390 Colorado State University Seedstock Merchandising Team: Creating Impactful Student Experience and Engagement in the Beef Industry
Authors: Cunningham Samantha F 
Published: November 2023

Abstract
Hands-on learning is not a new term for animal science curriculums; in fact, it is often something that sets the major apart. The demand for experiential learning opportunities continues to be strong. Students not only want more experience with livestock, but also learning opportunities that provide impact: labs, field trips, internships, and research for example. Colorado State University is committed to providing unique student opportunities that allow students to gain new perspectives, practice applying foundational knowledge, strengthen professional networks, and grow as young leaders in the agriculture and livestock industries. The CSU Seedstock Merchandising program was founded in 1976 under the direction of Dr. Robert Taylor. Taylor’s work focused on beef cattle systems and management, and he believed that learning happens in and out of the classroom. This philosophy built a long tradition of “learning by doing”. In the spring of 1977, the first group of “Advertising and Merchandising Breeding Cattle” students advertised and sold 17 head of yearling bulls with a sale average of $1,600. In the spring of 2023, the CSU Seedstock Merchandising Team hosted the forty-sixth annual sale selling 28 head of age-advantaged Angus and Hereford bulls averaging $4,196 and 9 Hereford and Commercial Angus bred females averaging $2,639. In the years between these two events, the program expanded. Beginning in 2002, student activities extended beyond organizing and advertising a sale. It was at this time that students began exhibiting cattle at the National Western Stock Show and participating in the National Cattlemen’s Beef Association Convention and Trade Show through hosting a booth on behalf of the CSU Animal Sciences Department. In addition to these activities, students on the Seedstock Merchandising Team are required to register for a series of courses focused on seedstock cattle merchandising and management. These students work extensively with the records of the on-campus teaching herd participating in data collection and management, preparing data for submission to breed associations, making recommendations for annual breeding and selection, as well as management and marketing. Beef industry leaders and fellow seedstock producers are invited into the classroom as guest speakers. Students travel to seedstock operations and sales, study online sales and marketing, practice social media promotions, collect data for the sale catalog, set sale order, identify animals to highlight and photo, as well as host the sale and write a sale report. It is through these experiences that students are developing skills that can be used across a range of careers while also practicing animal husbandry and management knowledge gained across the animal sciences curriculum. Students active in the seedstock program have the opportunity to strengthen data analysis and management, communication, networking, and time management skills, as well as practicing community and industry engagement and industry advocacy.