In a beef production system, cattle potential is estimated, partially realized and priced at several points along the supply chain. Breeding and management decisions greatly influence the potential and whether it is realized. Ultimately, the ability to satisfy consumers is the potential required by all cattle, and best summarized as “taste.”
Taste is the reason any food is preferred over another, whether beef or potato chips. Components of taste differ for each food but in the case of beef, it is flavor, juiciness and tenderness. Historically, tenderness was cited as the most important taste component followed by flavor and juiciness. But beef improved and consumers evolved to where flavor is more important than tenderness.
Because flavor traits cannot be determined with certainty in advance, the beef industry relies on indicator traits to differentiate potential eating satisfaction. When we evaluate cattle’s potential for taste the primary indicator trait we have is marbling. The USDA quality grading system is built around the ability of marbling and maturity to consistently predict taste and therefore eating satisfaction.
As camera and instrument grading advanced across the industry, the ability of quality grade to predict eating quality has increased greatly. Previous estimates from 1980s research suggest quality grades accounted for only about 30% of the variation in eating satisfaction. Recent research at Colorado State University shows instrument grading allows accounting for more than 60% of that variation.
Since the late 2000s, an increasing share of beef has earned higher quality grades and consumers have more reason to feel confident in those grades. The effect has been validated by market data showing demand for the Certified Angus Beef® brand increased beyond commodity Choice and Select during a time of record high beef prices. Consumer demand for high-quality beef continues to grow despite potential economic challenges, because consumers are less like to sacrifice taste for economy.
Taste is not the only aspect contributing to beef’s ability to fulfill consumer expectations. Branding influences it beyond flavor, tenderness and juiciness, whether whole-muscle cuts or ground beef. Kansas State University research demonstrates consumer satisfaction increases when beef is branded beyond USDA quality grade.
As bull-buying season begins, you will begin making the first of many decisions that affect beef’s potential to meet consumer expectations.
Sire selection is arguably the most important decision in the beef enterprise. Few if any decisions impact the operation for as long and with as great a magnitude as selecting the bull to use on the cowherd. A foundation principle for prioritizing management is this: Genetics + Environment = Phenotype.
The environmental aspect of the equation can be expanded to include a number of important management factors such as nutrition, health, labor and reproduction.
Arguments can be made for each of those factors being more important than genetics when it comes to the potential for beef to satisfy consumers. But in the case of genetics, timing becomes more important than impact. Genetic decisions lay a foundation that the environmental components build upon. That’s increasingly important when you consider the fast-paced market and long generational turnover in the beef production system.
When you’re weighing how important any decision is, consider its reversibility. Genetic decisions are impossible to undo, increasing the importance of making the correct genetic decision the first time. Sire selection influences 50% of the calf’s genetics in year one, and any replacements retained increase that influence over time. In an age with genomic tools and EPDs, not making genetic progress toward greater potential to meet consumer demand may be as dangerous as going backwards. Investments in genetics offer short- and long-term return on investment.
Selecting genetic resources suited to the potential goals of the end-user are important whether you are a seedstock or commercial operation. Seedstock operations provide the rest of the industry with the genetics and tools to meet consumer demands. While they may see commercial bull customers as the end user this time of year, all segments of our industry must continue to focus on the ultimate end user by providing genetics suited to the ranch, retail and restaurant customers.
Source: Certified Angus Beef LLC
