When it comes to selling feeder cattle, price is important, but it is far from the only factor buyers consider. Health programs, genetics, delivery flexibility and reputation can all influence whether a set of calves catches a buyer’s attention.
For beef cattle producers, raising a good set of calves is only part of the equation. Clearly communicating what you have and why a buyer can trust those cattle are just as important.
That was a key message in the Simply Verified Beef podcast episode, “Trusted Calves,” with guests Ken Schaus, a VBP+ Certified feedlot producer from Ontario and managing partner of Schaus Land & Cattle, and Jason Danard, managing partner of The Electronic Auction Market (TEAM), a division of the Calgary Stockyards.
What Are Buyers Looking For?
Experienced buyers look beyond weight, colour and price. They want confidence in what they purchase, including a clear understanding of the cattle’s history and the management practices used before they arrive.
Health protocols, genetics and producer reputation all play a role. While larger groups can be attractive, bigger numbers aren’t necessarily the deciding factor. A smaller group with a strong reputation, good health program and predictable cattle may be more appealing than a larger group with fewer details communicated to the buyer.
One of the simplest ways producers can build that confidence is by providing buyers with clear, relevant information about their calves.
Danard shared that some listing forms have evolved over time to capture details buyers want to know, including:
- Breeding and genetics
- Vaccination and health protocols
- Booster timing
- Implant program
- Feed program
- Delivery dates and flexibility
- Condition of the cattle
- How cattle will be weighed
- Expected sort (large or small)
- Whether heifers are guaranteed open
- Other relevant management details
The more relevant information buyers have, the better they can assess the cattle.
“For a lot of producers, they may be doing all the right things but missing the ability to communicate that to the other end,” Danard said.
A producer may have an excellent health program and well-managed cattle, but if those details aren’t included in the listing, the buyer may not know what sets the group apart. Simply stating that cattle are “vaccinated,” for example, doesn’t tell the whole story. Vaccine type, timing and booster information can give buyers a much clearer picture of the health program.
Choosing a Marketing Option
Beef producers have several options for marketing feeder calves, and each approach has advantages and disadvantages.
Traditional auction markets remain a good option for many producers. Electronic platforms can provide medium and larger groups with greater exposure, while direct sales can work well for producers with established buyer relationships. The potential downside to a direct sale, Danard noted, is limited exposure.
“I like a platform like TEAM for the exposure . . . it gives buyers access to cattle that they probably wouldn’t have access to otherwise,” Danard said. “The exposure goes both ways.”
For Schaus, electronic platforms have become an important part of how his Ontario operation sources cattle.
“On the buyers’ side, the electronic platforms are probably about 90% of the cattle we bring out of the west,” he said.
Electronic marketing can reduce the need for buyers to travel long distances, while giving producers access to a broader pool of potential buyers.
Timing and Exposure Matter
Getting cattle in front of buyers is only part of marketing. The time of year the cattle are offered and delivered can also affect the results.
Danard cautioned producers about delivering cattle during the busiest part of the fall run, particularly the last week of October and first week of November. Weather can affect trucking availability, auction markets are overwhelmed with volume, and feedlots and processors are swamped.
“If you can avoid those periods, especially if marketing on an electronic platform, that can be beneficial,” Danard said.
Production systems don’t always allow beef producers to choose their ideal delivery date. When cattle need to move during a busy period, planning and pricing well in advance and maintaining delivery flexibility can be advantageous.
Timing can be particularly important for smaller groups of calves. Producers who cannot put together a full load can still use an electronic platform but may have better success marketing when there is less volume competing for buyers’ attention.
VBP+ gives verified operations with cattle for sale the opportunity to reach buyers specifically looking for cattle from certified operations. Any VBP+ Certified operation with cattle to sell can submit a listing through the VBP+ sales form. Listings are then shared with a mailing list of buyers looking for cattle from certified operations.
Marketing is a shared effort. Producers can provide the information that builds confidence in their cattle, while marketing platforms, auction markets and programs like VBP+ can help get that story in front of the right buyers.
Be Present and Don’t Disappear After the Sale
The quality of the cattle isn’t the only consideration once they arrive at the feedlot. Schaus pointed to practical details that can make a difference in how easily cattle transition into the feedlot. Things like bunk training or exposure to water bowls may sound minor, but they can really help newly arrived cattle settle into their environment.
For cattle sold through live auction, being there when the cattle are selling can be worthwhile. A buyer may have a question, and having someone available to answer it can help prevent assumptions from being made.
The interaction with the buyer doesn’t have to end with the winning bid or agreed purchase price. Following up with the buyer to see how the calves are performing can provide valuable information, helping producers identify what worked well and where changes could be made. For example, if a buyer reports that cattle transitioned particularly well because of the vaccination program or handling practices, that information can reinforce the value of those practices. Likewise, if the buyer identifies an issue, the producer has an opportunity to learn from it.
That simple interaction between buyer and seller can help establish a relationship and build credibility for years to come.
Programs Like VBP+ Can Be Part of the Story
For producers considering how to differentiate their cattle, Danard encouraged them to look at programs such as VBP+ and consider how they can benefit their operation.
He acknowledged that certification programs come with a cost, but they can also offer advantages. Beef producers should consider the opportunities available and determine whether they fit their operations and marketing goals. Certification can demonstrate that an operation has documented management practices and is committed to beneficial production practices.
The Bottom Line
The strongest message from the “Trusted Calves” podcast discussion is that marketing cattle is about more than just hauling calves to the auction mart.