Pleasing Consumers Paramount For Cattle Feeder

Pleasing Consumers Paramount For Cattle Feeder

Susan Allen
Susan Allen
With your Land and Livestock Report, I'm Susan Allen. When you're feeding cattle, it pays to remember why, and who your ultimate customer is. That's advice from a veteran cattle feeder and businessman who heads up one of the most successful marketing cooperatives in the country. Lee Borck was named the 2017 Industry Achievement Award honoree by this year's Feeding Quality Forum committee. Borck says the key to producing fail-proof beef is branding, backed by attributes consumers want

BORK: The Big change isn't so much that we are producing animals that taste better and eat better, as much as it is that we are recognizing that we ve got to produce what the consumer wants rather than producing what we want and saying what will you give me for it. We know there is a premium market that's out there for cattle with certain attributes, it has changed the way we do business.

He says consumer satisfaction is paramount.

BORK: Somebody buys a steak from one of my animals and they go home and eat it they are not going to bring that steak back like they do if they get a defect in a refrigerator or tire or something else that they buy. They just don't come back and buy another steak for a while.

And Western Livestock Journal reports that pasture land values have remained flat since 2014 especially in the Western US while national average pasture values have only grown $50 over the four years, from $1,300 per acre to $1,350 per acre.

With your Land and Livestock Report, I'm Susan Allen. When you're feeding cattle, it pays to remember why, and who your ultimate customer is. That's advice from a veteran cattle feeder and businessman who heads up one of the most successful marketing cooperatives in the country. Lee Borck was named the 2017 Industry Achievement Award honoree by this year's Feeding Quality Forum committee. Borck says the key to producing fail-proof beef is branding, backed by attributes consumers want

BORK: The Big change isn't so much that we are producing animals that taste better and eat better, as much as it is that we are recognizing that we ve got to produce what the consumer wants rather than producing what we want and saying what will you give me for it. We know there is a premium market that's out there for cattle with certain attributes, it has changed the way we do business.

He says consumer satisfaction is paramount.

BORK: Somebody buys a steak from one of my animals and they go home and eat it they are not going to bring that steak back like they do if they get a defect in a refrigerator or tire or something else that they buy. They just don't come back and buy another steak for a while.

And Western Livestock Journal reports that pasture land values have remained flat since 2014 especially in the Western US while national average pasture values have only grown $50 over the four years, from $1,300 per acre to $1,350 per acre.

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