Beef Buzz News
Adding Value To Cattle Pays Off at The Market Says Danny Jones, Superior Livestock
Thu, 03 Dec 2020 08:35:27 CST
Ron Hays Beef Buzzes With Danny Jones
Cattle producers have learned adding value to their herds through vaccination programs and improved bloodlines pays off in the marketplace. Danny Jones, president of Superior Livestock, talks about that strategy on today’s Beef Buzz.
Superior Livestock was established in 1987 and is the leader of online video satellite auctions. They sold 1.38 million head last year and 2020 sales are expected to exceed that number.
Jones talked about the Superior Livestock philosophy during the recent 2020 stockmanship and stewardship virtual conference.
The value-added aspect of cattle sold by Superior has gradually raised the bar for determining premiums, Jones said.
We used to use the standard of unvaccinated cattle to compare the premiums, he said.
Today, Jones said most producers vaccinate cattle.
I do believe it is going to be more of a must especially If you have spring calves marketed in the fall those vaccinations are going to be more important, Jones said.
He noted buyers pay attention to value added programs and top-notch bloodlines.
On the genetic side, there are many opinions, but we can certainly show premiums for proven bloodlines in the Angus breed, he said.
Jones said in today’s market reputation cattle are especially valuable due to third-party verification.
Repeat buyers for cattle that have performed well are paying attention because most producers are in this for the long haul, Jones said.
Value added programs such as the Global Animal Partnership and Beef CARE are growing in importance.
The Global Animal Partnership is a 5-step animal welfare program promoted by Whole Foods Market.
The GAP program has been a success story, Jones said. It originated from outside the industry and it is consumer demand driven.
Consumers are directly telling us what they want, Jones said.
GAP is strictly for Whole Foods Market but the Beef CARE program from IMI Global is designed for all retailers.
Click on the LISTEN BAR below to hear more comments from Danny Jones with Superior Livestock.
The Beef buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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