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K-State Beef Conference “Critical Thinking” August 12, 2010 Greg Henderson

K-State Beef Conference “Critical Thinking” August 12, 2010 Greg Henderson. “Critical Thinking”

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K-State Beef Conference “Critical Thinking” August 12, 2010 Greg Henderson

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  1. K-State Beef Conference “Critical Thinking” August 12, 2010 Greg Henderson

  2. “Critical Thinking” “Critical thinking is the identification and evaluation of evidence to guide decision making. A critical thinker uses broad in-depth analysis of evidence to make decisions and communicate his/her beliefs clearly and accurately.” - The Critical Thinking Co.

  3. “Critical thinking is reasonable, reflective thinking that is focused on deciding what to believe and do.” Robert H. Ennis, Author of The Cornell Critical Thinking Tests

  4. FOR SALE: 1995 Ford F-250, 4-door, long-bed, 7.3 liter turbo diesel pickup. 169,000 miles. “She’ll pull anything you put behind her!”

  5. Know your customer

  6. The Chicago Daily Drovers Journal Since January 11, 1873 America's oldest livestock periodical

  7. Harvey Goodall launched the Chicago Daily Drovers Journal in 1873, just ten years after the Chicago Stockyards opened for business. Mr. Goodall gathered prices on the cattle trading in the yards and published them in the daily newspapers that were mailed throughout the Midwest. Other market newspapers sprang up in river market cities such as St. Louis, St. Joseph, Peoria and Kansas City. The Neff family acquired the paper in 1917 and merged it with their Kansas City Drovers Telegram.

  8. Today’s average Drovers reader has: 381 beef cows 431 stocker cattle 1,188 fed cattle marketed 7,230 acres owned/leased

  9. Education level of Drovers’ readers: 68 percent have at least some college 25 percent have a college degree 9 percent have a graduate degree

  10. Change • Daily Google searches • 2000 2010 • 100 million 2 billion • Text messages • 2010 • 400,000 4.5 billion • Books Published • 2000 2010 • 282,242 1,052,803

  11. Daily newspapers • 2010 • 1,480 1,302 • CD sales revenue • 2010 • $943 million $428 million • iTunes downloads • 2010 • 0 10 billion

  12. Broadcast Media Has Changed America’s most trusted newscaster: July 16, 1979 America’s most trusted newscaster: July 22, 2009 Source: TIME magazine, 07-22-09

  13. Changes in agriculture • Average corn yield per acre • 39 bu/acre • 153 bu/acre • Beef production • 2009 • 111,242,000 million cattle 94,521,000 -15% • 21.469 billion pounds 25.951 +21% • 449 lbs./beef per cow 632 +41% • $40.7 billion retail value $80.6 +98%

  14. Consumers Have Misconceptions Consumers often have misguided perceptions about foods. Source, The Onion

  15. Your New Customer is: • Better educated • Pushed for time • Conscious of food industry trends and issues • Far removed from production agriculture • Commutes an average of 25 minutes one-way • 79.8 percent live in metropolitan areas

  16. Prepare for change Conduct a SWOT analysis

  17. SWOT Analysis Annual analysis of your business • Strengths • Weaknesses • Opportunities • Threats

  18. Strengths • Employees/family • Genetics • Facilities • Forage availablity / pastures • Marketing

  19. Weaknesses • Age of cow herd • Facilities • Marketing strategies • Equipment • Organization

  20. Opportunities What opportunities are available to you? • Genetic improvements • Pasture improvements/acquisitions • New employees • New ventures – recreation, hunting, fishing • Strategic partnerships – feedyards, other cow-calf producers

  21. Threats What current and future threats does your operation face? • Age/retirement of manager CEO • Financial • Loss of resources – rented land/pastures • Declining demand for product • Marketing issues / local, regional, national

  22. Meet your challenges • Animal welfare • Marketing issues • Diet/health • Environmental

  23. Diet/health Meatless Mondays The Meatless Monday campaign is backed by some public health advocates, chefs and suburban moms in an effort to reduce consumption of too much saturated fat.

  24. Sid Lerner 50-year advertising career on Madison Avenue. Creator of “Squeeze the Charmin” campaign, where grocery shoppers can’t keep their hands off the “irresistibly soft” Charmin toilet paper.

  25. Consumer questions • Where does my meat come from? • How was it raised? • What is the impact on the environment?

  26. Beef’s water footprint “One of the biggest advantages of cutting back on meat consumption is the reduction in the water demand,” says environmentalist Peter Gleick of the Pacific Institute. “It takes 140,000 bathtubs full of water to produce 1 ton of beef.”

  27. Outrageous claims “A pound of beef takes anywhere from 2,500 to 6,000 gallons of water to produce.” - Stanford professors Paul R. and Anne H. Ehrlich Newsweek once reported that the water required to produce a 1,000-pound steer “would float a destroyer.”

  28. Reality • A pound of beef requires 441 gallons of water • A pound of rice requires 403 gallons of water • A pound of chocolate requires 2,847 gallons of water Jim Oltjen, department of animal science, University of California, Davis

  29. Meet the challenges • Focus on your business • Evaluate new technology – DNA, etc. • Evaluate your business practices (animal welfare, animal handling) • Think critically

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