Advocate Spring 2013 by Melissa Ledoux

Spring 2013

Official Official Publication Publication of of the the Ontario Ontario Simmental Simmental Association Association

Advocate | Spring 2013

Eastern Canada Simmental Innovations Field Day The Ontario Simmental Association in partnership with the Canadian Simmental Association is in the planning stages of hosting a Eastern Canada Simmental Innovations Field Day in Guelph, Ontario this summer. The date for the event is August 2nd to 4th, 2013 and will feature presentation on Genomics by Dr. Steve Miller from the University of Guelph and other members of his academic team. There will be tours planned of the both Elora Research Station and the University of Guelph to see the work they are doing on feed efficiency and identifying DNA makers for other heritable trait. In conjunction with this Field Day weekend, a Young Canadian Simmental Show is being organized as part of this important education event for both established and our future Simmental Breeders. This is a must attend event and opportunity for all Simmental breeders and your commercial customers to see the part genomics will play in your future of this great breed of cattle. For more information contact the OSA Simmental Innovation Field Day Chair Dave Milliner at dgmilliner@ everus.ca or 519-923-9188 or by contacting any OSA director. More detailed information will be available in the coming months through email blasts and the Simmental Country magazine.

Calling all Full Blood Simmental Breeders Come out and participate in Carp Fair’s 2013 Simmental Show

« NEW » Full Blood Classes for Bull Calf, Heifer Calf and Yearling Heifer Sunday September 22nd, 2013 at Carp Fair Grounds

2012 Commercial Cattleman of the Year The Ontario Simmental Association annually awards a Simmental Commercial Cattleman Award. This award is for outstanding commercial cow-calf operators that take advantage of Simmental genetics in their program. The Ontario Simmental Association and its membership are pleased to announce that Garry Cornfield of Meaford, Ontario is the 2012 Simmental Commercial Cattleman of the Year. Mr. Cornfield was born and raised on the family farm in the Meaford area. Garry and his wife Barbara became the owners of the family farming operation in 1971. In 2000 the Cornfield’s started their beef cow/calf operation and selected Simmental as the base of his cowherd. He selected Simmental females because of their maternal traits, disposition, and milk production and specifically likes the bone structure of the Simmental breed. The Cornfield herd consists of about 100 Simmental cows most of them papered. His replacement females are usually purchased at the various Simmental sales in the area. He uses Simmental cows crossed with other breeds to produce the good F1 calves that are very much in demand in the area. The calves are now sold to local feedlots because of their past success and performance. Congratulations to Garry Cornfield for being named the Ontario Simmental Commercial Cattlemen of the Year for 2012.

Advocate | Spring 2013

Ontario Simmental President's Message

Advocate

As we move into the 2013 year I would like to take this opportunity to update all the OSA members and friends on some of our upcoming activities. Our AGM is scheduled for March 2, 2013 at the Best Western in Peterborough. Please contact Debbie Elliott for dinner tickets and to ensure you have an active membership. Voting for the RAWF Simmental Beef Show 2013 judge will take place at this meeting, please see judge bios listed in this edition of the Advocate. If you are unable to attend, please send your proxy with another member. Each member is entitled to carry one proxy. Proxy forms are available on the OSA website or from Debbie Elliott dje@djfarmscattle.com. We will again be having an auction so please assist us with donations of an auction item or bids. Debbie Elliott will be accepting Age Verification entries until September 15th, 2013 for the 2013 Age Verification Contest. The Winner will be selected at the 2013 RAWF. If you know of a commercial cattleman that you would like to nominate for the Cattleman of the Year Award, please forward your nomination to Debbie Elliott (dje@djfarmscattle.com) prior to September 1, 2013. If you are looking for promotional material to hand-out at sales, shows, etc we have available for purchase the OSA “trading card” which was developed as an education card aimed at children. The cost per 100 is $20.00. If you have an article, pictures or an upcoming event you would like us to include in future editions of the Advocate please forward to Melissa Ledoux (melissaledoux@ me.com) or myself (donovandale_simmentals@hotmail.com). As part of the OSA’s fundraising activies we auction/raffle each year a heifer. If you would be interested in donating a heifer for this year’s auction, please contact myself or one of the Directors. We appreciate all the support we receive from our members with our fundraising activies. New for 2013, the OSA in partnership with the CSA will be hosting a Simmental Innovations Week-end in Guelph, August 2nd through August 4th. Stay tuned for more details as they become available. It will be an exciting week-end featuring innovations in the beef industry and the Simmental breed.

Melissa Ledoux Graphic Designer 348 Allen street, Shefford Qc, J2M 1E7 melissaledoux@me.com www.mel-design.ca Published show results, sale results, events, annoucements, etc. will only be listed in the Advocate if delivered to the graphic designer in writing or email. Simmental related photographs you wish to share are also encouraged. ADVERTISING RATES B&W ¼ Page

$75

B&W ½ Page

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B&W Full Page

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Color Full Page

$300

Color Inside Covers

$325

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$375

Yearly Card Ad

$75

Hope to see you on March 2, 2013 at the AGM. It is a great time to catch up with fellow breeders and enjoy a bit of social time. The Ontario Charolais Association members will be joining us for dinner.

YEARLY CONTRACTS Receive 10% discount on regular rates with exception to the cards ads.

Keitha Harris-Donovan

YEARLY CONTRACTS Consists of 2 issues Must be a paid OSA member to advertise *

President, Ontario Simmental Association

1 year | Membership $30 3 year | Membership $85 *Prices may change according to printing costs. ADVERTISING & COPY

DEADLINES

All advertising, copy, and photographs must be submitted by the following dates ISSUE1

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Advocate | Spring 2013

February | September |

DUE: Dec 31st DUE: July 31st

OSA Board of Directors 2013 President

Keitha Harris-Donovan T613.257.2617

dovovandale_simmentals@hotmail.com Vice President

Dan O'Brien

C613.761.2403

dan.obrien@sympatico.ca Past Vice-President

Billy Elmhirst

South West Director

Kevin Howatt

T519.523.4338

kevin.howatt@watergroup.com East Central Director

Glenn Wotton

C705.878.1713

elmtreefarms@i-zoom.net Director

Tina Hiddink

T613.399.3239

C705.761.0896

tina.hiddink@scotiabank.com

Secretary

Carla Nolan

ircc@nexicom.net

Grace Oesch

Director

T905.607.2204

T519.656.2199

carlanolan@rogers.blackberry.net

Treasurer

David Milliner

T519.345.2785

dgmilliner@everus.ca

gravandale@netflash.net

Debbie Elliott

dje@djfarmscattle.com CSA President

Ron Nolan

T905.607.2204

Director

C519.923.9188

CSA Director & Director

Kara Enright

T613.478.3404

kara_langevin@hotmail.com

Cover Picture Taken at WAYDAMAR SIMMENTALS Dundalk, ON Winter 2013

If you have a cover shot for the Advocate,

please send it to Melissa.

rnolan@hatch.ca

ONTARIO YCS DIRECTORS President

Danielle Sullivan Vice-President

Brittany Barkley Secretary-Treasurer

Taylor D Burt

Director

Kaylea Donovan

Director

Catherine Walsh

Director

Andreanna Sullivan

Director

Mariah Wotten

Advocate | Spring 2013

2012

Royal Agricultural Winter Fair Results

CHAMPION JUNIOR HEIFER CALF

RESERVE GRAND CHAMPION FEMALE

IRCC Zumba 233Z

JF Ebony’s Joy 1264Y

Banner sponsored by Bouchard Livestock International, Crossfield, AB Indian River Cattle Company, Black River Farms, Indian River, ON

Sponsored by Flo-Lar Farms In memory of Larry Behnke

Black Gold Cattle Co., Atwood, ON RESERVE GRAND CHAMPION BULL

Sponsored by Indian River Cattle Company Billy and Juanita Elmhirst, Indian River, ON

RESERVE CHAMPION JUNIOR HEIFER CALF

Sponsored by Hallridge Simmentals Dr. Everett and Marylon Hall, Owen Sound, ON

Black River Odin

Black River Farms, Sutton, ON

Koyle Charo 33Z

Indian River Cattle Company, Black River Farms, Indian River, ON CHAMPION SENIOR HEIFER CALF

Sponsored by Prospect Hills Simmentals Andrew Schuller and Family, Granton, ON IRCC Zimmer ET 202Z

BULL CALF CHAMPION

RESERVE CHAMPION SENIOR HEIFER CALF

IRCC Zorro 217Z

Indian River Cattle Company, Indian River, ON Sponsored by Leahy Stock Farms Bernard and Lise and Family. Lakefield, ON

Indian River Cattle Company, Indian River, ON

PROGENY OF DAM

RESERVE BULL CALF CHAMPION

Sponsored by Alliance Simmentals Farms Mike McCart, North Gower, ON

Black River Odin

BREEDERS HERD

HPF Cream Soda Y010

JUNIOR CHAMPION BULL

Indian River Cattle Company Indian River, ON

RESERVE JUNIOR CHAMPION FEMALE

IRCC Yardboss 150Y

IRCC Zweetheart 209Z

Indian River Cattle Company, Indian River, ON JUNIOR CHAMPION FEMALE

Sponsored by Waydamar Simmentals Dave and Gayle Milliner, Dundalk, ON Oattes Show Cattle, Cobden, ON

Sponsored by Donovandale Farms Gerald and Keitha Donovan, Ashton, ON

Sponsored by Evergreen Odds Norm and Barb Plume, Cardinal, ON Black River Farms, Sutton, ON

Sponsored by Ferme Bischof In memory of Beat Bischof, Roxboro, QC Indian River Cattle Company, Indian River, ON RESERVE JUNIOR CHAMPION BULL

Janssen Farms, Atwood, ON

Sponsored by Ottawa Valley Simmental Club

GET OF SIRE

Sponsored by Poplar Simmentals Kevin Howatt, Ashburn, ON

Maple Key Farm, Port Elgin, ON

Black Gold Cattle Co., Atwood, ON

Sponsored by Destiny Simmentals Todd and Karen Campbell, Meaford, ON

PREMIER BREEDER

SENIOR CHAMPION FEMALE

Maple Key Farm, Port Elgin, ON

Indian River Cattle Company Indian River, ON

SENIOR CHAMPION BULL

PREMIER EXHIBITOR

RPCC Blk Xplode

Indian River Cattle Company Indian River, ON

JF Ebony’s Joy 1264Y

Sponsored by Rockridge Simmentals Terry Lewis, Russell, ON

Maple Key Three O Three

Indian River Cattle Company, Indian River, ON

Sponsored by V5 Simmentals In Memory of Bennie Vance, Kanata, ON

RESERVE SENIOR CHAMPION FEMALE

Rick-Sha Farm, Moorefield, ON

IRCC Xcella 2X

Sponsored by Delta RHO Farms Donna and Julius Rauscher, Welland, ON

RESERVE SENIOR CHAMPION BULL

Indian River Cattle Company, Indian River, ON

Sponsored by Canadian Simmental Calgary, AB

GRAND CHAMPION FEMALE

GRAND CHAMPION BULL

HPF Cream Soda Y010

IRCC Zorro 217Z

Maplerose Kesha

Sponsored by Bar 5 Stock Farms Ron and Carla Nolan, Markdale, ON Oattes Show Cattle, Cobden, ON

Sponsored by Robson Acres The Robson Family, Millbrook, ON

Advocate | Spring 2013

Sponsored by Burns Simmental Sterling and Mona Burns, Perth, ON

Indian River Cattle Company, Indian River, ON

Sponsored by Royal Agricultural Winter Fair

2012

Royal Agricultural Winter Fair Results

2012 BRIGHT LIGHTS FUTURITY

RESERVE CHAMPION HEIFER

Sponsored by Black River Farms Dan and Janet Munro, Sutton, ON Triple Rose Zora - Triple Rose Simmentals

CHAMPION BULL

Sponsored by Enright Cattle Company Kara and Darold Enright, Tweed, ON IRCC Zephr - Indian River Cattle Company

2012 YOUNG CANADIAN SIMMENTAL

RESERVE CHAMPION BULL

Sponsored by Wild Oak Farms Hank, Tina and Brandon Hiddink, Bloomfield, ON Destiny Brawler - Destiny Simmentals

Sponsored by Arkacy Simmentals, Russell Code, Perth road, ON

CHAMPION HEIFER

Kaylea Donovan

CHAMPION SHOWPERSON

Sponsored by Gravandale Simmentals, Wellesley, ON IRCC Zimmer - Indian River Cattle Company

2012

RESERVE CHAMPION SHOWPERSON

Laura Robson

Royal Agricultural Winter Fair FUTURITY Results

HEIFERS BREEDER

Indian River Cattle Company Triple Rose Simmentals Black River Farms Academy Hill Livestock Maple Key Farm

BULLS

BREEDER

Indian River Cattle Company Destiny Simmentals Black River Farms Donvandale Farms

CALF

BIRTH DATE

CALF

BIRTH DATE

IRCC ZIMMER Triple Rose Zora Black River Odeen Academy Hill Zoe 5z Maple Key Zephyr

IRCC Zephr Destiny Brawler Black River Odin Donovandale Smokin Gem

2-Jan-12 6-Jan-12 10-Jan-12 25-Jan-12 5-Jan-12

6-Feb-12 1-Feb-12 5-Jan-12 5-Jan-12

TATTOO

PLACE

TATTOO

PLACE

TOPS 202Z TR3Z BRF61Z AHL 5Z MKEY 70Z

TOPS 222Z RTC 71Z BRF60Z DONO 8Z

1 2 3 4 5

1 2 3 4

2013 Royal Judge Nominees ROB YOUNG • ALBERTA • High Country Cattle Services

We have been producing Simmental Genetics for 30 years and they remain our Breed of choice. We are calving 60 cows all red and black however we do have a big appreciation for the fullblood cattle as well. We have shown cattle for a long time and have judged all breeds all over Canada. We take pride in our Bull sales and working with the commercial sector. It would be an honour to Judge the Royal Show. If it would be feasible it would be nice to Judge with either of our daughters, Crystal Blinn or Stacy Young. Nominated by: Glenn Wotten • Seconded by: Pat Murray

JEFF MAFI • OKLAHOMA

Jeff Mafi is the Senior Herd manager of the Purebred Beef Cattle Center at Oklahoma State University, where he manages 300 mature cows, consisting of five breeds: Angus, Brangus, Hereford, Limousin, and Simmental. He is responsible for breeding, developing and marketing the purebred cattle at OSU and has successfully maintained this operation for 6 years. The OSU Purebred Beef Unit has continued national success by merchandizing registered cattle and genetics throughout the United States, Canada, Argentina, and Brazil, Jeff has judged various junior, open, and state shows in 19 states and Canada; including the Open Angus Show at the American Royal; National Maine-Anjou Show in Denver, CO; North American Beef Congress in London, ON as well as several national junior heifer and steer shows throughout the United States. He is a graduate of Oklahoma State University with a Bachelor’s Degree in Animal Science and Master’s Degree in Meat Science. Nominated by: John Pearson • Seconded by: Ryan Moore

RANDY MADER • ALBERTA

Randy Mader and his wife Ronda have been in the cattle industry for 37 years, raising purebred Simmental and Saler cattle. They have raised three children on the Mader Ranch which is located just

west of Carstairs, Alberta. Randy takes great pride in the fact that the majority of their Simmental genetics have been bred and raised on the home ranch. Randy is very active in many breed and cattle associations and is currently a Board member of the Canadian Simmental Association. The Maders have travelled to many countries around the World meeting fellow breeders, judging shows and selling Simmental genetics. Randy’s son Ryley and his wife Jill, are partners in the Mader operation which consists of 250 Simmental and 100 Saler cattle. The Mader’s Simmental cattle are very well known across Canada where they are very active in the many breed shows and sales. Mader Ranches annual Bull Sale is one of the longest running sales in the Simmental breed. The Maders have shown many champion Simmentals in their 37 years of operation which include events such as Agribition, Manitoba Livestock Expo, Farmfair, and the Calgary Bull Forum. With Randy’s vast knowledge and experience in the Simmental industry, he would be an excellent Judge at the Toronto Royal Winter Fair. Nominated by: Dan Munro • Seconded by: Shawn McIntosh

CHAD WILSON • SASKATCHEWAN

Chad Wilson is the owner operator of Haroldson’s Polled Herefords of Wawota, Saskatchewan. He is known as one of the best young top quality Hereford breeders of Canada, displaying and competing at an international level. Haroldson’s Polled Herefords along with Glenlees Polled Herefords put on a Value Added Bull Sale each April featuring some of the best Hereford genetics to be had in Canada. Chad also has had the opportunity to judge some of the largest breed shows in Canada, judging both the Charolaise and Black Angus show at Canadian Western Agribition in Regina, Saskatchewan. Nominated by: Martin Koyle • Seconded by: Patrick Leahy

Advocate | Spring 2013

Top ten no cost or low cost marketing Tips for your Cattle Operation In this second installment of top ten marketing tips, I am going to recommend why, and even more importantly, how you can identify the customers who are your target market. Do you know who your potential target market is? If you don’t, then how will you determine if you are meeting the needs of this market? If you don’t meet those needs, the market will move on to someone else who does. WHY DO I RECOMMEND YOU DO IT?… • To identify your customers, so you can concentrate on those who are capable of producing the maximum income for your cattle operation • To know your customers so you can customize your direct marketing campaigns to focus on their needs to generate the best sales response • To target direct marketing campaigns to specific geographic market areas to eliminate wasting time and money on nonproductive areas • To identify your competition in the marketplace, maintain competitive pricing and quality, and provide great after-sales service to capture and retain maximum customer loyalty • To monitor and take the best advantage of predictable customer behaviour Of course, this does not mean that sales should be restricted only to your target market customer base, but they should be the focal point of your marketing campaign strategies to generate maximum income and curb unnecessary expenses. Defining your target market is simply describing who your primary customers will be. The market should be measureable, sufficiently large enough to sustain your business, and reachable. For example, « My primary target market is cattle producers in my province who purchase bulls and females priced between $2,500 and $5,000. » HOW DO WE RECOMMEND YOU DO IT? … There are three steps to identifying your target market: 1. Figure out why someone would buy your cattle; 2. Segment your overall market; and 3. Research your market. STEP 1. Ask yourself, « Why would someone want to buy my cattle? » The answers will come from the features and benefits of the cattle you offer. A feature is a characteristic of your cattle such as horned or polled, purebred or crossbred, birth weight or yearling performance. A benefit provides the motivation to buy, such as the right disposition to be safe to handle, the right price range, and dealing with a reputable business person. By knowing what will make your customers buy, you can identify common characteristics of your potential market. Identify the features and benefits which are important to your customers and promote them in your marketing program. STEP 2. Segment your overall market. This is the process of breaking down your overall target market into smaller market segments with specific characteristics, such as: • geographic (such as local, provincial, regional or national) • demographic (includes age, gender, income level, family size, and farm facilities). These characteristics relate to the interest, need and ability of the customer to purchase your cattle • psychographic (based on attitudes, beliefs and emotions). The desire for status, or to engage in a certain lifestyle, can influence a buyer’s purchasing decision. • behaviouristic (the buying habits and patterns of your customers). Do your customers buy specific genetics or phenotypes, only during certain seasons, or just buy semen or embryos? Geographic and demographic information will usually qualify whether your target markets have enough money and if they live in an area that’s accessible to purchase your cattle. Psychographic and behaviouristic information is used to design your promotional and direct marketing campaigns to appeal to the target market. Each group requires different promotional strategies and marketing mixes because each group has different wants and needs. Segmentation will help you customize your advertising and promotion activities to reach and meet the specific needs of each customer group. STEP 3. Research your market. Start by analyzing your previous and existing customer base, which can provide you with insight on potential customers and how to appeal to them. Approach cattle magazines to see if they have any subscriber data or profiles of their readership which they are willing to share. Subscribe to these magazines so you can keep up with market trends. Helpful Tip: Industry magazines and breed membership lists are very useful tools for creating potential customer contact lists. Think about all the factors you have identified and start designing a promotional campaign which will best address the target segment(s) you have chosen. Ensure you include a mental picture, or better yet a written description, of your target customers. Then, everything you do from producing, to pricing, to marketing your horses, should meet the needs of your target market. Marnie Somers is a freelance writer and web designer. Her articles have been published in numerous horse magazines across North America. She is the designer/ webmaster for numerous horse associations and other agribusiness clients. Somers has been a media/marketing consultant to the horse industry since 1997, and has presented Marketing Tips seminars. In addition, she is the pasr President of the Canadian Quarter Horse Association and a Director-At-Large on the Board of Directors of the American Quarter Horse Association. Somers may be contacted via email at: marnie@horsescooops.com. Advocate | Spring 2013 11

Upcoming Events March 2nd, 2013 @ 1:00 pm

OSA Annual General Meeting

April 20th and 21th, 2013

March 2nd, 2013 @ 11:00 am

Orangeville Fairgrounds Orangeville, Ontario

Peterborough, Ontario

SimmBelles Meeting

Best Western, Peterborough, Ontario March 9 & 10th, 2013

Junior Beef Expo

Youth Forum 2013

Friday August 2nd, 2013 through Sunday August 4th, 2013

Simmental Innovations Field Day

London, Ontario

Guelph, ON More details to come

March 12th, 13th, 14th, 2013

September 22nd, 2013

Ernst and Young Centre just outside the Ottawa International Airport

Full-Blood Simmental Classes

Ottawa Valley Farm Show

April 6th, 2013

Bar 5 Spring Spectacular XXXX

40th Annual Bull & Female Spring Production Sale Bar 5 Sale Barn, Markdale, ON

Advocate | Spring 2013

Carp Fair

October 6th, 2013

Bar 5 Extravaganza Sale

Bar 5 Sale Barn, Markdale, ON

Advocate | Spring 2013