'Partnering' To Link Canadian Ranchers, Feeders To Consumer Demand

In an industry based on relationships, collaboration can be the key to success.

A marketing alliance born from the drive for constant improvement has positioned five Lethbridge-area feedlot owners for the kind of success where everybody wins.

The Allied Marketing Group (AMG), made up of Ryan Kasko, Les Wall, Ed Stronks, Leighton Kolk and Shawn Murray, was established in early 2010. This fall they took another step forward and became the first Certified Angus Beef ® (CAB®) brand Feeding Partner in Canada.

“We want to be able to make those links with the ranchers, the producers,” Kasko said. “I think being the first one gives us that advantage to make some stronger connections. We have a lot to offer as feedlots to those producers.”

Collectively, the group manages 11 feed yards with a one-time capacity of more than 110,000 head. Their new partnership with CAB will help them to better work with producers to deliver premiums and translate the value of carcass data.

“We’re really excited about their focus on quality, interest in Angus genetics and the kind of feeding programs they have,” said Larry Corah, vice president of supply development for CAB.

With a seventh consecutive record sales year worldwide and a strong growth year for CAB in Canada, the timing of this feedlot partnership is optimal, Corah said: “One of the things we want to do is create a linkage between CAB and the feedlot industry in Canada.”

That’s the model that jump-started production (supply development) of high-quality Angus beef in the U.S., he added. “Fifteen years ago, we looked at how to channel high-quality Angus-sired calves from the ranch to the packing house. They all have to go through the feedlot phase, so that’s when we started working more closely with that segment.”

AMG joins scores of CAB feeding partners in the U.S., and group members see the new relationship as an opportunity to improve carcass quality at the feedlot and producer level.

Bruce Mitschke, the group’s facilitator and local beef production professional adds, “One of the reasons for a grid partnership is to look at feeding more high-quality cattle. And that fits right in with CAB.”

AMG members hope to improve efficiency on individual lots by gaining insight on when cattle should be marketed. As is the nature of the supply chain, success depends on the cooperation of multiple links.

“It’s a three-way partnership between the feeder, the cow-calf producer and CAB as a marketing organization,” said Mitschke.

CAB’s relationship with retail and restaurant licensees across Canada can help feedlots and groups like AMG gain a better understanding of consumer wants and needs, Kasko said.

“We’re all family operations and we all live on the feedlots we run,” Stronks said. “It shows you how committed we are to what we do and how we do things. We live and breathe this every day.”

That connection resonates with consumers who buy the CAB brand, whether at retail or off the menu, Corah said. It is working so well in Canada that production moved up by 5 million pounds last year, he added. Sales were also up 7 to 8 percent, and growing demand bodes well for market premiums.

Cow-calf producers who want to aim for the CAB target, or cattle feeders interested in becoming CAB partners can learn more at www.cabpartners.com.

Source: Certified Angus Beef ® Brand