result in poor calving distribution

and reduced weaning weights. Record keeping systems do not have to be sophisticated; they just need to be used. Hand written results summarized from the IRM Redbook is a great place to start because it will

allow you to benchmark your herd and give you clues on how to improve productivity and sustainability. Call Grace at NCBA (303-850-3338) for more information and to purchase a Redbook.

SUPERIOR GENETICS. BRED TO PERFORM. We are proud to announce that we are expanding our operations to provide superior genetics to ranchers across the southern United States. We will offer top genetic quality and performance bulls for sale private treaty and at The Oaks Annual Production Sale! All bulls will be developed in the south and bred to perform and produce calves that meet or exceed the most stringent Branded Beef Programs. We will work with producers to custom fit their needs now and in the future with first-class service and support.

For More Information: Joe & Catherine Kassler 770-251-6522 H 770-502-1510 Fax www.theoaksfarm.com Vince Roberts, Farm Manager 678-378-4697 Cell

FRONTLINE Beef Producer 27

INDUSTRY

source FEDERATION OF STATE BEEF COUNCILS

Taking Stock of its Beef Checkoff Role, Federation of State Beef Councils Steps Out to Celebrate 50th Anniversary Don’t worry when you are not recognized, but strive to be worthy of recognition. -Abraham Lincoln

attle producers may not always recognize organizations that manage Beef Checkoff programs, but they do want those programs conducted effectively, efficiently and honestly. Above all, beef producers want the biggest bang for their $1-per-head investment in increasing beef demand.

While obscurity is fine most of the time, one beef checkoff management organization reached a major milestone in 2013, and proudly celebrated its 50-year role in checkoff programs. The Federation of State Beef Councils was created in 1963 as the Beef Industry Council, a division of the National Live Stock and Meat Board. Today, as a division of the National Cattlemen’s Beef Association (NCBA), it still assures grassroots direction of checkoff programs and provides representation to state beef councils at the national level. Richard Gebhart, a beef producer from Rogers County, Okla., and chairman of the Federation, says it’s important to understand the historical significance of the Federation’s role. “The Federation was in place more than 20 years before the $1-per-head beef checkoff got started,” Gebhart says. “Many of the foundational principles on which the mandatory checkoff was based – grassroots direction, accountability, focus on success – started with the Federation. We’re honored to have 28 FRONTLINE Beef Producer

played such a key role in a program that means so much to the industry for half a century.”

Commitment Confirmed To further demonstrate their ongoing commitment in protecting producer checkoff investments, Federation directors in July 2008 passed a Vision Statement that declared the Federation would “Build beef demand by inspiring, unifying and supporting an effective state and national Checkoff partnership.” The Vision was reaffirmed by the Federation in February 2013. The Federation went further in July 2009 when it passed a set of beliefs that established its core principles. Those included belief in the success of a strong state and national partnership resulting in increased consumer demand for beef and higher consumer confidence; belief in the Industry Long Range Plan as a guidepost for the beef checkoff and the fundamental principle of “one vision-one plan-one voice;” and belief in producer control of checkoff funds through Qualified

State Beef Councils, which are the foundation of the beef checkoff. Those beliefs also were reaffirmed in February, 2013. According to Gebhart, the importance of Qualified State Beef Councils can’t be overstated. The 45 qualified councils collect the $1-per-head national beef checkoff, sending 50 cents of each dollar to the Cattlemen’s Beef Board (CBB) for national and international programs. The Beef Board administers the mandatory national Beef Checkoff Program. Spending of the other half of the dollar collected in the states is directed by each state beef council board, following regulations established by law. “Not only do they collect the assessment and direct programs in-state, we have a significant say in how the rest of the dollar is invested,” says Gebhart. “The state councils select representatives to national Joint Checkoff Advisory committees, which help determine which programs are funded, as well as have a say in the Federation’s representatives on the Beef Promotion Operating Committee,

INDUSTRY which determines which national and international programs are funded and at what amounts.” Gebhart says half of the BPOC’s 20 members are elected by the Federation and the other half by the CBB. Gebhart serves on the Oklahoma Beef Council board of directors and says there are more than 700 producers on state boards that help make in-state decisions, serve on national committees or make decisions about who will represent them at the national level. He says this bottom-up philosophy has worked well since livestock and meat checkoff programs were first created in the early 1920s. “If beef producers are going to pay for these programs, we want to have a say in how they’re run,” says Gebhart, who is a 4th generation Hereford rancher in an operation that has been family-run since 1909. “Not only does the current system allow us to have a say, it assures that producers are able to see how every penny is spent. The Beef Checkoff Program is a self-help program that – while overseen by the U.S. Department of Agriculture – is also self-directed.” In a July, 2010 vote by Federation directors, the organization’s role is even more self-governing. The Federation unanimously passed a resolution calling for the NCBA Federation Division to operate more independently while maintaining efficiencies and effectiveness created through its relationship with NCBA.

1963 after a half-dozen states, which had already started checkoffs, saw the need for a national effort. The same principle for a state/national partnership for beef promotion works well today. “There are many states with a lot more cattle than people,” says Gebhart. “Conversely, there are a lot of states with a lot more people than cattle. It just makes sense that we share resources and ideas to get dollars to where they can do the best job of increasing beef demand. That’s a prime rationale for joining forces like we do.” “At the same time, states rely on the efficiencies of scale that a national program can offer. They can share expenses on designing brochures or creating Web sites, and make sure they don’t duplicate what someone else has already done.” Gebhart says it makes sense to call it a state/national partnership, and not the other way around. “We recognize where the Federation started, which was with the states,” he says. “As we celebrated the 50th anniversary of the Federation of State Beef Councils, we paid tribute to those who started on the ground floor, joining together with their fellow producers to build something that helps all beef producers increase demand for their product.”

A Half Century of Progress: Some Notables of the Federation of State Beef Councils 1963 • The promotion element of the States Rule National Beef Council merges The Federation came together in with the Meat Board to form the

Beef Industry Council (BIC), which is the Federation of State Beef Councils. • The first BIC promotions include a “Butter Barbecued Steak” venture with the American Dairy Association and a “Beef for Father’s Day” effort with the American National CowBelles. 1964 • Ten television commercials are created for retailer use and reach more than 35 percent of all U.S. homes. 1966 • Promoting beef as a grilling favorite begins; 150,000 copies of a “Great for the Grill” color brochures are distributed. 1967 • Six promotions, tying into seasons and major holidays, are conducted this year. 1970 • Thirty-eight states voluntarily invest about $800,000 out of a total BIC budget of $2 million. 1971 • For the first time, full-page color ads in women’s magazines proclaim “Nothing Beats Beef.” Beef councils and cattle organizations in nine states extend the effort. 1972 • Beset by boycotts and demonstrations over beef prices, the industry responds collectively with factual beef information reaching 2.25 million consumers. 1973 • A beef boycott followed by price freezes greatly impact the beef/ cattle industry; contributions from beef councils and cattlemen’s (continued on page 30) FRONTLINE Beef Producer 29

INDUSTRY (continued from page 29) • groups raise the BIC promotion budget to $3.5 million. 1974 • The first National Beef Cook-Off, with 13 contestants and a budget of $2,000, is managed by the CowBelles with assistance from the BIC. 1975 • A $600,000 state/national advertising campaign reaches 20 percent of U.S. households with spots on The Dinah Shore Show; 11 states extend the campaign to reach 30 percent of homes. 1976 • The “Bicentennial Beef Cookbook” reaches 100,000 consumers with 100 great beef dishes from America’s first 200 years. • A $700,000 ad campaign ($350,000 from states) is themed, “Beef… The Food You’re Right to Like.” 1977 • A $40,000 investment in an “All About Cooking Beef Outdoors” booklet results in a $1 million promotion, with recognition from Advertising Age magazine as one of 1977’s best campaigns. 1978 • State beef councils partner with BIC on a Fall Freezer Beef promotion to help move a larger than expected beef supply. 1979 • A balanced response to Dietary Goals is published by the National Academy of Sciences in “Toward Healthful Diets.” • State beef councils help distribute 150,000 “Beef in Minutes” booklets, featuring dishes ready 30 FRONTLINE Beef Producer

in 20 minutes or less. 1980 • The combined state/national promotion budget reaches $6.8 million in 1980 – compared to $1.9 million in 1970; 34 states participate (19 have legislated checkoffs). • A survey finds that 2/3 of producers are willing to pay 50 cents or higher in a checkoff, with 60 percent going to state programs and 40 percent going to national ones. But a “Beeferendum” on the proposal is defeated during the year. 1981 • By July, 22 states had committed to 25 cents/hd funding level or higher, with a goal of $1/hd. • A nutrition ad, “The Role of Beef in a Balanced Diet,” runs in the New England Journal of Medicine, Nutrition Today and the Journal of Home Economics; • “It’s Beef for the Classroom”, an education kit for Junior High School students, was distributed, while “And the Winner is… Ground Beef ” was sent to teachers, reaching 100,000 students. 1982 • A new theme took shape: “Somehow, Nothing Satisfies like Beef ”; • The BIC program budget reaches $8 million; • A retail program, “Reach for the Goodness of Beef,” hits 18,400 stores; a “Beef Means Business” newsletter goes to retailers. 1983 • There are now 35 state beef councils participating in BIC promotions;

• A beef long range plan, “1990: Planning to Get There Profitably,” is introduced. 1984 • New Product Development sharpens its focus, with 19 specific possibilities for the industry identified. 1985 • Beef promotion program funding hits $18.6 million, or 8 cents per capita. There are now 38 state beef councils. • The Beef Promotion Research Act, requiring $1-per-head assessments on all bovine animals sold, passes congress and is signed into law. 1986 • The mandatory checkoff begins, with 41 qualified state beef councils collecting the assessment. • Promotions in FY 1987 hit $26.4 million; Spokespersons are James Garner and Cybil Shepherd. • The checkoff shares the new “It’s Veal Easy” theme with consumers. 1987 • The FY 1988 promotional budget climbs to $48.6 million. • The “Real Food for Real People” tag line leads to a 263-percent increase in the awareness of an “eat beef ” message. 1988 • 79 percent of producers vote in a referendum to continue the mandatory checkoff program. 1990 • State beef councils add hundreds of additional radio stations to a national 1,700-station Paul Harvey beef message campaign.

INDUSTRY 1992 • Robert Mitchum’s voice - in TV and radio ads claims “Beef. It’s What’s for Dinner.” • Partnerships with the dairy industry, A-1, Heinz, Ore Ida, Lea and Perrin help extend the checkoff with more than $22 million in programs. 1993 • A Blue-Ribbon Task Force is named to identify new ways to improve beef safety. 1994 • The BIWFD campaign reaches 98 percent of consumers, 25 times, in a year that features 1,900 TV spots and 50 ads in major consumer magazines. • Much focus shifts to beef safety, as a Blue Ribbon Task Force on E. coli O157:H7 is named. 1995 • Total combined state/national promotion program coordinated by the BIC is $84.1 million. 1996 • Beef programs of the National Live Stock and Meat Board merge with the National Cattlemen’s Association to form the National Cattlemen’s Beef Association. 1997 • BSE raises its head in Europe and the checkoff, through the NCBA issues management program, gets ready. • A “Beef Meals Solutions” campaign hits 14,500 retail stores with nearly 75 million recipe cards. 1999 • “Beef. It’s What’s For Dinner” returns with the voice of Sam Elliott and the Rodeo music by Aaron Copland.

• State beef councils support the effort with radio and print ads focusing on fully-cooked, readyto-eat beef. • 2000 • Research shows that 83 percent of moms recognize the “BIWFD” theme. 2001 • 86 percent of consumers say they are confident that U.S. beef is safe from BSE and FMD. 2002 • Retail partners, like A-1 and Old El Paso, spend $6 for every $1 the checkoff invests in retail promotions during the year. • A $28 million summer grilling campaign includes the participation of 35 beef councils in funding national promotions, advertising and public relations efforts. • Muscle profiling research leads to 14 new “Beef Value Cuts” that increase consumer interest and sales over the following decade. 2003 • In December, the trigger is pulled on the industry’s BSE crisis management plan with “The Cow that Stole Christmas.” However, confidence in U.S. beef holds 89 percent and actually rises to 91 percent by February 2004. • More than 500 new beef products were introduced in retail and foodservice arenas. 2004 • By 2004, all major packers/ processors are harvesting the shoulder clod, which produces the Petite Tender, Flat Iron and Ranch Cut Steaks. • A BEEFlexible foodservice advertising campaign parlays a

$1.4 million checkoff investment into more than $95.7 million in promotions to put more beef on menus. 2005 • Foodservice outlets sell 47 million pounds of flat iron steaks, surpassing the Porterhouse in foodservice volume. In all, 106 million pounds of Beef Value Cut steaks are sold. 2007 • Five value-added cuts joined other successful cuts in commercialization, with industry partners such as Certified Angus Beef, Tyson, Swift and Cargill helping support the effort; • Veal programs generate more than $1 million in estimated ad equivalency through PR efforts. 2009 • Federation directors adopt a statement of beliefs recognizing the state-national partnership’s role in building demand, supporting producer control of the checkoff through the Qualified State Beef Councils; and identifying the industry’s long range plan as a checkoff guidepost. 2011 • The Federation adopts a Charter of Principles to provide a framework for appropriate independence in Federation decision-making. 2012 • Retail partners provide 116 million beef coupons, equaling about $320 million in savings for consumers.

FRONTLINE Beef Producer 31

Brangus Fit Both Environments... ...The Market AND Your Operation From Florida swamps to the high country of Oregon... Arizona deserts to the fescue valleys of Virginia... The Brangus crossbred mother cow produces quality end-product that meets industry demand while fitting your environment better than any other.

Contact IBBA Today for Marketing Options: Brangus Gold Commercial Females Feeder Cattle Marketing

International Brangus Breeders Association

32 FRONTLINE Beef Producer

(210) 696-8231 www.GOBRANGUS.com

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FRONTLINE Beef Producer 33

CALENDAROFEVENTS February - 2014

May - 2014 (continued)

Space Deadline for March Brangus Journal

4-7

NCBA Convention and Trade Show

Nashville, TN

Florida State Fair Open Brangus Show

Tampa, FL

Florida State Fair Junior Brangus Show

Tampa, FL

San Antonio Open Brangus Show

San Antonio, TX

San Antonio All Breeds Sale

San Antonio, TX

San Antonio Junior Red Brangus Show

San Antonio, TX

San Antonio Junior Brangus Show

San Antonio, TX

Spitzer Ranch’s Professional Cattlemen’s Fair Play, SC Brangus Bull and Commercial Female Sale

July - 2014

23rd Annual Roswell Brangus Sale

20-25 National Junior Brangus Show

Bryan, TX

NJBS Bred & Owned Show

Bryan, TX

Roswell, NM

March - 2014

Miller Brangus Customer Appreciation Sale

Waynesboro, TN

The Event Red Brangus Sale

Brenham, TX

NJBS Ownership Deadline

June - 2014 1

NJBS Late Entries Due

Brangus Futurity Entries Due

18-21 TJBBA State Show 10

Bryan, TX

Space Deadline for August Brangus Journal

Dees Brothers Brangus Dispersal

Winterhaven, CA

NJBS Owned Show

Bryan, TX

4-7

IBBA Convention

Houston, TX

IJBBA “Source of Champions” Sale

Bryan, TX

Global Roundup

Houston, TX

NJBS Showmanship Contests

Bryan, TX

Ideal Video Production’s Customer Appreciation Sale

Houston, TX

IJBBA Annual Meeting and Awards Banquet

Bryan, TX

International Brangus Bull Show

Houston, TX

Brangus Futurity

Bryan, TX

International Brangus Female Show

Houston, TX

August - 2014

Genetic Edge Sale

Houston, TX

Indian Nations Spring Sale

Ada, OK

September - 2014

Houston Junior Brangus Show

Houston, TX

Space Deadline for October Brangus Journal

The Stockman’s Kind Sale at Mound Creek Ranch

Leona, TX

Thomas and Sons Cadillac of Brangus Sale

Quail Creek Cut Above Sale

Cullman, AL

October - 2014

SETICA 19th Annual Commercial Bull and Heifer Sale

Beaumont, TX

Houston Junior Red Brangus Show

Houston, TX

Oklahoma Youth Expo Junior Brangus Show

Oklahoma City, OK

WTBBA Springtime Sale

Space Deadline for Fall Frontline Beef Producer

Madison, MO

Space Deadline for November Brangus Journal

CX Advantage Sale

Weimar, TX

Salacoa Valley Buy the Numbers Sale

Fairmount, GA

Abilene, TX

Town Creek Farm Bull and Commerical West Point, MS Heifer Sale

Doguet’s Diamond D Ranch Sale

Poteet, TX

Salacoa Valley Customer Appreciation Sale

Fairmount, GA

Miller Brangus Sale

Waynesboro, TN

GeneTrust at Suhn Cattle Company

Eureka, KS

Indian Nations Fall Sale

McAlester, OK

GeneTrust at Chimney Rock Cattle Company Female Sale

Concord, AR

28-29 TBBA Annual Convention

Saledo, TX

November - 2014

TBBA Miss America Sale

April - 2014 10

Space Deadline for May Brangus Journal

Texas Best Female Sale

TBA

25-26 IRBBA Annual Meeting

College Station, TX

Divas In Red Sale

College Station, TX

GeneTrust at Cavender’s Neches River Ranch

Jacksonville, TX

May - 2014 3

JLS Winning Tradition Sale

NJBS Entries Due

For the most 34 FRONTLINE Beef Producer current

Devine, TX

GeneTrust at Chimney Rock Cattle Company Bull Sale

Concord, AR

The Cattleman’s Kind Bull Sale at Blackwater Cattle Company

Lake Park, GA

World Series of Brangus Female Sale

Palo Pinto, TX

World Series of Brangus Bull Sale

Palo Pinto, TX

December - 2014 6

GeneTrust at Cavender’s Neches River Jacksonville, TX Ranch Bull and Commercial Female Sale

listing of Upcoming Events visit gobrangus.com/calendar

A Once In A Lifetime Opportunity For Genetics From The Southwest's First Brangus Herd The Home of Sale Toppers & Show Stoppers Since 1963 Beef Cattle Icon Alex Dees is Dispersing His Entire Herd Due to Health Call him today at:

928.920.3800

COMPLETE DISPERSAL SALE AT THE RANCH Saturday, March 1, 2014 1395A Indian Rock Road Winterhaven, California office: 760.572.5261

FRONTLINE Beef Producer 35

ADVERTISERSINDEX Allied Genetic Resources Cattle Brokers, Inc.

19 6, 7

Indian Nations Brangus Sale

Santa Rosa Ranch

International Red Brangus Breeder’s Association

Southeast Texas Independent Cattlemen’s Association

IBC 25

Centralized Ultrasound Processing

Lack-Morrison Brangus

Spitzer Ranch

Circle X Land & Cattle Company

IFC

Lakin Oakley

T3 Brangus

Dees Brothers Brangus

Lawman Ranch

The Oaks Farms

Doak Lambert

Mound Creek Ranch

Town Creek Farm

El Rancho Espanol de Cuyama

Oak Creek Farms

Triple JR Cattle Company

Elgin Breeding Service

Perry Ranch

Valley View Ranch

Farris Ranching Company GeneTrust Hughes Cattle Service

6, 7

Quail Creek Brangus

WCBBA

10, 11

Ritchey Livestock ID

Wes Dotson

Salacoa Valley Farms

Westall Ranches, LLC

To place your ad in the next issue of the FRONTLINE BEEF PRODUCER, contact: Melanie Fuller at 979.828.5300 or 979.255.3343.

36 FRONTLINE Beef Producer

FRONTLINE Beef Producer 37

Oak Creek Farms Forage Tested Bull Sale

Saturday, October 25, 2014 - 12:30 p.m. Oak Creek Farms Sale Facility, Chappell Hill, Texas

Selling 125 Forage Tested OCF Bulls

Brangus  Red Brangus  Angus  Red Angus Source Verified Commercial Heifer Sale to follow Bull Sale Pre-Sale Activities, Friday, October 24, 2014: 2:00 PM - Parade of Bulls  6:00 p.m. - Seminar followed by Ribeye Steak Dinner sponsored by Zoetis Ranch Tours Available Thursday and Friday

Input costs are increasing more rapidly than prices for cattle. Oak Creek Farm’s Forage Developed Cattle thrive and perform on grass year after year without any additional inputs.

Over Thirty Years Experience Breeding Low Input, Highly Efficient, Easy Fleshing Cattle That Thrive in The Pasture OCF Bulls gathered for Forage Test Weigh Out in Brazos River Bottom

On October 25, Our Top 125 Coming Two Year Old Forage Tested OCF Bulls Will Sell!

Bulls Forage Tested at OCF beginning on March 1st and ending September 1st under guidelines of Texas Forage & Grassland Council. Weights and Measures recorded by Texas A&M Extension Service.

oakcreekfarms.com- customer’s OCF sired calves achieve 80-90% choice & prime!

www.oakcreekfarms.com

Oak Creek Farms  info@oakcreekfarms.com

Going on eleven years using DNA to identify desirable heritable traits. 38 FRONTLINE Beef Producer

John & Carolyn Kopycinski  Chappell Hill, Texas 979/836-6832

Directions from Houston: Hwy 290 (60 mi west) then 4 mi south on FM 1371

Oak Creek Farms - Celebrating our 47th Anniversary - Breeding Brangus Since 1967