Volume 11, Issue 2
Spring 2009 INSIDE... Breeding-Soundness Exams Ensure Success Manage bull fertility to have a successful breeding program.
Manage Genetic Abnormalities Genomics technology and thoughtful management will mitigate the adverse effects of genetic defects.
Trends Demonstrate Breed Improvement The genetic merit of registered Limousin and Lim-Flex® cattle continues to improve.
NALF Recognizes Top Marketers Dedication, innovation and service describe this year’s Limousin commercial marketing award winners.
Recession Rewrites the Rules By Kent Andersen
Good Nutrition Is Vital for Efficient Reproduction Most reproductive failures in beef cows are attributable to thin body condition.
Bottom Line is published three times per year by the North American Limousin Foundation, 7383 S. Alton Way, Suite 100, Centennial, Colorado 80112; (303) 220-1693; fax: (303) 220-1884; www.nalf.org Executive Vice President Kent Andersen, Ph.D., Ext. 120 Dir. of Member & Commercial Relations Frank Padilla, Ext. 123 Dir. of Performance Programs Lauren Hyde, Ph.D., Ext. 140 Dir. of Communications Brad Parker, Ext. 117
The economy is upside-down and so are elements of the beef trade and determinants of carcass value. Whether these are shortlived aberrations or signs that long-held paradigms are shifting, the current landscape provides fodder for debate. If the Choice–Select spread is relatively narrow for years to come, will a quest for greater carcass yield mean similar emphasis between muscle and marbling? Will that lead to greater demand for Continental, including Limousin, genetics? One of the givens listed in the National Cattlemen’s Beef Association (NBCA) Long Range Plan is “demand growth.” The plan aims to “continue addressing the beefdemand drivers – food safety, nutrition, convenience, taste, positive eating experiences and value.” With the global economic upheaval and consumers pinched to the breaking point, value has taken center stage. The American Meat Institute (AMI) and
the Food Marketing Institute (FMI) recently released the fourth edition of their joint consumer survey, The Power of Meat. According to the latest survey, financially strapped consumers are dining out less, eating at home more and trading down in their beef-purchase decisions. Sixty-seven percent purchased less expensive cuts frequently or every time they shopped. Other general consumer trends included increased use of coupons, less brand loyalty (including a tendency to switch from national to store brands) and a growth in case-ready–meat sales. Interestingly, despite economic pressures, this year’s study indicated health and wellbeing still are highly valued. Nearly twothirds of shoppers put some or a lot of effort into eating healthy – defined as cutting back on fat, calories, saturated fat and sodium. The survey noted resilience in shoppers’ commitment to purchase natural or organic meats, continued on page 2