Covering The Basics Can Lead To The Remarkable
Beef Magazine
Marketing is my passion. I’m 100% convinced that, as an industry, we spent the better part of the last 30 years focusing on lowering costs and improving efficiency, only to watch our market share and profitability plummet. Don’t misunderstand me; it’s vital to be a low-cost producer and to continually fine-tune efficiencies. After all, they’re the keys to survival in a commodity business.
But we have to create value, expand our share of the pie and move away from a commodity business in order to have sustainable profits and provide a future for our children in this industry.
This business is among the most brutally competitive. Almost without exception, if you’re in the cattle business, you’re in it because you love it. And most people who exit this business don’t do so by choice. They simply get to the point where they can’t justify the costs relative to the financial rewards, or the banker tells them it’s time to quit.
