The Link
What buyers want.
March 19, 2025
As cattlemen, we usually don’t think of ourselves as marketers. If we do, marketing is usually far down our list of priorities. At the same time, most would agree it is one of the most impactful things we do.
In our series of articles on marketing, I thought it would make sense to step back and ask ourselves what buyers of feeder cattle want. They don’t want 200 five-weight steers. That may be what they are buying, but they want healthy calves that will grow to 1,500 pounds (lb.), quickly and efficiently. They want calves that will allow them to access various supply chains, and they want those cattle to go on the grid and earn substantial premiums. They want to make a profit on this turn of cattle, and they want to mitigate as much risk as possible.
We could continue with what they are looking for. A calf that makes them money is a big part of that, but they are also looking for honesty, for relationships, and for as much confidence they can get that the cattle will perform as expected.
What do you want in a bull?
Let’s look at it from your perspective. We are in the heart of bull sale season and, like feeder cattle, bulls are at a historically high price point. As a buyer, what do you want?
Imagine if your favorite breeder decided, since bull prices are up this year, he wouldn’t bother providing pedigrees, adjusted weights, EPDs, registration papers, ultrasound scores or genomic tests.
The obvious answer is you want a bull. A little more accurate answer is that you want pregnant cows. The real answer is you want to buy from a program and breeder you trust. You want the pedigrees, you want the data, genomics and expected progeny differences (EPDs) that give you confidence in what you are buying. You want profits, and you want the assurance that the breeder will stand behind the bull if something goes wrong. You want to be treated fairly, and you want value for the dollars you are investing.
Now, let’s imagine your favorite breeder decided to market his bulls differently this year. He didn’t give you pedigrees, adjusted weights or EPDs. He decided, since prices were high, he was not going to bother with registration papers, ultrasound scores or genomic tests. He had eliminated free delivery and breeding soundness exams, as well. Instead, he was going to run each bull through the ring individually and let buyers decide based on his good reputation and the fact the bulls had been pretty good in the past.
I know it is an absurd scenario, but that is how we market feeder cattle all the time. You probably wouldn’t buy a bull at a sale like that. If you did, you would pay considerably less because the buyer had shifted all the risk to you by greatly decreasing the information available to you to make an informed decision.
AngusVerifiedSM and the Genetic Merit ScorecardSM not only give buyers the information they need to buy with confidence and differentiate cattle from one another; they also signal that, yes, I take pride in my product. I believe in it, and I’m in this business for the long haul. I’m interested in building long-term relationships to help make a product that gets better at hitting the desired targets each and every year.
You don’t buy a bull. You buy calf crops that are healthy, come easy and grow. You are buying future replacement females with good udders and sound feet that are fertile. You buy calves that will be desired in the marketplace, hit branded specs and earn premiums. You are buying a commitment between you and your seedstock supplier, because you are buying a key component that will help you take care of your family and spouse.
Odds are you would never dream of buying a bull from seedstock producers who elected not to provide you with the information you need to make an informed decision. I’ve always believed that producers should choose AngusLink because it was a great economic decision, but it goes beyond that. It signals to buyers you are serious about the business and about helping those buyers have confidence.
Editor’s note: Troy Marshall is director of commercial industry relations for the American Angus Association.
Angus Beef Bulletin EXTRA, Vol. 17, No. 3-B
Topics: Business , Genetics , Marketing , Feeder-Calf Marketing Guide
Publication: Angus Beef Bulletin
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