Doc, what are some of the more significant changes you've have seen in the cattle business in your lifetime?

My interest in Beef Cattle began when I was a youngster on a Missouri Farm and we had a Mixed Angus x Dairy- x "whiteface" x whatever-bull-was-handy-at-the-time "Cow Freshener" type herd. This was in the 1930's-?40's depression years, and we were fortunate to even find a "bull" to use when a cow was cycling! Being a "Type "A" personality, I felt that was not a satisfactory way to succeed in my future life's choice of a career, therefore I chose to get an Agricultural Degree when I was discharged from World War II Air Corps Service and expand my efforts in the direction of Beef Cattle Production.

After College, I taught Agriculture for about five years, and became an astute observer of the "Beef Cattle Scene", if you will, and have seen profound changes in the World Beef Cattle landscape - or Arena, which have transpired from what used to be called "Raisin' Cows". After changing careers and becoming a Dr. of Chiropractic and practicing about 35 years, I retired, realizing that one can take the boy out of the country, but CAN'T take the country out of the boy, therefore I continued to keep an active interest in Beef Cattle for my entire lifetime, and have realized that "the more things change, the more they stay the same!"

The short, squatty, "Belt-Buckle" type Show Cattle of the ?40's thru the ?60's did not answer the meat market demands of the day. Wiser heads prevailed in the Angus, Hereford, and Shorthorn Commercial Breeders, and in the early 1970's a concerted move to ?CHANGE' the seed stock "type" demanded by the feedlots and beef Retailers resulted in the influx of foreign breeds being imported into the United States and Canada, primarily from Continental European Countries. These details are documented widely in the beef industry, and makes for fascinating historical study.

The more significant changes resulting from these importations were not only an increase in the size of the progeny resulting from the use of the new breeds, but the realization by the Purebred Breeders of the "Pony Type" Registered stock that it was imperative that they "CHANGE" the Genetic Templates of the purebred seed stock. By so doing, these actions motivated and stimulated cattle producers into utilizing the ?improved' Genetics, and thus stimulated Purebred seed stock sales.

As a result of these mating protocol changes, an astonishing discovery of a new and exciting factor resulting from "Cross Breeding" these new, unrelated breeds with the standard British Breeds (Angus, Hereford, Shorthorn) occurred. That factor was "Hybrid Vigor, also known as heterosis, - which is a marked increase in performance and output - which results in PROFIT! Cross breeding techniques of chickens, swine, sheep, and goats were accepted practices, but perhaps the longer Gestation periods of cattle precluded very much experimentation with beef cattle, and therefore little was known about the potential successes which could be realized by intelligent utilization of Genetics and wise seed stock selections for cross breeding purposes.

As more and more purebred Breeder's came to appreciate the potential profits which were GOING to be realized by the utilization of improved Genetics in being able to predict those improved traits and characteristics in their seed stock animals, it became obvious that there had to be SOME manner of categorizing and recording the predicted differences between animals and their abilities to transmit characteristics and traits to their progeny in a reasonable, practicable and feasible manner, and to be able to expect those results to be consistent, and to be able to display the differences resulting from mating individuals to other individuals, either members of the same breed of cattle, or to cattle of different breeds.

After considerable study and investigation by many Universities and private individuals pertaining to the problem, a method (or TOOL) was derived, and carefully planned, expanded, and developed to be able to consistently achieve success in the prediction of how the progeny of each animal could be expected to perform relative to the progeny of other animals listed in a database. This COLOSSAL differentiation of cattle breeding practices opened the door to astounding CHANGES in the way beef producers managed their herds, their breeding and mating methods, and their entire seed stock selection methods from only ?eye-balling' their selections, to scientifically planning their future protocols - with the goal of PROFIT in the forefront of their objectives. To me, THIS is the MOST significant change performed and brought about in my lifetime - MOST significant because it has allowed the expansion of highly important factors surrounding the selection of seed stock not only for Maternal results, but for precise and profitable production of Terminal feedlot candidates.

This method of determination of characteristics and traits became known as EPD's , or Expected Progeny Differences. By the continuing expansion of these tools, or precepts, Beef Cattle breeders have been able to maintain a ?balance' of traits and characteristics within, and ACROSS breeds. As a result of very careful utilization of these proven tools, "Crossbreeding" has become the ?touchstone' of Crossbreeding seedstock selection. Other changes have been introduced into the armamentarium of seed stock selection technology, such as DNA, recognition of the importance of ?functional traits', the ability to recognize and accept genetically transmitted abnormalities, and others as well.

What are some of the key mistakes the industry has made in delivering a product to the consumer marketplace?

I think that the most flagrant and egregious error that the Beef Industry has made since the 1930's was the decision, by some(!), to reduce the overall physical size of the seed stock which was producing the germ plasm of breeding herds. This action ultimately affected many genetic traits and characteristics in a negative manner, which was instrumental in the determination of the quantity and quality of meat market products appearing on grocery store shelves. This time period, post WW II, coincided with expanding business profits, and helped create the culmination and cessation of the World Financial ?Great' Depression, which had business and discretionary spending locked in a vise-like grip.

Suddenly, money was available for more spending on creative comforts, among them being delicious food, namely juicy, tender, mouth-watering - - BEEF! Now - the operative question of the day became - how can that delectable Protein source - Beef - be made available to the satisfaction of ALL concerned? Producers were more preoccupied with the financial returns that THEY received from their marketing efforts than what the consumer wanted. The Great Depression had dictated that philosophy and subsequent attitudes by virtue of the necessity of making a living from Agriculture.

The "Dust Bowl" years in the Midwest predicated two very undeniable truths: a) every beef producer must be capable of providing a comfortable living from their efforts, and b) the beef consumer must be satisfied with the beef products presented at the retail beef outlets and counters.

The answer evolved over several years as a result of the demand by consumers, and the necessity of producers to realize a profit from their breeding and marketing efforts. Post War College education opportunities abounded, knowledge of production methods exacerbated a "desire to learn" new ways and means of management practices, and, eventually though advanced marketing protocols, the Beef allegory became "BEEF - IT'S WHAT'S FOR DINNER!" Outstanding Public Relations!

Another key mistake made in product delivery for consumers was mistaking "Fat" for Quality. This gross error was provoked by both the beef cattle feed lots, AND the ultimate end-product consumer/meat customer. Excessive ?fat' on the live animal earned dollars for the producer/breeder (he thought ), and convinced the housewife that she was doing her job in feeding her family - UNTIL --- the "Fat Hit the Fan", and negative health problems became the order of the day with heart attacks, strokes, occluded arteries, atherosclerosis, fatty degeneration, and - - DEATH! As a result of these startling events, beef consumption decreased markedly, and the "other" meats supplied the demand and took up the slack. As a result, the "Fat Was in the Fire", and breeders, marketers, and consumers alike demanded "CHANGE"!

At this point in time, the beef Industry, again, had gone full circle, and the time was ?prime' for the acceptance of new ideas concerning improved breeding practices, focusing on beef characteristics and traits which would result in quality meat for the consumer and PROFIT for the producer.

There are enough key mistakes made in EVERY industry to fill dozens of "Management Manuals" and "Policy Procedures" Handbooks, therefore this diatribe could continue interminably. Suffice it to say - mistakes will always be made by human beings, corrections will always be attempted, and some will be successful and some will be unsuccessful. The successful corrections will be as a result of meticulous attention to details, and repetitive efforts directed toward perfection.
. . . and the beat goes on!

What have been some of the industry's succeses?

No Industry, Commerce, or Business is ALWAYS wrong, and the Beef Industry is no exception. Success stories are rampant in our history, and to reiterate some of them could fill volumes. One could itemize. ad infinitum, beef cattle success stories of dozens of breeds. I think it would be bordering on EXCLUSIVITY to begin summarizing the hundreds of thousands of beef ranches and farms, both purebred and commercial, neighborhood butcher shops, feed lots, meat markets, - actually any commercial business in which producing and marketing beef cattle is involved, including their produce and/or by-products. There would be no way one could avoid eliminating specifics and categories. Therefore I would quote Peter Roget's Preface to his First Edition Thesaurus and say. . . "I trust to the candor of critics who, while they find it easy to detect faults, can at the same time, appreciate difficulties."

What kind of opportunities exist for small breeds such as Aubrac's to carve out a niche?

The opportunities for establishing a niche, nook, cranny, or corner for Beef Breeds possessing small numbers of cattle can be secured by determination, perseverance, and continual focusing on a goal! The establishment of tenets or principles of which members of a Breed Association such as Aubrac International, Inc., have, and the developing of rules and regulations under which EVERYONE who is a member of said association participates and follows will eliminate flawed premises, incorrect guidelines, and result in a force (association members) all striving toward achieving the same objectives.
Focusing on precise details pertaining to specific breed characteristics and traits, emphasizing the strict usage of accepted Genotype, Phenotype and Functional Traits of the Breed in establishing the ideal model or template Cow and Bull will entrench these factors which are requisite for the anchorage of a Breeds' consistency. These are mandatory precepts to follow for the purpose of avoidance of mistakes other breeds and associations have experienced, and to capitalize on the successes which have been demonstrated by the CONTINUING progress of other breeds.

"Build a Better Mouse Trap!" "Build It and They Will Come!" These assertions seem trite, but there is truth in wisdom - and perseverance and adherence to them - almost to a fault - should preclude an organization flailing away in their own ineptness and inabilities. By perusing the failures of other businesses - beef cattle breeds among them - one may avoid fatal mistakes and mismanagement bungling.

The marketing, advertising and production efforts of Beef Cattle breeders often determine the success or failure of their operations. Large ranches or cattle operations with adequate capitalization behind the business spare little expense in promoting their production results. Advertising one's merchandise, whatever the product(s) may be is as essential as producing the product itself. The Beef Cattle business is no exception. The annual increase of livestock is the "marketable commodity" which must be marketed in such a manner so as to provide working capital for the demand of expenses of production, AND profit for the entrepreneur. If either of these entities appear on the negative, or loss side of the financial ledger, the business cannot remain as a functioning business pursuit for long.

There are given factors which are necessary in order to enable the buying public to be apprised of one's operation and marketable produce. Specifically, for a breeder of AUBRAC cattle, the marketing "targets" (those who should and would benefit from the acquisition of your produce - calves, cows, heifers, bulls, and/or meat) are usually unfamiliar with you, with your ranch and your product.

Therefore - the operative word for your marketing efforts to be successful is "EXPOSURE"! Exposure to the Beef Industry, which includes current producers and breeders, potential producers, feed lots, retailers, and the general public. How is this prerequisite to be accomplished? By Merchandising - which is that part of marketing involved with promoting sales of merchandise (your cattle), such as using effecting means of selecting, pricing, displaying, and presenting your objects and items (cattle) for sale! By the use of Beef and Agricultural Periodicals, Newspapers, Specialty Publications, by hosting Field Days on your Ranch or Farm, Publicized Production Sales and educational brochures and Sale Catalogs, producing your own Ranch Website, AND - the use of professional Marketing Agents. These Agents are Professionals, whose business it is to make YOUR BUSINESS -THEIR BUSINESS!

AUBRAC CATTLE, being one of the more "unfamiliar" beef cattle breeds in the United States and Canada, is in a unique position of being a fresh, new, and exciting breed with which to begin, expand your operation and capitalize on that "uniqueness" through the now-accepted utilization of "THE CROSSBREEDING TOOL!" There are very few beef cattle breeders who are not familiar with the term "Crossbreeding", but insofar as a thorough and detailed understanding of the methods and protocol advantages of the systems, most ranches are skeptical of the reported profits and increased productivity of correct crossbreeding management practices.

In My Opinion, THIS is where the Aubrac Breed has an opportunity to not only "carve out a niche' in the Beef Cattle Industry, but "CHISEL out a solid granite ledge engraved "Stamped and Approved for Crossbreeding Programs". Given their extraordinary and distinctive Genetic and Phenotypic traits, combined with their strong Functional Characteristics, using Aubrac cattle in organized Crossbreeding protocols could create outstanding complimentarity and heterosis results.
Overwhelming amounts of instructive and educational material available for designing a crossbreeding system precludes extensive explanations in this treatise. However Aubrac Beef Cattle may be able to fulfill a necessary requirement in a crossbreeding program that other beef breeds heretofore have not been able to provide! Their Growth, Carcass and Subcutaneous Tissue factors just might be expedient and fitting for the Terminal AND Maternal forums!

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