The value of blue sky is related to a number of factors, one of them being competition. As prices drop, prospective buyers get nervous and cling to their wallets, and when competition is high, people will throw money at an item to get on the bandwagon. Beltie breeders tend to see their animals in a somewhat romantic way, but as conventional beef processing and marketing becomes more and more concentrated in the hands of a few giant companies that serve neither consumers, farmers or society, cattle brokers see the belt as a red flag. He or she seeks to find uniformity in lots of fifty animals or more which can be fed a similar ration and be sold at about the same time with uniform carcass quality. Even though the buyer may be aware of the high quality of Galloway beef, the belt may suggest to the buyer that this animal may require something apart from the typical assembly line production of beef, and he may be reluctant to purchase above the price floor if quantities are limited.
Marketing also effects the value of blue sky.
Although some see marketing as a perversion which seeks to deceive buyers, others see it as a process of education the consumer about the unique and desirable features of an item. Success in marketing Belties will come through establishing a market niche, a small but select market which sees this breed for values distinct from other breeds. It is unlikely that Beltie breeders can be successful by going head to head with a giant breed organization such as the one for Angus. This represents a huge potential market for sustainably produced food products, with adequate prices to reward environmental stewardship. A large number of consumers want meat products raised in a way that may enhance the consumer's personal health, rural communities, and the natural environment.