Simmental Focus October 2011

OCTOBER 2011

Canadian Publication Mail Product Agreement No. 40005367

Vol. 21 No. 4

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Pembina Triangle Simmental Association Sale 31st Edition 1 p.m.  November 12, 2011 Cypress River, MB Conray’s Pretty Lady entries this year!

Both Ankonian Colossal daughters that have seen many high selling sisters go through this sale Come and win one!



Conray Sunrise 21X Ankonian Colossal x Bodybuilder

Conray Sedona 1478X Ankonian Colossal x WGAJ Cisco Bred to Dr. Phil



Conray Penny 178X Ankonian Colossal x WLB Nugget

Perkin Land & Cattle is also consigning to the Pembina Triangle Sale with these females: Pretty Lady- CDI/PLCC Dr. Phil x Ellingson The Rock A Power Drive x RJY Red Respect heifer bred WFL Mr Westway 85X (an R Plus Redge son) A WLB Nugget x D Bar C Northstar heifer bred Mader P Royal Arms Conray Mona 878X A TNT Centerfire x Triple C Ankonian Colossal x LCC Red Heat Invasion heifer bred Bred to CDI/PLCC Dr. Phil WFL Mr Westway 85X

The possibilities are endless with these heifers...

Conray Midnight 45X Wheatland Bull 468P x ACCI Hustler Bred to TNT Dynamite Black

PERKIN LAND & CATTLE CO. Darryl & Tanya & Family Elgin, MB (204) 769-2159

CONRAY CATTLE CO. Gayle McKay Pilot Mound, MB (204) 825-2140

MAR MAC FARMS SELLS at the 33rd Annual

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KEYSTONE KONNECTION SIMMENTAL SALE December 6, 2011 at the Keystone Centre, Brandon, Manitoba

A sample of the females: Trademark bred Shear Force

Odin Heifer Calf x Carli 14N

FOR SALE on the farm: Packages of Commercial Simmental and Angus Heifers bred to easy calving Red Angus bull...Call for Details.

MAR MAC FARMS AND GUESTS BULL SALE

ď‚Ľ Mark Your Calendar

MARCH 7, 2012 at Mar Mac Farms

Simmental, Red Angus and Black Angus Bulls sired by Tennessee, Oberle Hot Rod, Odin, Shear Force, Red Bull and Top Gun. A stout set of Red and Black Simmental Bulls.

Stop in and see them.

View our sale cattle and information at

Blair, Lois, Brett & Melissa McRae

RR#1 Box 57, Brandon MB R7A 5Y1

www.marmacfarms.net

PH 204-728-3058 Cell 204-729-5439

Email: marmac@inetlink.ca

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SIMMENTAL FOCUS-5 This issue we “focus” on: Down The Trail...................................................7 On The Roundup.................................................7 Ad Index.............................................................21 Newlyweds..........................................................8 Transcon Announces Major Changes..................10 MB Youth Beef Roundup....................................12 MSA Summer Show............................................16 SSA Update.........................................................16 Simmental Focus Celebrates 20 Years................18 Top Ten Marketing Tips......................................20

On The Cover..........

Powerful Simmental cows like this one are in strong demand this fall as the cattle industry continues its upswing.

(Focus Photo) Simmental Focus

SIMMENTAL FOCUS PUBLISHING SCHEDULE: ISSUE: NOVEMBER 2011 Mailed November 1 DEADLINE: OCTOBER 10 ISSUE:DECEMBER 2011 mailed December 1 DEADLINE: NOVEMBER 10 ISSUE: FEBRUARY 2012 Mailed February 1 DEADLINE: JANUARY 10 ISSUE: MARCH 2012 Mailed March 1 DEADLINE: FEBRUARY 10 ISSUE: APRIL 2012 Mailed April 1 DEADLINE: MARCH 10

Are you a member of the Manitoba Simmental Association?

To join us, just send a cheque for $50 for a life membership to: Manitoba Simmental Association c/o Donalee Jones, sec-treas.

Box 142, Cartwright, MB R0K 0L0 Ph 204-529-2444 email: donalee@midcan.com

The official publication of the Manitoba Simmental Association published six times per year by Cactus Communications RR #1, Box 100, Carman, Manitoba R0G 0J0 Phone/Fax Toll Free 1-866-374-3317 204-745-3048 Email: goulds@mymts.net PUBLISHER/EDITOR/SALES- Lois Gould Cell 204-745-7456 MARKETING ASSISTANT- Joanne Best Home 204-745-3255 Cell 204-750-2350 Email: jjbest@mymts.net SUBSCRIPTIONS: All members of the Manitoba, Saskatchewan and Alberta Simmental Associations receive Simmental Focus free of charge. As well, Simmental Focus is mailed to approximately 2000 commercial producers in the prairie provinces and to interested breeders throughout Canada and the U.S. If you would like to receive Simmental Focus, send your name and COMPLETE mailing address to Simmental Focus, RR#1 Box 100, Carman MB R0G 0J0.

Outside Canada, please enclose $10 (U.S. Funds) to cover first-class postage.

CURRENT CIRCULATION: 3400 POSTMASTER: Please return undelivered covers to: Simmental Focus, RR#1, Box 100, Carman, MB R0G 0J0 ADVERTISING RATES

Full Color Black & White Full Page $450 $400 Half Page $275 $225 Quarter Page $160 $125 Business Card $60 $50 *GST must be added to above rates. Contract rates available on request. The publisher reserves the right to accept or refuse any advertising or editorial material. All contents under copyright of Simmental Focus.

Printed by The Prolific Group, Winnipeg, MB Canadian Publication Mail Product #40005367 Upon placing an ad, the advertiser agrees the publisher shall not be liable beyond the cost of the advertisement where error has occurred. The publisher makes every attempt to ensure the material printed is correct.

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Schedule of Events November 3 Little Lady Classic November 4 Simmental Show-1 PM Super Select-4 PM All Breeds Bull Show-7 PM November 5 Commercial Show-11 AM

Thank You to all of our generous sponsors!

Don’t miss the premier Manitoba Simmental event of the year!!

Contact the MSA for entry forms and tickets today and we’ll see you there!

November 6 YCSA Show-noon

Thank You to Twin Brae Simmentals, Inglis, MB for donating the 2011 Scholarship Heifer!

Contact Andrea Arbuckle @ 204-483-0319 for tickets

President Darryl Perkin 204-769-2159

Secretary-treasurer Donalee Jones 204-529-2444 http://provincial.simmental.com/manitoba

Down The Trail.............

October 17-19 Remington Land & Cattle Dispersal, Del Bonita, AB October 28 J Anchor Simmentals Dispersal, High River, AB November 4 MLE Simmental Show, Brandon November 4 National Trust Sale, Olds, AB November 10 National Simmental Show, Edmonton, AB November 11 CSA Annual Meeting, Edmonton, AB November 11 Headliner Show & Sale, Edmonton, AB November 12 Pembina Triangle Sale, Cypress River, MB November 23 Agribition Simmental Show November 24 Agribition Simmental Sale November 29 Harvest Hoedown Sale, Neepawa, MB November 29 Maple Lake Stock Farms Female & Prospect Sale, Grand Clairiere, MB December 6 Keystone Konnection Sale, Brandon December 8 Simmsational Sale, Moose Jaw, SK December 11 Twin Brae Herd Reduction Sale, Virden, MB December 12 Shades of the Prairies Sale, Brandon, MB December 17 Bonchuk Farms Female Sale, Virden, MB December 17 Checkers Sale, Red Deer, AB January 7 MSA Annual Meeting, Brandon January 28 Lazy S Ranch Bull Sale, Mayerthorpe, AB February 4 Hill 70 Quantock Barn Burnin Bull Sale Lloydminster, AB February 11 M & J Farms Bull Sale, Russell, MB

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......howdy friends, we’re back for the fall run....how was your summer...hot, dry....unbelievable after that record-breaking wet spring...the upside of it is everybody got their hay up in good shape....always a silver lining...... .......seems everybody’s gettin’ hitched this summer....

Scott & Rebecca Bohrson, Bouchard Livestock, were married in June......as were Matthew & Leanne Glasman, M & J Farms, Russell, MB............and Dallas & Nancy Weicker, Har-Wei Simmentals, Holland, MB........... Andre Steppler & Katie Armstrong, Boynecrest Stock Farm, tied the knot in August.....as did Dave & Krista Erixon, Erixon Simmentals, Clavet, SK, also in August......congratulations to all.....photos on next page....... .....a couple of milestone birthdays to mention....Connor Beech, Conray Cattle Co, in June....and Donna Pizzey in July....newest members of the brown envelope club....Happy Birthday! ......congratulations to Fraser & Kate Redpath, Redpath Simmentals, Mather, MB who celebrated their 25th wedding anniversary in July....... ......our condolensces to the family of Walt Browarny who passed away in August.....Walt was a world-renowned livestock photographer and he will be sadly missed...... ......we want to give a shout out to a few folks who were hospitalized over the summer....Rhonda Mader, Mader Ranches, Carstairs, AB....Bill Biglieni, WLB Livestock, Douglas, MB....and Lois Sharpe, Broken Oak Black Simmentals, Rapid City, MB......just wanted to let you know we’re thinking of you and hope you are all on the mend....... ......well, wasn’t that a party....the Focus bash was held July 23 and a good time was had by all...thanks to all who attended, it was great to see so many customers and friends, we sure enjoyed having you...thanks to all our family and friends who helped out...thanks also for the cards, gifts & flowers, very much appreciated... ...good times. good food and good singing! .......with all the optimism in the cattle business we look forward to a great fall show & sale run, and hope to see you out and about...catch ya then..........

Lois

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s d e w y l New Katie & Andre Steppler

Dallas & Nancy Weicker

Krista & Dave Erixon

Leanne & Matthew Glasman

Scott & Rebecca Bohrson

by Private Treaty PB Red & Black Females

Full Figures daughter sells

*13 cows- two years old & up

featuring top genetics-Meyers Red Top, Full Figures, Red Dash, Bodybuilder

*7 Bred Heifers *1 Black Polled Herdsire (Bombshell x Full Figures)

These females have been carefully selected for calving ease & milk.

For more information contact:

John Badiuk, Vita, MB PH 204-425-3312 evenings 7-9 PM

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Transcon Livestock Announces Major Changes

Bob and Heather James are pleased to announce the sale of their interest in Transcon Livestock Corp. to Jay Good.

“We have been giving it some thought over the past couple of years and feel that now is the right time for us to reduce our workload.”

In conjunction with this purchase, Jay is very excited to announce the opening of a new Transcon office in Sundre, AB. The day-to-day activities of Transcon will operate out of this new location effective immediately. “This move allows me to become more hands on with the day-to-day operations of the company as the Sundre location allows daily access for me.”

Completing this transition, are two people whom we know can maintain the reputation as the “best-run office in the business”. Kelly Richardson is the new office administrator. Kelly, with her parents, Trevor & Faye Ulry, operated Shadow Mountain Simmentals. Kelly is no stranger to bookkeeping and operating a professionally run office as she has vast experience in the oilpatch doing these very duties. Her hands on experience with Simmental cattle only makes her more knowledgeable and conscientious about your needs as a Transcon client. Kelly’s upbeat, cheery personality was the icing on the cake as a shoe-in to support the new office.

As a liaison, and taking the lead as project manager during the move from Okotoks to Sundre, the savvy business mind of Sandra Smith has been there to lift an enormous weight off our shoulders. Sandra will continue to assist us with our business management, and we are happy to be able to utilize her numerous years of banking experience and 25 years of experience as a Simmental breeder. As most of you are aware, the name Smith Simmentals comes with the highest reputation in the business, especially as leaders and confidantes in the very successful Fleck Select and Bull Spectrum sales.

Bob & Heather’s company, Jamesway Enterprises, will continue to operate as the first choice for sale catalogs for Transcon managed sales. With Shellaine Kientz assisting the Jamesway team we all can expect the same (if not better) accurate, efficient & conservative cataloging methods that have given Jamesway the reputation it has had over the years in the business.

Tuesday December 6 2011

Keystone Centre Brandon

Get your tickets for the SIM-ACTA $25 or 3 for $50 for a chance to win a sale credit on a heifer calf! FREE tickets to juniors attending!

The Keys to our Success of 33 Years of Simmental Sales CS

NETI TOP GE

*Fleckvieh, the largest selection of Beef Bulls & Females in a consignment sale

ESSIVE PROGR RS BREEDE *Red Factor Bulls & Females

For more information contact KEYSTONE

ER CUSTOM ON CTI SATISFA *Black Females *Polled Genetics

SALE MANAGEMENT

Blair & Lois McRae Brandon 204-728-3058 cell 204-729-5439 email: marmac@inetlink.ca view catalog online @ www.marmacfarms.net

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INTRODUCING “The Kings of the Hills”

MADERS UNDERDOG

BLCC MR EVEREST 174W

 Homo Polled

Ransom x Blackgold

He will be shown at Agribition this fall.

He is the full package, come check him out!

WXR REDPATHS HAEDLEY 45X

 Homo Polled

Tennessee x MS Red Hot

Co-owned with Conray Cattle Co. He was the high-selling bull at the Prairie Partners Sale in Killarney. Easy calving, good growth, stout, 92lb BW. He is the complete package.

Everest x Houston Our Traditional looking Fullblood we purchased from Bonchuk Farms. He is good tempered, long, well muscled and his calves have lots of vigor.

SUNNY VALLEY WILDCARD 10X

 Homo Polled

Wheatland Red Ace x Bodybuilder

We love his performance & temperament.

He has loads of muscle and an outstanding hip.

Dark red from head to tail, excellent EPD’s with a 9.9 for milk.

Selling: 25 Red Purebred Simmental Open Heifers and 3 High Quality Red Simmental Bulls

by Private Treaty. Call for more details.

Westin & Dana Hill Charlie, Lydia & Levi Miami, MB (204) 435-2585

Email: 5cornercattle@gmail.com We invite you to come out to the farm anytime to see our selection of animals and have a cup of coffee.

We are very excited to announce the addition of 80 Purebred Simmental cows to our current 4100 acre grain and oilseed farm. We have a great selection of Reds, Blacks and Fullbloods. We are working with an elite group of animals that we purchased from proven breeders across Western Canada. We are enjoying meeting people in the Simmental business and what this breed has to offer.

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2011 MB Youth Beef Roundup

Forty six of Manitoba’s enthusiastic Junior Cattle Producers attended the Fourth annual Manitoba Youth Beef Roundup July 29, 30, and 31, 2011 in Neepawa Manitoba.

The cattle industry is continuing to prosper when 1/3 of the members for the weekend were new to Roundup which is encouraging to see.

The weekend started off with a Workshop Day on Friday consisting of Ultrasound technology

by Shari Beamish; Horse Judging,by Mr McLeod; Showmanship by Andrea Arbuckle and Halter Making by Blair McRae. Members Exhibited Photography, Graphic Design, Print Marketing, Art, Scrapbook and took part in Sales Talk competition.

Saturday the Juniors took part in Sales Talk, Judging, Team Grooming, Team Judging and Pee Wee Learning Clinic.

The Juniors ages 5- 25 enjoyed Weiner roasts, Quiz Bowl and game mixers along with the weekend.

It was a great way for Juniors of all Cattle Breeds to work together and meet new people. Visit our facebook page Manitoba Youth Beef Roundup.

Sunday, the members took part in Showmanship in the morning. After Lunch were the Cattle Conformation classes with 64 head of cattle.

Judges for the day were Dave Erixon and Krista Dust, Clavet, SK and Cameron Nykoliation, Crandall

One of the highlights of Saturday is the Cook off, where 5 Members on a team prepare a steak and Create a theme. Judges Ken Waddell of Neepawa Banner and Dave Ericson, Clavet, SK evaluated this competition and were impressed with the taste of the steaks, presentation and the themes and costumes.

Winning Team was Raina Syrnyk, Justin Kristjansson, Taylor Carvey,Alyssa Sigvaldason. Sydney de Koning, and Taron Topham with a score of 91 out of 100.

Heifer Calf Champion – Taylor Carvey Reserve heifer calf Champion – Brooklyn Hedley Junior champion Female- Taylor Carvey Senior Champion Female- Carter Hedley Reserve Senior Champion Female – Brooklyn Hedley Champion Simmental FemaleCarter Hedley, Rapid City Reserve Champion Simmental female – Taylor Carvey, Alexander Champion Bull Calf- Carter Hedley, Rapid City

. 2011 Agribition Judging Team Michael Hunter, Megan Kemp, Kayla Zamrykut, Justin Kristjansson and Dillon Hunter This team will represent Roundup at the 2011 Canadian Western Agribition in Regina in November

Five years ago cattleman Grant Moffat disappeared and since that time a fund has been set up for Junior Cattle Producers to purchase a purebred female of any breed to start their herd from the Grant Moffat Herdbuilder Fund. www.grantmoffat.com.

To honor Grant the Manitoba Youth Beef Roundup Shirts for 2011 were dark purple Grant’s farm color with Holmsyde Charolais (his farm’s logo on the back). The Juniors were excited to wear the shirts in honor of a fellow past cattle producer.

Five of the winners of the Grant Moffat Herdbuilder Award were participating in Roundup and the events.

It is great to see the enthusiasm this award has brought to the Junior Cattle Producers.

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2011 Manitoba Youth Beef Roundup would like to personally thank their supporters and exhibitors for another very successful, educational fun weekend!

July 29, 30 and 31st Neepawa Manitoba SILVER CHALLENGE Grant Moffat Fund Arrow Creek Farms Keystone Simmental Assoc. Bonchuk Farms Transcon Livestock , AB Bouchard Livestock, AB Walmart , Brandon Botany Angus Bremner Charolais BRONZE Brookmore Angus ANDIS ( Kirk Stierwalt) Canada Safeway ( Neepawa) Bayes Equipment Dairy Queen ( Neepawa) Beautiful Plains Ag Society Elton Simmentals Boynecrest Stock Farm Enns Brothers Coop Feeds Brandon Miller Farm Equipment Leech Printing Neepawa Gladstone Coop Manitoba Angus Association Prairielane Farms Manitoba Beef Producers Manitoba Enhancement Council Topview Acres Manitoba Junior Angus Assoc, SUPPORTERS Manitoba Junior Limousin Assoc. Anderson Cattle Co Manitoba Simmental Association AM Ranching Neepawa and Rivers Banner Batho Farms Ltd. Total Farm Supply Bridges and Taylor Vet Clinic Virden Animal Hospital Carberry Sandills Consulting

Conray Cattle Co Cargill Feeds Scott and Anne Clements Downhill Simmentals Wilf Davis DJ Cattle Co F Bar Angus Feed Rite, Brandon Foxy Lady Cattle Co Guilford Herefords Heartland Livestock Brandon Heartland Livestock Virden JAD Polled Herefords JVP Angus Kembar Farms Keystone Jackpot Bull Show Knight Tent Rental Leveldale Polled Herefords Lewis Cattle Oiler M+J Farms Maple Lake Stock Farm

Manitoba Junior Hereford Association Millco Steel Minnedosa Vet Clinic.

Perkin Land anad Cattle.

Pleasant Dawn Charolais Prov Ex of Manitoba Dalyse Robertson Simmental Focus Stockman’s Agencies Swindon Ranch TSN Livestock Gordon Turner World of Water, Brandon Vanguard Credit Union Thanks for supporting Roundup 11!

Thanks to our Judges and Workshop Instructors: Krista Dust and Dave Erixon, Cameron Nykoliation, Bonnie Glasman, Ken Williams, Ken Wadell, Andrea Arbuckle, Blair McRae, Mr McLeod, Rilla Hunter, Karen Williams, Craig Scott and Shari Beamish.

Committee Members: Lois McRae , Lesley Hedley, Bert McDonald, Rilla and Dillon Hunter, Albert and Jay Rimke, Candace Johnston,Blair McRae, Ken Williams, Andrea Arbuckle, Carter Ferguson, Emily Hickson and Wenda Best

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FEMALE & PROSPECT SALE Tuesday, November 29, 2011 Grand Clairiere Hall 3:00 p.m.

On Offer: Early Calving Bred Heifers

Wheatland 786T, Headline 872U & Roughrider 2T daughters

Melissa McRae graduated April 29th, 2011 from Lethbridge College, Lethbridge Alberta with a Diploma in Comunication Arts ( Advertising and Public Relations). Melissa is now employed full time at Today’s Publishing, Saskatoon where they publish several cattle magazines and offer web design services. (Grant Rolston photo)

Spring Calving Young Cows 4-H Prospect Steers & Heifers

Join us for Chili & a bun after the sale

Viewing available prior to the sale at the farm

Gerry & Linda Bertholet & Family Box 307 Hartney, Manitoba Canada R0M 0X0 Ph: (204) 858-2086 www.maplelakestockfarms.com Gerry Cell (204) 741-0340 Andrea Cell (204) 483-0319

Red & Black Purebred Bred Simmental Females  Fullblood, An outstanding group of brood cows in the making, pedigrees that can walk & talk.

Exclusive MRL genetics, breed leading service sires, AI bred, no exposure.

 Registered Red Angus Bred Females A must see group of Red Angus females

Simmental/Red Angus Bred Heifers  Commercial The quality you’ve come to expect.....this year’s group may be the best we’ve ever offered for sale!

Our 2011 Bred Heifers will be for sale at the ranch by private treaty, first come, first serve.

Quality Females, affordably priced. Give us a call and come have a look.

Box 99 Carievale, SK S0C 0P0 Email: mrl@sasktel.net

Lee (306) 928-4820

Dave (306) 928-2249

Jim (306) 928-4636

Fax (306) 928-2143

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Friday, November 4, 2011 Cow Palace, Olds, AB

H S U FL

DLH Miss Pixie 6P

Houston x Jasper  Our Foundation Full Fleck Cow  Dam of many of our Highest Selling Bull Calves  All females to date have been retained on farm  FIRST and potentially ONLY Pixie Flush to sell P r o g e n y

P r o g e n y

Todd, Danna & Brooke Collins Darlingford, MB Ph: (204) 246-2166 Cell: (204) 823-1434

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MSA Summer Show

June 26, 2011 Treherne, MB Judge: Bill Campbell, Minto, MB (Focus photos by Jo)

YCS Champion Heifer Calf , Jackpot Heifer Class Champion & Champion Simmental Heifer Calf Exhibited by Anthony Wilcox

Fancy Lady Classic Champion & Junior Champion Female Exhibited by Twin Meadow Livestock Reserve Champion Simmental Female

YCS Grand Champion Female Exhibited by Anthony Wilcox

Grand Champion Simmental Female Exhibited by Wilcox Simmentals

Champion Simmental Bull Calf & Reserve Grand Champion Bull Exhibited by Wilcox Simmentals

Reserve Champion Bull Calf Exhibited by Cherry Creek Farms

Saskatchewan Simmental Association Update

The SSA Annual General Meeting and Field Day was held in Saskatoon on July 23. The board of directors remains the same-Tara Fritz, Pres; Dave Erixon, VP. 12011 Bull Promo winner-Elgin Forster, Outlook, SK purchased a bull from Storebo Farms, Beechy, SK. He receives a $2000 sale credit to be used to purchase a bull or female by public auction or private treaty from a current SSA member.

Check out our website- www.sasksimmental.com

Reserve Junior Champion Female Exhibited by Cherry Creek Farms

Austyn Peters, of the Peterbilt/Big Sky crew, ready for PeeWee Showmanship

Senior Champion Simmental Bull & Grand Champion Simmental Bull Exhibited by Wilcox Simmentals

SIMMENTAL FOCUS FTP SITE

We encourage you to upload your photos and ads to our ftp site 1. access the site at ftp://simmentalfocus.ca/ 2. upload your zip file to “incoming” folder 3. Notify us with the name of your file

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PEMBINA TRIANGLE SIMMENTAL ASSOCIATION SALE 31ST Edition

Featuring 59 lots: 41 breds & 18 opens November 12, 2011  Cypress River Arena, Cypress River 1 pm Pretty Lady Jackpot & Show  2 pm Sale Some of the bred females on offer:

S: Double Bar D Meka Bred Red Boomer

S: Sunny Valley Sargent Bred Gun Runner

S: TNT Top Gun Bred Bravado

Come for the Pretty Lady Jackpot & possibly WIN A HEIFER and stay for supper after the sale!

S: KWA Red Dyno Bred Bravado

S:Ankonian Red Caesar Bred Winchester

S: Ankonian Colossal Bred Dr. Phil

For more information or catalogues, contact:

Norbert de Rocquigny, President, Haywood, Manitoba- Phone 204-379-2443 Darryl Perkin, Elgin, Manitoba- Phone 204-769-2159 Email: dperkin@wcgwave.ca Catalogue can be viewed online at www.bouchardlivestock.com

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Simmental Focus Celebrates 20 Years

And celebrate we did, on July 23, 2011 at the Gould Ranch, Carman, MB. Some 60 Simmental enthusiasts joined us for the celebration/customer appreciation event which featured a steak supper, refreshments, laughter and merriment, pony rides, cake, and of course, the only rain of the summer.

The evening also featured the first (and probably the last) “Simmie Awards” recognizing some of our customers’ “special” achievements over the past 20 years. Simmies were given out for such categories as Best Road Trip, Longest Phone Conversation and Best Excuse for Being Late with an Ad, with the Runners-Up receiving the coveted “Cow Pie”. It was all in fun and we appreciate our customers being such good sports!

The celebration continued with door prizes, fun and fellowship and music well into the night.

Thank you to all who attended, it was great to have you, and thanks to all who helped in any way. Special thanks to our sponsors: Carman Co-op, Royal Bank, Webmarkers, CSA, MSA, The Prolific Group, G-7 Ranch Seeds, Rivertrail Farms. (photos courtesy of Barbara Manning, Debbie Frost, Marnee Bonchuk and Mike Gould)

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Top Ten No Cost or Low Cost Marketing Tips for Your Cattle Operation-by Marnie Somers

In this third installment of top ten marketing tools, Lois and I recommend why and how to make the best use of media (press) releases to help you promote your Simmental operation to your target market.

A media release is simply a written statement prepared for distribution to media outlets to provide newsworthy, accurate and interesting information for broader publication.

Why should you use media releases?…

To keep your target market informed about what’s new about your individual cattle operation To create and keep “Top of the Mind” awareness about your business – when someone mentions Simmentals, the first mental image which comes to their mind is your Simmental operation – psychologists call it “word association” To drive traffic to your website – just because you have a website doesn’t mean the world will beat a path to it – media releases capture interest and provide a reason to visit (and to revisit) your website To take advantage of extremely valuable free publicity in your trade area’s industry magazines and agricultural newspapers – if you had to pay for this same coverage it would create a serious dent in your advertising budget When should you use media releases?...

“Pre-event” releases are valuable tools to announce future events, such as an upcoming sale. They must be sent out quite far in advance (at least six weeks to several months prior) so publications have them before their production dates.

“Post-event” releases are used to announce the results from an event, such as a sale report or the results of an important breed show, or the purchase of a new herd bull. Submit your news immediately. No editor will publish “old news. For daily newspapers, send in your news the following day. For weekly newspapers, within a couple of weeks, at most. For industry magazines, submit prior to their next issue deadline.

Mark magazine deadlines on your annual calendar, so you can submit media releases to meet publication dates.

The headline (title) of your news release is THE single most important element. On average, five times as many people read the headline as read the body of the release. When you have written an eye catching headline, the odds of reading the body is improved by 80%. When space is limited, editors cut from the bottom up, so be sure to get your most important information across in your first paragraph.

How do you do it? …

The body of a media release must answer five questions: Who, What, When, Where and Why? Why is this newsworthy - the single most important factor in whether or not your news will be published. Editors look at whether it will capture their readers’ attention and bring them into the full story. It’s your job to sell the editor on the value of your release. Typically, editors look for words like “new” “first”, “best”, “introducing”, “announcing”, etc., to determine news value. When did this news item happen? Include the actual date the news event took place. It must have happened recently. Timeliness is the second most important factor in whether or not your news will be published.

What is your news? Did an animal that you own or bred, or did a customer’s animal earn a prestigious award? Did you purchase a new herd bull. Did you, or your business, win an award? Did you launch a new website? Ask yourself what you would like your target market to know about you, that they don’t already know?

Who is involved in this story? Be sure to include all the relevant participants - you, your family, your provincial or national breed association, your sector of the cattle industry.

Where did this take place? Never assume that people know all the facts about where your story took place. It’s your job to provide all the information they need to understand it. Don’t just say “at the National Show” – fully identify which “National show” (using the correct title) and at what actual venue (facility, plus city/province/state/country).

Photographs – if possible, supply a good quality, high resolution photograph. Editors love them to draw readers into the story. Always provide the photographer’s name. And, be sure you have his or her permission to publish it. Don’t assume that because you bought a print you have right to use it as you see fit – you don’t!

One final note: never embellish your story, or leave out pertinent facts. Editors do “fact check” before they publish (very easy on the Internet). Should your media release not live up to the facts, your future releases may be ignored. Be straightforward and honest.

Recommended best practices for submitting media releases and photos…

First and foremost, be considerate. Publication of media releases is strictly at the discretion of the media. They are under no obligation to use your materials. Be aware that YOU are asking for a favour – you are not doing THEM a favour! You are asking for FREE publicity. So don’t demand, request coverage politely! And, thank them in advance for considering your materials for publication.. The most efficient way to submit is through email. A cover email gives you an opportunity to describe why your media release is news and would interest their readers. Supply your name and contact information in case the editor needs to get in touch with you for clarification. (continued next page)

Attach your media release to your cover email, as an MS Word or other digital text format. Editors can then cut and paste from your document and not have to retype everything. If you make it easy for them, they are more likely to use your materials.

Attach digital photographs to your cover email, saved at 300 dpi resolution and resized no larger than 5” x 7”.

Include the photographer’s name, with confirmation you have permission to publish the image(s). Supply a cutline (caption) for your attached photo to identify the people, for example write: “Left to Right: Joe Producer with his Grand Champion female, IMA Heifer 56Y, with wife Jane Producer and children, Dick and Jane”.

Although it may seem like an extravagance, spend the money to buy professional photos. Plan ahead. Pre-order photos to send out with media releases, post on your website, and display at a booth.

What layout or format do we recommend you use? …

Media releases are issued in a standard format easily recognized by editors. To look as professional as possible, we strongly recommend you follow that format. A sample format may be found on Marnie’s Marketing Tips blog (see web link below).

Lois and I hope we’ve taken the mystery out of creating and submitting media releases and made it less intimidating. Try your hand at it – go ahead and draft one. If you wish, send your first draft to Marnie and she will critique it before you distribute to the media. Submit a copy to your community’s newspaper which usually has a limited budget and will appreciate having access to free content about local residents. Submit copies to weekly regional agricultural newspapers. Forward copies to your Provincial and/or Canadian breed associations, and to cattle industry magazines with readership in your target market. What have you got to lose? Even if it never gets published externally, it can be beneficial as a marketing piece to email to your family, friends and customers, and to post on your website.

What if this all seems too daunting, but you recognize the benefits for your business of issuing regular media releases? Consider hiring a freelance writer to handle the media release writing and submission process for you.

In the spirit of mutual learning and sharing, Lois and I invite your comments and feedback (positive and negative), which you can email back to either of us.

See you next issue for installment four.

Marnie Somers is a freelance writer and web designer. Her articles have been published in numerous magazines across North America. She is the designer/webmaster for horse and cattle associations and individual livestock producers. Somers has been a media/marketing consultant to the horse industry since 1997, and has presented Marketing Tips seminars. In addition, she is the current President of the Canadian Quarter Horse Association and a Director-At-Large on the Boards of Directors of the American Quarter Horse Association and Equine Canada. Somers may be contacted via email at: marnie@horsescooops.com. Her Marketing Tips blog may be found at www.horsescoops.com/blog/

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