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"Consumers are getting a product that
is bred, raised and finished in the state of Kentucky. This is a direct
source-verified product. You can see the farm where it came from, you know
the local small farmer who produced it."
Brian Newman,
Green Co. Cooperative Extension Agent for Agriculture and Natural
Resources
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by Aimee D. Heald
GREENSBURG, Ky. (September 11, 2002) - Nine beef cattle producers in the Green
River Area have teamed up to add value to their operations by combining
resources of capital and information.
This year-old, small-scale vertical alliance coordinates cow/calf production,
weaning/backgrounding, feeding to finish, local processing and direct
distribution. They focus on quality over quantity and have three goals for the
products they produce - quality, reputation and safety.
"We knew we were good beef producers, but we also knew we were bad
marketers, said David Givens, Green County beef producer. "We're excited
to get a little of the added value that is further up the distribution
chain."
Givens said the group wanted to go beyond weaning cattle, so instead of sending
them on to a feedlot they decided to sit down and see what opportunities they
had to finish the beef and sell it locally.
With grant money from the Kentucky Ag. Development Fund, Green River Cattle
Company began last year by doing a comparative data collection. The company
sent 20 cattle to finish in Kansas feed yards and finished another 20 in
Greensburg, Ky.
"The cattle in Kansas finished a few weeks ago," he said. "The
market turned around and we lost some money on those cattle. But nonetheless,
we put good cattle out that performed very well on feed. They were very
efficient in their gains and graded fairly well on their carcasses."
Givens said the 20 cattle finished in Greensburg also performed well. He
admitted the cattle did not finish quite as good as the ones sent to Kansas,
but attributed that to the fact they are not as experienced at finishing cattle
yet.
The good news is the group will probably not lose money on the cattle finished
at home because of creative marketing that will allow them to capture some of
the added value by selling the cattle as burgers, roast, steaks and other
finished beef products.
"The University of Kentucky College of Agriculture was a major role player
in bringing this group of nine beef producers together and helping them
understand they are producing more than just beef cattle," said Brian
Newman, Cooperative Extension agent for agriculture and natural resources in
Green Co. " They are actually producing beef for the consumer."
The producers in GRCC will soon end a trial marketing phase and then move into
three or four months of strategic planning with the Governors Office of
Agricultural Policy. Givens said the planning is another way to use a variety
of resources available to them.
"It takes a network of resources to make the whole thing work," he
said. "We need to invest in human capital and spend money on talent like
the UK Cooperative Extension Service, graphic designers and the state Ag.
Development Board."
Currently GRCC products are available at Central Farmer's Supply in Greensburg,
as well as two upscale restaurants in Louisville.
"Hopefully we can roll out in May or June of 2003 with more cattle,"
Givens said. "We also want to tap a few more markets than we have now and
eventually expand into the Lexington area."
Newman said the Green River Cattle Company is a good example of a feasible
project that others in the Commonwealth can use to promote beef in their home
areas.
"These gentlemen are closer to the consumer than anyone else in the food
chain," he said. "Consumers are getting a product that is bred,
raised and finished in the state of Kentucky. This is a direct source-verified
product. You can see the farm where it came from, you know the local small
farmer who produced it."
Givens said it means more to them than just raising and selling beef.
"Along with promoting beef, we're hometown guys and we'd love to draw
people to Greensburg to buy some patties to put on the grill," he said.
Writer: Aimee D. Heald 859-257-4736, ext. 267Source: Brian
Newman 270-932-5331
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