Adding value to cattle may seem like a no-brainer. However, when conversations begin about entering value-added or verification programs, the process can seem daunting, especially to producers who may be less familiar with these programs or under the impression they will need to completely revise their management protocols.

In this podcast episode, Progressive Cattle Editor Carrie Veselka speaks with Kara Lee, director of producer engagement at Certified Angus Beef, to discuss direct-to-consumer marketing and the CBA Ranch to Table program. Editor Abby George meets up with Russ Daly, South Dakota State University Extension Veterinarian, at Range Beef Cow Symposium to talk about herd health planning and steps producers can take to protect their cow herd. 

Michael Uetz, co-founder of the meat-oriented marketing firm Midan Marketing, encouraged Wagyu breeders to understand their consumer target to better market their beef.

Grass-fed beef is a growing niche market in the U.S. Consumers are also showing an increased interest in learning where their food comes from. Combining this niche market with direct marketing creates a great opportunity for beef producers.

“I’ve noticed it before, not just in this cycle,” says Kenny Burdine, extension professor in livestock economics at the University of Kentucky. “There is a tendency with some producers, when prices are high, to almost become satisfied and to be less focused on adding value when they feel like they are getting a pretty good price for their calves.”

Among other options, some producers may choose to put on a production sale. While this option can work for some, the overhead and labor involved with this type of marketing can be a turnoff for others.

With the price of cattle and beef often in flux, wise producers are always looking for ways to build financial resiliency. One way to capture the most value out of cattle is to process them and market the meat directly to customers.

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.

Researchers suggest utilizing growth-promoting implant technologies for cattle marketed live and taking advantage of branded programs like NHTC that may benefit grid-based marketing schemes.