SOUTHERN LIVESTOCK STANDARD
FRIDAY, NOVEMBER 10, 2023
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Brought to you by American Simbrah Breeders
Rio Grande Valley Beef Improvement Association marks 25 years By Martha A. Hollida
It was 1998 and the Hidalgo County Beef Committee met to discuss educational programs for the coming year. From that discussion, the Rio Grande Valley Beef Improvement Association (RGVBIA) was birthed and 2023 marks 25 years for this bull gain test and heifer development program. “Ben Olivarez, a Santa Gertrudis breeder and our committee chairman, mentioned that there was a bull gain test being conducted in Jim Wells County. Our committee began researching and studying the Jim Wells test. The idea took off and we’ve
never looked back,” remembers Brad Cowan, who served as Hidalgo County Extension Agent for many years and was instrumental in the test’s operations for many, many years before retiring. The test was started and has always been conducted at Rio Beef Feed Yard, Edinburg, Texas, under the direction of Mike Risica. Dr. Joe Paschal, who served as the Texas A&M University Extension Livestock Specialist for the area for decades, adds that the committee wanted to assist cattlemen in the region in improving the quality of their
A group of Simbrah bulls on test at the Rio Grande Valley Beef Improvement Association test.
beef cattle. “This group identified a need for bulls to be evaluated for their performance in the feedlot so that those traits might be evaluated prior to putting them is service. The other need identified by the group was to get replacement heifers in good body condition as economically as possible prior to first breeding. As grass supplies in South Texas are many times not up to this task, the other need identified was to establish a replacement heifer development program. Thus, the decision to establish both a gain test and a heifer development program was
made,” adds Paschal. Over the 25 years, the Simbrah breed and its breeders have been very involved in the test. “Our ranch participated in the RGVBIA from its inception until 2008 when we left the Rio Grande Valley. We have been better for the knowledge gained and the association with some great Extension people, as well as fellow breeders. Mike Risica and his crew at Rio Beef Feed Yard were great to work with also. We fed both replacement heifers and herd bull prospects. When we started entering bulls into their bull program, it was only a gain test but a lot of us came together and decided that to evaluate herd bull prospects properly, many more characteristics needed to be measured. I remember it took
some thought to come up with those characteristics and how each one would be rated to evaluate and rate each bull within breed. Every participant receives all the data on all the bulls and while the bulls were compared within breed, it was always very valuable to learn how the other breeds performed. As with every program like this, you either came away feeling pretty good about your breeding program or wanting to sell everything and start again. Measuring heifer reproductive tracts proved to be extremely valuable if a replacement heifer is going to breed at the right age and be able to have a calf. If you don’t measure your cattle, you really don’t know what you’ve got, what to keep, what to sell with confidence or what to cull, describes Simbrah breeder,
Beth Mercer, Filegonia Cattle Company. A unique index was developed over time for the 112-day gain test. The leadership felt that proper weight should be given to the various traits so that cattle performance and market acceptance are kept in proper balance. Within each age group, and only within each breed, bulls are ranked using the ratio of the RGVBIA Index and today that index is according to the following percentages: 30% Ratio of Average Daily Gain 20% Ratio of Rib Eye Area/cwt 20% Ratio of Weight per Day of Age, 20% Ratio of Marbling and 10% Ratio of Scrotal Circumference (Continued on page 3)
NEWS You Can Use FRIDAY, NOVEMBER 10, 2023
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Adjustments made to the Carcass Merit Program (CMP) The American Simmental Association recently updated its Carcass Merit Program (CMP) to better reflect the value of the data it receives from cooperator herds and to compete with current cattle market prices. For their 2023born calf crop, CMP cooperators will now be paid $200 for each calf’s individual carcass data record that matches a CMP sire. “CMP cooperators are provided semen from nominated sires. By increasing the incentive to the cooperator to provide individual birth, weaning, yearling, and harvest records, ASA can compete in the current marketplace,” said CMP coordinator Susan Russell. The CMP young sire nomination fee was also increased to $2,000 per bull. Sire nominations from ASA members,
and cooperator herd applications are now being accepted. Details are available on simmental.org or by contacting Susan Russell at cmp@simmgene.com. La Muñeca to host annual Giving Sale La Muñeca Cattle Co., Linn, Texas, has announced their LMC & Friends GIVING Thanks Online Sale, Nov. 18-21st on CattleinMotion.com. This sale benefits several scholarships and causes, including the American Junior Simbrah Roundup. For additional details, follow them on social media and/or visit their website www.lamunecacattle. com. Texas Simmental/Simbrah Association to host Southern Showcase
The Texas Simmental/ Simbrah Association (TSSA) will host the Southern Showcase December 9 at the Washington County Fairgrounds, Brenham, Texas. Junior, showmanship and open shows for Simmental and Simbrah breeds will be held. For more information and details on entries, follow the organization’s social media platforms. National Simbrah and Percentage Shows set The National Percentage and Open Simbrah Show will once again be held during the San Antonio Livestock Show. This year’s events will be Saturday, Feb. 10th. For entries and complete information visit the stock show’s website. Superbowl once again to be held in San Antonio The annual SimbrahSimmental Superbowl will once again be held in conjunction with the San
Antonio Livestock Show Junior Breeding Beef Heifer Shows on Feb. 1st. To be eligible to show, junior heifer exhibitors must have purchased a heifer from a paid sponsor and be entered in the San Antonio Junior Show. Superbowl entry deadline is Dec. 10th. If you are interested in being a sponsor please make your $1,000 check payable to the Simbrah/ Simmental Superbowl and submit to the P.O. Box 330 Giddings, Texas 78942 postmarked prior to 12/31/2023. Sponsorships will continue to be accepted at the rate of $1,250 per sponsorship from 1/1 – 2/10/2024 (postmarked/paid prior to 2/10/2024) and sponsorship fee will increase to $1,500 after 2/10/2024. This allows funds to be deposited and awarded to juniors at the actual event. Complete details and entry form available
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soon at www.simbrah-simmentalsuperbowl.com. TSSA announces leadership changes The Texas Simmental/ Simbrah Association (TSSA) met recently and elected members to the board, as well as new officers. Whit Dale, Brad Peterson and Sara Williams are the new members to the board joining Brandon Martin, AK Phillips, Keith Strack, Webb Fields, Jered Shipman, Terry Whitaker, Lance Seamans and Sam Hodges. Martin was elected president, Phillips was elected vice president, Williams will serve as secretary and Onstot will take over the treasurer duties. For more information visit www.texassimmental/simbrah.com. Committee assignments include: Show & Sale - AK Phillips as chair with Whit Dale, Terry Whitaker and Lance Seamans
Member and Directory - Sara Williams as chair with Brad Peterson Public Relations - Faith Onstot as chair with Sara Williams Commercial Outreach Terry Whitaker as chair with Whit Dale and Webb Fields For Simbrah news, go online Simbrah breeders and enthusiasts are encouraged to visit www.simbrahworld. com for the latest news, calendar dates and show results. In addition to the news, all issues of the magazine and the annual Simbrah News Commercial Feature are archived on this site. Simbrah World is also very social, check out our Facebook page for posts on a weekly basis. To get information on advertising opportunities contact Martha at hollidacompany@ gmail.com or call 903/3168465. ~SLS
SOUTHERN LIVESTOCK STANDARD
Rio Grande...
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In addition, the test scores sheaths and takes hip height measurements. All bulls are measured two days in a row at the beginning and at the end of the test to assign their index scores. “The first test included 56 bulls and 94 heifers and most of the cattle over the years have originated in Cameron, Willacy, Starr and Hidalgo counties, but the test is open to all. We have strong participation from breeders of Simbrah, Santa Gertrudis, Beefmaster, and Brahman, along with some Red Brangus, Charolais/Charbray and even some crossbred bulls,“ says Cowan. The ration is a high growth, forage diet that Risica and his team develops. The goal is for the bulls to have body condition score (BCS) of 6 to 7 at the conclusion. The heifers are developed over a 90-day period and the emphasis is on growing them and having them ready to breed. In addition, pelvic area measurements and reproductive tract scores are calculated. “The RGVBIA Bull Gain Test and the associated Heifer Development Program evolved over time. Initially, we collected weights, gains, height, and scrotal circumference in the bulls. Soon we added ultrasound measures, then pelvic area, frame size and sheath scores. Similarly, when we began developing heifers, we used all these plus I collected reproductive tract scores and navel scores. Of course, collecting data is one thing, we had to explain it and I think that was the part everyone enjoyed was learning new ideas,” explains Paschal. Over the years the test has included field days and sales and recently, the group has embraced hosting an online sale at the conclusion. “The number of older bulls we have on test is the deciding factor as to whether we have a sale or not, as many of the bulls are yearlings, said Carlos X Guerra, Jr, who has organized the recent sales. His family’s operation, La Muñeca Cattle Co, was one of the original participants in the test and continues to utilize it. “We have identified the RGVBIA test as the most economical and best way to develop bulls. It allows us to see how our bulls compare to our fellow breeders in Simbrah and Brahman, and you also can see what bulls of other breeds accomplish. It’s a great way to see where our bulls measure up and we like
getting the carcass and ultrasound data that is part of the test,” explains Guerra. Wayne Reavis, of Reavis Farms and Simbrah breeder also finds the test to be very cost efficient and a source for data that can be used to continue to improve their herd. “We also have found the test to be a key component for marketing. It provides great exposure for our program, whether there is a sale or not. While we have marketed many bulls that have been tested, it has also created sales at the ranch of bulls not on the test. It’s a great program and we’re proud to have
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Simbrah breeders have been testing their bulls and developing their heifers at the Rio Grande Valley Beef Association test for 25 years. been involved from the be- ues with direction of the Dr. Joe Paschal (front) at the at the Rio Grande Valley ginning,” says Reavis. county agents from Hidalgo, Beef Improvement Association test on a weighing and Today the test contin(Continued on page 6) measuring day.
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SOUTHERN LIVESTOCK STANDARD
Southern SimGenetics Feedout fuels Simbrah genetic improvement By Lane Giess, American Simmental Association director & geneticist
In 2018, the American Simmental Association (ASA) Board of Trustees along with the Simbrah Committee gave the green light to develop rare data collection initiatives that helped serve Simmental and Simbrah populations. One of those initiatives was the Southern SimGenetics Feedout, where producers of Simbrah and southern SimGenetics had the opportunity to enroll their own calves or their customers’ calves in a retained ownership feeding trial. The primary goal of this initiative
was to help service the carcass genetic evaluation for Simbrah animals. Genetic evaluations of carcass traits are notoriously difficult to manage because of a lack of actual carcass phenotypes respective to the number of animals enrolled with the Association. Historically, carcass data would only be reported on 1–2% of animals enrolled annually. With the launch of the Southern SimGenetics Feedout, those numbers have doubled or tripled in the Simbrah population. Collecting these valu-
able carcass data are integral to producing a reliable and accurate genetic prediction that members and their customers can use to identify genetically superior bulls in the Simbrah population for terminal performance. Without robust data collection and genotyping, genetic indicators for terminal traits will have low accuracy. The table below outlines the number of carcass data reported to the ASA on Simbrah animals since 2000, as well as identifying how many of those animals were DNA tested or enrolled in the CXP. There was
a notable increase in both the number of calves with carcass data as well as the number of terminal calves with DNA starting in the 2017born calf crop. Table 1 shows the commitment of Simbrah breed-
ers to meaningfully improve their population for terminal characteristics. However, it is not enough to only collect the data because real improvement happens by acting upon the information developed from these programs.
Genetically selecting for improved carcass performance begins with robust use of expected progeny differences (EPD). The ways to improve the accuracy of EPD (Continued on page 8)
Table 1. Year Born 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
Carcass Count 152 62 45 3 1 89 70 4 31 48 48 12 18 23 0 0 42 106 175 127 94 34
Feed Intake Count 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 13 50 46 23 0 8 0
Carcass+GE Calves 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 28 128 115 91 0
CXP Calves 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 30 140 126 90 0
Total Simbrah Enrollments 3633 2934 3109 2900 2716 2969 2808 2820 2567 2269 2111 2197 2097 2090 2205 2312 2386 2355 2508 2220 2272 2175
% w/ Carcass 4.18% 2.11% 1.45% 0.10% 0.04% 3.00% 2.49% 0.14% 1.21% 2.12% 2.27% 0.55% 0.86% 1.10% 0.00% 0.00% 1.76% 4.50% 6.98% 5.72% 4.14% 1.56%
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SOUTHERN LIVESTOCK STANDARD
Cattle reproduction: looking at cow longevity
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By Dr. Saulo Zoca, University of Tennessee Animal Science Department Producing replacement females is one of the most challenging and costly enterprises of a cow/calf operation. Heifers are the most critical stage of production and their developmental strategy can impact their whole productive life, including the length of their productive life. It is well known that heifers that conceive early and consequently calve early have a longer productive life and wean more pounds of calf. That was demonstrated in 1973 by Lesmeister and co-workers, and more recently by Cushman and co-workers (2013). The latter demonstrated that heifers that calved within the first 22 days of their first calving season stayed an extra year in the herd on average, thus producing an extra calf. Further, they demonstrated that these heifers that calved early also weaned a heavier calf compared to heifers that calved later for their first six calving seasons. In another study, heifers that were born early had increased pregnancy rates and more of those heifers were pregnant within the first 21-days of the breeding season compared to heifers that were born later. Thus, it is clear that heifer development has the potential to increase efficiency and profitability, and the benefit of calving early is cumulative, setting the operation up for a virtuous cycle. It is important to remember that in order to pay their development cost, a beef female must wean three to five calves according to Clark and co-workers (2005). This
number may be even larger depending on the inputs necessary for heifer development in each operation. In addition to that, when a female misses a calf (in other words, she doesn’t produce a calf every year) it is unlikely that she will recover that loss in revenue. In an efficient scenario with a short breeding season, heifers must attain puberty before the beginning of their first breeding season (around 13-months of age), and conceive early (thus, calving within the first 21-days of the calving season). Then, these young females are expected to calve unassisted as a 2-year-old, raise and wean that calf and rebreed, while still growing and lactating. Several studies surveyed the percentage of heifers that were pubertal by the beginning of the breeding season, and results ranged from 19% to 100% of heifers being pubertal. It has been reported that heifers that were pubertal by the beginning of the breeding season, or became pubertal shortly thereafter, had increased pregnancy rates. Further, there was an increase in fertility from the 1st pubertal cycle to the 3rd cycle of up to 21%. Combined, this highlights the importance of proper heifer development that can optimize the number (percentage) of heifers pubertal by the beginning of the breeding season. Several factors can influence the onset of puberty, including genetics, nutrition, and growth. On the genetics side, larger breeds are associated with an older age and
SIMBRAH By combining two legendary maternal breeds – Simmental and Brahman – and capturing retained maternal heterosis, American Simbrah offers a rare balance of superior fertility, maternal weaning weight, and lifetime productivity with unequaled environmental adaptability. Using Simbrah will add performance, significantly improve yield grade and ribeye size, and maintain the maternal value and replacement flexibility. For more information on Simbrah genetics, the following sources can be accessed www.simmental.org www.simbrahworld.com Follow Simbrah World on Facebook for the latest news.
heavier weight when they become pubertal. Similarly, beef (e.g., Angus) breeds attain puberty at an older age than dairy (e.g., Holstein) and Bos indicus (e.g., Brahman) attain puberty at an older age than Bos taurus (e.g. Angus) breeds. It is possible, especially in late maturing breeds (e.g. Brahman-influenced cattle) to decrease age at puberty by early weaning those calves and providing extra energy. Nevertheless, in conventional (6 to 8 month) weaning systems, the rate-of-gain of heifers influences the age at puberty. Thus, it is recommended that heifers gain 1.25 to 1.75 pounds per day from weaning to breeding. In doing so, it is expected that heifers achieve 55% to 65% of their mature body weight and are in a body condition score of 5 to 6 (scale of 1 to 9 where 1 is emaciated and 9 is obese). Studies have reported that heifers that were developed to 55% or 65% of their mature weight had no difference in cow longevity through their 5thcalf (length of study). However, when heifers were developed to a lighter weight (55%) and nutritionally restricted post-breeding, there was a decrease in retention of heifers until 5-years-old. Thus, regardless of percentage of mature weight that heifers are developed to (55% to 65%), they must reach 85% to 90% of their mature weight by the time they have their first calf around 2 years of age. It is also recommended that heifers go through a pre-breeding evalua-
tion around 4 to 6 weeks pre-breeding (contact your veterinarian for assistance). With this evaluation, one can confirm target growth (reach 55% to 65% of mature weight by breeding) and improve nutrition if necessary. Further, heifers are evaluated for pelvic area and reproductive tract score (RTS). The pelvic area is commonly measured during transrectal palpation by a Rice pelvimeter which measures the internal height and width of the pelvis. By multiplying these two values one can calculate the area of the pelvis. It is recommended that only heifers with very small (<130 to 150 cm2) or abnormally shaped (wider than taller) pelvis to be culled. The reason being that pelvic area is positively correlated with mature cow size, thus, selection for larger pelvic area will lead to an increase in cow size. Finally, the reproductive tract score
exam evaluates the uterine horns and ovaries and a score of 1 to 5 is assigned to each heifer. A score of 1 means the heifer has an immature/infantile reproductive tract. As the score increases, the reproductive tract is further developed, where a score of 5 means the heifer is pubertal. The goal is for greater than 50% of heifers to be at a RTS 4 or 5 by 4 to 6 weeks pre-breeding. Research has demonstrated that heifers with a more advanced RTS (i.e., 4 and 5) have greater pregnancy rates to AI and final pregnancy rates, especially compared to heifers with RTS 1. Thus, when possible, heifers with
RTS 1 should be culled to avoid unnecessary breeding expenses. In summary, making sure heifers have appropriate nutrition throughout their post-weaning development guarantees that nutrition is not a limiting factor in heifers reaching puberty and becoming pregnant. A pre-breeding evaluation assists heifer management and allows the producer to make changes, if necessary, especially to heifer nutrition, thus giving all the opportunities required for a heifer to become pregnant early, calve early, stay longer in the herd, as well as be more efficient and profitable.
For updates to Simbrah News visit
www.SIMBRAHWORLD.com
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SOUTHERN LIVESTOCK STANDARD
Meet the Gen Z consumer Their wants are driving the future of food By Kindra Gordon
There’s a new consumer moving into adulthood, and they are called “Gen Z.” Born between the years 1997 and 2012, they currently represent about 21% of U.S. consumers and comprise one-third of the global population. For the beef industry – and the global economy in general, it is wise to start understanding what is import-
ant to this consumer segment Center for Food Integrity, because by the year 2030 it is explains that because Gen projected they will contrib- Z consumers are the first ________________________ For the beef industry – and the global economy in general, it is wise to start understanding what is important to this consumer segment because by the year 2030 it is projected they will contribute $33 trillion in spending. ________________________ ute $33 trillion in spending. Roxi Beck, consumer engagement director for The
generation that has never known life without a smart phone, they are a unique and
different consumer than past generations. In a nutshell, Gen Z consumers are racially and ethnically diverse, like technology to find information and solve problems, and are driven by social causes, which are all factors that will influence their future food buying choices. Gen Z characteristics It is projected that by 2026 the majority within Gen Z
Gen Z consumers indicate a preference to move away from good vs. bad thinking with regard to food. Instead, they appear to prefer “traffic light labels” on food that highlights nutritional information in red, yellow, or green. consumers will be non-white. statistic suggests they are This consumer group is also less likely to drop out of high committed to education. One school and more likely to enroll in college than previous generations. Not surprisingly, this generation is digitally reliant. Over 96% of Gen Z consumers globally and in the US have a smartphone – and that is where they spend a lot of their time. Research suggests 50% of Gen Z adults use social media over 3 hours daily. Likewise, 52% say they utilize message apps for 3 or more hours daily, and 42% admit to about 3 hours of digital gaming daily. Beck reports that surveys of Gen Z consumers also indicate they enjoy using technology to solve problems, and they enjoy finding stories online. Specifically, they appear to like longer videos, or vlogs, and they like “how-to” (Continued on page 8)
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Starr, Cameron and Willacy counties, along with the team at Rio Beef and Dr. Karl Harborth, the new TAMU Extension Livestock Specialist for the area. In addition, breeders take on various volunteer roles as needed. “Without a doubt over the past 25 years, the RGVBIA Bull Gain Test and Heifer Development Program has been the best investment in “hands on” beef cattle education in cattle feeding and selection for genetic improvement for both the participating purebred cattle producers and the county Extension agents involved,” concludes Paschal. Cowan goes back to the original premise that the committee wanted to improve beef production in breeders’ herds and their customers’ herds and feels the test has provided a roadway for just that. For more information on the RGVBIA and historical test day visit https://hidalgo. agrilife.org/home/agriculture/bdp/.
SOUTHERN LIVESTOCK STANDARD
FRIDAY, NOVEMBER 10, 2023
More heifers supporting feedlot inventory By Josh Maples, Mississippi State University assistant professor & Extension economist The latest Cattle on Feed Report raised some eyebrows as it showed a slight (0.6 percent) increase in feedlot inventory from last year. Placements of cattle on feed were up about 6 percent driven by higher 700900 pound placements. In the current setting of tighter supplies and smaller calf crops, many might be rightfully surprised to see an increase in any cattle inventory numbers. However, there is plenty to unpack in this report that has both short term and long-term implications for cattle markets. The 11.6. million head of cattle on feed was the second highest October 1 total since 1996 when the series began. It was also the first time in 2023 that feedlot inventories have been above year-ago levels. Feedlot inventories are following the usual pattern of growing seasonally in the fall months (chart above). Some of the increase in placements in September
could reflect shifts in placement timing from a year ago rather than stronger feeder cattle totals. Probably my biggest takeaway from the report is the strong number of heifers on feed. The quarterly breakdown of steers vs. heifers on feed was released with this report and showed that 40 percent feedlot inventories were heifers (chart below). This is the highest percentage in over 20 years and indicates that producers continue to send many heifers to feed instead of retaining for reproduction. There are two sides of this: (1) heifers are helping to boost inventories now which could be viewed somewhat negatively for prices in the short term but also (2) fewer heifers retained means a smaller calf crop next year which can be viewed as supporting high price levels in the longer term. To me, this report shut down any ideas that herd expansion is happening or
will happen in 2023 and that discussion will shift toward whether expansion occurs in 2024. The increase in placements is interesting because it likely reflects producers selling now to take advantage of strong markets but also some producers being forced to sell feeder cattle a little earlier than expected due to expanding drought in many areas. This is especially true for swaths of the Southeast when drought conditions have gotten severe. Looking ahead at price expectations, it is worth noting that the current strong market prices have not really reflected herd rebuilding efforts yet. The rebuilding phase will include holding back more heifers which will mean fewer heifers sold as feeder cattle. Combined with smaller calf crops as a whole, this will be the point when feeder cattle supplies get really tight and that prices have the strongest supply-side support.
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Southern...
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include collection of more phenotypic data on economically relevant traits and using genotyping technology to better inform the prediction of EPD. If breeders are serious about improving a trait, this will be recognized by their commitment to collecting data and using EPD to breed the next generation of Simbrah animals. Genetic progress can be measured through observing genetic trends, which plot the average EPD of a trait by year of birth. The following plots are the Simbrah genetic trends for marbling, carcass weight, ribeye area, and backfat. It’s clear from these trends that Simbrah breeders have done an excellent job selecting for improved carcass weight, ribeye area, and reduced backfat. A positive and increasing trend for carcass weight EPD indicates that Simbrah have better genetic potential to sire calves with heavier carcass weights compared to Simbrah from 20+ years ago. This trend is mimicked for ribeye area EPD, where there was a relatively flat genetic trend for 20 years until 2000, when there was a year-over-year
improvement in the genetic potential for ribeye area. Backfat EPD shows a favorable response to genetic selection with a year-over-year decrease in the average EPD since the mid-2000s. The trait lacking genetic progress for Simbrah has been marbling EPD, which is an indicator of quality grade and a strong driver for carcass profitability. The trend for marbling has been relatively flat, with only a slight increase in genetic potential in the most recent years. It is important for breeders to continue to make genetic progress for economically relevant carcass traits, as this impacts the downstream profitability of commercial cow-calf producers. While carcass traits are not the only economically relevant trait for Simbrah breeders, the results from the Southern SimGenetics Feedout help provide carcass performance benchmarking information as well as better contribute to the Simbrah genetic evaluation for terminal traits. A subsequent article will address maternal traits and additional opportunities for improvement of Simbrah breeders. ~SLS
Meet the...
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videos. Additionally, social media influencers are important to this generation of consumer and 79% of Gen Z’ers say they would make purchases based on influencer recommendations on social media. Fifty-three percent of Gen Z consumers also say they find
food inspiration on social media. Presently, it is estimated 75% of Gen Z spends time on YouTube, 59% on TikTok and Instagram, 48% on Snapchat, 43% on Facebook, and 34% on Twitter. Social causes The Gen Z consumer is also driven by social causes. Beck explains, “Food goes beyond sustenance to them.
SOUTHERN LIVESTOCK STANDARD
Rather, eating is tied to identity with environment and sustainability top of mind.” She notes that this is an important characteristic among this consumer segment for the ag industry to pay attention to. Among one survey of Gen Z consumers, 75% indicated they felt the world is at a tipping point; 68% have
been personally impacted by severe weather; and 32% said climate change has had a major impact on their food and beverage choices. Also of interest, 35% of Gen Z consumers indicated they shop online for groceries weekly and more than 50% read labels. Beck notes, “This suggests they are looking for a variety of information.” She (Continued on page 10)
SOUTHERN LIVESTOCK STANDARD
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Foot rot information and treatment plans Source: Louisiana State University AgCenter Foot rot is an infection of the soft tissues between the toes (interdigital space) of the feet in cattle. Foot rot can affect one or more feet and cause mild to severe lameness. It impacts weight gains in growing cattle and milk production and reproduction in adult cattle. If left untreated, foot rot can spread to the deeper structures of the foot, such as the joints and tendons. The occurrence and prevalence of foot rot in pastured cattle can be unpredictable and varies from year to year, depending on weather and pasture conditions. It is seen in both excessively wet and dry conditions and increases with crowding and mineral deficiencies (copper, iodine, selenium and zinc). Anything that weakens the skin of the foot allows the bacterium Fusobacterium necrophorum, which is abundant in the environment, to invade and cause infection. Heat, humidity and standing in wet, muddy conditions are commonly to blame, but damage during dry conditions is often overlooked as a cause. Walking on rough, uneven surfaces (dried mud holes with deep hoof impressions) or grazing recently mowed grass and weed stubble can also damage skin and lead to foot rot. Clinical signs Foot rot presents with the following signs: • Sudden onset of mild to severe lameness. • Can affect one or multiple limbs, front and/ or back feet. • Symmetrical swelling of the lower pastern around the hairline and coronary band of both digits • The swelling may lead to increased separation of the claws. • Ulcerated cracking of the skin in the interdigital space with a foul odor • Decreased feed intake. Diagnosis A careful diagnosis is necessary to treat cattle properly and promptly. Greater than 85% of lameness in cattle originates in the foot, but it is not always foot rot. Symmetrical swelling of the lower pastern area (hairline to dewclaw) is a hallmark of foot rot. Confirmation of a diagnosis is made upon seeing the ulcerated interdigital space. This can be difficult to see unless the foot is picked up or the animal is restrained on a tilt table or cast/tranquilized in the field.
Other common causes of foot lameness either have no swelling or asymmetrical swelling. Hoof-wall cracks, sole ulcers and subsolar abscesses can also cause acute lameness but are unresponsive to antibiotics and require hoof trimming and/or paring. Infections of the bones, joints and tendons may require prompt medical and/or surgical intervention. Delaying proper diagnosis and treatment can
have serious and potentially life-threatening consequences. If left untreated, foot rot may progress up the foot to the fetlock and affect the deeper structures of the foot, such as the navicular bone, coffin joint, coffin bone and/ or tendons. Administering antibiotics to “wait and see” if the lameness responds will delay proper treatment for other causes of lameness that need trimming or surgical intervention. This may allow
problems to progress to the point of no return where salvage or euthanasia is necessary. Salvage will be delayed if antibiotics were given unnecessarily. Treatment If possible, the ulcerated area should be cleaned with soap and water and then a topical treatment can be applied. An injectable antibiotic and pain medication approved Lameness in cattle can be a source of significant economspecifically for foot rot ic loss to an operation. Foot rot can be prevalent in wet or dry conditions and can lead to significant lameness. (Continued on page 12)
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How to engage with GenZ Ultimately, Roxi Beck shares that understanding what Gen Z consumers value can be helpful to learn how to better share information with them about the agriculture industry. And to this she says, “The goal is to inspire conversation.” She points out that this generation of consumers does not have a lot of access to the food system, but they have an interest in food and information. And, because of their digitally-reliant upbringing, they are going to be looking – most likely online – for that information. “They are used to getting what they want, when they want,”she notes. To engage with Gen Z consumers, Beck reminds ag producers and industry professionals to “start by being you.” She
Meet the...
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adds that research suggests Gen Z consumers typically crave experience and want transparency. An additional factor found to be important to Gen Z is a focus on mental health; which is unique as this is the first demographic putting a primary focus on mental well-being.
explains, “The reality is you and I are consumers too. Focus on your passions and goals – that is 3 to 5 times more important than facts and research.” Whether sharing content through tours, videos or social media platforms, Beck says, “Offer what they crave – transparency, and provide information that is accurate and authentic.” She suggests showcasing environmental stewardship efforts, sharing the management practices that you use, highlighting the technology and innovation, as well as steps you take for quality, nutrition, food safety, etc. If applicable, tout third party verification of your management practices. Along with that, Beck says it is important to be ready – and
patient – with engagement from consumers. She notes that communication has to be a two-way street of dialogue, but recognize it is a journey. She explains that because much of what is done in ag production are new concepts to consumers, the questions you receive aren’t always what you may want or expect. To this she says, “Pursue conversations and engagement with patience, and recognize that questions are something to lean into and better understand where it came from.” In some instance, Beck notes that working with authentic influencers may also be a useful tool for the ag industry to share information and successfully reach the consumer audience.
What they want Regarding food, Beck notes that some commonalities among Gen Z are that they like creativity, they fear premature aging and disease – so are health conscious, and they don’t want food guilt. As a result, consumer focus groups have identified several key areas that characterize Gen Z eating habits.
These include: • Gen Z consumers indicate a preference to move away from good vs. bad thinking with regard to food. Instead, they appear to prefer “traffic light labels” on food that highlights nutritional information in red, yellow, or green. • Clean eating by choosing simple whole foods free
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• Nov. 18-21 – LMC & Friends Giving THANKS Online Sale X • Dec. 9 –TSSA Southern Showcase, Brenham, Texas
2024
• Jan. 22 – Fort Worth Stock Show Junior Simbrah Show, Fort Worth, Texas • Jan. 26 – Fort Worth Stock Show Open SimGenetics Show, Fort Worth, Texas • Feb 3 – Fort Worth Stock Show Commercial Female Sale, Fort Worth, Texas • Feb. 10 – National Simbrah & Percentage Show, San Antonio Livestock Show, San Antonio, Texas • Feb. 13 – San Antonio Livestock Junior Simbrah Show, San Antonio, Texas • Feb. 14 – Simbrah/Simmental Superbowl Sale, San Antonio Livestock Show, San Antonio • Feb 14 – San Antonio Livestock Show All Breed Bull and Commercial Replacement Sale, San Antonio, Texas • Feb. 28 – International Simbrah Show, Houston Livestock Show, Houston, Texas • Feb 28 – Houston Livestock Show All Breed Bull and Commercial Female Sale, Houston, Texas • Mar 5 – Houston Livestock Show Junior Simbrah Show, Houston, Texas • May 18 – 5th Annual Back To Grass Sale, Henderson, Texas
of artificial ingredients and additives. Beck points out that there can be a higher cost to this type of food, but Gen Z has still seemed to make this choice a priority. • Looking to balance and/ or maximize nutrition through a variety of food and plant powered eating rather than restrictive rules. Along with that these consumers are interested
in microbiome and digestive gut health. Beck notes that presently Gen Z consumers have a perception where they gravitate toward less meat portions and view plants as nutrient dense. Along with that, getting enough protein is a concern to them, reports Beck. • Choosing foods with a lower environmental footprint to support sustainable eating.
Beck shares that Gen Z consumers perceive plant based, organic and local and seasonable foods as more sustainable. Of these eating habits and perceptions Beck says, “We recognize some of the things they [Gen Z consumers] bring forward are not accurate, so more conversations are needed to address these issues.”
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American Simbrah - The World’s Breed Please Contact These Progressive Breeders
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Does the fall begin to turn? By Stephen R. Koontz, Colorado State University Department of Agricultural and Resource Economics
Cattle markets showed strength into September but stalled in the last half of the month and weakened into October. October is usually a tough month for cattle and beef markets, and we will have to see how the rest of the month plays out, but the market fundamental mix and technical picture offer some troubling signals. Placements of cattle in
feedlots were the strongest for the year in May and June and these are the animals to be marketed soon. The inventory of cattle on feed over 120 days and over 150 days is high as revealed by the most recent report. Exports are showing a response to the record high prices in terms of drifting lower. Fed steer and fed heifer weights continue the seasonal increase and are
likely for the next month and a half. This weight increase is not being limited by the falling corn price and the beginning of harvest – cash corn prices are surprisingly weak. Packer margins turned a sustained negative in August and did so again at the end of September. Prior to these two moves, margins had not been as negative since before 2019. (Several of my col-
leagues have stated to me that packers have made so much gross margin since 2019 that this is irrelevant – that they have so much money in the bank. I am doubtful. If gross margins are record high and plants do not increase volumes, then said plants are at capacity or are not able to run. If gross margins are negative, then the incentive is to not run. History is irrelevant.
Every animal loses money.) The signal is to reduce bids or not operate. Operation is a must only if beef is forward sold – and a reasonable risk manager will be long in the market for sales promised but not yet purchased. Finally, it is minor but boxed beef composite values have finally broken lower through the $300/cwt value after an excellent summer.
This is an important lower price level – a minor penetration – but below $300, nonetheless. There are a variety of factors that press for the slowing of cattle processing, sales, exports, and in the end – prices. The next several weeks will determine the strength of cattle buying. What is needed to satisfy forward contracts and what volume can be moved through cash market retail and food service channels? We will learn that. The strength of demand in the remainder of the four quarters will be a good signal for the following year’s potential. From a long-term perspective, what happens in the replacement market during the fall will be informative, too.
Foot rot...
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should also be administered. Only products approved for foot rot should be used as recommended by the herd veterinarian. Keep affected animals in a dry area until healed. If there is no improvement in three to four days, re-evaluation for infection of deeper tissues is necessary. Prevention and Control Prevention and control of foot rot involve management of the environment and maximizing hoof health. Areas around ponds and feed and water sources should be maintained to minimize mud and manure buildup. Minimize exposure to dried mud, sharp plant stubble and sharp gravel. Optimizing nutrition, especially trace minerals, can improve overall hoof and skin health. Foot baths are sometimes used in confinement beef or dairy operations but are impractical for most cow-calf operations. A commercial foot rot vaccine is approved for use in cattle, but there is little research to warrant its use. It may decrease the number and severity of cases but is not a standalone preventive measure. The FDA’s Veterinary Feed Directive prohibits feeding chlortetracycline (CTC) for foot rot as is not labelled for this indication. Conclusion Lameness in cattle can be a source of significant economic loss to an operation. It is imperative that a rapid diagnosis of lameness is made to ensure the welfare of the animal is not compromised. Consultation with your herd veterinarian who understands challenges on your operation is always a sound investment that will help prevent future production losses associated with lameness.