Association Commentary Quantified Cattle: The Future of the Beef Business

by Tom Brink, RAAA Chief Executive Officer

Human beings need information to live and conduct business – cattle producers are no different. For example, they always want to know the performance-related attributes about equipment they are considering for purchase.

Why do they want to know? The short answer is that kind of information helps them understand how that piece of equipment will perform, and if it will satisfy their needs and work requirements. When plunking down hard-earned money to buy a loader, they would expect a great deal of performance-related information about that loader before the checkbook is opened.

The John Deere loader used as an example here is a highly “quantified” piece of machinery. In addition to the basic information provided below, John Deere provides specifications on 42 other characteristics, including torque, emissions, brakes, turning radius, wheelbase, fuel tank size and so on. Where did this information come from? The manufacturer measured and tested many different aspects of its product and can therefore provide potential buyers with all the information they need to assess the value of this loader and what it can do for them.

John Deere 444 P Mid-Size Wheel Loader

• Net Power: 92 kW (124 hp) at 2,100 rpm

• Operating Weight: 11,709 kg (25,814 lb.)

• Bucket Capacity: 1.9–3.4 m3 (2.5–4.5 cu. yd.)

Said again: This loader is a highly quantified piece of equipment and both buyer and seller benefit from that fact. The seller gets paid more for all the positive attributes that have been built into the loader. Buyers more fully understand its performance characteristics and can make a more informed purchasing decision. Both sides win because the product is:

1) Well quantified concerning its performance characteristics, and

2) The information related to those important product specifications is accurately communicated from manufacturer and prospective buyer.

Quantified Cattle

We may not think this example of a highly specified loader has much to do with the cattle business, but it does. The beef cattle industry is gradually moving toward a more quantified product at all market levels. In other words, our cattle are being quantified for more value-determining attributes all the time, as seen in the following examples:

• A group of bred heifers are pregnancy tested via ultrasound and verified pregnant before being sold (these heifers are now quantified for pregnancy status).

• A young bull is sold with third-party parental verification and genomically enhanced EPDs (his pedigree and genetics have been quantified).

• A group of six-weight feeder calves are presented to the market with a VAC 45

April 8th 2023 at 1:30(CST)

3rd Annual Bull and Female Sale

At the Ranch - Hayes, SD

Selling:

75 Yearling Red Angus Bulls

15 Top Tier Registered Red Angus Heifers

100 Commerical Open Red Angus Heifers

PIE

4623645

- 4627855

HXC

BIEBER

Travis Shaffer (605) 280-0693 hansineranchsd@gmail.com

Brian Brigham (970) 481-5192 www.hansineranch.com