“Shrink, the unpaid loss of weight, is essentially an important cost of marketing,” says Chris Bastian, a professor in the department of agricultural and applied economics at the University of Wyoming.

A business’s goal – of any kind – is to make a profit. This is no different for beef producers. An online option for bull sales may be the way to do this for some producers.

In a webinar hosted by NCBA, Elliott Dennis, assistant professor of livestock marketing and risk management at the University of Nebraska – Lincoln, discussed how to top the cattle market by effectively marketing and managing price risk. 

It’s no secret black-hided cattle have topped the market in price for many years. While there are no exact answers, it is an interesting topic to discuss.