Finding Direction: Advice for developing a marketing program for crossbred calves
Channel: Casual Cattle Conversations
Date: 05/02/2024

Hey friends! I recently had the pleasure of chatting with Fred Otley and Rachael Oliver about capturing extra value for your calves through strategic marketing programs. Fred shares how his family's commercial cow-calf operation in Oregon has leveraged crossbreeding, carcass data tracking, and the Red Angus Association's Allied Access program over the last 14 years. By being really intentional with their genetics and health protocols, they produce calves that perform well down the supply chain - and they have the data to prove it to buyers. Rachael explains how the Allied Access eID tags provide third-party verification of the Otleys' genetics and enable their calves to qualify for premium programs. This traceability builds trust and opens up opportunities to capture more dollars per head when selling. A key takeaway I loved was Fred's advice on finding direction for your own program: don't jump to the latest fad, but take a hard look at what you have, get help analyzing gaps to your goals, and make incremental changes over time. I'd love to hear your thoughts - what key marketing programs do you participate in? How do you balance consistency in your herd while still evolving to add value? Let me know in the comments!

In this episode, you will be able to:

Discover how to implement cattle breeding programs for enhanced adaptability, ensuring your herd thrives in various environmental conditions.

Explore the benefits of incorporating Red Angus genetics into your breeding program for improved performance and market desirability.

Learn effective strategies for maximizing labor efficiency during calving season, saving time and resources for your operation.

Uncover innovative marketing programs to add significant value to your calves and increase your overall profitability.

Gain insights into building trust and receiving support from industry associations, empowering your business and networking opportunities.

My special guest is Fred Otley, Rachael Oliver

Fred Otley and Rachael Oliver are the distinguished guests for this episode, each bringing a wealth of experience and expertise in the field of cattle production. As the president of his family corporation, Fred Otley oversees a long-standing cattle operation rooted in the industry since 1886. Specializing in raising Sim Angus commercial cattle and implementing crossbreeding programs, Fred's insights into effective cattle management are invaluable. Rachael Oliver, a commercial marketing specialist with the Red Angus Association, contributes her extensive knowledge and hands-on experience in assisting producers with successful calf marketing strategies. With three years of dedicated service at Red Angus, covering regions across Montana, North Dakota, South Dakota, and the West Coast, Rachael's expertise promises to provide valuable industry insights. Their combined wealth of knowledge ensures a comprehensive discussion on marketing programs to enhance cattle value.

The key moments in this episode are:
00:00:02 - Introduction to the Podcast 

00:01:22 - Role of Red Angus Association 

00:04:18 - Multi-Generational Family Ranch 

00:10:13 - Transition to Red Angus Genetics 

00:17:41 - Marketing Program and Industry Trends 

00:20:19 - Adding Value to Cattle Marketing Programs 

00:21:36 - Understanding the Allied Access Program 

00:25:13 - Benefits of the Allied Access Program 

00:27:15 - Building Trust with Buyers 

00:34:38 - Future of the Beef Industry 



The resources mentioned in this episode are:

Visit redangus.org and reach out to the marketing team for assistance in implementing crossbreeding systems and finding niche markets for your operation.

Explore the Allied Access program offered by the Red Angus Association to benefit from agent source verification and EID tagging for your cattle.

Consider implementing DNA testing for your heifers and mother cows to track genetic objectives and make informed decisions on bull selection and herd management.

Utilize the resources and support from the Red Angus Association to refine your genetic package, improve decision-making, and plan better for the future of your beef cattle operation.

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