Mark Harmon

Joplin Regional StockyardsJoplin Regional Stockyards Located in Southwest Missouri Located in Southwest Missouri 23,000 Customer Base / serving 3.0 million cattle 23,000 Customer Base / serving 3.0 million cattle

in my trade areain my trade area Marketed 435,000 Cattle in 2005Marketed 435,000 Cattle in 2005 Host a weekly in house Video AuctionHost a weekly in house Video Auction All Sales are Live on DV Auction on the InternetAll Sales are Live on DV Auction on the Internet Average herd size in our area is less than 50 cowsAverage herd size in our area is less than 50 cows 30 plus Livestock Auction Markets within 150 miles30 plus Livestock Auction Markets within 150 miles

  Our goal is to remain a leader in the cattle Our goal is to remain a leader in the cattle marketing industry and that requires us to alwaysmarketing industry and that requires us to always

““THINK OUTSIDE THE BOX”THINK OUTSIDE THE BOX”

““Agriculture’s future will Agriculture’s future will be driven by be driven by

fast changes in fast changes in technology.”technology.”

Preparing for the FUTUREPreparing for the FUTURE Producers will have documented Producers will have documented

records on management and health records on management and health programs and will be backed by the programs and will be backed by the owner making sure their product will owner making sure their product will satisfy the specifications and needs satisfy the specifications and needs of the industry.of the industry.

To enhance the profitability of the To enhance the profitability of the entire production system.entire production system.

EID and ANIMAL EID and ANIMAL IDENTIFICATION IDENTIFICATION

IS NOT A PROBLEM IS NOT A PROBLEM BUT ABUT A

““OPPORTUNITY”OPPORTUNITY”

VERIFICATIONVERIFICATION Verification is a means of proving claims Verification is a means of proving claims

about a product and also a method of about a product and also a method of exchanging information.exchanging information.

With the ability to trace a product through With the ability to trace a product through a production and distribution system to a production and distribution system to the end user.the end user.

Retailers are increasing drawn to these Retailers are increasing drawn to these products, because their customers are products, because their customers are showing growing interest in products with showing growing interest in products with some kind of verification.some kind of verification.

What the extra work of Verification can What the extra work of Verification can do for you is open marketing do for you is open marketing opportunities not available to cattle that opportunities not available to cattle that are not aged, sourced or process verifiedare not aged, sourced or process verified

While economic incentives are not While economic incentives are not guaranteed, producers whose cattle have guaranteed, producers whose cattle have been aged, sourced, process verified been aged, sourced, process verified have reported increased Marketability have reported increased Marketability and Premiumsand Premiums

There’s no doubt that animal There’s no doubt that animal identification will become mandatory, identification will become mandatory, but right now Age-Source and but right now Age-Source and Process verification will: Process verification will:

Improve Industry CommunicationImprove Industry Communication Improve products Improve products Improve MarketabilityImprove Marketability

Today the value lies in the cow-Today the value lies in the cow-calf segment.calf segment.

If we miss the opportunity to If we miss the opportunity to capture data (keep records), we capture data (keep records), we can’t capture it later on.can’t capture it later on.

A Successful marketing plan for A Successful marketing plan for the FUTURE begins todaythe FUTURE begins today!!

MarketingMarketing With the nature of our market and With the nature of our market and

strong demand, marketing calves will be strong demand, marketing calves will be quite easy. quite easy.

As we move into the lower end of the As we move into the lower end of the cattle cycle, we’ll see the price range cattle cycle, we’ll see the price range widen further between reputation and widen further between reputation and non-reputation cattle.non-reputation cattle.

Management practices along with Management practices along with geneticgenetic

choices used today will be the backbone choices used today will be the backbone of the calf crops sold in the futureof the calf crops sold in the future

MarketingMarketing Relationships developed this fall Relationships developed this fall

between producers, veterinarians, between producers, veterinarians, livestock markets and their livestock markets and their customers will be necessary to customers will be necessary to ensure market access and premiums ensure market access and premiums when the market focus has shifted when the market focus has shifted away from the cow-calf segment.away from the cow-calf segment.

Just Remember Just Remember Animal ID is not traceabilityAnimal ID is not traceability

ID merely enables traceability, ID merely enables traceability, which makes which makes

Source-Age-Process Verification Source-Age-Process Verification PossiblePossible

Those who produce and market Those who produce and market beef should realize that the end beef should realize that the end product they sell is not simply product they sell is not simply

MEATMEAT it is TASTE,it is TASTE, TENDERNESS,TENDERNESS, SAFETY and WHOLESOMENESS.SAFETY and WHOLESOMENESS.

Remember !!!!!!!Remember !!!!!!! If you don’t measure itIf you don’t measure itAnd have it identifiedAnd have it identified

You can’t Manage itYou can’t Manage itIt’s not always price per It’s not always price per

pound but the amount pound but the amount of the CHECK !!!of the CHECK !!!

Thank You

Enjoy a JUICY STEAK TODAY