Marketing Livestock (Chapter 1)

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Marketing Livestock (Chapter 1)

  1. 1. Marketing Livestock
  2. 2. One purpose of Quality Counts <ul><li>Reveal impact of 76,000 market projects </li></ul>
  3. 3. <ul><li>Terms & Calculations : </li></ul><ul><li>Live weight – Total weight of livestock at slaughter </li></ul><ul><li>Carcass weight – Total weight of livestock after slaughter </li></ul><ul><li>Dressing percentage – Percentage of the live animal that ends up as carcass (Carcass weight ÷ Live weight) x 100 </li></ul><ul><li>Total number of livestock – Total number of live animals being slaughtered </li></ul><ul><li>Carcass weight x Total number of livestock = </li></ul><ul><li>Total pounds of carcass </li></ul>How many pounds of carcass are there?
  4. 4. <ul><li>Market swine: 32,751 </li></ul><ul><li>Meat goats: 23,817 </li></ul><ul><li>Market lambs: 11,323 </li></ul><ul><li>Market steers: 8,435 </li></ul><ul><li>TOTAL: 76,326 </li></ul>Total Entry Numbers
  5. 5. Avg. wt. – 269 D. P. – 74.7% 6,580,985.9 lb PORK
  6. 6. <ul><li>Ham – 24% </li></ul><ul><li>Side (Belly) – 19% </li></ul><ul><li>Loins – 18% </li></ul><ul><li>Picnic – 9% </li></ul><ul><li>Boston butt – 8% </li></ul><ul><li>Miscellaneous - 22% </li></ul>Pork Carcass
  7. 7. <ul><li>Dressing percentage = Carcass weight as a percentage of </li></ul><ul><li>Live weight </li></ul>Pork Carcass Dressing Percentage Carcass weight ÷ Live weight x 100 Factors affecting dressing percentage gut fill degree of muscling weight of hide weight of head weight of feet fat thickness
  8. 8. <ul><li>Livestock are processed different ways. </li></ul><ul><ul><li>Ex. Pork is harvested with the skin on, thus yielding higher dressing percentages. </li></ul></ul><ul><li>Livestock are fed different diets. This can increase or decrease gut fill, which can in turn affect dressing percentage. </li></ul><ul><ul><li>Ex. Grain fed vs. natural fed (forage) </li></ul></ul><ul><li>Weight of skin or pelt varies with livestock species. </li></ul><ul><ul><li>Ex . Sheep or goats that are shorn vs. unshorn </li></ul></ul><ul><ul><li>Ex. Different breeds have thicker skins (Continental vs. Zebu) </li></ul></ul><ul><li>Livestock have different types of stomachs. </li></ul><ul><ul><li>Ex. Swine have monogastric (single-compartment) stomachs </li></ul></ul>Reasons for Variations in Dressing Percentage
  9. 9. Avg. wt. – 130 D. P. - 54% 794,874.6 lb SHEEP
  10. 10. <ul><li>Leg – 39% </li></ul><ul><li>Shoulder – 26% </li></ul><ul><li>Breast – 10% </li></ul><ul><li>Rack – 9% </li></ul><ul><li>Loin – 7% </li></ul><ul><li>Flank & kidney – 4% </li></ul>Lamb Carcass
  11. 11. <ul><li>Dressing percentage = Carcass weight as a percentage of Live weight </li></ul><ul><li>Carcass weight ÷ Live weight x 100 </li></ul><ul><li>Factors affecting dressing percentage </li></ul>gut fill muscling fatness mud wool Lamb Carcass Dressing Percentage
  12. 12. Avg. wt. – 90 D. P. - 50% 1,071,765 lb GOATS
  13. 13. <ul><li>Leg – 39% </li></ul><ul><li>Shoulder – 26% </li></ul><ul><li>Breast – 10% </li></ul><ul><li>Rack – 9% </li></ul><ul><li>Loin – 7% </li></ul><ul><li>Flank & kidney – 4% </li></ul>Goat Carcass
  14. 14. <ul><li>Goat meat or cabrito is being purchased primarily by immigrants from Mexico, the Middle East and the Caribbean. </li></ul><ul><ul><li>Ethnic groups within metropolitan areas (New York, Chicago, California) want to return to foods of their cultures. </li></ul></ul><ul><li>People of different religions purchase different parts of the goat. </li></ul><ul><li>Three most consumed portions are rack, loin and legs. </li></ul>What do consumers want?
  15. 15. <ul><li>Dressing percentage = Carcass weight as a percentage of Live weight </li></ul><ul><li>Carcass weight ÷ Live weight x 100 </li></ul><ul><li>Factors Affecting Dressing Percentage </li></ul>Goat Carcass Dressing Percentage gut fill lactation hay and straw feeding mating weaning carcass weight variation large horns & testicles dry pastures fatness heavy fleece breed gender
  16. 16. Avg. wt. – 1256 D. P. – 61.2% 6,483,731.5 lb BEEF
  17. 17. Where does our beef come from? Beef Carcass Breakdown %
  18. 18. <ul><li>Processors are extracting single muscles from different portions of primals. </li></ul><ul><ul><li>Improving taste and quality of individual cuts of meat </li></ul></ul><ul><li>Consumers want improved taste and color. </li></ul><ul><ul><li>Palatability and appearance are crucial when consumers purchase meat products. </li></ul></ul><ul><li>Leaner meats </li></ul><ul><ul><li>Done by extracting single muscles, processing methods, or emphasizing better quality grades by producers </li></ul></ul><ul><li>Country of origin labeling </li></ul><ul><ul><li>Organic and natural meats </li></ul></ul><ul><ul><li>Telling the story of the products </li></ul></ul>What do consumers want?
  19. 19. <ul><li>Dressing percentage = Carcass weight as a percentage of Live weight </li></ul><ul><li>Carcass weight ÷ Live weight x 100 </li></ul><ul><li>Factors Affecting Dressing Percentage </li></ul>Beef Carcass Dressing Percentage gut fill pregnant cows feed type bruising class of country carcass weight variation transit loss sale method fatness weather conditions breed
  20. 20. Grand Total: 14,931,357.0 pounds of carcass!
  21. 21. Results – Entry Number Trends Project 2000 2006 % Change Beef cattle 7,582 8,435 11.25% Swine 34,126 32,751 -4.03% Sheep 11,837 11,323 -4.34% Goats 17,651 23,817 34.93% TOTAL 71,196 76,326 7.21%
  22. 22. 2006 Results Project type Market Breeding Total Beef cattle 8,435 7,055 15,490 Swine 32,751 2,882 35,633 Sheep 11,323 1,338 12,661 Goats 23,817 2,331 26,148 TOTAL 76,326 13,606 89,932
  23. 23. <ul><li>Your project can affect thousands of people! </li></ul><ul><li>Think about the CONSUMERS! </li></ul><ul><li>You never know who they might be. </li></ul>What does this mean?

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