As we travel the highways and by-ways of the Limousin family and breed we often cuss and discuss the cattle business, sports, politics, great cheeseburgers and most of the time, the promotion and marketing of Limousin cattle.

Through “Riding Shotgun” we invite you to join us in the right-hand seat, so that we can let you in on what we find to be our marketing pet peeves, shortcuts and some of the favorite habits of top-flight professional producers. Grab a cup of coffee and take the ‘shotgun seat’—we are pleased to have you riding along.

It is indeed an interesting time to be in animal agriculture—600-pound steers are bringing close to $3.00 a pound, our product is in demand by consumers everywhere and in my opinion, the Limousin breed has put together a genetic profile that will continue to make the breed a viable option for commercial cattlemen everywhere. Limousin genetics are entering supply channels through dairy beef crosses and through the normal commercial beef industry. These genetics are adding to the protein profile and even though we don’t always get the credit we deserve; I think we should be proud of the fact we have adapted to the market while keeping our traditional efficiency and thickness.

As we go forward, I think we need to look at our hole card; what do we offer to the beef business; and what do we do better than anyone else? Your board is in the middle of a real-world study that will give you lots of answers and probably open up some new questions. If you are one of those breeders who have no idea from day-to-day what 600-pound steers are bringing, I challenge you to broaden your education. If you are a cowboy who doesn’t understand the show barn and the benefits of youth and livestock, I would suggest you also broaden your horizons and realize a lot of good comes from the learning experience of a youngster and a four-legged critter. The Limousin breed is made up of people with a multitude of interests and desires, the common denominator is the breed—Limousin.

As a final thought, I think we should all consider that we are lucky to live in a country where we have the choices and freedom to raise what we like and invest in what we desire. Never forget that the freedom to make those decisions is one thing—it doesn’t mean you won’t have to live with the consequences of your decisions. Be PROFESSIONAL, do your paperwork, pay your bills and back your product. LEARN THINGS, the world of agriculture is a noble avocation. Enjoy yourself everyday.

See you down the road.

CONTACT THE AUTHOR

Mark A Smith
email: [email protected]
phone: 515-229-5227