NEW GENERATION
BY JARED WAREHAM
Value Beyond the Bull We must evaluate all the purchases bundles of the future will still consist of these basic delivwe make today for total value ery options and warranties, but will include premiums received per dollar spent. Buying bulls linked to measurable genetic value. Bull suppliers will is no different. You must evaluate the have to offer more than value-generating genetics. They value received with the purchase of will need to help deliver that value to customers. This will those genetics. Are you simply getting become the new standard. a bull to breed your cows or getting With the beef industry continuing toward value-based service beyond the animal? Do these markets and brand-certified programs, commercial herds services represent tangible value? This will be relentlessly charmed by suppliers that can help year’s record-setting replacement bull them capture profits. Simply producing sound, functional costs encourage us to evaluate our bulls delivered for free won’t be enough. purchases more closely. Standard services, such as breeding warranties, Bull suppliers will have to offer more free or low-cost delivery than value-generating genetics and promise of genetic improvement, are basic. Moving forward, genetic suppliers Unfortunately, the costs of such service will force promust evolve and offer new services ducers to “go big or go home” to stay competitive. The with tangible value—and less “blue developing mega networks of bull suppliers is just another sky” promises. Savvy commercial sign of an evolving industry. Forward-thinking breeders producers will sort through the minu- are seeking these collaborative relationships to enhance tia with a critical eye and determine customer service. The larger a network becomes, the who is offering the greatest value. greater access it has. Thus, the ability to help customers capture premiums from brand-certified programs, such as We’ve seen the emergence of Certified Angus Beef or Top Dollar Angus, magnifies. new dynamic customer services Networks of today are made of breeders with 20 to 100 in the past decade. Helping cus- cows joining forces to hold a bull sale. The networks of tomers increase profit with assisted tomorrow are made of herds with 300 to 1,000 cows to calf marketing, source and age verifi- offer more than 1,000 bulls in a season and cover massive cation programs and open access to territories. Networks of this magnitude have the size and branded programs have become very scope to unlock calf premiums and provide the holy grail powerful tools. However, most mod- of services to customers. erate-sized and smaller producers The next time you consider genetic suppliers, plan for lack the scope and industry access to the changes on the horizon of our industry. Align yourself facilitate these services on a consis- with bull suppliers in a position to offer you extra value tent or affordable basis. Ser- per dollar spent. Seek relationships with breeders that vice has a cost—and it’s possess quality resumes and a legacy of customer service. a significant one. The bigger the network your genetic supplier cultivates for The customer service his own business, the greater your opportunity for profitability. They are linked. Likewise, producers shy on Jared Wareham jwareham79@gmail.com innovation, breed improveDeepwater, Mo. ment and compatible personJared Wareham devotes much of his time to cattle ality will be left behind for breeding, bull development, marketing and strategic lack of intangible value. They planning. He is part of a three-person team, which will find themselves maincludes his wife Jill, that markets 300 bulls annually. rooned on a deserted island— They reside near the bull development facility with their where you will find yourself three young daughters Mikah, Rhett and Sawyer. too, if you buy their bulls.
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