Regardless of whether producers are breeding high-end seedstock or commercial cattle with a reputation for success in the feedyard, the path from Point A to Point B isn’t accomplished overnight.

In this edition of “From the Field,” regional managers Adam Conover and Tyler Murray share where new producers should begin asking questions, how a solid marketing plan can help drive success and why collecting data at weaning on both cows and calves can help shed light on your bottom line.

Crafting your marketing plan

Just like embarking on a road trip without directions, jumping into the cattle business without an end goal and market in mind can create major headaches.

Tyler Murray, regional manager (RM) for Illinois, Indiana, Michigan and Wisconsin, recommends producers consider their long-term goals when making plans for their operation.

“What do you want to do? What’s your market? What are your goals with your operation?” Murray questions. “I mean, that’s the great thing about the Angus breed: It’s so diverse.”

Once producers have identified their ultimate end goal, Murray recommends turning an eye toward operations with similar aspirations and asking questions. For instance, asking what their customers are having success with, or how they are developing their marketing plans throughout the spring and fall (when they market their calves) can highlight areas where new producers should focus their time and energy.

Other resources include publications like the Angus Beef Bulletin^® and Angus Journal^®, as well as Angus.org.

“Look and see if there’s anyone local in your area, someone you know or would be able to connect with. See what their calves are doing or which calves are even top of the sale at your local sale barn,” Murray says, noting that which programs they’re enrolled in, how long calves have been weaned and what vaccinations have been given are all great questions. “Just get in contact with them. See what works best for them and how that can work for you in your operation.”

Adam Conover, RM for Iowa and Missouri, says that many producers make the decision to curate their marketing plan because of a desire to capture additional value.

While those producers see the success of their fellow cattlemen and want to move in the right direction, listening to shared experiences is critical to building your own path forward.

“Most of those people start by wanting more, but probably don’t have a real idea of how to even get there,” he explains. “When they see other people achieving some of those goals, it encourages them to — hopefully — ask those questions.”

Weaning data

Another opportunity to better your commercial cow herd could be missed at weaning if cattlemen aren’t collecting end-of-year metrics such as weaning weight and mature cow weights.

For Murray, leaving weaning weight on the table means being left in the dark on whether each female in the herd is pulling her own weight.

“I think it’s huge. A lot of producers don’t know where their cows are,” he says, explaining that having baseline mature weights for females can help make decisions on herd retention, nutrition and grazing management. “When you track those weights, it can save you time and money in the long run.”