Tie A Ribbon Around Those Calves At Marketing Time
Troy Marshall
Beef Magazine
When I wrap a gift, my wife usually rewraps it. When she informed me that the wrapping is sometimes just as important as the gift, it wasn’t something I easily comprehended. But when it comes to marketing cattle, the principle is a good one to remember.
First of all, we’ve come to the hard realization that our product isn’t irresistible. If it were, order buyers would be stacked two deep at the ranch gate. After you’ve created value in your product by putting in the right genetics and management, it’s important that you put a ribbon around the packaging to give it that finished look.
The wrapping can be as important as the gift itself when it comes to determining value. It’s a principle we see lived out every day in the seedstock business. While not as pronounced, it’s just as applicable to the marketing of “commercial” cattle.